The Dos and Don’ts of a Successful Email Marketing Campaign

Photo by Austin Distel via Unsplash

Email marketing for real estate agents is an essential tool in the toolbox of methods to stay in contact with current and past clients. Not only does it keep you top of mind when a contact needs real estate help, but it can also brand you as an authority, giving you another way to share your insight and approach to the industry.


As Gmail is one of the most popular email platforms, marketing campaigns need to be wary about ending up in the rarely looked at “Promotions” tab where email marketing campaigns go to die. Although there’s no way to guarantee your emails don’t end up in Spam or Promotions (outside of a subscriber whitelisting your account) there are many steps you can take to create a more successful campaign that lands in their inbox.

Do: Include an Unsubscribe Link

Not only is it a Federal Trade Commission law, but it will help to keep your emails from being considered spam. An Unsubscribe link also goes a long way to showing your business as ethical and law-abiding, something any real estate brand would want as a part of their image.

Don’t: Overdo Your Links

When it comes to blogging, you can add in as many links as you’d like. But in your email campaigns, it needs to be a lot more measured. To keep your email from ending up in the deadzone of the Gmail Promotions folder or deemed as spam, you should limit your links to no more than three per email. A good rule of thumb is to write around 150 words of content to each link, in order to satisfy the text/link ratio.

Do: Be Careful of Your Image Count

With images, the more the better when it comes to blogs, social posts and direct mail campaigns. Your industry is one of visuals after all! Email requires a bit more judicious approach to images. Consider limiting  it to one image per email. Although you may be able to get away with one or two additional images, each one increases your chances of getting sifting into the Promotions tab instead of a subscriber’s inbox.

Do: Personalize Your Emails

Address recipients by their name and personalize content based on their preferences or past interactions. Personalized emails feel more relevant and are more likely to capture attention.

Do: Start Slow and Always Provide Value

It’s better to send less emails which hold valuable information than just send emails to meet a specific frequency. If you struggle with content creation, consider breaking your emails down into one single digestible nugget of information. This could be market updates, home-buying tips, or neighborhood news. Position yourself as a trusted advisor and resource for your subscribers and build trust with them so they know that each email is worth opening.

Don’t: Use Misleading Subject Lines

Avoid using deceptive or clickbait subject lines that mislead recipients or promise something that isn’t delivered in the content. Maintain transparency and honesty in your email communication.

Do: Look at Your Analytics

Regularly monitor and analyze key metrics such as open rates, click-through rates, and conversion rates to find out which email email campaigns have been the most effective. Use insights from analytics to optimize future campaigns and improve results.

Email marketing continues to be a valuable tool for real estate agents to connect with prospects, nurture leads, and drive conversions. By following some best practices you can create engaging and effective campaigns that resonate with your audience and ultimately nurture your client base. Remember to continuously refine your strategy based on insights and feedback, and always prioritize providing value to your subscribers.

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