Marketing Best Practices
Mastering the intricate dance of commercial real estate email marketing presents a critical challenge: ensuring your meticulously crafted messages reach the coveted inbox of your target recipients. It can be disheartening to witness your carefully crafted emails ending up in spam folders, despite the considerable effort and time you’ve invested.
This guide will provide expert tips provide a distinct pathway to improve your email deliverability, guaranteeing that your carefully curated content finds its home in the recipient’s inbox, bypassing the detours of the spam folder.
Email deliverability refers to the ability of an email message to successfully reach the recipient’s inbox without being filtered out as spam or being bounced back.
Several factors contribute to email deliverability, including sender reputation, the quality of the email content, list management practices, and technical considerations like proper authentication (SPF, DKIM, DMARC). A high email deliverability rate ensures that your messages are not only sent but also received and seen by your target audience, maximizing the impact of your email marketing campaigns.
Improving email deliverability involves implementing a combination of best practices to ensure that your emails reach the intended recipients’ inboxes. Here are some effective strategies:
When you buy email lists, you often acquire contacts who have not explicitly opted in to receive emails from you. This can result in a higher likelihood of recipients marking your emails as spam or unsubscribing, negatively impacting your sender reputation.
Purchased lists are also more likely to contain outdated or inaccurate information, increasing the likelihood of bounced emails and further damaging your sender reputation.
Make sure to use a consistent “From” name and email address for your emails. If your sender name switches all the time, you will increase the possibility of getting flagged by spam filters and make it less likely that your emails will be delivered.
When emails go out in erratic spikes, you might see higher rates of rejection and a lower overall sender score. Sending consistently over time is an important way to avoid this and reduces chances of getting identified as spam.
Email service providers (ESPs) and spam filters are designed to identify and filter out emails that exhibit characteristics commonly associated with spam. Using words or phrases that are commonly found in spam emails can trigger these filters, leading to your emails being marked as spam or, in some cases, blocked entirely.
Maintaining list quality is the utmost and most important factor for deliverability. Regular list cleaning contributes to higher deliverability rates and better overall email marketing performance. Here are a few ways to clean your lists:
Segmentation strategies allow you create a more personalized and relevant content for your target recipients that positively influences your sender reputation and contributes to improved email deliverability. For CRE emails, you can consider segmenting your list by investment/buying criteria, property types, geography and stages in buyer journey.
Authenticating your domain with SPF, DKIM, and DMARC significantly helps with email deliverability. These authentication protocols play a crucial role in verifying the legitimacy of your emails and preventing unauthorized parties from sending emails on your behalf.
Luckily, for SharpLaunch customers the platform has a robust email infrastructure with these authentications in place.
By including a clear and functional unsubscribe link in your emails, you not only comply with CAN-SPAM regulations but also contribute to a positive sender reputation and maintain a healthy email list.
Create professional and mobile-friendly HTML email campaigns to market your commercial properties from any device. No code required.Explore More
The Feil Organization boasts an extensive portfolio of 26 million square feet of retail,...