Keep Your Emails Out of Spam: Tactics Every Realtor Needs

Email Marketing

Jul 19

As a real estate professional, your email campaign might be the lifeline connecting you to your clients. But what happens when your carefully crafted emails are misdirected to spam folders? The issue is more common than you might think, and it can heavily impact your marketing efforts. However, with the right strategies, you can ensure your emails reach the desired inboxes every time.

Understanding Spam Filters

The first step towards improving email deliverability is understanding what you're up against: spam filters. These are algorithms designed to keep inboxes clean by identifying and blocking unsolicited and irrelevant emails. But there's a catch. These filters can sometimes misinterpret your genuine emails as spam, causing them to miss your recipient's inbox.

Spam filters analyze your email content, including your subject line, body text, and even your HTML code. Trigger words like "Free," "Win," and "Cash" could raise flags. Tools like Mail-tester or GlockApps can help you understand and mitigate these risks.

Additionally, your domain and IP reputation plays a key role in your email deliverability. A history of spam complaints, bouncing emails, or irregular sending frequencies can all impact this reputation negatively.

Improving Email Deliverability

Armed with the knowledge of how spam filters operate, let's delve into actionable strategies to improve your email deliverability:

1. Speak Their Language: Be mindful of your content and the phrases you use. Instead of "Exclusive FREE opportunity," consider wording it as "Invitation to a private property viewing."

2. Become a Familiar Face: Encourage your clients to add you to their contact list. Maintain a consistent 'From' name and address. You could add a simple reminder at the end of your email: "To continue receiving updates, please add me to your contact list."

3. The Art of the Subject Line: An intriguing yet genuine subject line can enhance your email's open rates. Stay clear of CAPS LOCK and excessive punctuation, which can trigger spam filters. Instead of "BUY NOW!!! Exclusive DEAL!!!", a line like "Get a glimpse of your dream home today" could be more effective.

4. Maintain a Consistent Schedule: Inconsistent or overly frequent emailing can get you flagged as spam. Plan a consistent schedule that's not too overwhelming for your clients. For example, a bi-weekly newsletter or a monthly market update could be effective without being intrusive.

5. Verify Your Domain: This is a technical step but it significantly increases your credibility with spam filters. Most email marketing platforms provide guidelines on how to verify your domain.

6. Manage Your Email List: Regularly clean your email list. Remove inactive subscribers and correct invalid email addresses. Tools like NeverBounce or ZeroBounce can help with email verification.

Going Beyond: Advanced Strategies

Mastering email deliverability requires a consistent effort. Here are some advanced strategies to consider:

Understanding Your Metrics: Track open rates, bounce rates, and spam complaints to gauge your email performance. Use these insights to refine your strategy.

Email Authentications: Consider setting up SPF, DKIM, and DMARC records. These authentications can enhance your email credibility.

Split Testing: This is a fantastic way to understand what works best for your audience. You could test different subject lines, content lengths, or sending times.

Email deliverability is more art than science, constantly changing and requiring adaptability. Effective email communication can strengthen your client relationships and drive business success. As you embark on this journey, remember - the effort to keep your emails landing in the right place is well worth it.