When someone unsubscribes from your emails, it can be disappointing & confusing to know why they left. However, there are effective strategies for improving high unsubscribe rates and improving your email marketing strategy.
Every type of real estate email has the potential to be effective. Newsletters, holiday greetings, polls, and listing updates are all examples of emails with high open rates and engagement.
Here are some tips to help you retain your audience and attract new subscribers:
Choose the Right Email Platform
Numerous email marketing tools are available that are designed to start systematic, focused email marketing campaigns. These solutions not only optimize your emails but also save you time when it comes to sending bulk emails, segmenting your audience, formatting your messages for different devices, and more.
Stay Up to Date on Relevant Client Content
Keeping up with client content has numerous benefits and is simple to achieve. A thorough understanding of your ideal client enables more effective lead generation, enhanced client connections, smarter marketing targeting, and clearer communication.
If nothing else, you should routinely check in on relevant social media platforms and participate in online communities that your target audience frequents.
Monitor Email Statistics
You should be able to view basic email metrics and statistics in your CRM. You can determine which emails result in the most unsubscribes, the fewest clicks, the biggest surges in subscribers, etc. by regularly monitoring your stats.
You won’t be able to determine what needs to be changed to get better unless you have clear analytics monitoring the behavior of the people who receive your emails. Analytics ought to be the driving force behind any improvements to your email marketing plan. There are a plethora of potential adjustments that might be made to real estate emails, ranging from attempting different content formats to altering the frequency of emails. Additionally, your analytics will let you know when users opt out, allowing you to pinpoint the precise alteration that drove them away. shift
Assume for the moment that you have decided on all the essential components. Even so, unsubscribe rates may be the result of unrelated issues and have a detrimental impact on the effectiveness of your emails.
The Reasons Behind Email Unsubscriptions
Your Email Is Hard to See or Read
Your viewers can access emails from a variety of smart gadgets these days. Your email must be formatted so that it appears the same to all recipients. Your email may not seem flawless on all devices, even if it looks great on the specific iPhone model you own.
Remember that more than half of emails are seen on mobile devices, and that mobile devices frequently download photos erroneously.
Before sending out your mailer, you may examine how it appears on all platforms with the use of tools like Litmus. (add more tools)
You Send Too Many Emails
Leading Marketing Automation Software provider Ortto conducted research, and the results showed that the most common reason consumers choose to unsubscribe was “receiving too many emails.”
Consider how often you have been sending emails so far. Are you reaching out to more people via email than you said you would? Based on an Ortto survey of 327 businesses across more than 10 industries, it was discovered that businesses who send no more than 2-4 emails weekly outperform those that send 4–12 emails and generate half as many leads.
Determine the ideal quantity of weekly emails by examining the statistics and speaking with email users. Send out a survey to subscribers asking them to indicate how many emails they would want to receive and what subjects they would like to receive when they sign up for your list. Soon after you start getting emails on a regular basis, send out a survey to learn more about your subscribers. This shows them that you are not just curious to learn about them, but also that you want to provide them interesting and relevant stuff.
Additionally, an exit poll that asks subscribers why they are unsubscribing can offer you with the information you need to fine-tune your future emails.
Your real estate website provider should have the opportunity to create a landing page for possible unsubscribers. After selecting the unsubscribe option, direct customers to a survey page where they may provide information about their email preferences and the reason for unsubscribing before signing off.
Your Email Format Resembles Spam
Spam is the enemy of any successful email marketing. Spam emails are automatically discarded or, at the very least, ignored and unopened.
If your emails appear suspicious or unprofessional, people will instinctively believe they are spam. Professional email marketing services provide built-in and customizable templates to help you avoid the spam folder. The less sophisticated your email is, the less likely it will wind up in the junk folder. Plain text with few or no graphics or sophisticated HTML coding has a much better chance of making it into the “important” folder.
After everything is in place, send yourself a test email to see how it looks visually. Pay close attention to spam trigger words in your email’s title and body. In general, any words that suggest neediness, big discounts, or deceptive language may trigger spam filters.
You Send Irrelevant Content
We understand that all of your content is precious in your eyes. However, in order to avoid excessive unsubscribe rates, we must consider the perspective of the email recipient. Consider why your email subscribers initially agreed to receive your communications. Were they interested in receiving property listing updates? What about general real estate information?
You’re likely to correspond with folks at various phases of the purchase process, each with their own set of interests and goals. Top CRMs, such as Follow Up Boss,(more suggest) include tools that categorize your contacts into lists based on demographics. Create action plans to provide content that is tailored to each group’s specific needs.
Here’s an example. Consider how to define each stage of the property-purchase journey. Then, to categorize them, use unique tags and custom filters. Create separate email templates for each stage of the journey, and update client contact cards with new tags as they go. It is that simple!
With a big number of contacts and personalized material for each stage, the initial setup can take some time. But it is well worth your time. According to Aberdeen Research, marketers who generate personalized content for their audience’s interests at specific buying stages had a 73% conversion rate.
It’s obvious that when the material is general, the unsubscribe button appears.
Low-Quality Email Content
High-quality email marketing content adheres to the same general guidelines as other internet material. All material should enlighten, educate, and inspire, but most importantly, the writing should be easy to scan and understand. According to GetApp, 11% of surveyed email recipients believe that emails are overly focused on company needs and not enough on consumer demands. Boring, repetitious, or highly sales-focused emails were among the most common complaints.
Clean Up Your Email List
What is the harm of sending emails to persons who do not read them? If they don’t want your emails, they simply won’t read them. Right? Not exactly. If a huge percentage of people do not open your emails on a regular basis, email servers are more likely to flag them as spam. Spam means removing and unsubscribing.
Opt-in and Opt-out
Sometimes the problem is as easy as readers mistakenly signing up or joining the incorrect email list. According to a survey on email subscriptions, approximately 26% of people were automatically subscribed to newsletters even though they did not join up on purpose. Make sure your email list opt-ins are straightforward and well-designed, and include an error notice if the checkbox is incomplete.
Alternatively, they may have intended to subscribe to your emails but only for a specific type. People frequently sign up for one email list only to be accidentally added to another. For example, they may prefer to receive updates on local companies and attractions rather than new property listings. When your property listings email does pop up (especially if it is received more often than other types), they’ll likely unsubscribe to all of your emails.
Providing thorough opt-in and opt-out alternatives when signing up for emails will help you avoid many unsubscribes in the future. This allows readers to stay on your email list while hearing from you less frequently and choosing what they want to hear.
It’s not you, it’s them.
Remember that more subscribers does not always equate to better outcomes. Not all subscribers are equally important to your business. As previously indicated, inactive subscribers might have a detrimental impact on the overall success of your marketing effort. Unengaged subscribers should unsubscribe rather than leaving unopened emails or reporting them as spam.
The goal here, as usual, is to improve customer relationships and achieve demonstrable results for your real estate business. First, we must understand how to optimize our emails and which variables are working against us unknowingly. With the excellent guidelines provided above, your email campaign will certainly tighten up in no time.
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