- If you have an email marketing list with over 20,000 names, don't pay any attention to this.
- If you spend more than 10 hours a week working on your email marketing, don't pay any attention to this.
- If you employ a full time marketing assistant who is an expert in email marketing, don't pay any attention to this.
If you are hard working, self employed real estate agent who'd like to benefit from simple email marketing that can make a difference in your business. Read On.
There is a lot of advice about email marketing on the web. You can find 1,000s of blog posts on when to send, how to write attention grabbing headlines, and how to create perfect calls to action for your email marketing campaigns.
There are dozens of email marketing services that provide beautifully designed templates and tools that will help you A|B Test your messages.
I'm here to tell you none of that matters.
Yup. I send millions of emails a year, it's practically all I do and I'm saying it. It doesn't matter.
How could that be true?
Because all of that advice isn't helping you do the one thing that matters most. Actually send an email.
The truth is that if you don't send, your subject line doesn't matter. If you don't send, your call to action isn't important. If you don't send, it doesn't matter what you graphics look like.
You are not an email marketer. You are just someone who wants to use email marketing to get more business. There is a difference between these 2 things. That difference is the amount of time you are actually willing to spend to send an email.
It's not complicated.
The more often you touch your sphere the more likely they are to send you referrals. The more referrals you get. The more business you'll close this year. Email is one of the easiest ways to touch your sphere.
Here's the truth about using email marketing in your business:
- Sending an email to your sphere (for most REALTORS® this is around 150 to 250 people) at least once a month will result in some new closed business this year.
The Deeper Truth: This will work even if your email just says, "Just thinking of you. I hope you have a great week."
(That being said, I hope you try just a tiny bit harder.)
- Some people will unsubscribe.
The Deeper Truth: As long as your unsubscribe rate isn't 100%, your a'ok. Your reaching more people than you would if you weren't sending anything at all. Some people will gladly read and respond to your emails, others won't.
You've probably unsubscribed from an email campaign this week. Can you remember which one? Did you take the time make note never to do business with them again? Probably Not. You just clicked unsubscribe and continued on with your day. Unsubscribe doesn't mean, I'm not going to do business with you. It just means, hey, I'd rather not be contacted in this way. No biggie, now you know and can contact them in some other way.
Jerk Alert: You may get a negative comment about your new marketing program. Shake it off. Anyone who feels the need to respond to something you've sent in a negative way is likely not a person you want to do business with.
- Not everyone will open your email.
The Deeper Truth: You are looking for engagement. You are looking for the people who will answer back and say, "Thanks for thinking of me. I hope you have a great week too." Nothing else matters. If they didn't open your email you didn't lose anything. Well, that is if you followed my advice and you didn't spend half your day worried about your subject line.
So that is the truth. If you are't contacting your sphere at least once a month to say hello and in some way remind them that you are still in business you are missing out. Email marketing is hands down the easiest, most cost effective way to do this.
You can even get someone to do it for you. Check out Happy Grasshopper to learn how.