Email Marketing Tips For CRE Professionals
Whether you’re using Mailchimp, Constant Contact, or any other email provider, email marketing is one of the most effective ways to reach your current and potential customers. Since email is such a common form of communication, it’s important to make your email stand out. In a full inbox, how can you ensure that your recipient opens – and takes action – with the email that you’ve sent them? That’s where your email marketing strategy and the design of your email template comes into play.
Having a professionally designed email is just as important as having a professional website. Your email marketing efforts directly reflect your brand, so you want it to be top-notch. Learn how to optimize your email marketing with these tips:
Understand The Different Types of Emails
Nowadays, everyone is familiar with email. In fact, we all receive TONS of emails every day. There’s back and forth communication style emails that you personally write and then there’s marketing emails. I’m sure that you’re familiar with emails that are sent out to advertise a store sale or promote an upcoming event, but as a commercial real estate professional you may also want to send monthly newsletters and emails to promote your available property listings.
Understanding the different types of emails – and their specific uses – will help you understand who you should be sending each email to. Email marketing is most effective when you have separate groups (or target lists) for people who may be interested in the different services that you offer. For example, you may want to create an email list comprised specifically of property owners and another list specifically for tenants. Or, it may suit you best to create email groups based on the property type that the recipient is interested in (an Industrial group, an Office group, a Land group, etc.). You don’t want to send one of your office tenants an email about an industrial property for sale; that would only confuse the person and likely cause them to unsubscribe from your email list.
Layout, Layout, Layout
The design of your marketing emails is extremely important. Design elements include a title, eye-catching photos, descriptions, links, contact information, and a call to action. The layout will vary depending on the type of email you’re sending out, so it’s important to have a couple different templates. For a commercial real estate broker, I recommend having one template for your monthly newsletter and another template to market your available properties. You may even want to have a property template that features multiple properties and another template that highlights just one property.
Make Your Branding Consistent
While each email template design will vary, it’s important that the overall “feel” is the same. Your branding – such as your logo, color pallet, and fonts – should be consistent in all of your templates. All of these elements give your emails a professional look and make them easily recognizable to the recipient.
Have A Call To Action
What is the ultimate purpose of your email? What are you wanting the recipient to do with it? Do you want them to click on a link to view your available property? Should they click on the button to sign up for your upcoming event? Do you want them to read an article on your blog? Whatever it is, every email should include some sort of “call to action.” The title, applicable photos, and use of buttons should all point towards the call to action that you’re hoping for.
No matter what industry you’re in, email marketing should be a part of your overall marketing strategy. While it may take time to learn how to write a catchy subject line, or choose the most visually appealing photos, it’s all a worthwhile investment for your company.
If you’re a ClientLook subscriber, take advantage of our integration with Mailchimp to easily send emails and track the analytics. Not a ClientLook user? Contact us today to see how our commercial real estate software can transform your business. Schedule a demo today so you can see our CRM – and our email capabilities – in action.