Top 5 email marketing myths

This week I sat down and busted the common email myths that I see real estate agents across australia buying into.
Even though we live in a world where information is readily available, we still suffer at the hands of viral misinformation and subsequent myths.
When we begin working with agents on their real estate email marketing I often see that they have taken on misinformation about emails and their communication has subsequently suffered due to mislead good intentions which is what spurred me on to create this video and provide the truth behind the most common email myths in real estate marketing.

Without further ado, here are the top 5 myths that I see most often and the real information you need to know behind each of them.

Number 1: Emails don’t need to be mobile responsive
Data shows that more than 60% of email recipients open their email on a mobile device. Meaning that if your emails are not optimised for mobile, you’re severely impacting the success of your communications. Emails that aren’t optimised for mobile often read poorly and crop portions on your email leading to your recipients opening and swiftly closing your email without a second look.

Number 2: Emoji’s in subject lines increase open rates

Emojis won’t guarantee an increase in open rates, and even worse, some audiences respond negatively to emojis, which is why emojis should be used with care in emails. If you’re tempted to add an emoji in your subject line, ask yourself – is this a serious email? If yes or you’re unsure, it’s best to stay clear of of them.

Number 3: Your from address should always come from your company
Relationships are built one person at a time and if you’re a real estate agent wanting to grow your reputation, your EDM’s should be coming from you personally, not a ‘faceless’ agency. This is really imperative to maximise the effectiveness of your communication and develop valuable relationships. Another positive of sending emails from your personal work email is that replies will go directly back to your inbox instead of to a mass company inbox that may not be monitored regularly, making it easier for sellers to speak to you.

Number 4: Unsubscribes are the worst

An unsubscribe is typically a recipient saying ‘I don’t want to see this content in my inbox anymore’ which can be hard to take. However with a full marketing strategy, your audience will be seeing your message elsewhere, so it’s not the end of the world. Plus, there are worse fates than your email being unsubscribed to. When a user unsubscribes from your emailing list, they have improved the quality of your list and you have minimised your risk of recipients marking your messages as spam – something that could potentially affect your ability to send mass emails in future. I like to take these occurrences as consumers telling us how and where they want to consume content.

Number 5: The more images and links in a message the better

People read two and a half words a second and may only give your email five seconds, so use your links and images thoughtfully. While it’s a well-known fact that images make emails more visually appealing, too many can impact email deliverability and email loading times. Best practice is to ensure your email loads quickly and is easy to read. Furthermore, keep it simple and guide people down the path you want them to take.

____

If you’ve unintentionally fallen victim to one of these email myths or you’re looking for more direction with your real estate email marketing – give me a call today on 1300 590 494

Steve Osborn
Identity Marketing