5 simple ways to improve your open rates and achieve better results

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...

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5 dirty habits that impact your sender reputation and why it matters

email deliverability Feb 27, 2019

“An' I don't give a damn 'bout my bad reputation. Oh no, not me.” — Joan Jett

Joan Jett may not care about her reputation, but you probably care about yours.

But if you’re like most Realtors, you probably have some unintentional but dirty habits when it comes to your email marketing. And these habits can negatively impact your sender reputation. Here’s why you should care:

Your sender reputation is a lot like your credit score. If you have a poor sender reputation, it means Internet service providers (ISPs) may skip your subscribers’ inboxes and deliver your email campaigns to their spam folders, or reject your campaigns outright.

Numerous factors determine your sender reputation, including...

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It's time for a conversation about consent

email deliverability Oct 03, 2018

"Did you hear the breaking news?" he asked.

This is how my continuing education class started. With a conversation about consent. A group of Realtors catching up on the latest about Cosby, Kavanaugh, and the #MeToo movement.

How appropriate for an email marketing class that begins with an overview of the CAN-SPAM Act. But in email marketing, it's legal to market to people without permission. You're simply required to unsubscribe them when they ask. (Well, there’s a little more to it, but that is the gist.)

But I believe it's time for us to do better. Because giving consent and having our requests respected is important—in sex, in life, and in marketing.

Let's dive in, shall we?

Consent 101

There are three forms of consent in...

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CAN-SPAM: Email marketing compliance for real estate agents

email deliverability Sep 09, 2018

Can you think of something real estate marketing has in common with pornography?

Oh, I can!

CAN-SPAM is an acronym for Controlling the Assault of Non-Solicited Pornography And Marketing. And in January 2004, the CAN-SPAM Act became law.

See? You’ve been living on the edge, and you didn’t even know it.

What is CAN-SPAM?

The CAN-SPAM Act set standards for commercial email and messages. It was created to give your email recipients the right to ask you to stop emailing them.

CAN-SPAM penalties

According to the Federal Trade Commission: “Each separate email in violation of the CAN-SPAM Act is subject to penalties of up to $41,484.”

Harsh. And exactly why CAN-SPAM compliance is your new BFF.

CAN-SPAM dos

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