How to send emails that tenants love
Unsolicited emails from tenants cost you time and resources. Get the engagement you deserve for the hours you spend writing, approving and building email campaigns using these performance-oriented best practices. From rental promotions to policy reminders, these tips will ensure you do not ignore your posts.
Note: Before you click the Submit button, make sure you have permission to send to anyone on your list. Knowing the CAN-SPAM regulations will save you from future headaches, email complaints and heavy fines.
Your subject line is the ultimate first impression.
Take the time to create strategic headlines and headlines (summary text that follows the topic line as a sort of preview in inboxes) that are attention-grabbing or compelling. Encourage your readers to open the email and increase your chances of getting the response you are looking for. Here are some rules for preparing subject lines:
Keep it simple. The first three words are the most important real estate in your subject line. Avoid jargon and long sentences, and always describe exactly what the email is about.
Be concise. Always keep your subject lines below 50 characters. Fifty characters is the industry standard, but Marketo also found that the email subject lines of about 40 characters get the best overall engagement¹.
Be personal. Custom theme lines have been found to increase opening rates by 29% and yield even more click-through rates and customer satisfaction. A simple way to customize is to include the recipient’s first name.
Curious reader. Use interest-based elements in your subject lines like numbered lists (10 reasons you can throw in the common room), emojis and surprising messages to attract recipients.
Go short and sweet.
Most of us do not read email verbatim from top to bottom. We open it, scan it for important information and then close it. Make your email more engaging by keeping your copy summary, including eye-catching graphics. Other best practices include:
Think bold. Chapter information in bold headings so that the reader will quickly absorb important information. Think about how you can organize your email layout so that readers are not overwhelmed by large chunks of text.
Do not overload. You may have a lot to say, but short content can be powerful. In most cases your email can serve as an overview that leads them to a blog, website or social channel for more details. This allows the recipient to read about his terms and dive deeper into the material he is interested in.
Choose good graphics. Do not be afraid to include photos, video links, GIFs and colors in your email. Do not be afraid to include photos, video links, GIFs and colors in your email.
Subscribers like consistency and will throw them away if you send on an unstable schedule or explode with too many emails. Email fatigue may result in unsubscription, which you will not be able to cancel. Here are some best practices:
Do not send too much. Target the emails you send so that they are not too frequent, otherwise the recipients may start ignoring them. A good practice is to create a written plan for your email campaigns so that you can strategically schedule them with promotions, events or dates (i.e. holidays) .
Consolidation of issues. Choose your topics carefully and try to set a consistent pace for conveying your messages. Send weekly or monthly newsletters, for example, that collect multiple topics in one place.
Book emails wisely. You may have heard that on Tuesday and Thursday mornings can increase open rates³. However, collective data show that the best delivery times vary depending on the audience, industry and location⁴. Performing A / B tests will give you a clearer picture of delivery times that work for your unique audience.
Send with performance purpose in mind.
You can continually improve your emails when you have a clear idea of your KPIs (Key Performance Indicators). Reports created by your email marketing platform can help you identify the most effective delivery times and see what types of devices readers are using. An email KPI can also show you how different elements of your email resonate with your readers. To understand the performance of your campaign, see:
Open tariff. This indicates the effectiveness of your subject line and introductory text in enticing the reader to open the email.
Hard and soft bounces. It shows how many emails have moved to a dead address, so how clean your list is and how good your sender’s reputation is.
CTR. It helps you determine how engaging your email content is by measuring how often readers “click” to the next step.
Above all, think like a tenant.
Once your email is ready to send, put yourself in the place of the tenants to make sure it just makes sense to them. Send it to yourself, read the subject line (in the inbox) then open and try to scan the message. ברגע שיש לך שורת נושא מושכת תשומת לב, הודעה ברורה ועיצוב מרתק, אתה יכול לשלוח בביטחון בידיעה שיצרת דוא”ל שיתקשר עם הקוראים שלך.