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Email Marketing in CRE: 4 Tips to Ensure Your Message is Heard

Katie Higgins
Katie Higgins
Director, Content and Communications, VTS

Whether you’re a leasing broker marketing available space, or a tenant rep looking to attract new occupiers, email marketing is likely a critical component of your overall marketing strategy. And while email is a great way to showcase your offerings in a powerful way that is also cost-effective, if best practices are not followed, your recipients can easily miss your message or worse, block you from contacting them completely.

Here, we’ve compiled a list of the top four must-follow tips for your company’s email marketing efforts - ensuring your message is heard, every time.

1. Know your subscribers

This is a critical element that all email marketers need to follow, regardless of industry. Knowing specifics about your audience can help you create more relevant content that has an increased likelihood of gaining the attention of readers. Having said this, asking for too much information upfront when people subscribe to your updates may be a barrier to entry for people who don’t feel comfortable giving away too much about themselves.

You may want to consider the concept of progressive profiling - where you employ technology to gain intelligence about a lead over time. For instance, you might start out with a name, email address and company, and then over time build to more information about location, functional role, and industry. In addition, try to be as detailed as possible when you have conversations with leads, so that you can manually fill in this information.

2. Don’t forget mobile

Over 66 percent of emails are opened on mobile devices. Translation — your emails need to be easy to read on a mobile device or tablet, as well as on desktop, where you are likely building it. Most of today’s email marketing programs will build emails to work across many different devices, but always remember to test before sending. If your emails are difficult to read, it’s likely your readers will delete before they get to the end of your message.

3. Visuals matter

survey by eMarketer shows that businesses using video in their email marketing campaigns experience a 55% increase in click-through rates. However, if video seems like too much to tackle when you’re starting out, there are other options. GIFs create the illusion of motion, without the time and resources required to produce original videos. And if you’d like to do something even more straightforward, a simple high-quality image is also a great tactic, as email campaigns with images have a 42% higher click-through rate than those that boast only text.

4. Consistent subject lines are key

Expert email marketers recommend using a single subject line for every one of your emails to clients. While it might seem unconventional, it’s very effective if readers trust your brand. It’s generally best practice to do this with transactional emails such as contracts and receipts, as it’s very easy for users to do a quick search of their inbox for reference.

However, this is also a useful tactic for newsletters and marketing emails that are published on a daily, weekly or monthly basis to establish your brand as a thought leader in the space. After all, you want your readers to look forward to your emails no matter what the subject line.

Katie Higgins
Director, Content and Communications | VTS
Katie Higgins
Katie Higgins is the Director of Content and Communications at VTS. Subscribe to the VTS blog:
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