Do's and Dont's of Email Marketing

Posted by Yael Brown on Jan 21, 2020 9:00:00 AM

Email Marketing

With 72% of consumers saying that email is their preferred method of promotional communications, it is essential that business owners take their email marketing campaigns seriously. As a broker, personalizing your emails will make you stand out and reach your clients on a deeper level. Even if you’re a beginner at digital marketing, follow these easy rules to make your emails as effective as possible.


  • Build the relationship
    No one likes receiving impersonal, mass emails. Connect to your readers by personalizing your emails to include the recipient’s first name, you’ll grab their attention more impactfully. You can do this both in the body of your email and in the subject line.
  • Demonstrate your expertise
    Sharing your knowledge is a great way to build trust and encourage your readers to explore how your services will help them achieve their goals. Write content for your emails that highlights your strengths and sets you apart from the crowd.
  • Target your audience
    Make sure the emails you send cater directly to the audience. For example, if you have investor clients and owner-occupiers on your email list, create different emails that deliver relevant information to each group.


  • Send daily emails
    Multiple emails a week will irritate your subscriber base. Don’t annoy them with redundant information. Remember, quality is better than quantity- don’t send an email just to have your name show up in people’s inboxes.
  • Include pixelated or unformatted photos
    With so many platforms available to optimize your emails for desktop and mobile viewing, there is no reason to have sub-par email design. Photos and graphics that don’t load or show up distorted in your email look unprofessional and sloppy.
  • Use cheesy sales tactics
    All caps and excessive exclamation points aren’t the right way to garner attention. In fact, they look desperate. If you’re providing high quality information to your readers, you won’t need gimmicks or silly promotions. Keep your company’s tagline in mind and create your emails in the same mindset.

For more tips, check out our Free Broker Digital Marketing Toolkit for a comprehensive guide on how to build a marketing plan that works for you and your business.

Download 2021 Broker Marketing Toolkit

Already have to toolkit? Check out our other Broker Resources today!


Related: 4 Kinds of Emails Brokers Should Send to Their Databases, 15 Statistics that Show Brokers Need Email Marketing

Topics: Real Estate Marketing