It’s a small thing. But it just might improve your real estate newsletter open rates. What is it? It’s adding a descriptive element to your email’s “from” name.
In real estate, competition is keen. Your clients may be receiving email newsletters from multiple agents. You want them to open your newsletters and remember your relationship above the others.
A great subject line is important. But so is reminding them who you are, even before they open your newsletter.
Improve open rates by reminding them who you are
Let me show you what I mean.
Below are some of the emails that I get every month.
I find them inside my spam folder. We all get emails like these. The only reason I don’t unsubscribe from these emails is that I usually delete my spam folder content rather than opening them. This is how the emails look when I first see them in my inbox:
I can’t remember engaging with most of these people. I recognize the last one only because it’s one of our email subject lines, so I ‘m guessing it’s someone who’s subscribed to Fast Newsletters. (Hey, Chris!)
It’s possible the others are simply spamming me. However, it’s more likely I did engage with them at some point and gave them my email address and invited their emails. The problem is that it was a fleeting meeting, and I can’t remember them. Their email “from” name isn’t giving me anything to go on. So their messages have simply become SPAM to me.
You don’t want to become SPAM to people because they can’t remember who you are to them.
It’s a simple enough thing to add a little more identifying information, like these:
You may think people will always remember you.
Your strong first-level relationships will. But not everyone you meet will remember you. Not everyone you meet will be a strong first-level relationship. Does that mean you shouldn’t send your email newsletters to other people? Not at all!
Done right, your real estate newsletters are a solid way to increase awareness about you and the services you provide, even without much prior relationship.
If you’ve connected briefly at an open house, a networking event, or through an internet lead, a person won’t have enough time to form a long-lasting mental image of you yet. Your newsletters can create that mental image for you, if you take steps to make it work.
That starts with positioning.
Positioning means talking up the value.
Tell them why you want to send them newsletters. The word “because” is one of the most persuasive words in the English language. Memorize a little speech to tell people WHY you want to send them your newsletters.
“Hey, I’ve got this fun newsletter that I like to send, because it gives you a little insight into what it would be like working with me as your agent. Until then, it’ll give you something interesting to think about and a few things that might help in your search for a house. Can I put you on my mailing list?”
Then be sure to add a more descriptive “from” name to your emails to remind them who you are when they see your real estate newsletters in their inbox. It’s a tiny detail that just might skyrocket your open rates.
