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7 Ways to Build a Rental Email Marketing Campaign

Aug 11, 2020 12:00:00 AM

Email marketing is an effective strategy for growing and developing a rental business. So if you are about to build your very first rental email marketing campaign, you are moving in the right direction.

The great news is that you don’t have to be an expert in email marketing to achieve success. If you know your target audience well enough, you can build an effective campaign with ease.

Here are a few essential tips that might come in handy for you.

Use email marketing software

First of all, you need to choose an email marketing software. It can be MailChimp, GetResponse, Sendinblue, or any similar tool that matches your marketing needs and budget.

With the help of specialized software, you will be able to:

  • Design visually appealing emails using a drag-and-drop editor
  • Manage email lists
  • Track email deliverability and open rates
  • Send welcome messages to new subscribers automatically
  • Design trigger emails (emails based on subscriber’s behavior)
  • Create surveys and polls

Most popular email marketing tools have a user-friendly interface, and they are easy to use. So even if you are new to email marketing, you will face no difficulties in designing your first email campaign.

Come up with a catchy subject line

People do not open each and every email that comes to their inboxes. They read just a few emails that seem to be important or interesting and move all other emails to the trash folder.

Do you want to ensure that prospective tenants will open your email? Come up with an email subject line that’s informative yet intriguing. Write a phrase that will grab the recipients’ attention and make them want to know what’s inside of your email. Subject lines like “Spacious apartments in Brooklyn you won’t want to miss” and “Top 5 New York rentals for students” usually work great.

Personalize your email

Now let’s talk about personalization. In the context of email marketing, personalization is the act of targeting an email campaign to a chosen user by leveraging his personal data. The simplest way to personalize email is to use the subscriber’s name in the subject line or at the beginning of the email.

As the famous quotation by Dale Carnegie goes, “A person’s name is to him or her the sweetest and most important sound in any language.” Taking that into account, if you use the personalized greeting in your next email, it’s highly likely that you will double your conversion rate.

Customize your email with segmentation

In a nutshell, segmentation is the process of dividing target audiences into smaller groups according to specific aspects they share. Here are a few examples of email list segmentation.

Let’s say you work in two states: New York and New Jersey. To boost your efforts, you should design two different emails: the first one for people looking for apartments in New York City, and the second one for people looking for apartments in New Jersey.

Imagine that you own two types of apartments: the first one is a perfect fit for students, the second one – for seniors. To achieve the desired marketing results, you should divide your audience into two segments, and create two separate emails.

Showcase your rentals

A picture is worth a thousand words. And it’s so true when it comes to rental email marketing. If you want to make your email marketing campaign a success, you should use high-quality visuals. You should pick beautiful pictures of your apartment to “adorn” your email.

Maybe the recipient will not want to read the entire letter to learn more about your rentals, but he will definitely notice photos. The more quality pictures you will choose, the better the marketing results you will achieve.

Proofread your email twice

You should edit and proofread your email before sending it to your subscribers. Does it sound like obvious advice to you? You will be surprised to know how many grammar mistakes and typos people make in emails without noticing that.

The problem is that renters do not trust poorly-written emails. They tend to believe that these emails are sent by scammers, not real landlords. So whether you are good at writing or not, it’ll be wise to use list of the best writing services to improve the quality of emails.

Add a CTA button

The call to action (CTA) is another essential element of the rental email. Basically, it’s a word or phrase that encourages email recipients to complete a specific action: visit a website, book a callback, make an appointment, etc. If you want to boost your email marketing efforts, you should find a phrase that resonates with the prospective renter.

Let’s take a look at the example below. The goal of this email is to direct subscribers to the website. However, the CTA button says “view photos”, not “visit website”. Why? Because this phrase better resonates with the recipient. When looking at the picture of this stunning swimming pool, the recipient has a desire to “view a few more beautiful photos”, not to “browse a website”.

Alt text: An example of the rental email. The picture represents a big beautiful house with a swimming pool and a CTA “view photos”.

Wrapping up

As you can see, you don’t need to have a vast experience in email marketing to effectively promote your rental business. You just need to spend some time learning marketing basics and be attentive to details.

Don’t wait until tomorrow to build your first email marketing campaign. Use the tips given and start working toward your goals right now. 

x6x7pXiL_400x400Daniela McVicker is a passionate digital marketer. Daniela is interested in everything related to SEO and blogging. She collaborates with Topwritersreview and other websites where she shares her experience and helps marketers make their names in the online world..

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