Agency guide to building and managing an email database for agents
In this guide for agents, Sally Lawson, former ARLA president and expert in supporting the lettings industry to generate leads and increase revenue, explores how agents can build and manage an email database.
Building and managing an email database
Building a contact database is an essential part of running a successful business these days; but what do you do with those email addresses once you have them? Bombarding them with endless emails is a definite no, as is sending content which hasn’t been specifically created with them in mind – doing that means you’re likely to find your emails relegated to the junk or deleted folder, probably unopened.
Protect your deposit today
If you have taken a cash deposit, you must protect it in a government authorised scheme within 30 calendar days
So, where to start?
Rather than treating the database as a method of delivering information (or a one-way transaction), instead you need to consider how you’re going to grow a reciprocal relationship with them – the type of relationship that will see them not only considering you as their agent of choice, but also referring their network to you as well.
Firstly, you need to segment the database according to what information would be useful for them – are they a single property landlord who’s looking to take the next step and purchase their second property? Do they have HMOs within their portfolio? Are they someone who’d like to get to grips with new and updated legislation?
By targeting specific content towards only those in your database who want or need that information, it not only increases the chance of that email being read, but also makes that connection feel more genuine as you’re talking directly to them about relevant topics.
Focus on deliverability
To be successful at email marketing, you need the contacts in your database to do three things: open your emails, click the links within those emails, and begin to get to know and trust you.
The first step is harder than it used to be – email open rates have dropped from 30 per cent to around 6 per cent in recent years, and the more emails you send that aren’t even opened (or clicked through from) the more the deliverability score that servers assign to your emails goes down. You then end up straight in the spam folder automatically, which is the last place you want to be.
Of course, when an email drops into their inbox, your contact decides whether to open it based on the subject line. If it’s boring, unclear, or too long then why would they waste their time reading the content of the email itself?
You need to take a second to consider whether the subject line is something that would inspire you to open the email – does it spark interest or ask a question, for example?
Protect your deposit today
If you have taken a cash deposit, you must protect it in a government authorised scheme within 30 calendar days
One link
Concentrate on promoting just one thing per email – whether that’s a product, service, event or link to a blog you’ve written. This is not only clear and simple for readers, it also means you’ll only need to include one link – any additional links and you risk email servers sending you straight to that dreaded spam box (this process is also triggered if you use certain words, so do research which words the servers don’t like before you begin your marketing campaign).
Voice of authority
By doing all of the above, you should have a better deliverability score, meaning your email has been opened and your intended readers are about to engage with your words. So, make sure those words add value to them and showcase your authority within the industry – by educating and informing, as well as enthusing.
If you tick all of these boxes, then emails can be a really powerful lead generation tool. You can create an email schedule with a variety of content, links (one per email) to valuable content and offers, and enjoy managing your email database to create business and revenue.
Key takeaways
• Blindly sending out emails to countless contacts is unlikely to get you positive results
• Check your deliverability score using a plug-in, and aim to get your email open rates back up to 30 per cent
• Focus on getting recipients to open your emails, click the link within those emails, and begin to trust you as a resource
• Use the subject line to grab attention, and the content to provide value
• Avoid ‘spam’ words
Protect your deposit today
If you have taken a cash deposit, you must protect it in a government authorised scheme within 30 calendar days
Author – Sally Lawson, Agent Rainmaker
Sally Lawson established her own lettings agency aged just 18, growing a franchise network responsible for many thousands of properties across the UK before turning her attention to coaching and mentoring other agents.
Alongside her Concentric Property group, the former ARLA president is committed to transforming the fortunes of other agents through the Agent Rainmaker training enterprise. Visit agentrainmaker.co.uk for more information.