How To Use Mass Mail Report Results for Real Estate Marketing

by · October 27, 2011

What you do after you send a mass mail to your prospective home buyers or Realtors and brokers is an important part of your email marketing strategy. Project Management Tools can provide you with the information and data you need to properly track the effectiveness of our programs and help you decide the best way to fine tune your future marketing.

Much effort goes into the email design before you even send your email. Then you spend time testing the email before you send it off into cyber space to your targeted market. Right after you send the mass mail, you may have a quick look at the stats to see how many people opened it, but what do you do next?

Often we see the regular blasting of a registrant list, all with similar results over and over. Sometimes the open rates decline when regular, predictable intervals are used. A 20% open rate is not bad, but we think you can probably do better with a few suggestions on what to do after you send out the mass mail. Fine tuning your email marketing before your next run will help you increase the likelihood that potential clients will open that mail and receive your message.

  1. Read and review your mass mail report showing your stats You’ll see who opened the email, clicked on a link, and unsubscribed, as well as who didn’t receive the email because of a failure.
  2. Learn what the delivery failures mean and update your registrants accordingly. There are several techniques for handling bounced emails. Simply picking up the phone and asking the prospect if they are still interested in receiving information will go a long way in verifying your email marketing campaigns. If they are, ask for a new email address. This is a great opportunity to touch base with potential home buyers! Exactly what you’re trying to do anyway with your email marketing.
  3. Make sure that the “From” email address in your mass mail is a valid address. Often when you send out email, you receive “out-of-office” responses, and many times a registrant will reply with a query. It’s important that this email is monitored, and that someone is responsible for responding.
  4. Update invalid email addresses. These are the email addresses with a typo, such as “hotmial” instead of “Hotmail”. Taking that extra moment to see if your data entry was slightly off will help you maintain the most accurate database you can.
  5. Try resending your email. Yes, you heard me correctly. I’m suggesting that you send it out again. But this time, don’t send it to everyone, just send it to those who didn’t open it the first time. Try changing the subject line to include “Update,” or “Reminder,” or “Last chance . . .”. See if you have better results. We’ve had a number of clients use this approach, albeit carefully – you don’t want to be sending email so often that you annoy people. They have seen a surprisingly good open rate the second time around. Sometimes it’s a matter of needing a more catchy subject line.
  6. Have a follow-up email ready to go out. If you have a link in your first email about one-bedroom units and 75 people click on this link, have a follow-up email ready to go that provides further information and pricing incentives on one-bedroom units! After all, that’s what the whole purpose of email marketing is about; engaging your prospects and finding ways to communicate. A click on a link shows interest and allows you a chance – and a reason – for further follow up.
  7. Plan some human interaction. We get so caught up in email today; however, it’s important to have a human touch. Use the mass mail reporting to follow-up with those registrants who haven’t opened an email in awhile, or maybe even those registrants who have unsubscribed. Some people just aren’t into email. It doesn’t mean they aren’t interested. Don’t ignore them!

Follow these suggestions and you will find that your email subscribers are more engaged and your open rates are going in the right direction . . . up!! More appointments, offers and sales will follow.

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