How Are Your Team’s Emails Performing?

Email is a universal means of communication. It allows you to send targeted messaging at the most opportune moment. According to the Radicati Group, there were 2.6 billion worldwide email users in 2016, a number predicted to rise to 4.1 billion by 2021. It’s growing in use and has become more personable, customizable, effective, and above all more measurable.

With advanced email marketing software, you can easily get a complete picture of how your team’s email campaigns are doing. But what pieces of data give you the most insight into your emails actual performance?

5 Key Email Marketing Metrics for Real Estate Teams

1. Spam Score

Most email marketing providers will calculate your spam score to optimize campaign delivery. Mail servers use various filters to identify spam – try to avoid these top triggers to make sure your emails are actually being delivered to your audience’s inbox:

  • Excessive use of exclamation points!!!!
  • Using different color fonts and/or styles
  • Common spam words and phrases like “free” and “Buy now!”
  • USING ALL CAPS

2. Unique Open Rate

The unique open rate offers insight into the number of individual recipients who opened your email. It does not include recipients who may have opened the same email multiple times (this is included with your regular open rate). This statistic is great for testing different subject lines or the best day/time to send an email to a certain group. According to MailChimp, the average unique open rate for the real estate industry is 20.84%.

3. Unique Click Through Rate

The unique click through rate (UCTR) provides you with the percentage of individual recipients who clicked on any of the links provided within the email. It does not count multiple clicks from the same person in the calculation. With the UCTR you gain true insight into how your email list is engaging with your content and their interest level in wanting to learn more. Mailchimp sites the average UCTR for the real estate industry as 1.91%.

4. Conversion Rate

What better way of knowing how an email performed, than a recipient actually completing your call to action? You’ll learn just that in calculating the conversion rate! In order to obtain an accurate conversion rate, you must track the links used in your email campaigns.

5. Bounce Rate

The bounce rate offers insight into the health of your email list. According to ConstantContact, there are various types of bounces:

  • Non-Existent
  • Undeliverable
  • Suspended
  • Blocked
  • Mailbox Full
  • Vacation/Auto-Reply
  • Server Issue or Connection Timed Out

Each category can be further classified as a soft or hard bounce. A soft bounce typically indicates a temporary issue with the recipient’s inbox; full mailbox, vacation/auto-reply or server issue. A hard bounce is permanently undeliverable, which could indicate a suspended, phony or misspelled email address or an inactive domain.

Most email marketing services will automatically remove hard bounce emails from your list. If this is a manual process, be sure to expedite their removal, as your overall bounce rate is a key indicator of your reputation to the mail server. The average bounce rate for the real estate industry is 0.31%, according to Mailchimp’s email marketing benchmark report.

By letting the data drive your email campaigns, you can implement tests, make adjustments and continually improve the effectiveness of your team’s emails. Download ListHub’s infographic with each formula to better measure your email marketing success.

Email marketing plays a major role in the lead generation, nurturing, and conversion activities that lead to real estate success. Click here to learn about automated email reports from Market Snapshot®, which have a 14% average CTR* (12% higher than the industry average!**) and include price reduction, just listed and sold alerts to notify your clients within minutes of an MLS update.
*Market Snapshot(R) Internal Analytics, 2017
**MailChimp