Marketing Plan in 30 Days: Day 26

Back to Day 1

Email blasts are, in my opinion, the most difficult marketing piece to pull off successfully.  There is a lot of competition for inbox space.  The average American worker receives around 100 emails per day.  Most of which are caught by spam, and (if you’re anything like me) probably about 50% of the leftovers are deleted manually.  How do we keep our marketing emails from getting trashed?

1) Personalization.  With services like Mailchimp and Constant Contact, you can set your emails to say something like, “Hi John, how’s life at Berge LLC?”  Set your emails with MERGE fields like “FIRST NAME” and “COMPANY” to personalize your emails.  Dale Carnegie famously understood that people love reading their own names.  Today, we can easily make our email marketing personalized.

2) Subject lines.  While I’m a believer in personalizing the content within the email, using “Hi John” in subject lines will often fail.  This is because the overuse of spammers who are going on 2008 data, think the old stat of “48% increase of open rate” still stands.  IT DOES NOT.  Thanks to exhausted use, a “Hi John” in the subject will land emails in the Spam filter.

My experience with subject lines comes with simple advice. Don’t get cute.  If you’re advertising a 30k industrial building, your subject like should read like this, “30,000 SF Industrial Building in Glendale AZ”.  The cuter you get, “Amazing industrial space with flexible zoning” the lower open rates.   You’ll notice my newsletters are simply the title of one of my blogs.  People want pertinent information upfront.  Then they will decide to click or delete.

3) Segmentation.  If you have a narrow focus like, retail tenant rep, you could easily skip segmenting your list.  If you’re working in a more general practice, you may want to separate them a bit.  Your industrial developer client isn’t going to care about the new 5,000 sf restaurant space.  With services like Mailchimp and Constant Contact, you can add fields to your lists to easily segment them.  “Industrial” “Retail” “Landlord” “Broker” – all these classifications can be easily chosen and filtered depending on the email you are sending.  The more relevant your emails, the less likely they’ll end up getting spammed and trashed.

4) Relevance.  “What does my audience care about?”  Investors want to know about good deals on the market today.  Landlords want tips on how to attract and retain quality tenants.  Tenants want profitable spaces.  Each segment will have a different set of goals and agendas.  It’s up to you to figure out what those are, perform research, learn how to solve a problem, write what you’ve learned, and distribute that information.

5) Number of emails.  In my personal experience, I found that bi-weekly to monthly is perfect for a newsletter.  You can do daily updates on properties – provided the properties are new and relevant to the receiver.  If you’re blasting the same 3 properties over and over, you’ll get blacklisted FAST.


Blacklist Tip.  It happens!  No need to panic.  This is usually caused by doing a large blast that causes your emails to hit spam filters at one time, triggering a blacklist.  If you don’t trigger it again, usually it resolves itself in a week or so.  In the meantime, not much you can do but plead to the spam filter that you’re “not guilty” and wait.  Check if your email is blacklisted.

Drip Email Tip.  If you’re marketing team is using a Drip Email service like Woodpecker you may find yourself in the Black List.   Consider buying a similar domain name like and using this domain’s email to send those drip emails.  That will keep your agents safe from spam filters while you promote the company.


On to Day 27: Commercial Real Estate – Mailers (not written yet)