Ten Tips for Leveraging Mass Permission E-Mails to Create Leads

Real Estate Agent with William Raveis Real Estate RES.0772823


Mass permission e-mail services such as Constant Contact can provide an inexpensive and easy way to stay top of mind with potential clients and generate leads.  I've used this method successfully since 2007 and have grown my mailing list to almost 600 recipients.  According to Constant Contact, I have a higher than average rate of people who open my e-mails than 90% of their users. 

If you want to increase your success with sending mass e-mails, follow these 10 tips:

#1  Personalize the E-Mail

Most mass permission e-mail programs allow you to insert the first name and last name of the person in the greeting line of the e-mail.  I use just their first name myself, because I want the greeting to be more informal.  In order to find out their name, I require people who sign up to provide their names.  I may get fewer sign ups because I'm requiring more information, but the people who do sign up are more likely to become leads than someone who refuses to give their name.

#2  Send E-Mails at Least Monthly

Somewhere between once a week and once a month is the right number.  You don't want to become just one more item in their e-mail inbox that they automatically delete, so there is a right number for your audience.  Figure out what it is and then set a schedule to remind yourself to send the e-mails out. 

#3  Create a Compelling Subject Line

The most well-crafted e-mail doesn't matter if your recipients hit delete without opening it.  I get over a hundred e-mails a day and I delete a lot of them based on the subject line.

#4  Provide Targeted and Timely Information

My e-mails have a high open rate (I'm in the top 10% of Constant Contact's 500,000 users, a Constant Contact All Star) because I provide information that is specifically targeted to my audience.  I have several e-mail lists, but for those who sign up for information on the Black Rock Real Estate market, that's what they get.  When the FEMA map changes came into effect on July 1 in my area, I sent out an e-mail on how to shop for flood insurance and make an appeal to FEMA.  I don't use automated drip campaigns because the information is generic.  I also want my audience to get to know me.  My e-mail messages show that I'm aware of their concerns and I'm providing them the information they need at the right time.

#5  Make the E-mail Visually Attractive

Take the time to create a visually attractive template and then break up your e-mail into easily readable chunks with headlines in a color that complements your template color scheme.  Use images to break up the wall of words and keep your e-mail short, if possible.  Provide a link to your website for more information.

#6  Have a Call to Action

You want your audience to contact you.  I offer a free pricing estimate on their home.  Your call to action might be different, but you need to give them a reason to call or text you.

#7  Provide a Way to Share the E-Mail Via Social Media

Some e-mail providers have this social media sharing option and others don't.  I like Constant Contact because it provides that option and allows me to Tweet my e-mail link.  Constant Contact provides a link to a webpage with my e-mail in addition to sending it out via e-mail.  (See first image at top of this post.  The social share icons are above the mast head on the e-mail.)

#8  Showcase Your Listings At the End

I provide a brief narrative and a thumbnail photo of the property along with a link to a single page website that showcases their home.  The link is preceded by the words "For more information and photos visit" and the anchor text itself is the address of the home.

#8  Provide a Way to Share the E-Mail Via Social Media

Some e-mail providers have this social media sharing option and others don't.  I like Constant Contact because it provides that option and allows me to Tweet my e-mail link.  Constant Contact provides a link to a webpage with my e-mail in addition to sending it out via e-mail.  (See first image at top of this post.  The social share icons are above the mast head on the e-mail.)

#9  Put a Sign-Up Widget for Your E-Mails On Your Sites

Constant Contact provides a widget that allows the new subscriber to sign up for e-mail updates right on your blog or website.  The subscriber types in their e-mail address and it takes them to a landing page that gives them the option of which topics they are interested in.  I provide three options for the different e-mails I send out.

#10  Market Your E-Mail Updates

You must constantly remind people to sign up for e-mail updates via your websites, blogs, postcards, and encourage your current subscribers to forward the e-mail to others.  I provide an 8-page annual review of the Black Rock Real Estate market that is available only to subscribers of my e-mail updates.  There are some people who subscribe for that reason alone.  Give them a compelling reason to sign up.  And, of course, provide links in your e-mails to drive traffic back to your websites, e.g. for more information visit (put link here).




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Re-Blogged 4 times:

Re-Blogged By Re-Blogged At
  1. Debbie Gartner 11/02/2013 08:39 PM
  2. Women of Westchester Working Together 11/03/2013 08:05 AM
  3. Roy Kelley 11/03/2013 10:28 PM
  4. Justin Messer 11/04/2013 11:23 AM
Real Estate Best Practices
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Show All Comments
Greg Mona
eXp Realty - Chandler, AZ
Professional Real Estate Representation for YOU!

Hi Gail - Thanks for sharing your tips.  I was pleased to see I utilize most of them in regard to my monthly newsletter.  The thing that caught my eye was your "50-60% open rate".  That is very impressive as mine are usually in the mid-30's to mid-40's.  Could it be that the email subject line is to blame?  The info is valid, up to date, and most of all informative to my readers.  Would sure like to see that open rate go up - a LOT - as it is a lot of work to put together a coherent and thorough newsletter while keeping it succinct enough where people will actually read it!

Nov 04, 2013 07:15 AM #49
Chuck Mixon
The Keyes Company - Cutler Bay, FL
Cutler Bay Specialist, GRI, CDPE, BPOR

We will be teaching a DRIP Campaign in the next few weeks and I sure these point will be added to the course.

Nov 04, 2013 07:23 AM #50
Bob Miller
Keller Williams Cornerstone Realty - Ocala, FL
The Ocala Dream Team
Thanks Gail great post. We wonder sometimes how many of ours are being directed to spam. Or how many are just being ignored.
Nov 04, 2013 07:38 AM #51
George P. Cruz Sr.
Premier Brokers International - Port St Lucie, FL

Thank you for the list great I will work on it...





Nov 04, 2013 07:53 AM #52
Sheila Cox
www.KatyHomesForSaleTX.com - Katy, TX
Katy & Sugar Land Real Estate Agent

Excellent summary. I use aWeber instead of Constant Contact and, just like today, I get calls all the time from people who want to hire me because the emails that I send them are so informative and build my credibility with them as the local expert.

A couple of things I also do:

--Add "social proof" in the form of a single testimonial, a customer-service award, a high Yelp rating...whatever. One different thing per email (not a list of all your "social proof" items in every email).

--Always link to another interesting article or "item of value" on your website/blog...keep them going back there as a resource. Like: P.S. You may also enjoy this Checklist for Buying a Home.


One small thing I don't agree with...but I could be wrong...
I don't like my emails to be snazzy and "visually attractive" like a newsletter. I did that in the beginning, but I seem to get a better response when it just looks like a personal email from me.

Nov 04, 2013 08:04 AM #53
Jared Garfield
Rich Life Real Estate Team - Buford, GA
Invest With The Best For The Highest Returns!


This is very valuable information, and timely too!  I'm trying to figure out the mass email system marketing to get better results!

Nov 04, 2013 08:31 AM #54
Weichert Realtors - TradeMark - Shavertown, PA
Absolutely No Alternative!

Thank you, you read my mind, I was contemplating on getting a mass email account. Very nice. thank you


Nov 04, 2013 11:30 AM #55
Woody Edwards
First Choice Realty, Inc - Chesterfield, VA
A Realtor® Who Answers His Phone!

Excellent blog.......And very timely.  I am setting up a new website with a monthly newsletter.  Thanks for reminding me of a couple items I hadn't thought about.

Nov 04, 2013 11:37 AM #56
Sandra Scott
DPR Realty - Payson, AZ
REALTOR of Choice! Payson, Pine & Strawberry, AZ

I would love to have an email campaign like the one you outlined above.  Have hesitated because it seemed so complicated to me.   Thanks for the itemized list.  You have given me hope.

Nov 04, 2013 12:38 PM #57
Jane Chaulklin-Schott
TEAMCONNECT REALTY - (407) 394-9766 - Orlando, FL
TeamConnect Luxury Homes - Orlando, Florida, 32836
Perfect timing for this post as many prepare to review, revamp, rework marketing strategies in preparation for 2014. Good list. Thank you for sharing, Gail.
Nov 04, 2013 01:13 PM #58
Ann Zieve
Keller Williams Success Realty - Eden, UT
Unmatched Ownership Experience

Gail, wow, what a great set of tips, thank you!  I've been thinking about making time to update some of my campaigns, so these are great reminders - thank you!

Nov 04, 2013 07:52 PM #59
Debra B Albert, PA - Keyes Realty
Keyes Realty Treasure Coast, 34986 - Port St Lucie, FL
Ron and Debbie 772.708.3292

Great Tips and Wonderful information - Thank YOu

Nov 04, 2013 09:40 PM #60
Maria Morton
Platinum Realty - Kansas City, MO
Kansas City Real Estate 816-560-3758

Great tips, Gail! I don't use automated drip campaigns for the same reason you do not. Next time I send out a mass email, I will refer to the tips you've given us here. 

Nov 04, 2013 10:08 PM #61
Terry McCarley
REMAX Trend - Cape Coral FL - Cape Coral, FL

Bookmarking - Great tips and this is an area I really need to work on!!!


Nov 05, 2013 02:17 AM #62
Bryan Robertson
Los Altos, CA

I'm a bit late commenting on this but the message is perfect.  While I tend to do most of these things there are several I've been missing or not doing as well as I should.

Nov 05, 2013 07:02 AM #63
Gary Meek
NewVision Realty Group - Roseville, CA
(916) 995-9385

This was wonderful.  Thank you so much for sharing.  And here's a little patt on the back for being in the top 10% of Constant Contact. 

Nov 05, 2013 10:43 AM #64
Bobi Bigelow
Jim Green Realty - Fort Myers, FL
Advertising / Marketing Administrator

I also have had a lot of success with C.C. over the years. I have always used steps 1 through 3 but I don't always do as you suggested in 4. Thank you for that reminder. Great post.

Nov 10, 2013 10:36 PM #65
Brien Berard
Remax Professionals Laurel MD - Laurel, MD
Maryland Real Estate Agents - Laurel Real Estate

Thank you for your post.  If I can make my email more effective, it would be wonderful for my business.

Nov 23, 2013 10:00 PM #66
Wayne B. Pruner
Oregon First - Tigard, OR
Tigard Oregon Homes for Sale, Realtor, GRI

A good database is a money maker. I have bookmarked your tips. Thanks.

Dec 05, 2013 12:35 PM #67
Leticia Cortez
Su Familia Real Estate - Chicago, IL
Chicagoland Real Estate

Thanks for the great tips, plan to implement them going into 2014

Dec 11, 2013 04:28 AM #68
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