What's your e-mail reputation?

By
Real Estate Technology with RE-ACT, LLC

Do you know that if you are sending an e-mail regularly to your Sphere of Influence, but you are not doing it responsibly, you could be doing a great deal of damage to your domain name's e-mail reputation?

If you're not following up with your SOI consistently, you're losing money in lost referrals and repeat business. If you are, and you're using e-mail as one method of doing so, are you doing it responsibly? If not, you could end up on various e-mail server's blacklists, and that is not somewhere you want to be. That could stop all of your e-mails from getting to that client, and possibly anyone else who happens to be using that server as well. And servers share blacklists sometimes, so it could get worse. 

By responsible I mean are you using an e-mail service that provides an unsubscribe link? As long as you are doing that at a minimum you're protecting yourself to a degree. What you really want to be doing though is making sure that if someone unsubscribes or labels your e-mail as spam, that you remove them from your CRMs e-mail list . If you're monitoring your outgoing e-mail with a good service, you'll also know when e-mails "bounce". If a former client's e-mail bounces or is undeliverable, it gives you a good excuse to call them to "update your records". 

If you're not already monitoring the delivery of your e-mail you should start. If you have e-mail addresses going back for years that you have never checked, you could have a high percentage of bad ones. If you decide to start doing regular e-mailings and you use those bad ones over and over, that's when the potential for being blacklisted comes in. 

Your biggest asset is your past client list, so shouldn't you do your best to maintain it's integrity?

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Topic:
Real Estate Best Practices
Groups:
Top Producer 7i & 8i Users
Technology - Contact Management / CRM for Real Estate Agents
Tags:
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crm
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Rainmaker
848,857
Bob Miller
Keller Williams Cornerstone Realty - Ocala, FL
The Ocala Dream Team

Hi Gary, we agree, but you have to be careful, some email providers allow a few complaints to block your emails to all their customers as spam.

Jun 13, 2013 04:09 AM #1
Rainmaker
100,288
Gary David Hall
RE-ACT, LLC - Doylestown, PA
Real Estate CRM Sales, Training and Implementation

It really shouldn't happen after just a few complaints. It's not done manually. There are various providers of systems that literally assign a point value to an e-mail to determine whether to block it. Those same systems keep track of the activity from servers and domain names and when the number of offenses exceed the preset parameters, they start blocking them. The servers/e-mail hosts that use the systems determine how sensitive they want to be. AOL has always been thre worst for "FalsePositives"- blocking e-mail that should not be blocked.

Jun 13, 2013 04:19 AM #2
Anonymous
PropertyMinder
Great article!
Feb 28, 2014 07:40 AM #3
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Rainmaker
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Gary David Hall

Real Estate CRM Sales, Training and Implementation
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