Tips to Craft an Effective Email Campaign
Email campaigns are an effective marketing strategy to reach expired listings and convert them to leads and eventually clients! Emails are noninvasive and lower risk for those expired listings. They can open the email and read it on their own time without any pressure like on a phone call or in-person visit. You definitely want to incorporate emails into your prospecting plan. But you don’t just want to throw words on a page. Crafting a good and effective email takes time and effort. We’ve compiled some tips to help you along the way.
1. Start with a captivating subject line
Because this is the first part of the email leads will see, you want to spend extra time on this. Create a short, punchy subject line to grab the reader’s attention and make them want to open your email and find out more! Make sure you don’t put the subject line in all caps, however, or add too many exclamation points. These tactics (while they may seem harmless to you and convey excitement) run the risk of coming across spamy. You don’t want leads to trash your email without reading it, or worse, report it as spam.
2. Pay attention to the opening of the email
The next part of the email to zero in on is the opening line(s). This opening will often be displayed next to the subject line before a reader even opens the actual email. Create a fun, opening line that grabs attention!
3. Keep a clear goal in mind
It’s best to keep each email streamlined to one goal. Too many goals convolute the email and essentially makes it so there’s no one, clear-cut goal. So, narrow down your email to one goal or one action you want the reader to take. This will help you write clear copy that is pointing your readers in the direction of that one goal.
4. Organize your paragraphs
Next, we’ll move on to the body of the email. Keep your paragraphs short and organized by a main idea. Utilize headers and bullet points wherever possible to improve the readability and scanability of your email. Think about how many emails you receive a day from all sorts of people and businesses who want your attention and want you to take a certain action. What makes some of those emails stand out? And what makes others fall flat and immediately end up in your trash folder? Part of the difference is this idea of readability. You want your leads to be able to scan the email quickly while getting the main ideas and points. Then, you want them to click through to a landing page, or take the next step offered by your CTA. And even if the reader doesn’t act immediately after reading, the overarching goal is that the content lingers in their minds until they are ready to act.
5. Utilize dynamic verbiage
Get creative with your verbiage to entice readers and keep them scanning. Think action verbs. Throw in as many sensory descriptors as possible to appeal to your readers’ senses.
6. Maintain a personal and friendly tone
Nothing screams trash folder like a boring and dry business email. So, keep a personal tone. Don’t use a ton of industry specific jargon. Write like you would to a friend. Keep it informative but light and fun as well.
Follow these six tips to get started crafting a dynamic and effective email campaign.
*ExpLiMO provides high quality leads on a daily basis and offers a unique opportunity for Manhattan and Brooklyn real estate agents to prospect for expired listing leads and grow their business exponentially.