Creating the perfect-looking email is only half the battle. Regardless of whether your emails have sophisticated design, contain engaging content,or showcase your best properties, a successful campaign hinges on something far more fundamental: reaching the right people at the right time.
The key to achieving this lies in having precisely targeted, up-to-date contact lists for every type of campaign you run. 78% of the most effective email campaigns in 2024 achieved their success through strategic audience segmentation.
But there's a critical challenge that many estate agencies face…
Whether you’re manually exporting audience lists from your CRM or relying on a delayed data sync to your email marketing tool, you're working against time itself – it’s likely those lists are often outdated before you even hit send.
Imagine marketing a new property to someone who's already completed their purchase with you? These kinds of mistakes don't just waste time and resources; they can significantly damage your agency's reputation and credibility.
Thankfully, now there’s a solution that eliminates these risks entirely.
Spectre has revolutionised this process with a solution that transforms how agencies manage their marketing data. Built directly into Spectre Email is a seamless, two-way sync with the Street.co.uk CRM, creating a perfect, live, two-way data feed. This integration automatically updates your contact lists with all CRM contacts and their most recent activities, ensuring your campaigns are always perfectly targeted without any manual effort. And this is just the beginning of what's possible…
5 Key benefits of a real-time CRM integration
1. Your emails are better timed for better success
When it comes to successfully marketing over email, timing is everything. Your messages have to perfectly align with where each client is in their property journey, whether they're buying, selling, or letting. Send a first-time buyer guide to someone who's just completed their purchase, or a selling guide to someone who's already listed with you, and you've not only wasted an opportunity – you've shown that you're not aligned with their needs.
But it’s a challenge to keep track of every client's status and manually adjust email sequences accordingly amidst a busy agency. This is where the power of real-time data becomes transformative. Through the Street.co.uk integration, your contact data is continuously refreshed, ensuring every change in a client's status is reflected in your email campaigns in real time.
Whether a client books a valuation, enquires about a property, or simply registers their interest, your email campaigns automatically adapt to their current position in the customer decision making journey. No manual updates, no risk of misaligned messaging, just perfectly timed, relevant communications that show off your agency's professionalism and attention to detail.
2. You have better control over your audiences
According to Instapage research, around 51% of successful marketers credit strong audience segmentation as their most powerful strategy. Yet for many estate agencies, particularly those just starting with email marketing or operating with limited resources, creating and maintaining effective audience segments has remained an overwhelming challenge.
That's where the Street.co.uk integration with Spectre Email changes everything.
This powerful integration instantly transforms your CRM data into actionable audience segments with just one click. Drawing from hundreds of data points across your contact database, Spectre Email intelligently organises your audiences. There are over 3.36 billion filter combinations available, with the freedom to go as granular as you want with combinations for first time buyers, particular areas, looking for different specified budgets, those who you lost a valuation with, and so many more.
You can even control how each audience list is managed by choosing if they’re static for one-off email campaigns, or by using the dynamic segmentation feature, which allows lists to update automatically based on new criteria (e.g., contacts who have purchased through your agency).
3. You can promote stock effortlessly
The Street.co.uk integration does more than just manage your audience lists – it transforms your entire email marketing strategy with powerful features designed specifically for estate agencies.
One of the main ways it can do this is through Property Blocks which allow you to seamlessly incorporate your live property listings from Street.co.uk directly into your email campaigns. This means no more copying and pasting property details or manually updating prices, your email content stays as current as your CRM.
4. You can make every email feel personal
One of the most valuable features of a two-way sync is the ability to personalise every email automatically through the live sync – a capability that directly impacts your campaign success. Research shows that personalisations increase email open rates by 26%, making this feature a crucial tool for improving engagement.
Through the seamless data sync between Street.co.uk CRM and Spectre, personalisation becomes effortless. Your contacts' names are automatically available in your email platform. The process is easy: simply add a merge tag to your email design, and Spectre handles the rest, automatically populating each email with the recipient's personal information. This means you can create sophisticated, personalised campaigns at scale without the time-consuming manual work typically associated with such granular customisation.
5. You can see all activity in one place
The Street.co.uk and Spectre Email integration brings another crucial advantage to your marketing toolkit: comprehensive, real-time activity tracking accessible directly from your CRM. Every email campaign is automatically captured and displayed in your Street.co.uk activity feed, creating a single source of truth for all client communications.
This consolidated view transforms how your team monitors and manages client engagement. Every team member has instant access to the same up-to-date information, ensuring everyone knows exactly which emails have been sent to which audiences. That means, there’s no more flicking between tabs, surface every email directly from your CRM.
Executing strong, powerful marketing campaigns doesn’t just sit at drafting the perfect email, it rests on delivering accurate, targeted communication to the right audience. By choosing a CRM and marketing software that work together in tandem, you can drive tangible business results like higher conversion, increased client retention, and streamlined team productivity.
A simplified techstack that unlocks the power of a real-time CRM sync doesn't just save time—it directly impacts your bottom line by turning data into actionable insights and opportunities.
To discover more about how Spectre Email can enhance your marketing efforts, book a demo or watch our product showcase to see it in action.
