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Email Marketing Dos and Don’ts

Studies show that American’s check their email up to 15 times per day, making email one of the most effective marketing channels for staying top-of-mind with existing clients and for reaching new clients. 


It’s important to remember, however, that with a large number of emails hitting inboxes each day, the quality and usefulness of your emails will determine whether it’s clicked on and read or sent directly to the spam folder. 

35.9% say they never find marketing emails to be useful.” 

Here are some important dos and don’ts for creating emails that get read and remembered. 


Determine Your Target Audience 


hitting your targets

When you try to speak to everyone, you inevitably end up speaking to no one. That’s why one of the first steps should be to determine the audience you are hoping to connect with and create messaging specifically directed at that group.

Every real estate client is different, especially when it comes to their wants and needs. Just think about the differences a retiree needs in a home compared to a family with young children. 

Be sure to segment your email list into appropriate audience types and target each of your messages accordingly. 


Coming up with Content 


various types of media and content

Coming up with compelling content to encourage your clients to both clicks and read an email is key. These are some of the top topics that we’ve found get agents the highest rate of clicks. 

  • Market updates (sales statistics, average prices, just sold)
  • Checklists (moving guides, spring cleaning, back to school)
  • Neighborhood info (best parks, new restaurants, summer programs)
  • DIY tips and clever home hacks (think Pinterest visuals)

Breaking Down the Email 


gmail inbox

Subject Line

The subject line is equally if not more important than the content the email contains because it will determine whether or not the reader decides to open the email. Be sure to focus on short, compelling subject lines that make the reader want to learn more. And don’t be afraid to test out emoji’s where appropriate to see if it helps your click rate. 

Email Body

Most emails are briefly scanned on a mobile device while waiting in line at the coffee shop, walking the dog or sitting at work. That’s why making your email as readable and concise as possible is becoming increasingly important. Consider using the following guidelines in the body of your email:

  • Ensure font is sized for readability on a mobile device
  • Make sure paragraphs are only 1-2 sentences in length
  • Use headers and subheads to break up content
  • Engage the reader with questions throughout


Beautiful visuals can help add an emotional angle to your email messaging, whether it’s a photo of spectacular listings or a recognizable image from the neighborhood they are looking to live in, be thoughtful about the photography you use in your emails and try to avoid generic or stock images. 

The visual importance of the email also extends to the layout. Be sure to include enough white space between paragraphs and consider using a template design to up the visual appeal. 

Spam Words to Avoid

Spam filters are getting more and more sophisticated. If your email contains too much Spam Words, they will go straight to your recipient’s spam folder. Spam words should be avoided both in the body of the email and in the subject line. These include: 

  • Cheap
  • Free
  • Amazing
  • Increase Sales
  • Offer 
  • Here are a few more 

Ready to up your email marketing game by easily automating email sends with beautifully designed templates? Check out Chime today!