Is your open rate at or below industry average? According to Mailchimp, the average open rate in the real estate industry sits at 19.67%.
If you’re like most Realtors, you’re satisfied with industry standard and take that as a sign you’re keeping up with your peers. But the problem with that is you want to close more transactions than the average real estate agent. In fact, you likely want sales that are well above average.
But here’s the thing: average marketing does not achieve above-average results.
Above-average marketing doesn’t mean doing more things—it means doing things better. And today, I’m going to break down some simple ways to improve your open rate and achieve better results.
Let's dive in, shall we?
Managing your hard and soft bounces is an essential part of keeping your email list clean and healthy.
A hard bounce means an email address is no longer valid and is undeliverable. In Mailchimp, hard bounces are removed (aka cleaned) from your list automatically.
But one reason email addresses hard bounce is because of typos like [email protected]@gmail.com or [email protected]. Always review your report after every campaign you send. If you spot a hard bounce with a typo, just add the correct email address to your list.
Soft bounces are typically due to a temporary issue like a full mailbox. You don't want these email addresses in your account if they continue to bounce—keep an eye on them and remove, as needed.
You can prevent future bounces by using a double opt-in and only adding subscribers with express permission (never buy, rent, or share lists).
To prevent your emails from landing in your subscribers' spam folders, it's a good practice to ask them to whitelist your "from" email address in their email client and security program. This ensures your email will be delivered to their inbox.
A great place to do this is on the thank-you page of your signup form and as a P.S. on your welcome email.
Otherwise, when a contact says they're not receiving your email campaigns—and they aren't on your bounce list or in your contact's spam folder—ask them to whitelist your email address. Here are instructions on how to do so with typical email clients, and how to do so with company security programs.
There's no way to make your newsletters show up in the primary tab of your Gmail subscribers—only they can make that happen.
Mailchimp offers a great breakdown of what can be done to land emails in the primary tab.
Like whitelisting, you can ask Gmail subscribers to move your emails to their primary tab on the thank-you page of your signup form and as a P.S. on your welcome email.
You can also export a list of your existing Gmail subscribers and send them the same information via your personal email account.
The people on your email list are active or inactive, meaning they open and click your campaigns, or they don't. And there are many reasons why that's the case.
But there's one thing that's certain: inactive subscribers can hurt your sender score and email deliverability. And that's why it's important to keep an eye on your subscribers' behavior.
This may sound complicated, but it's not. Mailchimp does the heavy lifting. You merely need to define what inactive means to you, segment subscribers based on that criteria, and attempt to re-engage them.
Here's an example of what you might do:
In Mailchimp, you can segment inactive subscribers by contact rating or campaign activity. More on that here.
There are also multiple options for how you choose to re-engage your inactive subscribers. You can send an automated series of emails with the goal of re-engaging them, and you can even automatically remove subscribers who don't engage.
You can also send polls or quizzes, and ask questions. And then remove those subscribers who don't engage.
Ultimately, no matter how you decide to do it, removing inactive subscribers is a must-do. If you have over 2k subscribers, it will save you money. But even if you only have 100 subscribers and 80 are inactive, removing them (after attempting to re-engage) may improve your sender score and email deliverability.
If you have a list of subscribers who did not respond to your attempts to re-engage them, there's one last option. Remove them from your list and send them a reconfirmation message.
A reconfirmation message includes a link to your signup form so your subscribers can opt back into your list.
Be sure to set your subscribers' expectations by sharing the kind of content you will send them and how often you intend to send it. Links to past campaigns can be helpful.
Above-average results don't happen with average marketing. Don't be content with the same results as your peers—improve your open rates and achieve above-average results.
Above-average results don't require more work—just better work.
You've got this! 🤗
Learn how email marketing can lessen your anxiety, increase your confidence, and make your business sustainable no matter what’s happening with the real estate market.