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Jessica Bryant Posted by Jessica Bryant on July 16, 2012

5 Tips for Improving Your Home Builder Email Marketing Strategy

5 Tips for Improving Your Home Builder Email Marketing Strategy

Is your email marketing campaign optimized to achieve results?

seattle-online-marketing-services.jpgEmail marketing has high conversion rates because people who have opted in to receive email updates from your company are more likely to be serious about buying a home and closer to making a purchase decision. Your email subscriber database is hands down one of the most valuable marketing assets at your disposable, and every email you send out has the potential to lead to a sale.

The benefits of incorporating email marketing into your home builder marketing campaign include creating top-of-mind awareness, encouraging repeat business, broadening your audience, and educating potential buyers. Outlined below are tips that will help to improve your home builder email marketing strategy and possibly help you achieve an email open-rate of 20% or more.

1. Write concise emails with clear calls-to-action

Your target audience's email inboxes are undoubtedly crowded. If you want people to open your emails and look forward to them, ensure that they are concise. Additionally, conclude your emails with a clear call-to-action.

2. Use catchy subject lines

Your email subject lines should be 45 characters or less and focus on features rather than benefits. All of your email subject lines should answer the question, "What's in it for me?" Make sure that the topics of your emails are relevant and compelling for recipients.

3. Create content that's relevant to buyers at different stages of the sales cycle

Make sure that your email newsletters include articles about topics that are relevant to buyers at different stages of the sales cycle. Each article should include a link back to your website, so you can drive more traffic to it. Prospective buyers who are ready to buy a house within the next 30 days will respond better to content with prices and specific promotions, whereas some buyers are willing and able to buy but are waiting because they are concerned about things like job security, home prices, the economy, etc. Then there are the first-time prospective homebuyers who are still researching and learning about the home buying process.

4. Experiment with the timing of your emails

Experiment with the timing of your emails. Mornings often aren't the best time to send emails since many people are busy starting the day. Consider who you are sending emails to and then test the timing to see what works best.

5. Strike the right frequency

Hitting the right frequency in email marketing is both an art and a science. If somebody signs up for your list and you don't send them an email till months later, they'll forget they ever signed up in the first place and probably unsubscribe right away. On the other hand, emailing your list too frequently can lead people to ignore your emails, unsubscribe or even report you for spam.

Frequency isn't just based on how often you want or need to send emails - it also depends on how often your subscribers actually want to hear from you. Don't send emails just to meet a publishing schedule. For the best results, email subscribers only when you have something urgent, timely or relevant to say. Give people the option to provide you with feedback when they unsubscribe from your list and listen to their suggestions. Try not to let more than a month go by before you send subscribers an email.

Improve the Results of Your Email Marketing with Our Home Builder Websites

efelle offers fully customized home builder websites that come equipped with an email newsletter builder that makes it easy to create and send targeted email newsletters. For more information or to set up a free consultation, give our home builder marketing experts a call at 206.384.4909 or fill out our online contact form!

See also:
How to Make Email Marketing Work for Your ECommerce Business
Email Marketing - Increasing Your ROI