Email opt-in is one of the highest forms of opt-in conversion that you can ask for from your home builder marketing.
Unlike home builder social media tools such as Facebook and Twitter, buyers who have opted in by email (either online or at your sales office) are more likely to be serious about buying a home and closer to a purchasing decision.
In short – your database of email addresses is the most valuable marketing asset that you have and most likely to be the source of your next sale. So how can you maximize your email list by increasing your open rates for every email campaign?
Here’s the 3 step guide that we have used to achieve open rates of more than 50% (and you can too):
Step One
Select 20% of your total database and divide it into two groups of 10% each: Group A and Group B. Using the same email content for each group, send an email with one subject header to Group A (“Big Sale This Weekend!”) and an email with a second subject header to Group B (“How Can You Save up to $10,000 on Your Next Home?”)
Step Two
Compare the results for Group A and Group B and select the subject header that produced the highest open rate. Using this subject header, re-send the email to the remaining 80% of your database (Group C). You can also send this email to anyone who did not open the original email from the less successful test group.
Step Three
Wait 24 hours and measure results. Change the subject header again (“Last Chance for Savings This Saturday”) and send to everyone from Group C who did not open the email sent in step two.
By optimizing every email campaign with this 3 step strategy, you can easily achieve an open rate of 50% or more with every campaign. You’ll also gain valuable insight into what your prospects respond to, which can be expanded to other marketing channels to increase your conversion from Adwords, Craigslist, print, PR, and more.
Good luck!
