I love training new ActivePipe users.
I get a real kick out of how excited they get as we work through the platform together. It’s like skipping straight to the tearjerker at the end of the movie, when the lead character realises that after all these years and all these hardships, their life is about to make a drastic change for the better.
It might sound extreme, but in my experience, that’s the power of this platform.
As I’ve finessed my skills as a trainer, I’ve found that the number of questions I’m asked during a session is diminishing. There is one regular though that consistently rears its head and is deserving of some explanation.
How Many Emails are Too Many Emails?
I hear this all the time.
No one wants to be a ‘spray and pray’ marketer and BSOs are rightfully wary of the term ‘automation’. They know that how often you send affects engagement rates and as a result, how many listings you land.
So how many are too many? How many are not enough? Should an agent put on the brakes or step on the throttle?
At the end of the day, there is no ‘magic email number.’ You’re better off focusing on a few simple rules which will guarantee that your emails are well-received and bursting with value.
Here’s what I recommend.
Content, Content, Content
Before you send anything out, you need to ask yourself, “What value will my audience gain from receiving this message?”
Many email automation providers simply send the same email to everyone on a list. Naturally, this means that for many receivers, the emails are going to be ‘low-value’ and you’ll notice open and click-through rates drop whilst unsubscribes soar.
This is where intuitive software like ActivePipe can help. Because the content of your emails tailors to the requirements of each individual in your database, you know that they’re only receiving information relative to their needs. Voila! High-value information equals high-value engagement.
An Out of Control Database
The cleaner your database, the better your emails will perform. It’s as simple as that. Database maintenance may feel like the last priority on your to-do list but the truth is, an agent is only as good as their contacts. If your list is clean and you’re only sending properties to interested parties, 9 times out of 10, they’ll be salivating for your next move.
The presentation of your email is paramount. If it’s poorly arranged, the images aren’t crisp or your fonts are dated and tasteless you’re in big trouble. If an email is unpleasant to look at, it doesn’t matter how great your listings are, you’re going to look unprofessional and ultimately end up in the dreaded trash can.
Are your emails not producing many inquiries? Make sure that your CTAs are in check. By making it as simple as possible to get in touch, you’ll encourage anyone who’s sitting on the fence to get in contact with you regardless. Capitalise on people’s laziness.
So That’s the Secret!
At the end of the day, it all comes down to value. If your emails contain relevant information, are easy to read and include a clear call-to-action, the number of emails you send out isn’t that important. With a little trial and error, you’ll naturally find your own ‘magic email number’ and there’s no better number for you than that.
If you’d like to speak to someone about how you can create and automate emails bursting with value, get in touch with Ebany and the team here.
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