December 16, 2019

As a video platform specifically focused on real estate, here at WellcomeMat we are all about video marketing.  Our goal everyday is to maximize our customers’ ROI on video, while also spending a considerable amount of time educating current and future customers on why video is essential and how to make it a focal point of a successful marketing campaign.  We have come a long way from yard signs and snail mail being the primary ways to get the word out about real estate, and technology has led the way. Today, we will take a look at the importance and effectiveness of email marketing.

Global email usage is continuing to grow at a steady pace.  According to Statista, there were 3.7 billion email users in 2017, with that figure projected to reach 4.3 billion by 2023.

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Further, Statista reports that 269 billion emails were sent and received per day in 2017, and projects that number to rise to 347.3 billion per day by 2023.

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Clearly, you are missing an enormous audience if you are not using email effectively in your marketing plan.  We see that email is here to stay, and that usage is actually continuing to grow. Fortunately, we also see that the ROI on email marketing is solid.  Consider this graphic from Oberlo:

So, with user numbers trending up, total number of emails sent and received trending up, and a return of $32 on every dollar spent, it is time to get serious with your email outreach.  Other than widespread usage and a solid ROI, a well-thought out email marketing plan can also help you onboard new customers, access the growing number of people accessing all kinds of information via mobile devices, and grow your business.  Let’s take a look:

-Personalization to grow your business:  Emarsys states that “email is almost 40x better at acquiring new customers than Facebook and Twitter, and much of this success can be attributed to the fact that personalised emails make consumers feel comfortable and at ease with a brand.”  So, personalization goes a long way in the email world. The same article reports that “81% of US online shoppers are more likely to make additional purchases, either online or in a store, as a result of emails that capitalise on previous shopping behaviours and preferences. Adding personalised messaging and content to emails increases the likelihood of conversions, and can ultimately maximise overall revenue and growth.”  On the idea of personalization, consider this graphic from Oberlo:

-Onboarding new customers:  GetResponse reports that welcome emails outperform most marketing messages, achieving average open rates of 60-80% and click-through rates of around 20-30%.”  In this article, Pam Neely suggests seven effective welcome emails, three of which work well in the real estate world:  “Welcome and thanks for signing up.”; “Here’s our best content.”; and “What do you want to know?” Check out the link above for more ideas and for examples of websites that are implementing these strategies.

-Access potential customers on mobile devices:  In the age of the smartphone, being able to reach your audience on mobile devices is essential.  Consider this somewhat mind-blowing image:

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With potential customers spending, on average, close to four hours a day on mobile devices, it is essential that you can reach them on these devices.  In fact, this Hubspot article states that 46% of all email opens occur on mobile devices.  Clearly, choosing a marketing medium that first the mobile tendencies of the public is a no-brainer.

The key to all of this is separating yourself from the myriad other companies bombarding your potential clients with emails.  So, what can you do? Think motion. As a user opens an email, the motion/movement will draw him/her in. MarTechAdvisor reports that “interactive email content increases the open rate by 73%” and that “[v]ideos in emails have shown increased click-through rates up to 300%, engagement and brand awareness.”  To see the power and effectiveness of animated GIFs in emails, have a look at this article from Mail Bakery.

If you are not giving email marketing attention, now is the time to do so.  With a tremendous reach that is only continuing to grow, this is a solid way to access a wide range of potential customers.

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