In their 2024 Consumer Trends Index, Marigold stated that email has one of the highest success rates of any form of marketing, with 54% of UK consumers making a purchase from an email in the last year.
The statistics clearly highlight that email marketing is both a powerful and cost-effective marketing channel, so why is it that recent research from Campaign Monitor shows that only 5.6% of agents used it as part of their marketing strategy in the last 12 months?
Firstly, it's likely that you currently have to choose between generic providers like Mailchimp that aren't compatible with the property industry, or industry-specific tools that can be outdated and frustrating to use.
And on top of that, it's often impossible to find the time to dedicate to email marketing strategy. The majority of your days are probably spent on team meetings, attending appointments, managing negotiations, or completing an ever-growing pile of admin. This makes it incredibly difficult to plan, create, and then execute a full email strategy.
That's where Spectre Email comes in.
Specifically created with agents like you in mind, Spectre Email lifts all the barriers that stand in the way of creating and implementing incredible email marketing campaigns. It's a solution that helps to deliver better, faster, more personalised emails to your contacts without overwhelming your team.
Much of the manual effort of sending emails is taken care of with functionality that allows you to create highly targeted, visually stunning emails in seconds. And, with advanced triggers and intuitive journey builder, Spectre Email helps you to totally automate your agency's communication through these three key features:
1. Automated Triggers: Reach the Right Person, at the Right Time
To ensure that you'll see a clear return on investment from your email marketing efforts, it's vital that you plan out email sequences and when they'll be sent ahead of time. However, taking the time to do this can massively invade your workday.
Pre-set automations will ensure that you stay in regular contact with different audiences without needing to send and manage every email manually. Doing so will ensure audiences remain engaged while your team's time is freed up to focus on other high-priority tasks.
Make the process easier with Spectre Email's in-built automation, which allows you to pre-set email workflows that are triggered to send as soon as certain actions or time shifts occur. With over 3.36 billion different combinations and over 40 property-specific triggers, your agency can instantly respond to key events with minimal effort. This could be anything from automating emails to send as soon as a valuation is booked to sending a sequence to nurture interested vendors.
2. Pre-set Nurture Sequences: Convert Every Lead
Sending frequent email marketing means that you're establishing and building relationships. Therefore, overtly pushing audiences towards a call to action or over-sending sales messaging can cause them to hit the unsubscribe button. To avoid this, it's important you nurture clients and leads as and when they interact with your agency.
The best way to do this is by building nurture sequences that focus on providing valuable information, top tips, or your expert opinions. That means leads will keep engaging with your emails and, eventually, convert.
Using Spectre Email, you can easily set up a range of different sequences for email journeys that will nurture every client and lead as they interact with your agency. Sequences ranging from things like sharing market insights to providing property tips will position you as a trusted expert in the local market. And the best part? Once you complete the initial setup, your sequences will run automatically in the background.
When leads are regularly seeing your agency in their inbox, they'll always have your brand at the forefront of their mind. This is ideal for later down the line when they may be considering buying, selling, or letting their property.
3. Instant Follow-ups: Improve Your Timing
Consistency is key, but you don't want to overwhelm your audiences, so knowing exactly when and how to follow up is critical for your success. But without knowing how audiences have reacted to your emails or whether they've engaged with them positively, it can be hard to gauge the right time for a follow-up.
A surefire way to ensure you're contacting audiences when they actually want to hear from you is by closely monitoring the success of your campaigns. It's best to follow up on campaigns where audiences have engaged positively, rather than over-communicating with those who haven't.
With Spectre Email, you have access to valuable metrics at any time and for any campaign. You can use the Email Dashboard, filtering by date ranges, to track key performance metrics like opens, clicks, unsubscribes, and bounce rates. You can also track how a specific campaign performed and view more granular statistics, which helps to inform you on what worked, what to improve, and exactly when to follow up.
With email marketing proving to be such a powerful channel, now is the time to overcome the barriers that have kept 94.4% of agents from leveraging this opportunity. Spectre Email's automation capabilities mean you no longer have to choose between generic solutions and outdated industry tools, or struggle to find time in your busy schedule. Through intelligent triggers, nurture sequences, and data-driven follow-ups, you can finally implement an effective email strategy for automated marketing communications that works in the background while you focus on what matters most – growing your agency.
If you want to find out more about how Spectre Email can help automate your email marketing, book a demo today.
