Marketing: How many emails are too many?

By
Services for Real Estate Pros with Marte Cliff Copywriting

Yes, we need to stay in touch with the people on our lists.

  • Past clients need to hear from us often enough to think of us when they need our services again.
  • Future clients (prospects) need to be reminded that we’re here, ready to help them.

But how often is often enough, and how often is too often?drip marketing with email

That all depends upon what we’re sharing. I mail a weekly newsletter, then if there’s something special or different, such as a new prospecting letter set, I might send a second message within the week.

Bob Bly sends his messages daily. Some are advertising and most are informational. I read every one because I just might learn something. Every now and then I order something.

Your past clients might need to hear from you weekly, monthly, or even quarterly.

That’s for you to judge, but I’d for sure not go more than 3 months without making contact.

Current prospects might need to hear from you weekly – or more often if their need is urgent. (I’m thinking of people who need to sell quickly for one reason or another.)

So what is too much?

My opinion: if you send pure advertising copy every day, or (worse) more than once a day, that's too much.

I just unsubscribed from seed company messages…

...because I was tired of deleting them twice daily.

carrotsI ordered garden seeds from this company last year. The seeds grew well – the only problem being that a packet of carrot seeds advertised and labeled 1,500 seeds only contained 150. I called and they said the seeds were out of stock but they’d send a voucher so I could order a different variety. That voucher arrived about 2 months later. A bit too late to order seeds for last year.

Now, since a few days after Christmas, they’ve sent promotions daily. The offers vary, and I know I’d have been upset had I ordered on the day seeds were 25% off, only to open the next day’s mail to see they were 40% off!

I think they should have spaced those promotions a bit farther apart.

In the last week they’ve become more insistent – sending an ad at least twice daily.

I might use that voucher to order this year, or now maybe not. The “too much” part of their advertising has me not wanting to see or hear their name again, ever.

Mail to past clients and prospects often enough that they'll rememer you - but not so often that you become an annoyance!

 

 

email Image courtesy of fantasista at FreeDigitalPhotos.net
carrots Image courtesy of KEKO64 at FreeDigitalPhotos.net

 

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Rainmaker
2,057,696
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Good morning Marte Cliff -  I went to a Polo outlet store and now I am being inundated with emails and texts.  Way too much.

Jan 25, 2020 06:56 AM #36
Rainmaker
1,321,193
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

HI Marte Cliff,

I send out 2 very different newsletters. One has an intro I can customize and it goes out like clockwork.  The other may be a special blog about Sedona with gorgeous pics or our weather. No selling but I do have a header and signature with links. 

Jan 25, 2020 07:25 AM #37
Ambassador
1,955,870
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

Oh boy, nothing worse, IMHO, then getting overwhelmed by daily emails and such. Therefore, we don't do it. We do keep in frequent touch with active clients - and for our SOI - it varies depending upon the relationship. At least two times a quarter for the C's - Once a month for the B's - and several times a month for the A's. The method varies - as does the message. We try to offer something of value, or send something unique to them - birthday greeting, etc.  

Jan 25, 2020 08:09 AM #38
Rainmaker
74,315
Leanne Smith
Dirt Road Real Estate - Golden Valley, AZ
Relocation to NW AZ with elbow room & more freedom

Good morning. I use an electronic card service and mail once a month or once every two months around the holidays.  The cards do not include a sales pitch.

Also I monitor current interests of active sales leads and will send them updates on properties.  This works every well. 

Outstanding points about staying in touch without ticking off the sales leads. Thank you Marte Cliff 

Jan 25, 2020 09:35 AM #39
Rainmaker
1,581,051
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thanks Sheila Anderson - it iS a delicate balance.

Grant Schneider When stores ask if I want an email receipt I tell them no - paper is just fine!

Jan 25, 2020 10:36 AM #40
Rainmaker
1,581,051
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Sheri Sperry - MCNE® I think "no selling" is a good idea. I sell a package of keeping in touch letters that are basically interesting trivia about each month of the year. There's no selling except to say at the end "Call if I can help with anything."

 

Jan 25, 2020 10:39 AM #41
Rainmaker
1,581,051
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Debb Janes EcoBroker and Bernie Stea JD - as Diana said, you've thought this through and spent time separating your list. A good plan, and one that few would take the time to follow.

Leanne Smith - Like Debb, you've come up with a good plan that works for you.

Jan 25, 2020 10:41 AM #42
Rainmaker
110,845
Dario Ferreira
Attleboro, MA
Internet Marketing

For real estate, I would divide emails in three types:

1) action based
2) stay in touch
3) property alerts

The first type happens when a visitor interacts with your website - signs up, sees properties, saves properties, etc.
In this case they should get emails for 3-4 days right away, but not every time they visit or save properties. If they continuously visit, maybe only once per month or so.

The second type should get no more than one email per month.

The third type, as they happen.

Jan 25, 2020 11:40 AM #43
Rainmaker
1,581,051
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Dario Ferreira I would disagree about the first type. If they're actively looking at listings, they may be getting ready to buy or sell. If you wait a month for the second contact, they could very well have already chosen an agent - or already be in contract for a home.

Jan 25, 2020 12:26 PM #44
Rainmaker
175,259
James (Jim) Lawson, DBA
DomainRealty.com LLC - Bonita Springs, FL
Broker Associate, RSPS, BPOR, HI & PE

Great read Marte! The not too little not too much best approach, often by choice, has worked for me.   

Jan 26, 2020 12:05 AM #45
Rainmaker
217,489
John Henry, Florida Architect
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

Thanks for those words of wisdom on this topic.  One day I will master email marketing.  I am going for new clients, not informing existing ones that much.  hmmm, have to re-strategize!  

Jan 26, 2020 07:22 AM #46
Rainmaker
1,580,504
Lyn Sims
RE/MAX Suburban - Schaumburg, IL
Schaumburg IL Real Estate

Seems like planning for the month would be a good thing for the seed company huh? I often wonder how much is too much & I'm sure that will never stop. Others that I receive don't bother me & others do so ??? Can't tell even for myself. At least in FB, you can block them sight for 30 days.

Jan 26, 2020 08:59 AM #47
Rainmaker
1,581,051
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Dario Ferreira - That makes sense.

James (Jim) Lawson, DBA Has to be by choice!

John Henry, Florida Architect - Stay in touch with those past clients - they'll send you referrals.

Jan 26, 2020 10:47 AM #48
Rainmaker
1,581,051
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Lyn Sims I agree. Some who mail daily don't bother me and others do.

For instance - my husband likes cigars - one a day. They come in a box of 50, so I defintely don't order every week or even every month, but the ad comes every day. I delete it until the day when it's time to re-order.

On the other hand, there are things I might order once every 5 or 10 years - I do NOT need an email from those companies every day. That's annoying.

It's way too early to think about planting a garden here, but I wasn't bothered by the seed company until they started maiing twice a day. That's when I hit the unsubscribe link.

Jan 26, 2020 10:51 AM #49
Rainer
488,559
Kimo Jarrett
WikiWiki Realty - Huntington Beach, CA
Pro Lifestyle Solutions

It's not essential IMO to keep sending marketing material to existing clients. If your  experience, knowledge, personality, services and sincerity are truly superior to your peers, then, your clients will refer you to their family and friends without hesitation. Informing your clients about expectations before during and after a transaction is a requirement to not only retain their business but reinforces your brand

Jan 26, 2020 11:29 PM #50
Rainer
9,404
Kurt Uhlir
Showcase IDX - Roswell, GA
Real Estate Marketing Coach & Speaker

I hear you on too many people (and companies) emailing too frequently. There's definitely a frequency for agents that is too much regardless. There's also a huge grey area based on the content of the emails too. 

I have a friend that's an incredible mortgage broker and another that's a dentist that clearly have an incredible CRM and email/call trigger system for when to reach out. It's good to know that they cared enough to put us in the system but the reach outs don't always authentic. Now, the mortgage friend also sends extremely useful content for homeowners that I'm thankful to get. 

Jan 31, 2020 06:34 AM #51
Rainmaker
1,581,051
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Kimo Jarrett I can't agree. Unless you're in touch some other way - such as seeing them at meetings or social events - it's easy for people to forget you after a year or two has passed. A study I read said that 87% of home buyers say they'd used their agent again, but only 12% actually do.

Kurt Uhlir First - welcome to the Rain!

I agree that content makes all the difference. If all you receive from someone is advertising, then you get tired of them pretty quickly. If they mix the advertising with useful information, then you look forward to their messages. As I've mentioned before, Bob Bly mails 5 days a week, and I read every message.

Jan 31, 2020 12:35 PM #52
Rainer
2,260
Steven J Wilson
Steven J Wilson - Antioch, TN
Real Estate Digital Marketing Consultant

I agree with what you have shared here Marte Cliff . It's so difficult to cut through the noise. Email still works but in order to really be effective, you have to do a really good job at segmenting and personalizing your emails. 

I think it's one of the most important tools to utilize in the real estate industry. The customer journey is a long one and having a practically free way to stay top of mind is golden.

Take care,

Steven J Wilson

Feb 17, 2020 07:41 AM #53
Rainmaker
1,581,051
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Steven J Wilson - Yes it is, you just have to find teh right balance - and the right message, of course.

Feb 17, 2020 08:28 AM #54
Rainmaker
1,503,728
Inna Ivchenko
Barcode Properties - Encino, CA
Realtor® • Green • GRI • HAFA • PSC Calabasas CA

I'd add a tiny suggestion to all: if you do market your business via email, please always have ''unsubscribe'' option. 

Feb 23, 2020 11:02 PM #55
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