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Mobile First

People are on the go, with 66% of emails sent to the realestate.com.au consumer database being opened on a mobile device1. eDM templates should maintain a responsive, mobile-friendly design – if an email displays poorly in >70% of cases it will be deleted within three seconds2.

66%

opens on mobile

13 ms

to process an image

Include relevant imagery

Humans process a single image in 13 milliseconds3, making it an easy and quick way to showcase a project. Imagery should support a project through the use of high quality, professional renders, highlighting a property’s main features and benefits. Test all images and project logos display correctly across devices.

Keep content concise

eDM content should be quick, to the point and easy to scan. The average time spent reading eDMs from realestate.com.au is 13.4 seconds, and this has increased over the last 7 years4. While this is longer than many eDMs, it’s still crucial that your key message stands. Include important information and clearly outline content through the use of numbered lists or bullet points. Opt for short statements over long sentences, and ensure the language is relevant to your target audience.

Know your
audience

Ensure messaging is targeted to a relevant audience by including tailored information that will lead to a desired outcome. Try to create curiosity in your project or message and use words that resonate with relevant buyers.

Keep your call to action
front and center

The call-to-action (CTA) within an eDM should be clear, concise, and easily visible. Use active and engaging language to trigger action from the reader and ensure the CTA button is placed above the fold to increase the scanability of your email.

Track your lead
enquiry

Conversions are directly tied to the call-to-action in an eDM, which ties back to the overall goal of email marketing. Ensure your eDM is setup to properly to measure its ability to drive real, tangible results5.

References

1) REA Internal Data, Solus EDM Performance, Jan-Dec 2019
2) 7 Stats That Will Make You Rethink Mobile Email, Campaign Monitor – July 2, 2019
3) Email Marketing in the Era of 8-Second Attention Spans, Campaign Monitor - May 13, 2019
4) REA Internal Data (coming from Rach)
5) Email Marketing Metrics Every Marketer Needs to Know, Campaign Monitor - Mar 26, 2019