Do’s and Dont's of Email Marketing Communications

Robert Dodd | 7/24/2017 1:06:00 PM

When designing for email communications, it is essential to keep in mind the medium in which the message will be presented. Unlike print, an email audience will spend a significantly smaller amount of time with your message, as many people check their email on mobile, usually without much time to spare. This makes it all the more necessary to capture, communicate and close in a matter of seconds. While our templates help with many of these guidelines, we thought it would be useful to provide you a few tips on how to create a compelling message for email communications: 

Make sure the text is readable. 

Although it is crucial to consider design elements like fonts and font size when forming a message, it is more important that your audience can read the message without the hassle of time or effort. Choose a font that is simple and easy to read, instead of flashy fonts that can withdraw from your message. Also, make the text just large enough to read, but not unusually large, as many people now check email on the go through their mobile devices. 

Keep it short and sweet.

Your message should be concise. Cumbersome message are, well, cumbersome and destined for the trash. Capture, communicate and close. 

Include a clear call to action.

Do you want the reader to sign up for a newsletter? RSVP for an open house event? Share a link? Enter a giveaway? Whatever your goal may be, make sure to plainly and concisely communicate your call to action. 

Make sure the message is communicated when images are blocked.

Readers can alter email settings to stop images from showing when an email is opened. To avoid unreadability, do not create a message written and designed on a single image. DO, however, include text in the email that clearly explains the entire message. That way, if an image is blocked, your message is not lost. 

Have a consistent look and feel. 

It is critical to establish brand recognition so that when someone reads an email from you or your business, they know it is your brand that is addressing to them. eCampaignPro has created a number of customizable real estate email flyer templates to help with building that brand recognition. Choose one or two that meet your brand’s needs and stick to them. Otherwise, you run the risk of confusing your customer or being misunderstood as spammy or worse, unprofessional. 

By following a few simple steps and dodging these potential pitfalls, email communications can be an efficient and powerful way to keep potential clients interested. When it comes time to satisfy a customer’s real estate needs, they will know where and exactly how to reach you. 

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