Email Marketing: Use Your CRM to Get Relevant and Personal

If you've written off email marketing as being ineffective, you may want to think again. Email is one way you can stay in touch with your real estate database and remain "top of mind," quickly and easily. It's much more cost effective than many other marketing channels, such as direct mail and print advertising, and much of it can be automated. Studies have shown that people 1) want to receive email from individuals and companies they're interested in, 2) use email to share information, and 3) check email every single day.

When it comes to email, relevancy and personalization are not only important, they're a must for smart email marketers. Without them, the likelihood of your email marketing goals (such as leads or sales, for example) being reached are slim. In this article, I'll discuss the meaning behind relevancy and personalization, just why they're both so important, and how to leverage your real estate CRM to execute effective email marketing.

Email Personalization: Making It "Feel" Like It's Just For Them

A personalized email is one where everyone receives an email that's addressed to them. And of course depending on your relationship with your client or prospect, you can choose to address them with a "Dear," a "Hi," or anything else you choose that reflects the nature (or formality) of your relationship.

You'll also want to insert the contact's name throughout the body of an email using your CRM's mail merge functionality. That way, it looks and feels like the email was written just for them, when in reality, you may have sent the same email to hundreds of people.