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Sign into your accountDoes Your Email Blast Stack Up?
August 29 2016
MLSs and brokerages struggle constantly with how to build communications that break through to their agents. Sometimes, it's hard to know how your marketing efforts stack up against others, so I thought I would share this study to give all of us some perspective.
As all online marketers know, open rate and click-through rate are two key metrics that need to be closely monitored to ensure that you getting the bang for your marketing buck!
According to a recent study called the 2016 Email Marketing Benchmarks Study, published by IBM, the average click through of emails sent in the United States is 18.3 percent. The strongest performers on average enjoyed an unprecedented 41.6 percent click through rate. So how does your email blast compare?
What are the key drivers of open rates? Headlines, timing and targeted relevance are key, according to the experts. At our sister company, RE Technology, we have found that click-through rates are strongest when there's a compelling message tied to real estate success. REALTORS® are sales people and they love to be sold to.
Don't be too cerebral or technical with your message. Don't be too verbose, either. REALTORS want the quick answer – give them a reason why they should take time to click on your message.
