Do you remember when we liked getting email? We liked it so much that Hollywood once made an entire movie about it. In You’ve Got Mail, the charming and feisty shop owner (played by Meg Ryan) had an email flirtation with the business savvy but slightly annoying corporate executive (played by Tom Hanks.) Each time they heard the addicting ding signifying a new message, they couldn’t wait to read it. Remember that feeling? It goes without saying that these days, things may have changed a little bit.
It’s estimated that the average adult spends between 3 and 6 hours of his or her working day on email. (source) Surprisingly, there are more email users than social media users, with an estimated 255 million email users in the US projected by 2020. And, it’s estimated that over 90% of people check their emails daily. That may account for a general lack of excitement when it comes to emails these days. And yet, email marketing remains one of the most effective ways to reach your database consistently.
The fact is, email marketing continues to score higher conversion rates than searches and social media combined, and emails deliver a 122% return on investment. 80% of sales professionals indicate that email marketing is their greatest driver of customer retention. Compare that to the next closest channel, social media, at just 44%. (source)
As a Realtor, your email list is one of the most powerful tools in your marketing toolbox. It’s not only key to reaching your past, present and potential clients, but it can be one of the easiest ways to create and build relationships with them. So how do you build a powerful email list? Here are some guidelines: