I’ve got something for you, property managers!
Email marketing. This is what we will be talking about today. This is a powerful tool to grow your business, engage with your audience, and build lasting relationships.
Let’s explore some best practices that will ensure success for your email marketing (which is ultimately, rent roll growth), and help you know its “no-nos”.
1. Know Your Audience
First things first, you’ve got to know who you’re talking to. Personalisation is key. Segment your email list based on your database’s behaviours (landlords, tenants, vendors, buyers, potential landlords, past tenants, etc). By tailoring your content to specific groups, you’ll see higher engagement and better results.
2. Create Catchy Subject Lines
Your subject line is the first impression your email makes. Make it count! Aim for something that piques curiosity or offers value. Avoid being too “salesy”. A good subject line can make the difference between an email that gets opened and one that gets ignored.
3. Provide Valuable Content
Content is king! Your emails should offer something of value – whether it’s market updates, maintenance tips, or landlord success stories. The more relevant and useful your content, the more your recipients will look forward to your emails.
4. Keep It Concise
Everyone’s busy, right? Don’t overload your emails with too much information. Keep your messages clear and to the point. Use bullet points to break up text and make your emails easy to scan. But don’t be afraid of sending longer emails if it’s interesting.
5. User Friendly Design
A visually appealing email can increase engagement, but that doesn’t mean it needs to be pretty. You don’t have to send gorgeous newsletters (although you can). You might find that plain text emails work better for your audience. Just ensure that you’re using font styles and sizes that are easy to navigate and ready.Make sure your emails are mobile-friendly too, since a significant number of people read emails on their phones.
6. Include a Clear Call-to-Action (CTA)
What do you want your readers to do after reading your email? Make sure your CTA is clear and compelling. Whether it’s booking a property viewing, reading a blog post, or contacting you for more info, guide your readers towards the next step.
7. Test and Optimise
Don’t just set it and forget it. Do a regular test of different elements of your emails, like subject lines, content, and send times. Use A/B testing to see what works best. By A/B testing your emails, you can ensure that your emails are performing at their best (Campaign Monitor).
8. Respect Your Recipients
Always get permission before adding someone to your email list. Provide an easy way for people to unsubscribe, and don’t spam them with too many emails. Building trust with your audience is crucial for long-term success.
Common Mistakes to Avoid
Overloading with Information: Keep your emails focused. Too much information can overwhelm and confuse your readers. 1 topic at a time is ideal.
Ignoring Mobile Users: Ensure your emails look great on all devices. A responsive design is essential.
Neglecting Analytics: Use analytics to track your email performance. Metrics like open rates, click-through rates, and conversions will give you insights into what’s working and what’s not.
Skipping Proofreading: Typos and errors can make you look unprofessional. Always proofread before hitting send (although, I must admit, I always get more replies when I make a typo, so maybe there’s something in that! 😉😂)
Lack of Personalisation: Generic emails are a big no-no. Personalised emails have higher open and click-through rates. Don’t send landlord emails to tenants and vice versa, unless you know they’re interested in that topic.
Email marketing is an effective strategy for property managers to grow your rent roll. By following these best practices, you’ll be well on your way to creating engaging, effective emails that resonate with your audience.
Consistency and value are your best friends in email marketing.
Get in touch with me today so that I can guide you through crafting your own marketing emails!
