Conducting split tests (also known as A/B tests) regularly is essential. Especially, if you want to increase the number of new clients signing up to do business with you. Split-tests are essentially just experiments conducted to find which strategy yields the best results. You can experiment with all parts of your marketing campaign. Social media to your marketing funnel landing page, and even your email automation setup. But many top email automation services come with a great range of split-testing tools. These make it easy for you to experiment and optimize your campaigns for success.
In this article, I’m going to cover what you should split-test in your real estate marketing emails to help drive more engagement, leads, and investors.
The reason why users click to open your email. The headline. It’s the most important part of any email — if you cannot get someone interested enough to open your email, you’re not going to gain any leads.
Email headlines can be tricky. Usually, a person can receive 10s if not 100s of marketing emails per day, all with eye-catching headlines that attempt to entice users to click. So, it can be tough competing if you’re one of the hundreds of marketers trying to do the same.
You may come up with multiple email headline ideas. Consider the ones you think will work best, then begin running split-tests until there is a clear winning headline.
There are many ways to optimize email copy, including making your copy more conversational, using short, concise sentences, avoiding walls of waffling text, and ensuring your emails follow a logical flow of ideas (don’t stray off-topic).
However, one type of copy might work better than another for your specific audience, so you should try out a few different styles, run A/B tests, and see which one performs the best.
For instance, you could try split-testing a very concise and to-the-point style with a more casual, conversational style.
Your call-to-action buttons or links need to be optimized to get clicks. So split-testing various types of call-to-action in your emails is essential.
You could experiment with button size colors, text used on the buttons, hyperlinked text, and more.
Usually, adding the value offering (or real estate investment opportunity) in your call-to-action button or link entices users to click, so you could experiment with variations of your value offering.
Send Date, Time & Frequency
You should experiment with email send dates, times, and frequency to ensure you’re getting the best results.
Consider when your audience would be most likely to open an email from you. If they’re looking to invest in real estate, are they more likely to check early in the morning (more likely if they’re a real estate professional) or in the evening (more likely if they have a day job and want to begin investing in real estate as a side project)?
Also, are your audience most likely to open emails on a Monday? Maybe on a weekend? This is why you need to split-test your email automation to ensure you’re getting the correct date.
Send frequency is also something you need to consider — how long should you give before sending a follow-up email? Should you send emails weekly, bi-weekly, or thrice a week? Run A/B tests to see what works best.
Using Digital Marketing to Generate Real Estate Leads
Hypothesizing the email marketing strategies you think will work best, then A/B testing each strategy against each other is the only way to generate the best results.
However, there are many more ways to generate new real estate investment leads through digital marketing, including advanced email marketing automation, funnels, and more.
You can read more about different marketing strategies on our blog, but for tailored advice for your project, you can schedule a free call with Intentionally Inspirational’s founder, Jason Wright, to get advice on how to move forward with your real estate digital marketing plan.
Written by Lewis James