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How to get welcome emails right

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How to get welcome emails right

Your welcome emails play a key role in setting the tone for future interaction and communication with past, present and future clients in your database. They’re one of the first important steps towards long term success in email marketing and enduring client loyalty.

Studies show the average open rate for welcome emails is 50 per cent, making them 86 per cent more effective than the average newsletter or promotional email.

So, whether you’re subscribing a client to receive weekly listing updates, your quarterly market update or your monthly e-newsletter, you’ll be more likely to keep them engaged and stop them from hitting unsubscribe if you have an effective onboarding procedure.

Here are four important steps to getting your welcome emails right.

Step 1. Timeliness.

When it comes to the timing of your welcome email it is a case of ‘time is of the essence’. Studies show the most effective welcome emails are ones sent promptly on the same day the person subscribed.

The reason welcome emails work so well is because they arrive when the subscriber’s interest in your service is peaked and front of mind, where if you wait a few days their interest is likely to diminish resulting in lower open rates and less eagerness to engage with the content you’re sending.

So, you should have an immediate automated welcome message set up confirming their subscription to your blog updates or whenever you add a client to your new listings or just sold email list.

Step 2. A ‘read me’ subject line.

Welcome emails work best when they have an engaging and succinct subject line. It’s also wise to use ‘welcome’ up front so the intro email doesn’t get lost in a crowded inbox.

Using personalised subject lines in your welcome emails is an easy way to increase the likelihood of your subscribers opening and interacting with your content.

Studies have shown using a recipient’s first name in the subject line increases the chance of the email being opened by 14.68 per cent. Catch their eye by working their name, and/or a specific location or type of property they’ve shown interest in into the subject line and watch those open rates rise.

For example:

‘Welcome Tim. Here are 6 new pet-friendly rentals in Carnegie.’

‘Welcome Christina! Could this be the perfect 3-bedroom family-friendly house in Caulfield?’

Step 3. Set expectations.

From the get go let new subscribers know exactly what they’re in for in terms of the content and frequency of the emails they’ve signed up for. It can be especially frustrating for clients to get inundated with emails every second day when they weren’t informed they would be.

For instance, when I was searching to buy a home as a first home buyer after attending a weekend inspection I received six emails over the course of the next seven days. Worse yet, they weren’t relevant to me as a buyer. I received emails asking ‘What’s your nest egg worth?’ and offering me free appraisals. As a renter, this had me seeking the unsubscribe button quick smart.

A proven way to increase readership and reduce unsubscribes is to let subscribers know how frequently you’ll be touching base and what valuable and relevant content you’ll be providing them in due course.

For example:

‘Hi Alex, thank you for subscribing to our blog. We look forward to sending you weekly property news and helpful tips. Here are some popular blog articles that may be of interest to you…’

It’s a good idea to add in a request for your subscribers to start following you on social media in your welcome email. This way if they unsubscribe from your email list down the track you’ll still have another channel of communication and a presence in their life.

Step 4. Value add.

Welcome emails are a good opportunity to talk about the benefits and insights clients will get from being on your mail list, and provide links to free renter, buyer and seller resources (like your blog and sold data). This shows your subscribers they’ve made a good decision by signing up and makes them feel like they’re a part of a special club.

Let buyers and renters know they’ll get first look at new listings in your weekly updates. It’s also worthwhile to add a call to action like ‘Find a new place to call home’ to drive customers back to all your website listings.

Always ensure your reply email address is linked up properly so your VIPs can easily get in touch. It’s not a good look to send out a welcome email from a no reply email address, as it sends a subtle message to people that you don’t want to hear back from them. Don’t forget to add in your contact number and personal email address in the signature to make getting in contact as easy as possible.

Don’t get too bogged down in formulating the perfect welcome email. At the end of the day the most important thing is new subscribers feel welcomed and valued to lay the foundation for a long term mutually beneficial professional relationship.

For more email marketing advice check out our guide to writing winning subject lines and four ways to stay in touch with past clients.

Happy selling!

From the homely.com.au Team

About homely.com.au:

Homely.com.au is a new way to search for Parkdale real estate for sale and properties to rent in Melbourne. With over 340K listings and 500K local reviews and insights, homely.com.au is a faster and easier way to search for property to buy and rent in Australia.

Check out our Suburb Reviews and Questions pages to see what everyone is talking about.

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If you enjoyed this blog leave a comment below and share it with your friends. Please respect the public forum and refrain from posting any expletives or hateful comments as they will be removed. We're always on the look out for guest bloggers and would like to receive your feedback, so feel free to get in touch at marketing@homely.com.au.

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8 subject line techniques for increasing open rates

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8 subject line techniques for increasing open rates

As an agent, we’re sure you’re no stranger to having to wade through a flurry of emails clogging your inbox daily. You know better than anyone if a subject line isn’t relevant or doesn’t grab your interest within seconds the unread email will end up in the trash box quick smart.

That’s why it’s so important to spend time crafting the perfect subject line for each and every campaign you put together. A good subject line offers readers a quick and easy solution, a benefit and/or good news, and most importantly sparks their curiosity enough that they click through to read the full email.

To ensure you’re not wasting your time sending out emails that won’t get read and forfeiting an opportunity to engage and nurture leads, here are eight of the best techniques for writing winning subject lines.

Reason why subject lines

The ‘reason why’ subject line aims to convince the reader exactly ‘why’ they should do something (i.e. read your email) based on a number of ‘reasons’ (i.e. your content is relevant and helpful specifically to them).

Using not only ‘why’ but an exact number of reasons in this type of subject line is great for engaging readers and piquing their interest. It primes the reader to know exactly how many items they should prepare to be reading, and also presents your content in a simple and clean list format. Readers will be more likely to click through because they want to find out more about the topic and discover all the different reasons why a particular house or apartment is suited to them.

Examples:

‘5 reasons why this house is perfect for your family’

‘4 reasons why you should downsize’

‘7 reasons why you should sell this spring’

Benefit subject lines

To write alluring subject lines it’s important to highlight the substantial value and benefits to be gained from viewing the email, rather than just the general features within the email. The subject line needs to imply a promise to drum up interest and entice someone to take the time to click through and have a read.

Examples:

‘Earn X amount annually from this investment property’

‘7 Melbourne hotspots set for growth in 2017'

‘Where to buy to get a great deal’

Also worth noting here that you want to avoid promotional terminology, using all caps and exclamation marks in subject lines. Phrases using ‘help’, ‘reminder’, ‘FREE’ and ‘per cent off!!!’ can come across as spammy, too promotional and turn off readers.

Question subject lines

Posing a question in the subject line is a powerful way to draw readers in. The question forces the reader to take a second to subconsciously pause and respond. Questions entice the reader to instinctively want to find out the answer and click through. In a lot of cases the reader feels like they already know the answer to the hypothetical question, but they’ll want to click through any way for confirmation.

Examples:

‘Is this Sydney’s best oceanfront property?’

‘Could now be the perfect time to sell?’

‘Need a bigger place?’

‘Is this Melbourne's richest neighbourhood?’

Testimonial subject lines

Testimonials help intrigue readers to click through because a) they’re interested in what industry experts, celebrities or public figures believe and b) they provide validation, social proof and credibility to the story. Approach industry experts and celebrities to lend their name or contribute quotes to an article. Testimonials are a great device as people trust reputable well-known figures and value their opinions.

Image: Show and Tell

Image: Show and Tell

Examples:

‘Megan Gale believes this is Melbourne’s most luxurious apartment’

‘Darren Palmer’s top 5 bathroom styling tips’

‘Michael Yardney’s advice to first home buyers’

How-to subject lines

The how-to subject line works well because it specifically promises readers how to achieve the particular benefit you’re spruiking. For instance, in winter, you could send out an email about ‘how to keep your home warm this winter’. Just make sure any how-to emails are relevant and actually achievable for your intended audience. There’s nothing more frustrating to readers than taking the time to read a guide that simply isn’t realistic or attainable.

Examples:

'How to avoid buying a property lemon'

'How to bid successfully at auction'

'How to make your new house a home'

Captivating subject lines

This simple style of subject line offers a succinct benefit that rouses a reader’s curiosity using emotive and captivating language that makes them want to uncover the ‘must-see’ aspirational content promised by clicking through.

Examples:

'Discover the way Sydney’s wealthy live'

'Unbelievable celebrity vacation homes'

'Must-see beach side mansions'

'Essential tips for spring cleaning'

Targeted and personalised subject lines

A 'one size fits all approach' doesn't suit your clients when searching for a new home, and the same goes for your subject lines and email marketing. Targeted subject lines are the ones you use when you’ve segmented your database and you have produced content with a specific audience in mind.

Take it a step further and personalise your subject line with the individual’s name, locations or characteristics (i.e. budget, pet friendly or school catchments) specific to your different client segments to increase open rates significantly.

Examples:

'Incredible North Shore real estate for sale'

'10 pet-friendly apartments for rent in Frankston under $350 pw'

'Melissa Davies, this home is perfect for your family and it's under budget'

Command subject lines

Before hitting the send button, stop and think, what action do I ideally want my email recipients to take? Do I want them to just view my rental listings, sign up to attend my first home buyer seminar, to consider listing their home with me or call me with a property enquiry? Whatever you want your email call-to-action (CTA) to be, use a command subject line to explicitly direct the reader to take action in some way, shape or form.

Add a sense of urgency to your CTAs using subject lines such as ‘Your last chance to enrol in our free investor seminar’ and ‘Don’t miss out on this charming family home’. These types of CTAs make the reader call into question whether they’re happy to let this opportunity slip by and if they're not they'll click through for more info.

Examples:

'Subscribe to receive weekly rental updates in Balmain'

'Make an offer on this beautiful family home: only days left'

'Invest in St Kilda off the plan apartments'

'Stop paying too much for rent'

We hope these eight techniques for putting together stellar subject lines have inspired you to try something different in your next email marketing campaign. Are there any subject line techniques you swear by? Please feel free to share them below. 

Happy selling!

From the Homely Team.

 

About Homely:

Homely is a new way to search for Tweed Heads real estate for sale, and properties to rent in Sydney. With over 340K listings and 500K local reviews and insights, Homely is a faster and easier way to search for property to buy and rent in Australia.

Check out our Suburb Reviews and Questions pages to see what everyone is talking about!

 

We'd like to hear from you!

If you enjoyed this blog leave a comment below and share it with your friends. Please respect the public forum and refrain from posting any expletives or hateful comments as they will be removed. We're always on the look out for guest bloggers and would like to receive your feedback, so feel free to get in touch at marketing@homely.com.au.

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