The best real estate contact management software and email marketing solutions offer Email Campaign Reports. These reports give you insight into your email marketing efforts; they provide you with data on who and how many people opened a mass email you’ve sent out, who and how many people clicked on links within your email, and which emails bounced.

This data will prove tremendously valuable in boosting the effectiveness of your email marketing. Just like that handy smartphone app, you’ll wonder how you ever got by without it.

Here are three ways you can take your email marketing to the next level with campaign reports:

1. Identify HOT leads – Use the Email Campaign Reporting feature in your real estate contact management software to see who opened your email and how many times each person opened it. You may find that a handful of real estate leads have opened and read your emails, and even clicked on your link(s) multiple times. This is a good indication that they’re hot leads YOU need to get in touch with right away. They’re interested and engaged with the content you’ve sent out (perhaps it was a just listed or just sold e-flyer). Set them up on a drip marketing campaign and give them a call!
2. Improve the effectiveness of your campaigns – You don’t want to engage in email marketing with a blindfold on. But if you’re not tracking your success, that’s just what you’re doing. With Email Campaign Reports, you can experiment with which content resonates best with your real estate database/ sphere of influence (SOI) and then make changes accordingly to improve your open rates and click-through rates. There are REALTORS® out there who have been sending out mass emails for years and have never been able to clearly see that their open rates have dramatically slipped and that their list is getting smaller and smaller. You don’t want to be one of those agents.
3. Maintain a clean real estate database – Since campaign reports let you view bounce backs, you can remove email addresses from your real estate database that have hard bounced (those where the address is no longer valid). Remember that a lot of real estate contact management software that exists today doesn’t give you the ability to do this so be sure to choose a CRM, or a dedicated email marketing solution, to send out your mass emails. If you don’t, you run the risk of 1) not fully understanding how many people are receiving your emails, and 2) having a disorganized and muddled database.

Email marketing is one great way to keep in touch with both real estate leads and past clients. But in order to maximize your email marketing efficacy, you need to ensure you have the ability to view campaign reports.

While you will have access to these reports with most dedicated email marketing solutions, I recommend using a real estate contact management software that includes Email Campaign Reporting. Why? Because in addition to solely being able to send out emails, you can also manage your transactions, get automatic prompts and reminders to ensure nothing falls through the cracks, automatically capture website leads to your database, and more. Good luck and happy email marketing!