The average person checks their email at least 20 times a day. It’s no surprise that over 70% of marketers say email marketing is the best channel for ROI, then. In fact, you can expect $42 back for every $1 spent on email marketing. Want to improve your B2B marketing strategy with email marketing this year? Here are a few effective tips that can help. With these tips, you can nurture your real estate agent leads to help your business grow. Read on to start marketing today!
Research Your Audience
Before you begin developing your email marketing campaign, take the time to gather research. Understanding your target audience will help you better appeal to them through email marketing. Otherwise, the images and messages you use might not resonate with your audience. Consider the real estate agents you’re trying to reach, including their:
- Age
- Gender
- Location
- Income
- Buying behaviors
- Online behaviors
- Search terms used
- Interests
- Hobbies
- Pain points
Consider where your clients are in the buyer’s journey, too. The stages include Awareness, Consideration, Decision-Making, Retention, and Advocacy. Consumers at different stages require different types of content. For example, people at the consideration stage might prefer case studies and product demos. Someone in the retention stage might prefer exclusive content, discounts, and product tutorials.
Segment and Personalize
Once you define your audience, segment them into different groups. Plan different email campaigns for each buyer persona you create. Segmenting your target audience will help you personalize your emails. Personalized emails have six times higher transaction rates than those that aren’t personalized. In fact, 90% of marketers see measurable lifts in results due to personalization. Personalizing your emails could lift your marketing ROI by eight times, with a 10% lift in sales. Before you begin drafting your emails, think like the buyer. What information do they need? What problems are they currently facing? Position yourself as a go-to resource or solution through your emails. Personalization will help you connect with your clients on an emotional level. Forging that connection could encourage them to remain loyal to your brand in the future.
Update Your Website
Before you start creating and sending emails, it’s also important to update your website. Otherwise, anyone who clicks on a link to your email might struggle to convert into a sale on your site. When updating your website, make sure it’s:
- Fast
- Mobile-optimized
- Secure
- User-friendly
Try to appeal to Google’s Core Web Vitals to improve your website’s user experience. Double-check the forms on your site, too. Make sure the forms only ask for essential details (name, email, etc.). If the form is too long, the user might not fill it out completely. Make sure there’s a lead magnet on your website as well. A lead magnet will help you build your email subscription lists. For example, you can encourage people to sign up for your emails in exchange for a coupon, demo, or email. Try to offer a freebie to entice more people to subscribe. In the meantime, consider using this real estate agent list.
Know the Purpose
Have a purpose in mind for every email you create. Defining the email’s core purpose will keep readers focused. If you try to cover too many concepts in the email, they might stop paying attention. Keep the focus in mind when writing your:
- Subject line
- Preview text
- Headline
- Body text
- Call to action
The imagery should align with the email’s main purpose, too. Consider the value you’re offering readers as well. Why should they open your email? What value are you offering that can encourage them to continue reading? Highlighting the value you’re offering readers will help you maintain their attention.
Create Strong Subject Lines
A strong subject line will encourage people to click on and read your emails. Otherwise, they might send your email string to the trash bin. It can take time and practice before you learn how to effectively write an email subject line. Try to:
- Add personalization
- Keep it short
- Use descriptive adjectives
- Limit punctuation
- Use emojis carefully (limit yourself to one)
Consider A/B testing your subject lines to determine what language boosts your open rate.
Feature Testimonials
To encourage brand trust and loyalty, consider featuring testimonials in your emails or on your landing pages. Featuring client testimonials can help new clients recognize the value you’re offering. They’ll see that clients like them have trusted you in the past. Testimonials work as a behavioral nudge to encourage new clients to give you a try. At the same time, it can boost your brand’s credibility. Establishing your credibility in the industry can help you stand out from competing brands.
Use Automation
Save valuable time and energy by using automation to streamline your email marketing strategy. Consider what tasks you repeat on a regular basis. Then, look for ways to automate those tasks with online tools. For example, you can automate emails to send after someone subscribes to your email newsletter. You can send them a thank you email that confirms their subscription. You can also have a drip campaign begin after someone subscribes to your emails. A drip campaign will send them emails regularly, allowing you to nurture your leads. If you don’t have a plan in place for lead nurturing, email marketing is a great place to start! The right B2B marketing strategies can help you remain at the forefront of the client’s mind. Otherwise, they might forget your brand exists.
A/B Test and Adjust
Once you develop your first few emails, consider A/B testing some of the email elements. For example, you can A/B test subject lines, headlines, images, or the call-to-action language. Only test one email element at a time. Otherwise, you might not recognize which change led to more clicks and conversions. Then, make adjustments to your emails to boost your ROI over time.
Improve Your B2B Marketing Strategy Today
A strong B2B marketing strategy can help you reach new real estate agents without stress. Use these easy tips when building your first email marketing campaign. Make sure to test your emails and make adjustments over time to improve your ROI. With the right marketing strategies in place, you can grow your business in no time. Need help boosting your email open rate? We can help. Explore this guide today to get started.
