Email Marketing Statistics for Residential Real Estate Agents

2013

EmailMarketingStatisticsforResidentialRealEstateAgents

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©2011‐2013HomeActions,LLC.AllRightsReserved. 2of20 www.homeactions.net


TABLE OF CONTENTS LetterFromOurCEO.............................................................................................................................................................................................3

OpenRates.................................................................................................................................................................................................................4

OpenRatesIntroduction.................................................................................................................................................................................4

OpenRatesByQuarter.....................................................................................................................................................................................5

OpenRatesByRegion.......................................................................................................................................................................................6

OpenRatesByListSize....................................................................................................................................................................................7

ClickThroughRates...............................................................................................................................................................................................8

ClickThroughRateIntroduction.................................................................................................................................................................8

ClickThroughRatesByQuarter...................................................................................................................................................................9

ClickThroughRatesByRegion...................................................................................................................................................................10

ClickThroughRatesByListSize................................................................................................................................................................11

DailySendRates....................................................................................................................................................................................................12

EmailsSentByDayoftheWeek.................................................................................................................................................................12

DailySendRatesByRegion..........................................................................................................................................................................13

DailySendRatesByListSize.......................................................................................................................................................................14

UnsubscribeRates.................................................................................................................................................................................................15

UnsubscribeRatesIntroduction................................................................................................................................................................15

UnsubscribeRatesByRegion......................................................................................................................................................................16

UnsubscribeRatesByListSize...................................................................................................................................................................16

Definitions&Tips..................................................................................................................................................................................................17

AboutHomeActions.............................................................................................................................................................................................20




LETTER FROM OUR CEO

We are proud to release our first annual report onEmailMarketing Statistics forResidentialRealEstateAgents. This report covers statistics for the calendar yearsendingDecember31,2011andDecember31,2012.HomeActionsisane‐publishingcompanythatspecializesincontentdeliveryforthereal estate industry. We deliver e‐marketing, home advocacy and industry bestpractices content via email, newsletters and other electronic channels. Since weproduce themajority of the content for our newsletter product line, this study isuniqueanddefinitive.Goingforwardwewillproduceannualstudies,inadditiontotrackingtrendsinrealestate,andreportingonindustrybestpractices.Thisstudyisbasedsolelyonourcustomerbaseandincludesmorethan10millionemails delivered by real estate agents to their clients and prospects. This reportexaminesseveralcriticalemailmarketingmetrics,includingclickthroughratesandopenrates,over thecourseof twoyears. Italsoexplores theperformanceofeachgeographicregionbasedonvariouslistsizesaswellaslaunchday.Theworldofemailmarketingcontinuestobethemosteffectiveandleastexpensivemethodofmarketing.Thisisparticularlytruewithrealestateagentswhohavetheformidable task of staying in touchwith clients and prospects for long periods oftime. A system that "touches" their contacts twice per month with outstandingarticlesisthebasicstrategyoftheHomeActionsplatform.TheHomeActionsEmailMarketingStatisticsforResidentialRealEstateAgentsreinforcestheimportanceofemailmarketingasameansforrealestateagentstoreachtheirclientsandprospects.Managingeffectivelythepipelineofclientsandprospectsofrealestateagentsisperhapsoneofthemostimportantactionplansforasuccessfulrealestateagent.OurgoalatHomeActionsistohelprealestateagentssucceedandgrowtheirbusiness.Wewelcomeallcommentsandhopeyoufindthisreportmeaningful.

BarryJ.Friedman,CEOHomeActions,LLCwww.homeactions.netNote‐ThisreportcontainsstatisticsofHomeActionsclientsandexcludesthefollowing: 1‐RealEstateagentswithlessthan25emailaddressesintheirplatform 2‐AllmarketingemailsofHomeActions

BarryJ.Friedman




OPEN RATES

OpenRatesIntroductionThis analysis is based on over 10million emails sent byHomeActions real estate agents. With some accountssendingout1,000emails,andotherssendingout200,000emails,bothopenandclickthroughratesvarygreatly.Thechartsbelowdepictdetailedopenratesrangingfrom15%to33%forcumulativeopenratesin2012(boththelowestandhighestincreased1%from2011).Theseopenratesdemonstratetherangethatelementssuchaslisthygiene,relevantcontent,listsegmentationandotherfactorsmayplayinachievingopens.

Averageopenratesincreasedslightlyfrom2011to2012,from14%to15%.Thismaybeduetotheslightboostinthenation’seconomy,whichmayhavehadhomeownersandrentersrecognizingthebenefitsofthebudgetaryand cost‐saving tips included inmanyof thenewsletters, piquing their interest inwhatwashappening in theirneighborhoods, and other environmental and financial factors. The HomeActions newsletters include tips andstrategiesforhomeownerstosavemoney,makeimprovementsandlearnabouttheircommunitiesinadditiontorealestatelistings,announcementsfromtheirRealtors©aswellasothernewsandevents.

33%

27%

23%20%

15%

33%

23%

18%

14%

8%

0%

5%

10%

15%

20%

25%

30%

35%

Top 20% Top 40% Top 60% Top 80% All Senders/ Bottom 20%

2012 Open Rates by Sender

Cumulative

Increment

32%

27%

22%

19%

14%

32%

22%

17%

13%

8%

0%

5%

10%

15%

20%

25%

30%

35%


2011 Open Rates by Sender

Cumulative

Increment




(WhatisanOpenRate?SeeDefinitions&Tips.)

OpenRatesByQuarterIn2011, the firstquarter ledopenrates,closely followedby the fourthquarter.Thesecondquartershowedthelowest number of opens, a trendwhich continued in 2012. The dip in open rates for both years in the secondquartermaybeattributed toearly summervacationsor someothervariable. Itwillbe interesting to see if thistrendcontinuesincomingyears.In2012,therewasaclearincreaseinopensforthesecondhalfoftheyear,withthethirdandfourthquarterstiedforthemostopens.ThereareseveraltheoriesforwhyopenratespeakedforthetwoquartersendingDecember2012,includingmessagingaswellaseconomicfactors.Morepeoplemayhavebeenmoreinterestedinseeinghowtherealestatemarketwasbeginningtobouncebackinthisrecession,whileothersmayhavebegunlookingatthehomeimprovementarticlesastheirpersonalfinancialsituationsbegantoimproveslightly.

14.1%

13.5%

12.5%

12.7%

13.2%

14.4%

13.7%

14.4%

11.0%

11.5%

12.0%

12.5%

13.0%

13.5%

14.0%

14.5%

15.0%

Q1 2011 Q1 2012 Q2 2011 Q2 2012 Q3 2011 Q3 2012 Q4 2011 Q4 2012

Comparative Average Open Rates By Quarter




OpenRatesByRegionThefollowingchartshowstheaveragepercentageofemailnewslettersopenedfortheyearsendingDecember31,2011andDecember31,2012ineachofthefourregionsidentified.Theredoesnotappeartobeasignificantamountofdifferenceinopenratesthroughoutthecountry.Whileinotherindustries, the region being marketed to might have a more significant impact on open rates, for real estateprofessionalemailmarketing,thetrendsappearfairlyconsistentregardlessofgeographiclocation.The Northeast Region showed the highest percentage of opens overall, with an average of 14.2% in 2011 and15.3%in2012.TheSouthRegionhadthesecondhighestaverages,with13.6%in2011and13.8%in2012.TheMidwestRegionhadthelowestrateofopens,with11.8%and11.4%in2011and2012,respectively.TheMidwestRegionwasalsotheonlygeographicareatargetedthatshowedadecreaseinopenratesfrom2011to2012.ItisunclearastowhytheopenratesarelowestintheMidwestRegionorwhytheopenratesdecreasedoverthepast twoyears(howeverslightly)whenallotherregionsshowedan increase inopenratesduringthesameperiod.

(Howareregionsdefined?SeeDefinitions&Tips.)

14.2%

15.3%

13.6% 13.8%

11.8%11.4%

12.8% 13.1%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

2011 2012 2011 2012 2011 2012 2011 2012

Northeast South Midwest West

Comparative Average Open Rates By Region




OpenRatesByListSizeOpenrates,whenanalyzedbylistsize,showasurprisingtrend:openratesappeartobelowerforlargerlists.Thisstatisticisanomalouswithotheremailmarketingtrendsfoundinotherindustries.Thereasonfortheloweropenrates for larger lists isunknown, thoughhypothetically, it couldbedue to a largernumberof recipientshavingtheirimagesturnedoffintheirrespectiveemailprograms,havingbeenonthedistributionlistforalongerperiodoftimeorreviewingthenewslettersontheirmobiledevices.The chart below confirms that open rates ranged between 10.9% and 18.5% in 2011 and between 10.9% and22.9%in2012basedonlistsize.

(HowisListSizedefined?SeeDefinitions&Tips.)

18.5%

22.9%

18.0%

19.3%

10.9% 10.9%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

2011 2012 2011 2012 2011 2012

Less than 200 200‐499 499 and Over

Comparative Average Open Rates By List Size




CLICK THROUGH RATES

ClickThroughRateIntroductionThe purpose of click‐through rates is to capture recipients' interest in content included in an email or emailnewslettercampaign. It isnearly impossibleto fullyquantify theemotionalreactiontoanemailnewsletter.Onepieceofinformationthatiseasytoacquire,however,istheclick‐throughrate.Theclick‐throughratemeasurestheproportion of recipientswho initiated action by clicking on a piece of content to readmore about a particularsubject.Mostemailmarketersusethismetricsalongwithopenratesandothermetricstounderstandtheeffectivenessandsuccessoftheiremailcampaigns.Ingeneral,thereisnoidealclick‐throughrate.Thismetriccanvarybasedonthetypeofemailsent,howfrequentlyemailsaresent,howthelistofrecipientsissegmented,howrelevantthecontentoftheemailistotheaudience,andmanyotherfactors.Email newsletter click activity represents the interest the recipient has in the content or the sender and theperceivedvalueoftheinformationdelivered.Thetotalclickthroughactivityfor2011and2012isshownbelow.Whilethenumberofactualclicksroseoverthetwo‐year period, the percentage of click throughs dropped by 0.2%. This increase in engagement but loss inpercentagemay be attributed to the addition of new subscribers to listswho interactedmorewith newslettercontent than thosewhohavebeenreceivingmessages fora longer lengthof time,economicconditionsorotherexternalfactors,ormaypointtoaneedtoexamineeachcampaign’scontentandmakeadjustmentsbasedonthespecifictypesofcontentthatchangedduringtheperiodsanalyzed,reviewwhathadhigherclickthroughratesin2011thanin2012andwhetheritwascontinuedin2012orreplacedwithotherkindsofcontent,aswellaswhatkindsofcontentgeneratedthehighestclickthroughratesoverallandincorporatemoreofthatkindofcontentinfuturenewsletters.

(HowareClickThroughRatescalculated?SeeDefinitions&Tips.)

60,082

73,291

‐

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

2011 2012

Total Clicks




ClickThroughRatesBySenderClickthroughratesbysenderarepresentedbelow.AswithOpenRates,thecumulativeandincrementalrangesareshownbysender. Userswhoregularlymaintain theirdatabase lists, subscribe toqualityopt‐inemailpractices,andoffer relevant, educational and interesting content specific to their audiencehave thehighest click throughrates,at3.8%.Userswhocouldemploybetteremailmarketingpracticesshowthelowerrates.

3.8%

2.9%

2.3%

1.8%

1.4%

3.8%

2.2%

1.5%

1.1%

0.6%

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

3.5%

4.0%

4.5%


2012 Click Through Rates by Sender

Cumulative

Increment

3.8%

3.1%

2.4%

2.0%

1.5%

3.8%

2.4%

1.7%

1.2%

0.7%

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

3.5%

4.0%

4.5%


2011 Click Through Rates by Sender

Cumulative

Increment

Opens




ClickThroughRatesByRegionClick through rates by region are presented below. The regions are based on the location of the real estatebrokerage office that the agent is affiliated with. As with Open Rates, click through rates appear to be fairlyconsistentregardlessofregion,withtheMidwestregiondemonstratingthelowestpercentagesoverall.

Totalclickactivitybyregionisshownbelow.Allregionsdemonstratedanincreaseintotalclickactivityfrom2011to2012,withtheSouthregionshowingthelargestincreaseoverall.

1.5%1.5%

1.7%

1.4%1.5%

1.2% 1.2%1.1%

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

1.2%

1.4%

1.6%

1.8%

2011 2012 2011 2012 2011 2012 2011 2012


Average Click Through Rates By Region

11,472

19,294

29,661

36,533

6,270 5,938

12,655 11,465

‐

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

2011 2012 2011 2012 2011 2012 2011 2012


Total Clicks By Region




ClickThroughRatesByListSizeContinuing the trend shown in the OpenRates, the largest lists showed the lowest percentage of click throughactivity.Thesmallestlistsjumpedup.4%between2011and2012,perhapsduetoalargernumberofsmalllistslaunchingin2012thananyotherlistsize.

Total click through rates by list size are shown below. An overall increase in engagement was demonstratedbetween2011and2012,withthetotalnumberofclicksincreasingforthelargestlists(presumablybecausethereweremorerecipientsintotal).

12,526 14,420 14,324

20,590

33,232

38,281

‐

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

2011 2012 2011 2012 2011 2012


Total Clicks By List Size

2.0%

2.4%

2.0%1.9%

1.2%

1.0%

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

2011 2012 2011 2012 2011 2012


Average Click Through Rates By List Size




DAILY SEND RATES

EmailsSentByDayoftheWeekThetimingofemailmarketinglaunches,includingthedayoftheweekandtimeofday,mayaffectclickactivityandopen rates. Our clients select their launch schedules with input from our Customer Support Representatives.Frequencyoflaunchesaswellascontentrelevancetoeachrecipientmayalsoimpactclickactivityandopenrates.HomeActionstypicallyrecommendssendingemailnewsletterseithermonthlyorbi‐weekly..Weexaminedourrealestateprofessionals’sendinghabitsbythedayoftheweekinthegraphsshowninthissection.In2012,thetrendshiftedfromWednesdaytoThursdayasthepreferredlaunchday,withanoverallincreaseof2%launchingonThursdaysandadropofapproximately4%forthoselaunchingonWednesdaysfrom2011to2012.Fridaysweretheleastcommonlaunchdayforourrealestateprofessionalsinboth2011and2012andshowedanadditionaldecreaseofhalfapercentfrom2011to2012.

17.60%

16.30%

26.00%

24.41%

15.68%

19.27%

17.34%

21.90%

26.42%

15.07%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

Monday Tuesday Wednesday Thursday Friday

Comparative Total Daily Send Rates

2011 2012




DailySendRatesByRegionDepending on the marketing campaign and industry, different regions of the country may exhibit differentpreferencesforday‐of‐weekemaildelivery.Forrealestateprofessionals,thetrendsin2012showedslightlymoreconsistentdeliverydaysthroughouttheweek.TheNortheastandMidwestregionsshowednoclearpreferencefora particular day, other than lower send rates on Fridays. The South region demonstrated a preference forWednesdayandThursdaylaunches,withMondaylaunchestheleastcommon.TheWestregionshowedpreferencefor Monday and Thursday launches, with Tuesday being the least common launch day, followed closely byWednesday.

In 2011, the delivery dayswere slightlymore erratic, with theMidwest region showing a clear preference forWednesdaylaunches.TheNortheastregionlaunchedfairlyconsistentlythroughouttheweekin2011,asdidtheSouthregion.TheWestregiondemonstratedapreferenceforMondayandThursdaylaunchesin2011.

22.5% 22.0% 22.4% 23.4%

9.7%11.2%

17.9%

26.1% 26.0%

18.7%

24.2%22.0%

23.4%

18.6%

11.8%

33.2%

8.0%9.8%

34.8%

14.1%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%


Daily Send Rates By Region12 months ending 12/31/12


17.2%

25.1%

16.0%

27.1%

14.6%

9.6%

17.4%

30.2%

20.9% 21.9%

11.1%

21.6%

47.0%

15.4%

4.9%

33.6%

6.2%

19.1%

31.4%

9.6%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%


Daily Send Rates By Region12 months ending 12/31/11





DailySendRatesByListSizeListsizedoesnotappeartohavehadmucheffectonwhichdayoftheweekarealestateagentchoosestosendhisor her email newsletter. The trends between 2011 and 2012 for daily send rates by list size remain fairlyconsistentwithnosignificantchangesnoted.

23.3%

30.6%

19.5% 20.5%15.8% 17.2%

17.7%

24.7%

18.4%

22.7%

15.4% 14.7%

29.9%

18.6%

26.8%

27.2%

24.9%20.9%

18.6% 13.9%

17.2%

15.7%

27.6%31.4%

10.4% 12.1%

18.1%14.0%

16.3% 15.8%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

2011 2012 2011 2012 2011 2012


Comparative Daily Send Rates By List Size





UNSUBSCRIBE RATES

UnsubscribeRatesIntroductionAnemailunsubscriberateisoneofthemetricsusedbyemailmarketerstoidentifytheeffectivenessofacampaign.Thehighertheunsubscriberate,themorelikelythatchangesneedtobemadetothecontent,deliverydayortime,listrelevanceorothercomponentsofacampaign.Theunsubscriberateshowshowmanypeoplerequestedtoberemovedfromanemailcampaign.Theunsubscribe rate varies significantlybyorganization and issue, aswell as over time. For instance, expect atemporary increase in the unsubscribe rate after adding a batch of new email addresses to your campaign’sdistributionlist.Unsubscriberatesmayalsofluctuatedramaticallyovertimeifyourlistissmall.The total unsubscribe rate in 2012 averaged approximately 8% for all HomeActions clients. Note that thisinformationwascollectedfor2012onlyandthereforecannotbeshownincomparativeformat.

(HowistheUnsubscribeRatecalculated?SeeDefinitions&Tips.)

413,233

32,341

‐

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

total members unsubscribes

Total Members Versus Total Unsubscribes in 2012




UnsubscribeRatesByRegionThefollowingchartshowsthepercentageofunsubscriberequestsbyregionin2012.TheMidwesthadthelargestpercentageofopt‐outs,whiletheotherthreeregionsweremoderatelysimilar,eachstayingwithinthe5‐8%range.

UnsubscribeRatesByListSizeNot surprisingly, the largest lists also had the largest unsubscribe requests. This is likely due to larger listscontainingfewerpersonally‐knowncontactsandmore“marketing”prospects.

5.7%

7.8%

16.7%

6.9%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%


Unsubscribe Rates by Region

6.8%7.2%

8.1%

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%


Unsubscribe Rates by List Size




DEFINITIONS & TIPS

ClickThroughRate(CTR)An email click through rate isdefinedas thenumberof recipientswho clickedoneormore links inan emailandlanded on the sender's article, landing page,website, blog, or other desired destination.More simply, email click‐throughratesrepresentthenumberofclicksthatanemailgenerated.Theemailclick‐throughrate is typicallyexpressedasapercentage,andcalculatedbydividing thenumberofclickthroughsbythenumberofmessagesdelivered.Theclicksshowninthisreportareuniqueclicks,meaningthatnoparticularindividual’smultipleclickshaveaffectedthedata.Anindividualisidentifiedbyauniqueemailaddress.Clickactivityrateshavebeencalculatedbydividingthenumberofuniqueclicksinanemailmessagebythetotalnumberofrecipients.Additionally,teammembers(databasemembersthathavebeencategorizedasthesender’semployees)havebeenexcludedfromthestatistics.Inthisreport,clickactivityrateshavebeencalculatedbydividingthenumberofuniqueclicksinanemailmessagebythetotalnumberofrecipients.TipsToImproveYourClickThroughRate:

Makecontentanddescriptionscompelling.Providerecipientssomethingtheyreallywanttoclicktosee,andadescriptionthatmakesitclearwhytheyshould.Ensurethesubjectlinepreparesthereaderforthecontent.Generally,readersaremorelikelytoclickthroughwhentheirexperienceisconsistent.Ifthesubjectlinematchestheemailcontent,they'llseewhattheyexpectwhentheyopentheemail,andbemorelikelytotakeaction.Changeyourformat.Theformatofanemail,particularlyanemailnewsletter,canhaveadramaticeffectonyourCTR.TheAdjustedCTRcanbeparticularlyusefulinaccuratelyhominginonwhat’sworkingandwhat’snot.Highlightwhatyouwantreaderstoclickon.Acalloutbox—generallyanoutlinedorcoloredboxwithalinkand a simple call to action—can increase Click‐Through Rates, as can buttons and relevant images. Alsoconsiderahotspot—ahyperlinkedtext‐basedcalltoactionlocatedattheverytopofyouremail,aboveeventheheaderoranyotherhtml.Thisensuresthatreaderswillseeyourmessageeveniftheyhaveimage‐viewingdisabledintheiremailbrowsers.

ListSizeForthepurposesofthisreport,thelistsizeequalsthetotalnumberofuniqueactiveemailaddressesinanaccount’sdatabase,includingTeamMembers(employees),Clients,ProspectsandReferralSources.Unsubscribedandbademailaddressesarenotincludedinlistsizedata.OpenRatesTheemailopenrateisameasureprimarilyusedbymarketersasanindicationofhowmanypeople"view"or"open"the commercial electronicmail they send out. It ismost commonly expressed as a percentage and calculated bydividing the number of emailmessages opened by the total number of emailmessages sent (excluding bouncedemails).Openratesaretypicallytrackedusingatransparent1x1pixel,orsmalltransparenttrackingimage,thatisembeddedinoutgoingemails.Whentheemailprogramorbrowserusedtodisplaytheemailrequeststhatimage,thenan"open"




is recorded for that email by the image's host server. The emailwill not be counted as an open until one of thefollowingoccurs:

1)Therecipientenablestheimagesintheemailor2)Therecipientinteractswiththeemailbyclickingonalink

Theopenrateofanygivenemailcanvarybasedonanumberofvariables.Forexample,thetypeofindustrytheemailisbeingsentto.Inaddition,thedayandtimeanemailisscheduledorsenttorecipientscanhaveaneffectonemailopenrate.Thelengthofanemail'ssubjectlinecanalsoaffectwhetherornotitisopened.Good open rates traditionally range between 15 and 25 percent. However, open rates are declining across allorganizations as a result of changes in how email clients are handling images. Because more and more emailprogramsdefaulttoblockingallimages,orshowingonlyplaintext,peoplecanopentheemailwithouttheemailbeingtrackedashavingbeenopened.ThismeansthattheOpenRateisaquestionablemetricatbest.Itcanstillbeausefulwaytocomparethesuccessofonesubjectlinetoanother,butshouldn'tbeconsideredameasureofwho'sactuallyseenyouremail.TipsToImproveYourOpenRate:

CreatemorecompellingFromandSubject lines.This seemscommonsense,but it’snotalwaysclearwhat itactuallymeansinpractice.Thinkaboutwhatsubjectlinesmakeyouopenanemailinyourowninbox—goodrulesofthumbincludeaskingaquestion,keepingsubjectlinesundersixwordsandusinglowercaseinallbutthefirstwordandpropernouns.Testyoursubjectlines.Thereareseveralwaystodothis.Ifyouhavemorethan10,000orsopeopleonyourlist,createtwoseparateemailswiththesamebodyinformationbutdifferentsubject lines,andsendeachtohalfyourlist.MeasuretheOpenRateforbothemails,andseewhichonedidbetter.Asyoudothisanumberoftimes,you’llstarttodevelopabettersenseofwhatworkswellforyourparticularaudience.Or,ifyouhaveavery large list—hundredsofthousandsofpeopleormore—youcaneventesttwosubject linesonasmallerpercentageofyourlist,picktheonewiththehigheropenrateandsendittotheremainderofyourlist.(ThistypeoftestingiscalledA/Btesting,asyou’remeasuringtheperformanceofemailAagainstemailB.)

RegionsForthepurposesofthisreport,regionsarecomprisedofthefollowingstates:

MidwestRegionTheMidwestregionincludesIL,IN,IA,KS,MI,MN,MO,NE,ND,OH,SDandWI.NortheastRegionTheNortheastregionincludesCT,ME,MA,NH,NJ,NY,PA,RIandVT.SouthRegionTheSouthregionincludesAL,AR,DE,DC,FL,GA,KY,LA,MD,MS,NC,SC,TN,VAandWV.WestRegionTheWestregionincludesAK,AZ,CA,CO,HI,ID,MT,NV,NM,OK,OR,TX,UT,WAandWY.




UnsubscribeRateThisisthenumberofindividualswhounsubscribefromyourlistinresponsetoeachmailingsent.UnsubscribeRate=unsubscribes/# ofmessages delivered.Use theUnsubscribeRate tomeasure howwell you hold your subscribers’interestover the longrun. If subscribersdonot likewhatyou’re saying,don’t find it interestingor feel thatyou'resendingthemtoomanyemails,they’lltellyoubychoosingtoleaveyouremaillist.Ingeneral,yourUnsubscribeRateshouldbelow;certainlylowerthanyourclickthroughrate.TipsToReduceYourUnsubscribeRate:

Providemorevalue.Areyousendingemailsthatareviewedasusefulbythosethatreceivethemratherthanfocusedsolelyonyourownneeds?Reduce your volumeof email. If you're sendingemailsmore than every coupleofweeksand seeingahighUnsubscribeRate,youmightwanttoconsiderdecreasingthevolume.However,weighyourResponseRateaswell—ifyouremailsaregettingagoodresponsefromacommittedbaseofsupporters,maybeit'sjustaswelltoletthosewhoarelessinterestedunsubscribe,ortotrytodecreasethevolumeofemailsonlyforthosewhoaren'tasactive.Allowunsubscribesbytype.Providerecipientswithanopportunitytounsubscribe fromaparticulartypeofemail communication instead of broadly opting out of all email communications. A subscriber mightappreciateyoure‐newsletter,butbeputoffbyfundraisingappeals.




ABOUT HOMEACTIONS

WhoWeAreHomeActionsisaleadingproviderofrealestateemailnewsletters,deliveringproven solutions needed to build business.With a culmination of years ofexperience, immersionintherealestate industryandenhancedtechnology,HomeActionsdeliversthemosteffectivewayforrealestateprofessionalstofosterrelationships.Didyouknowthatamere6%of realestateprofessionalshaveany typeof"stay in touch" service, andmanyof these are once amonth, cookie‐cutteremail newsletters that focus solely on buying and selling. AtHomeActions,weknowthatthisisnotthekindofcontentthattoday'shomeownersneedorwant.Inresponse,webuiltthefirstemailnewsletterprogramforrealestateprofessionals more than ten years ago. The HomeActions program is theculmination of years of experience, immersion in the real estate industry,enhanced technology and development of the most effective way for realestateprofessionalstocultivaterelationships.OurMissionAtHomeActions, our objective is to help real estate professionals stay connected.We're committed to building,nurturingandretainingrelationshipsthatmatter.Westrivetohelpbuildbusinessbysupplyingsuperiorcustomerserviceanduniquecontent.Weaccomplishthismissionbyprovidinganaccessible,automated,androbuste‐marketingplatformthatincludesonly themostrelevantand informativecontent, isbrandedspecifically to theagent, realtororprofessionalwhosponsorsit,andcomeswithworld‐classtechnologyandclientsupportbuiltin.Providingaservicethatformerclients,friends,familyandprospectscan'tgetanywhereelseaddsrealvaluetoarelationship.TheendresultofparticipationwithHomeActions isgreatertop‐of‐mindawareness.Yourmemberswillthankyouforhelpingthemmanagetheirbiggestsocialandeconomicinvestment,theirhome.LearnmoreaboutHomeActionsbyvisitingusonlineorcall(240)408‐4002.

Email Marketing Statistics for Residential Real Estate Agents

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