Just to reiterate what we’re sure you already know by now, email is indispensable for any business pushing for growth. Every email marketing strategy benefits from engaging newsletters, which are one of the most dynamic and effective digital marketing tools being used by business, regardless of size and industry, today.
In real estate, they are a cost-effective way for agents/brokers to educate, entertain, and loop in their audience.
But here’s the thing: Not all emails are created equal. Sure, you can easily create newsletters and send them out like clockwork. But who’s reading them? More importantly, are they being read?
So, what makes compelling newsletters?
Here are 7 things that will ensure your newsletters get read by everyone in your mailing list:
1. Compelling subject lines
Say you have really great newsletter content but your subject lines are meh at best . . . OK, that shouldn’t be. Logically, if your newsletters are packed with outstanding content, naturally, you would make sure your subject lines are compelling.
Tip: If emoticons go well with your brand personality, go ahead and add them. Just don’t overdo it!
2. Focus
If your newsletters tackle too many things, then they will only confuse your audience. And if they’re confused, they won’t be compelled to act (that is, click on a link or a CTA button).
Make sure each newsletter that you send out gets your readers to zero in on one specific topic and/or offer so that they won’t have any hesitation when it comes to clicking on your link or CTA button.
And lastly, today’s newsletters are image driven and designed to drive traffic to your website, social media, and/or landing pages. These are not the newsletters of old where they should be read entirely at the mailbox. This means that the copy that ends up on your newsletter should be all killer, no filler.
3. Simplicity
Simplicity that results in clarity, especially when it comes to what your audience can expect to get from you, is a winner. Besides, simple doesn’t mean boring. When you offer something unique and interesting that’s presented in a simple manner, you make it easy for your busy readers to make decisions quick.
4. Value
Value builds trust, and why wouldn’t you want people to trust you as soon as possible? Every newsletter that offers value helps cement your relationship with your prospects and clients alike—whether it’s updates in the housing market, open house schedules, or interviews, just to mention off a few. Don’t forget the link between value and relevance.
5. Collaborations and third party content
Since connections drive the real estate industry, show that you have a healthy network of industry professionals by regularly collaborating with them (e.g., guest posts) to produce content such as how-to guides, tips, or maybe even something entertaining like lighthearted lists, accompanied by pictures.
Curated articles are also a great option to include in your newsletters: Share rundowns of the opinions and content of well-respected real estate and investment bloggers, pundits, or publications.
6. User-generated content
Modern-day consumers like to be included, to be heard, and to share something of their own. Allowing them to do so helps you achieve meaningful engagement. For example, why not feature moving-day stories, mortgage payment milestones, or DIY projects by your clients?
7. Consistency
One sense of the word means regularity in schedule. Value-packed and engaging newsletters that your audience can always expect to find in their inbox on a specific day of the month. Yes, monthly is ideal. It gives your audience enough time to miss you and anticipate what you have in store for them next.
In another sense, consistency also applies to your newsletter content and design. Try to achieve a balance between consistency and layout and design tweaks. Or you can have regular columns or sections (not necessarily weekly but every other week, for example)—something that your audience will look forward to and enjoy every time.
To repeat: Newsletters are big growth drivers for your mortgage business. Don’t deprive yourself of the benefits waiting for you.
Contact LeadsRush today to learn more about our email marketing services.