I am still learning new tactics even with over 25 years of experience. In this article, you’ll learn many email-related benchmark reports and what they mean for you as a home builder. Continue reading to learn the email marketing trends for your industry.
Let’s start this discussion by touching base on the email and digital messaging data from over the years. From 2014 to 2018, the open rates and click-through rates (CTRs) have been increasing each year in all industries. In fact, the open rates climbed 14% and the CTRs increased by 19% in just those short four years.
So, what does that mean for you? Well, as a home builder you need to be aware that many brands are gaining higher quality subscribers rapidly. Ensure you are keeping up with the trend by cleaning up your mailing lists regularly, providing relevant messages, and to dig deeper into the behavior of your target audience.
Many home builder companies are going beyond demographics when conducting audience research and analysis. For example, knowing data such as interests, challenges and what type of content your audience clicks on can propel your digital marketing strategies forward.
Another interesting trend about CTR insights is that the automotive industry is the highest-performing industry. How does this relate to home building? Many people are invested in both industries meaning after they purchase a home, cars are more than likely their second biggest purchase of their lifetime.
An email marketing tip is to include your new model homes in your newsletters and eblasts just like the automotive industry includes new models of their cars.
Other messaging facts specific to the real estate and construction industry is that there is a 0.48% average on bounce rates, 0.20% average unsubscribes, and a 64.3% engagement rate on readability. I suggest comparing this new research to your current email marketing data to determine how well your firm is performing. Use these averages as a benchmark for gauging a successful program.
Lastly, and probably the most important messaging data, is that consumers in the real estate industry read emails on their phones (43.8%) more than on their desktops, (37.4%). In addition, the average engagement rates for your industry sits right at 64.3% read, 20.6% skimmed and 14.9% glanced.
I hope this email marketing trends recap gave you a good idea of what to implement into your campaigns. Which of the strategies do you find most beneficial to the home building industry?
About Terry Zelen
Creative Director | Consultant | Author | President of Zelen Communications
Terry Zelen is a seasoned Creative Director with more than 35 years of experience in Home Builder advertising and marketing.
He is the founder of The Punch List, which is an online blog to help inform home builders and developers on strategic marketing insights to fuel their firm.
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