The 5 habits you need to break immediately to make sure your customers open your emails

Our Digital Marketing Team at Rightmove sends 1,000’s of emails on behalf of agents and developers every month.  Our specialist team has analysed the data from the emails we send on behalf of our members to find out what works and what doesn’t, to get landlords, sellers, buyers and tenants to open emails. 

Here are the 5 things that you need to stop doing if you want your next marketing email to be a success:

1.  Being too generic 

Personalise a message with a recipient’s first or last name to improve open rates using merge fields.  Or use a specific location in your emails, such as a city, postcode or even a neighbourhood – if people feel that your email is highly relevant to their property or property search, it can significantly improve open rates.

2.  Using the same old subject lines 

Even if a subject line has worked in the past, you may find that a once successful subject line starts getting fewer and fewer responses. A new subject line lets your customers know the content is fresh.

3.  Using a long subject line

People are short on time and are increasing using smartphones to open their emails.  That means that your subject lines need to be short to be visible on mobile devices.  We suggest keeping your subject line to 40-50 characters.

4.  Using the same type of content

Mix up the type of content to think of new ways to engage with your mailing list.  Try quizzes, surveys, videos or even promotions, giveaways or special offers.

5.  Missing a call to action

Every email you send should have an objective.  What action do you want your customer or potential customer to take after reading this email?  Sign up to your mailing list?  Ask you for advice on selling property in your area?  Register for property alerts?  Remember, increasing the number of people who open and read your email is a great start, but you want your email campaign to turn into real business, so make sure you ask for the business.

See what our specialist Digital Marketing Team could do to improve your email marketing.  Chat to your Rightmove Account Manager now to find out more.