The Importance of Email Marketing for Home Builders: Test and Tweak

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Hello again! Our team is back and ready to wrap up our lesson about email marketing with some valuable information. Last time, we talked about how to set up Google Analytics to measure your email campaigns —

with this back-end legwork complete, you can determine which campaigns perform the best, as well as see how much of your overall website traffic is coming from emails. Now, onto the finale…

Test and Tweak

How do you start to test new things and measure results against your own benchmarks? Remember when we talked about those UTM codes? This is where they come into play. You can compare your open rates and click-through rates from your CRM against website activity. Essentially, when you start to layer information on top of each other, everything starts to tell the full story. 

You want to make sure that those who click are actually doing something on your website, and eventually reaching back out and going to your model home. Remember, your email campaigns are typically sent to prospects that you have already spoken to at some point. They have either visited your model home and registered or they have reached out online for more information, but haven’t converted into a sale yet. Or they have already purchased a home from you and your goal is to get them to forward the email to a friend or family member that is considering moving!

Your email campaigns should be one of the top 10 referring sources of traffic to your website — the users that come back to your site from email also spend more time and view more content than other website visitors. As you start to compare email campaigns against each other, take note of a couple of things to tweak:

  • Times they were sent 
  • Subject lines
  • Creative in the emails (great pictures or graphics that are visually engaging)
  • Calls to action (just like your website, your emails have to have the right, contextual calls to action)

Finally, remember to resend a given email to the prospects who haven’t opened it a few days after it was originally sent (just make sure you tweak the subject line to break up the message)! As our email marketing blog series comes to a close, make sure to take a look back at parts 1 and 2 (LINKS) to gather up all of the information you’ll need to take your plan to the next level. 

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