Why List Segmentation Matters in CRE Marketing (Just Look At The Data)

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By now, I think we can all agree that email is here to stay …unless the Internet will go the way of typewriters, in which case c’est la vie!

Unfortunately, it doesn’t mean certain email marketing best practices, like segmentation, have caught on. In the CRE world especially, segmentation is often a nice to have vs. a need to have for email marketing campaigns. But, that’s a costly mistake in the long run.

Anecdotal evidence and user stories suggest that CRE marketers are aware of the need to segment their own lists, but that often means spending time/money on what can be a tedious task on a good day. However, segmenting can improve your email marketing campaigns by A LOT (just see the data below).

So if you aren’t slicing and dicing your own email database into various segments and tailoring the content in your emails to those individual groups of contacts, perhaps you can use some convincing. Read on to find out why all marketers should be segmenting their email communications.

YOUR BUYERS AREN’T ALL THE SAME

Surprised? It’s pretty obvious, yet marketers continue to send content (read: irrelevant listings) to all kinds of people. It’s not that the listing is irrelevant or a dud. It’s just irrelevant to the person you’re sending it to, unless you know that person’s specific business interests.

Here’s the reality of things: You may only deal with one type of listing, in one industry, in one geography, at a similar price level each time. Always. Easy enough, people on your list may know you’re a specialist and have signed up to hear about listings in your specific area of expertise. You know exactly who is on your list. No spam here.

However, what happens if one day you’re selling a Lowes for $20mm in one town, and the next you have a bank-leased property up for sale for $3mm in a different town. Would the client be the same for both cases? Segmentation here is useful. Knowing your reciepient’s preferences shows that you not only care about getting your deal done, but that you care about them and their time enough not to waste it. Your list will thank you in the form of higher quality leads.

YOU’LL ACHIEVE BETTER RESULTS

As we’re fond of saying, “the proof is in the pudding” (of course, we’re also fond of pudding, but that’s a different post). Research shows that segmented email does outperform general, untargeted sends. Just take a look at the following data.

When asked to indicate their top three results, 39% of marketers who segmented their email lists experienced higher open rates, 28% experienced lower unsubscribe rates, and 24% experienced better deliverability and greater revenue. And as you can see, the list goes on:

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Segmentation is becoming more and more of a must-have in the world of CRE marketing, and smart folks who take advantage of it and do it well are reaping higher click-through rates, better deliverability, and generating more revenue from their email sends than their non-segmenting counterparts.

Are you segmenting your email marketing campaigns?