Always do what is best for your readers and delight them with every single email. Doing this helps you to stand out from your competitors.
You may need to consider removing older prospects from your list or consider the length of time you are emailing them as well.
Thought #1: My emails aren’t being read.
The average attention span is 8.25 seconds, not to mention that the average person receives about 88 business related emails a day. More than 43% of people delete or do not read through long emails.
4 Reasons Your Emails Are Not Being Opened
• People rely less on email.
• Business teams are using instant message or teamwork platforms like Slack.
• Software routes email out.
• Junk email is at an all-time high.
You can overcome some of these pitfalls when you follow the tips below:
• Filter out common sales words. If you are using words that sales ads or marketing emails would use, this may trigger your email to be sent through to SPAM.
• Look out for junk email addresses. Many people, have email addresses they use for junk mail – that is, until they decide your emails are valuable enough to receive at their usual email address.
Email overlap is another reason emails go unread. The initial automatic email reply will either simply say that my email is received or re-state what I can find on the website. Both are a waste of the reader’s time and causes them to not pay attention to your emails.
Ask yourself if your email is valuable even if your prospect does not lease from you. You must remember that the product you are selling is oftentimes the largest expense your prospect will pay. Make sure your emails acknowledge this and express appreciation.
Thought #2: The value of subject lines
Focus on being trustworthy with each email you send your prospective residents. There are three parts to your emails:
• The “from” name – use a real or clear and identifiable name.
• Subject line – make sure this is relevant and concise and not a bait and switch.
• Preview text – consider this text and make sure it ties back into your subject line to continue the conversation.
What works best is being creative, yet clear, personal and concise. This is what will build trust over time with your prospects. Quickly get to the main point of the email and keep it personalized so it does not get confused with mass marketing email.
Thought #3: How to write a good email
Make a bigger impact by saying less in your emails. Your prospective clients are busy and their attention spans are shorter than ever before in history. Try the following tips to ensure an effective email:
Tip #1 Briefly Revisit the Previous Conversation
Provide a brief refresher as to why you are emailing. What action steps from the previous question are you answering or addressing?
Tip #2 Why should the prospect read your email?
After you write your email, ask yourself, “Would I read this email?” Understand why your prospect should pay attention to your email.
Tip #3 What’s new?
You can get their attention by paying attention to what’s new. Share updates on availability of apartments or new restaurants in the neighborhood.
Tip #4 What’s your ONE ask?
What next step does your prospect need to make to keep your correspondence moving forward? However, too many asks is just as bad as not having an ask.
Tip #5 Be prepared to respond to objections and questions
Be prepared with common objections and questions so you can respond immediately. Practice putting it in writing and sharing it with your team and weekly meetings to get insight.
Bonus Tip: Pay attention to grammar.
Make sure to have correct spelling and punctuation and watch out for run-on sentences. Do not make people work to read your emails.
Thought #4: Connecting with prospect
Build real relationships. Focus on building these relationships offline as well as using a variety of other channels. This will ensure they will pay attention and not ignore your emails and articles.
Have good information on your website rather than just professional photos and a list of amenities. Add blog posts about where the best restaurants are or things to do around town. If you are not responsible for the content on the website, you can still share information with the team who does write the blog posts.
Stop selling and start focusing on how to build better relationships.
Misty Sanford, Founder
North of Creative