It feels like we have been doing email forever at this point and we should have it all down. Although email marketing remains one of the most effective tools in the marketing tool belt, it is also one of the most mismanaged techniques used by Relators®.

It's not that there isn’t a desire, but to many, it feels so every day that there is not enough thought around putting an actual strategy behind it. But when managed with a strategy, email marketing remains one of the best ways to build your brand and name recognition, keep your name in mind and keep leads converting and flowing into your sales funnel.

If you have not found success in email marketing, don’t give up. Put the thought into the process and keep trying different things until you begin to see results. With all the potential contained in email marketing, you’ve got to make a continued effort.

Here are a few ideas that will hopefully get your thinking cap on.

Make sure people can read your emails on their devices

Thanks to mobile devices email has made a huge comeback. Statistics tell us that 54% of email is opened on a mobile device – Litmus ”State of Email” (March 2017).   You see plenty of mems of the populous with their heads buried in their devices- in waiting rooms, in lines on trains and planes and pretty much everywhere else.

That means that more messages are getting through on mobiles and you have to be sure your email opens in mobile and is optimized for easy reading and easy calls-to-action (CTAs). Lastly, be sure to test all your emails on both Android and iOS devices.   

Be Sure Your Messages Hits the Right Target

There are many ways to segment your targets. Think about how you want or need to interact with your leads. Is it by location, by interest level or by property type? It could be one of these ways, several of these ways or a completely different way, but correctly segmenting your list will help you reach the right targets and minimize the loss of subscribers.

CRM software has become quite sophisticated over the years. However, using a CRM (like the Buying Buddy IDX CRM solution) that is designed for the Real Estate professional will help you increase the effectiveness of your email marketing by providing you with the best tools for targeting.

Take Advantage of Readily Available High-Speed Internet, LTE and Wi-Fi Connections

With new and improving technologies comes the ability to connect with people in new and more effective ways. Most of your contacts have fast enough connections to stream video. Knowing that, you should consider integrating video into your strategy.

Video can take your message to the next level; it is a powerful way to connect in a more personal way that makes the viewer feel like you are talking directly to them, and, you will be. There are many services available including some marketing solutions that provide video as part of their service.

Try, Tweak and Try Again- You’ll Get It

Go forward knowing that not everything will work- that is what A/B testing is for. If you keep an eye on what is and is not working then you will begin to see patterns.

Be sure your email marketing solution has analytics tools. Pay close attention to opens, click-throughs and conversion rates. When you see a tactic that performs favorably take the time to investigate what it was about that message that made people respond.

Just keep tweaking and evaluating your strategy and you will ultimately get the desired results. And, be ready for those conversions when they come. Make sure you have a solid process to follow-up on your successes.

As a savvy Real Estate Marketer you have to employ all tricks of the trade. Be sure you get the most out of your email marketing investment by staying on top of your strategy and putting in the time to get results that drive your business.