A brand new report has revealed the important thing benchmarks required to ship greatest follow e-mail advertising and marketing campaigns inside the true property business.
With thousands and thousands of emails working by means of its platform, ActivePipe analysed anonymised information over a 12-month interval to know the numbers behind profitable campaigns.
It found ActivePipe customers obtained greater than 458,000 leads from their campaigns, representing an estimated $6 billion in agent gross sales fee nationally.
The report supplies some highly effective insights into how one can enhance the effectiveness of e-mail advertising and marketing, the scale and scope of e-mail advertising and marketing in Australia, and what brokers ought to be aiming for.
The info revealed the next insights:
- The potential fee generated by the typical lively person of ActivePipe by means of delivered leads is $446,556 per 12 months in Australia.
- Greater than 122 million emails are opened by recipients of ActivePipe emails representing an open fee of 27 per cent – considerably increased than the Australian common.
- The everyday click-through fee of 5.27 per cent can be significantly increased than the Australian common for e-mail advertising and marketing and twice the worldwide common.
- A typical person of ActivePipe emails 2823 contacts every month.
- 68 per cent of emails embrace property listings.
ActivePipe CEO and founder, Ash Farrugia, stated the report helped brokers measure the effectiveness of their present e-mail advertising and marketing and offered steerage on how one can outperform the averages.
“The info reveals the usual efficiency of ActivePipe e-mail campaigns and it has been nice to see these numbers are stronger than Australian digital advertising and marketing averages throughout almost all of the metrics,” Mr Farrugia stated.
“It exhibits that actual property brokers are utilizing the platform to efficiently nurture relationships with present and previous purchasers and potential prospects, and they’re reaping the rewards.”
The report recognized a typical Australian agent utilizing the ActivePipe platform generated a mean of 34 leads a 12 months by means of their e-mail advertising and marketing.
“The common leads quantity is predicated on our system-wide information however we all know from our case research that high performers utilising our actual property articles and market stories are getting considerably extra leads than the typical,” Mr Farrugia stated.
The report additionally addressed Apple’s current adjustments to its e-mail privateness coverage and mentioned alternative ways to evaluate the effectiveness of e-mail advertising and marketing as these adjustments got here into play.
Mr Farrugia stated the upper than common unsubscribe charges for ActivePipe campaigns proven within the information mirrored each the way in which customers engaged with brokers when shopping for or promoting actual property and a novel characteristic of ActivePipe that regulated supply of emails to contacts primarily based on earlier engagement.
That is designed to maintain agent datasets clear and stop ‘spammy’ e-mail practices.
“The report clearly exhibits how most patrons or sellers signal as much as an brokers database when they’re lively out there, however as soon as they’ve efficiently purchased or offered their property, their want for info adjustments,” Mr Farrugia stated.
“The ActivePipe algorithm recognises these adjustments in behaviour and ensures that automated campaigns concentrate on solely emailing contacts who’re engaged. That’s one of many key variations between us and normal e-mail software program – as a result of at ActivePipe we’re about nurturing leads for brokers, not blasting e-mail lists.”
Obtain the total report right here