In the dynamic landscape of the UK property industry, where competition is fierce and market trends are ever-evolving, a strategically crafted email marketing campaign can be a game changer for agents and suppliers.

Email marketing still remains one of the most powerful tools to connect with potential and existing clients, as they’re people already subscribed to your database. (That means those already engaged and already interested in your product or service and brand.) The conversion rate in email marketing can vary in different industries, but in 2023, the average is 15.22%, a figure that, depending on the database, is considerably higher for our clients that advertise through our Today sites databases*.

To stand out in a crowded inbox and maximise your campaign’s impact, here are some strategies to boost clients’ opens and clicks to increase engagement and campaign success.

1. Personalised subject lines: This might look like a tiny detail, but the truth is that the open rate can dramatically increase up to 20% by adding the recipient’s name in the subject line. Don’t worry about how to do it, we can do it for you on our system.
2. Seasonal campaigns: Black Friday, Christmas, Easter, Summer, Back to School, Bank Holidays… Use these seasonal opportunities to send impactful messages with special offers to our subscribers!
3. A catchy CTA: Call to Action buttons like “Book a Free Demo”, “Try for Free” or “Find out more” are proven to be effective. Find the right one that completes your message. Use them wisely. Only one (maximum two), and strategically placed in the body of the email.
4. FOMO: Fear of missing out. If the subscriber feels it, they’ll be more likely to click! No one wants to miss a special offer, an E-book, or a free consultation that’s only available for a few hours or days.
5. Exclusive offers to our Today subscribers: And speaking of the devil, exclusive offers are a great strategy to generate business. Offering something exclusively to our subscribers that they wouldn’t get otherwise can guarantee a good number of clicks, which can lead to new clients.
6. Downloadable material and educational content: Reports, industry insights, E-books, checklists… anything that your audience finds educational informative or useful will increase the number of prospects leaving their data for you to start building a relationship with them.
7. List of benefits: List 3 or 4 key benefits of your product or service that will cover your clients’ needs, will offer something different to the competition, or will save them time or money.
8. Testimonials: Have you ever bought something online right after reading some reviews? We trust other users' or clients’ opinions, and if something has worked well for them, we are more likely to buy it too. Add some after your CTA.
9. A compelling landing page: All the above are great strategies, but the only way to optimise the chances to get new leads, is having a well-structured landing page. None of the above will be effective if at the end, there’s nowhere for the potential client to leave their details so you can nurture them.

In a nutshell, you’ll require a customer-centric approach to email marketing, and a combination of the strategies above will be the key to your campaign success. Make sure you have your campaign objectives clear first, so you can adapt these to the right message, format and time frame. Every campaign is different and we’ll be able to help to customise them according to your needs and business objectives.

Do not hesitate to contact us: Email us at lee@angelsmedia.co.uk or call us on 020 8663 4989 and we’ll be in touch soon!

*The average conversion rate on the EAT active database for email marketing campaigns based on the CTOR from Jan 23 to Oct 23 is 27.02%, and 28.14% on the LAT active database.