MARKETING
5 EMAIL STATISTICS
5 Email Marketing Statistics andWhat They Mean For Your Real Estate Business KNOWING YOUR AUDIENCE’S EMAIL HABITS CAN DRAMATICALLY EXPAND YOUR REACH.
by Leon McKenzie
Y
ou probably start each work day reading your emails, right?
their phone, but Google has begun penal- izing those that are lagging behind on this issue. That means your website will be harder to access if it does not follow the rules and, as a result, you will have problems converting leads to customers and ultimately sales. You can optimize your website for mobile viewing in several ways. If you have the skills to do so, you may decide to do it yourself. Otherwise, you may want to hire a contract website designer to do the job for you. This can be expensive, but the increased effectiveness of the website will make up for it in the long term. You can also use mobile-ready templates that insure your emails and website look good whether they are viewed on a smartphone, tablet, PC or laptop. You can also hire a website designer to create these templates for you. EMAIL MARKETING STATISTIC #3 ADDING A VIDEO TO AN EMAIL INCREASES CLICK-THROUGH RATES BY UP TO 300 PERCENT Research from AgileCRM shows that adding a video to an email makes people more likely to view its contents.
So, what does this mean for your business? For starters, you would do well to ini- tiate an email marketing campaign if you haven’t already! Considering the number of emails sent each day and the high volume of hours spent checking emails, your real estate business will suffer if you ignore email marketing as a way of getting your business name out there. Another implication of people’s addic- tion to emails is that you must learn to time your email messages in order to reach the largest audience possible. Consider surveying your target audience to find out when they are likely to open and read emails to identify the best time to email, then schedule your emails to go out at times when they are most likely to be read. EMAIL MARKETING STATISTIC #2 75 PERCENT OF GMAIL’S 900 MILLION USERS ACCESS EMAIL ACCOUNTS VIA THEIR MOBILE DEVICES According to TechCrunch, mobile de- vices grow in popularity annually. Create your email marketing campaigns with mobile device users in mind. So, what does this mean for your business? Youmust optimize your website for mo- bile. Not only does your audience demand it since they are likely viewing your website on
Have you ever wondered how many people do the same thing each day all around the world? Some estimates indicate that 100 bil- lion emails are sent, on average, each day. Did that number get your attention? The world we live in today is an elec- tronic one. People are more likely to access their emails first thing in the morning be- fore they do anything else or, at the latest, while drinking their morning coffee. Clearly, having an email platform offers you a wonderful chance to market your real estate business, products, and ser- vices, to a very large audience. Knowing the latest statistics about email use and, even more importantly, knowing how to leverage this information, will show you the best direction to follow in your email marketing efforts. EMAIL MARKETING STATISTIC #1 90 PERCENT OF PEOPLE CHECK THEIR EMAILS AT WORK AND OUTSIDE OF WORK According to Adobe research, not only are nine out of 10 people addicted to checking their emails at work and outside of work, but at least 70% of people check their emails while watching TV and 52 percent check emails while in bed. On average, people spend 30 hours each week checking their emails.
Multiple surveys indicate that most people wait no longer than their first cup of coffee to check their emails after waking. Most do so much sooner.
it is not surprising that videos dramati- cally increase click-through rates. Those higher click-through rates come with a big bonus as well. People who view videos are far more likely to remember the content than people who read text with the same message. This means that even if a viewer does not take action immediately, they are likely to remember you when they need someone in real estate to help them out. If you cannot bring yourself to embed videos in your emails, at least consider including pictures. You will soon see a clear difference. EMAIL MARKETING STATISTIC #4 50 PERCENT OF CONSUMERS PREFER TO HEAR WEEKLY FROM
thing to sell them, they will be more amenable to buying your real estate products or services. EMAIL MARKETING STATISTIC #5 EMAILS WITH SOCIAL SHARING BUTTONS EXPERIENCE A 158 PERCENT INCREASE IN CLICK- THROUGH RATES! People like sharing information, and creating a situation in which your email content can be shared increases the number of people who click through your email and view your content.
So, what does this mean for your business?
If you are one of those people who send emails sporadically, you need to change the way you approach this form of marketing. A little predictability will go a long way with your audience. Email marketing is not a one-and-done marketing strategy - that is not how it works. Rather, emails are a great way to nurture your relationship with existing and potential clients. Whether you have something to sell them at that moment does not matter. Many of them, once they opt in to receive your emails, want to see a weekly email from you. Make an effort to send an email at least once a week. It does not have to be a long one. You can send something as simple as a real estate statistics sum- mary or the latest news about trending house designs. What matters is that you keep that relationship with your target audience going. That way, when you have some-
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Leon McKenzie is the CEO and founder of US Probate Leads, which he likes to point out is the only company in the country that provides probate-related real-estate-re-
So, what does this mean for your business?
COMPANIES SENDING PROMOTIONAL EMAILS
Quite simply, it pays to embed videos within your emails every so often. No- body wants to read a wall of text every time! The human brain processes imag- es 60,000 times faster than text alone, so
lated leads to investors and realtors® based on data collected directly from individual probate courts in virtually every state. Leon can be reached at sales@ usprobateleads.com or you can view the U.S. Probate Leads website online at www.usprobateleads.com.
This Thedma.org statistic indicates that even though internet users are sometimes overwhelmed by emails, they still want more, but not necessarily every day.
54 | think realty magazine july :: august 2017
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