You are viewing our site as an Agent, Switch Your View:

Agent | Broker     Reset Filters to Default     Back to List

The Anatomy of a Quality Email: 3 Areas of Focus

February 25 2013

Guest contributor Frances Brittle of Cloud CMA says:

email boxEmail has become a tremendous communication tool used by all daily. As an agent, it's important to stay connected to previous clients, current clients, and prospects. Chances are, and whether or not you know it, you've been doing some email marketing. I'm on a few of your lists, so I see the content being sent out. With that said, here are three key areas of focus to pay attention to before sending out your next email correspondence to your client list.

1. Subject line - First impressions are everything, right? The same goes for email, and the subject line is one of the first things your reader sees. At this point the recipient has two choices--they can either open the email or toss it. Don't get tossed! Spend a few minutes working on a subject line that draws your reader in and makes them want to open it and see all your fabulous content. When creating your next killer email subject line, keep these things in mind:

  • Be precise, concise, and succinct
  • Summarize the content of the email
  • Stick to 50 characters or less
  • Avoid the words 'free', 'reminder' and 'call now'
  • Use sentence case formatting - NO ALL CAPS!

2. Images - In today's busy world, you have a very short window of time to get your reader's attention. Great email copy alone is not always enough to get your message across. A picture is worth a thousand words, so choose the best possible photos to support your call to action. Supporting your message with relevant images is a great way to obtain and maintain your reader's attention. If you're in the market for a unique way to share your photos via email, check out Nudge, designed specifically with real estate agent's marketing needs in mind.

3. A Clear Call-to-Action - Ask yourself what is the purpose of this email is? What action do you want your readers to take after reading this email? This is referred to as a "call to action," and every email you send should have a very clear, specific, and singular call to action. Limiting yourself to one call to action is powerful and here's why: when people have too many choices and can't decide what to do (or understand what they're being asked to do), they often do nothing. That's not what you want! You want to engage your readers and get them to check out your new listings, follow you on Twitter, or like you on Facebook. Don't overwhelm your reader by trying to squeeze in too many calls to action.

Email marketing can be complex and overwhelming, but if you focus on these three key areas, you'll have a heads up on your competition. Marketing yourself via email is smart, but don't get lost in the masses of chain letters and spam that your reader dodges on a daily basis. Do yourself the favor of standing out and getting noticed, you can do it!