10. Email Newsletters + Email Marketing Strategy

Turn past clients into referrals and cold leads into clients with the power of email marketing.

Setting up an automation for your lead magnet (including a form, when necessary)

Lesson Highlights

Types of emails to send with your lead magnet and as follow up

What to Post In Your Stories to Attract Leads & Clients

Email marketing offers real estate agents a direct and personal way to connect with clients and prospects. Unlike social media, where algorithms can limit reach and visibility, email allows agents to deliver targeted messages directly to subscribers’ inboxes. 

Email newsletters provide an opportunity to share valuable content, showcase listings, provide market updates, and stay engaged with your audience on a regular basis. It really is the secret sauce that amplifies all of your other marketing efforts. Get people on your email list, then continuing to nurture and market to them to see your conversions drastically increase!

How to Create Great Email Newsletters

To create effective email newsletters that resonate with your audience and drive engagement, follow these tips:

1. Segment Your Audience: Divide your email list into segments based on factors like location, buying or selling intent, or stage in the sales process. This allows you to send targeted messages that are relevant to each segment of your audience.

2. Provide Value: Offer valuable content that educates, entertains, or informs your subscribers. Share market insights, neighborhood profiles, home buying tips, and other useful resources that demonstrate your expertise and provide value to your audience.

3. Showcase Listings: Feature your latest listings in your email newsletters to keep subscribers informed about available properties. Include high-quality photos, detailed descriptions, and links to more information or virtual tours.

4. Include Calls to Action: Encourage subscribers to take action by including clear calls to action in your email newsletters. Whether it’s scheduling a consultation, viewing a property, or contacting you for more information, make it easy for subscribers to engage with your content.

5. Optimize for Mobile: Ensure that your email newsletters are mobile-friendly, as many subscribers will be reading them on their smartphones or tablets. Use a responsive design and keep your content concise and easy to read on small screens.

6. Test and Iterate: Continuously monitor the performance of your email newsletters and experiment with different subject lines, content formats, and calls to action to optimize your results over time. Pay attention to metrics like open rates, click-through rates, and conversion rates to gauge the effectiveness of your campaigns.

When to Send Emails

Timing plays a crucial role in email marketing success. Sending your emails at the right time ensures that they land in your subscribers’ inboxes when they’re most likely to be read and acted upon. By timing your emails strategically, you can increase open rates, click-through rates, and conversions, ultimately driving better results for your business.

While the optimal send times can vary, here are some general guidelines for the best times to send emails by day of the week:

  • Monday: Aim to send emails in the late morning or early afternoon to catch subscribers as they start their week.
  • Tuesday to Thursday: Mid-morning or early afternoon tend to be the most popular times to send emails during the middle of the week.
  • Friday: Consider sending emails earlier in the day to catch subscribers before they check out for the weekend.
  • Weekends: While engagement rates may be lower on weekends, some audiences may still be active. Experiment with sending emails on Saturday mornings or Sunday afternoons to see if you can capture their attention.

Note: This does not apply to automations like your lead magnet delivery because those will be sent automatically, as soon as that email is added to the segment or the form is filled out.

Segmenting Your Email List

Email list segmentation involves dividing your subscribers into smaller, targeted segments based on specific criteria such as demographics, behavior, preferences, or engagement history. By segmenting your email list, you can tailor your messaging, content, and offers to better meet the needs and interests of each segment, ultimately driving better results for your email marketing campaigns.

While you don’t need to get too advanced with this (like all the options listed above), it’s still smart to have a basic understanding of it. This will help when sending your lead magnets as you’ll need to have a specific segment to send that lead magnet to. The basics of it is this:

  • Person signs up for your lead magnet
  • Your system needs to tag them, placing them in a “segment”
  • This then triggers the automated email delivery of the lead magnet and any subsequent marketing emails you choose (more on this in a couple of sections)

How to Segment Your Email List:

Segmenting your list is simple, just add tags! We’ll use Flodesk in this example because it’s what we know & love, and what many of our members have opted to go with. Regardless if you use Flodesk or another email marketing platform, the steps are essentially the same so you’ll have no trouble replicating it!

Here’s how to segment existing emails:

1. Go to your email marketing platform.

2. Click on Audience or the option most similar if using a different platform (contacts, list, etc.)

3. Select the email you want to add to a segment

4. Click on Segments & Data

5. Click +Add to Segment and type in the segment you’d like to add them to.

6. Select an existing segment or create a new one.

That’s it!

Also know that adding emails to a segment is also called “adding tags” to emails so you’ll hear them both interchangeably.

You can add these tags/segments to better organize your list based on user behaviors – maybe you want to keep track of who on your list is a past client so you can have a “Past Client” segment or if you have a contact that opted in because of a buyer-focused lead magnet like a free home buyer guide, you could tag them as “Buyer Lead”. This allows you to not only be more organized, but you can also send emails specifically to one segment or send to everyone except those in a certain segment.

Now, when you want to segment emails that are coming in and new so that you don’t have to manually add tags. You’ll want to use a form that automatically tags that new contact once they hit submit. This is super helpful when you have people signing up for free lead magnets, this way they’re segmented right away (for future reference and organization) and that tag triggers the automation that will send them their free lead magnet. We’ll discuss setting up that automation in the next section, but here’s how you’re going to set up your form to automatically tag/segment your new contacts:

1. Go to your email marketing platform.

2. Click on Forms and then create a new form

3. Select Inline or an embedded form (these will be the same, just different terminology depending on the platform)

4. Select a form template. We usually opt for a very simple one.

5. Choose a segment that those who fill out the form with automatically be added to.

6. Customize your form depending on what it’s being used for (generic mailing list for monthly newsletters, specific lead magnet, etc.)

7. Click Embed to copy the code you’ll need to apply to your website. With Flodesk, you will also need to add a code into your header in addition to the embedded form code, but other platforms tend to just have the embed code.

Tip: If you are using Flodesk & WordPress for your website, you can install a plugin like Code Snippets to make editing your website header easy – you won’t have to go into the actual code of your website. 

8. Go over to your website and create a new page. This will be what we call in the marketing world, a landing page. If you don’t have a website it’s time to make one! It adds instant credibility to your real estate brand and potential clients will be searching for it if they find you on Instagram or if they’re referred by a friend. It also poses an amazing opportunity to be found organically if you strategically use keywords and blog posts – but that’s beyond the scope of this course. Just know you need a website! Consider using Squarespace or WordPress with a drag & drop website builder plugin like Elementor.

9. Copy and paste the code into the page you just created. If you’re using WordPress, you’ll need to add an HTML code block to the page and then paste that email form code in there. Other platforms will have different ways of doing this, just give it a quick Google search and you’ll find instructions!

10. Then we like to add an image here on the left of what the free lead magnet actually looks like, to further entice the viewer to submit their email address to get it. This is optional but we’ve found it helps with conversions!

If you’re making the form for a free home evaluation or consultation with you, you can add a picture of yourself on the left or a picture of a beautiful home. Making your forms simple but the pages you put them on visually appealing goes a long way.

11. Publish your page and copy that URL into a note or somewhere for safe keeping. This is the URL you will direct people to in your ads, social media posts, and anywhere else you promote your lead magnet or whatever the form is signing them up for.

If you have an automation set up where the trigger is a contact being tagged/added to a segment, the automation will proceed whether or not you have added that tag yourself at a later date after the contact was created, or if they signed up and the tag was automatically added from the form. Either way, the automation is going to go so keep that in mind.

How to Set Up a Lead Magnet Email Automation

Now that we know how to tag/segment our list and create forms that automatically do this, we can set up an email automation that immediately sends our lead magnet to whoever signed up for it using that form (or by you manually adding and tagging them).

Set up your automation by:

1. Go to your email marketing platform.

2. Click on Workflows if in Flodesk, usually called “Automations” or something similar in other platforms.

3. Click +New workflow

4. Select a template or start from scratch. For most of our lead magnet deliveries, we start from scratch because we make it very, very simple. You can make your own decision in the future but for this example, we’ll be showing you how we do it. So for now, select Start from scratch.

5. Add a name to your workflow. For a lead magnet, name it “[Lead Magnet Name] + Delivery” so you can easily find it later down the line.

6. Click +Add trigger to determine when this automation will actually run. 

7. Then in the Choose a trigger box, make these selections:

Begin this workflow when: A subscriber is added to the segment

Choose segment(s): Choose your segment – for our example, we’re just using “Test”

8. Select the little + (plus) button below your trigger and choose Email to send an email when someone is added to your segment.

9. Click Create a new email and choose from the templates provided or create one from scratch.

10. You can design your email however you want but there’s a few things you’ll want to include:

  • Make sure your subject line includes the name of your lead magnet so recipients know what it is and open it
  • Include a picture of your lead magnet if you can because it’s visually striking and adds perceived value – however this is optional!
  • Most importantly include a button or a link that allows the recipient to access or download the lead magnet (after all, that is the purpose of this email!)
  • Add a signature at the bottom that includes your name, website, and contact information

11. Back to your automation, we’re going to add one more follow up email to make sure our recipient sees and downloads that lead magnet. This is optional but recommended as people will miss the first email or get side tracked and not open the lead magnet.

So, on your Workflow/automation page, select + again and this time click Time Delay.

12. Select A certain period of time and set it to 1 Day.

13. Next, click the + button again and add an Email.

14. Create a new email. Once again, you can design this email however you like. Just make sure to include a few key things:

  • In the subject line, use something along the lines of “Did You See This…?” Or “Don’t Forget About…”
  • Write a short message asking the viewer if they’ve downloaded/accessed their lead magnet yet. If they haven’t here it is again.
  • Include a button or a link that allows the recipient to access or download the lead magnet
  • Add a signature at the bottom that includes your name, website, and contact information

15. Click Publish to start running your automation! Now when people sign up using your form or you add them manually to this segment, your lead magnet delivery and follow up emails will be automatically sent without any effort on your part.

Once this automation is complete, you can send them more marketing emails in the future to continue to nurture that relationship and stay top of mind. While other marketers will argue you should include specific emails in this automation that send every couple of days (also called a drip campaign) and specifically point to your services, we’ve found that with our members they have have a lot more success just by sending this initial lead delivery & one follow up to make sure they’ve received it, and then continuing with normal monthly or bi-monthly email newsletters. It’s simple and effective, but ultimately it’s up to you if you want to do more than that.

In the next lesson, we’ll include example templates of our emails for lead magnet delivery and follow up that our members get each month. For new email marketing templates designed for you each month, join Restate Social.

The Plan

We’ve learned a lot in the last couple of lessons about lead magnets, email marketing, and automations, and how it all ties together. Here’s your plan for email marketing + getting those lead magnets delivered and followed up on:

  • Create a lead magnet in Canva (see lesson 8 for help on this)
  • Sign up for an email marketing platform if you haven’t already (we use Flodesk currently but have liked using Active Campaign and MailerLite in the past)
  • Set up your email automation for your lead magnet (including form, delivery email, and follow up)
  • Create 2 email newsletters to send each month, two weeks apart. You can use Canva or do it directly on your email marketing platform (they’ll usually have simple templates for you to use)

Bonus Tip: Join Restate Social to make email marketing easy. We provide lead magnet email delivery and follow up templates, as well as two value-packed email newsletters for our members to send each month to continue to nurture their leads and turn them into clients!