Real estate agents need to stay informed about the evolving rules and regulations surrounding email marketing, particularly in light of changes implemented by major email providers like Google. Here are some key points real estate agents should be aware of regarding Google's email rules and sales email touches:
We Focus on Relevance and Value: Google and other email providers prioritize delivering relevant and valuable content to users' inboxes. Real estate agents should ensure that their sales email touches provide genuine value to recipients, whether it's information about new property listings, market updates, or helpful tips for buyers and sellers.
We Avoid Spammy Tactics: Google's algorithms are designed to detect and filter out spammy emails. Real estate agents should avoid using spammy tactics such as misleading subject lines, excessive use of promotional language, or sending unsolicited emails to recipients who haven't opted in to receive communications.
We Drive Engagement and Interaction: Google considers user engagement metrics, such as open rates, click-through rates, and reply rates, when determining inbox placement. Real estate agents should aim to create engaging email content that encourages recipients to open, interact with, and respond to their emails.
We Keep Your List Quality and Permission: Google prioritizes emails from senders with a positive sender reputation and a history of sending emails to engaged and responsive recipients. Real estate agents should focus on building and maintaining high-quality email lists of subscribers who have opted in to receive communications and regularly engage with their emails.
Authentication and Compliance: Real estate agents should ensure that their emails are properly authenticated using protocols such as SPF, DKIM, and DMARC to verify sender identity and prevent spoofing and phishing attacks. Additionally, agents should comply with email regulations such as the CAN-SPAM Act by including accurate sender information, a clear unsubscribe link, and relevant contact information in their emails.
We Help Personalization and Segment: Personalized and targeted emails are more likely to resonate with recipients and drive engagement. Real estate agents should leverage data and segmentation tools to personalize their email content based on recipients' preferences, behaviors, and demographics.
We Monitor and Adapt: It's important for real estate agents to regularly monitor their email performance metrics and adapt their email marketing strategies accordingly. By tracking metrics such as open rates, click-through rates, and bounce rates, agents can identify areas for improvement and optimize their email campaigns for better results.
Overall, real estate agents should prioritize delivering relevant, valuable, and engaging email content to recipients while adhering to best practices, regulations, and guidelines set forth by email providers like Google. By focusing on building positive sender reputations, fostering engagement, and providing value to recipients, agents can maximize the effectiveness of their email marketing efforts in the face of evolving email rules and regulations. Let ExecAssist be your virtual leverage partner in all things database and marketing.
