One might think it dead and buried. One could think that the rise of instant messengers and social networks put an end to his reign. And yet, emailing is still standing. More effective than ever. And still in a good position among the essentials of real estate marketing.
We can even say that email remains a key communication tool for real estate professionals. In particular, when they make the choice of Inbound marketing to gain notoriety and attract prospects to them. Indeed, contact emails, promotional messages, and newsletters remain mostly used as part of an Inbound strategy, at all stages of the relationship with prospects and throughout the conversion funnel.
Do you doubt it? To convince you, we have listed 5 facts that prove the effectiveness of real estate emailing. And which show that you must continue to invest in this strategy.
Internet users continue to massively use email
The best reason to continue doing real estate emailing is that the taste of Internet users for this mode of communication does not dry up. The numbers speak for themselves: 94% of Internet users consult their mailbox at least once a day – and even more than six times a day for 72% of them (Sarbacane statistics).
So, of course, you can argue that it does not mean anything about real estate emailing, used from a commercial perspective. And we will answer that the commercial interest of the emails does not know the crisis: 87% of the French consumers acknowledged to have already made a purchase after receiving an email, while they are 82% to have gone in shop on the basis of a commercial emailing (Statistics Union of the direct communication).
This means that consumers, now reluctant to print ads and increasingly opposed to cold phone calls, are still keen on marketing through email. What will encourage you to develop a real estate emailing strategy as part of your Inbound marketing?
Mobile uses to reinforce the dominance of email
Far from being a tool reserved for the desktop, email has easily taken the corner of mobility. The multiplication of mobile devices and the increase in the volume of mobile traffic are in the direction of the dominance of email: 67% of Internet users who regularly consult their emails did so on mobile in 2016, more than 25 million people in the Hexagon.
This is a golden opportunity to seize as part of your Inbound strategy. Because the goal here is to reach the prospects where they are, if possible in the first moments of their customer journey – at the discovery stage. However, if your prospects use their smartphone massively and if they consult their emails on it, you know exactly where to reach them as part of your real estate emailing campaign.
An email is all the more likely to reach its target if it is suitable for mobile devices!
Internet users check their emails all the time
The interest of real estate emailing also lies in the ease with which users can consult their mailbox, especially with mobile devices. Studies show that 81% of Internet users immediately look at an email they have just received and that they consult their mail:
- In public transport (62%),
- During meals (48%),
- During their purchases (43%),
- To the WC (42%),
- In traffic jams (35%),
- As soon as they wake up (73%),
- While they watch TV (79%),
- Before falling asleep (81%).
Suffice to say that a real estate emailing campaign is likely to reach your prospects, as they consult their emails as regularly as possible. The success rate of your campaign is to match.
The expectations of Internet users regarding emails crosscut the objectives of your Inbound real estate strategy
In an Inbound framework, your real estate emailing strategy aims above all to inform your prospects and build close relationships. The reason why you must go to a maximum of customization.
That’s good: that’s what your prospects are waiting for. A personalized email is 26% more likely to be open (compared to an impersonal email in the context of a massive mailing campaign), and the clickthrough rate also increases by 14%. The conversion rate, he jumped 10% thanks to the customization! ( Source .)
Knowing that real estate emailing already has the highest open rates across all sectors (35.7%, in front of hobbies – 33% – and the photo/video duo – 32%), the fact of personalizing an email can result in very interesting results.
Real estate emailing ensures the consent of prospects in the context of the RGPD
Unless you’ve lived on Mars in the last two years, you’ve probably heard about the General Data Protection Regulation (GDPR). And you have at least a little idea of how it impacts your daily real estate professional, mainly around the notion of consent of prospects: anyone who entrusts you with personal data must express his informed consent, free and explicit. This assumes, on your part, to put in place the tools to collect this consent. And even better: to prove that you have obtained it if ever the CNIL comes to tickle you.
Well, be aware that real estate emailing is one of the digital tools you can count on to comply with the rules. A simple email (designed specifically to meet the requirements of the GDPR) allows you to collect the consent of your contacts and/or send them details about the use of their data once they have completed a form. This, including if you have collected this data during a prospecting session, via a real estate emailing that comes as confirmation.
As you can see, commercial email still has a bright future. And your real estate emailing strategy is likely to pay off!
Also published on Medium.