How Spammy Is Your Real Estate Email Marketing?

Marketing in the real estate business is a lot of work, costs some money, and it takes a lot of our time. The email marketing campaigns many of us use are part of paid email marketing systems, and we put a lot of effort into sending out drip email to generate leads. With a great many real estate professionals doing email marketing, it's a shame that very few of them actually test their email to see how much of it is actually being delivered and not stopped by spam filters.

Time, Effort and Money Just to End Up in the Trash!

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Multiple studies tell us that consistently around 50 percent to 60 percent of all emails sent out are caught by spam filters and never reach their destination. Do you know if half of your emails, or maybe more, are not ever reaching the intended recipients? Sure, some of them are trashing them intentionally, but if half of them never see the emails at all, it's a terrible waste of time and money.

Sometimes we're relying upon our drip email provider to tell us about deliverability. Vendors like Mailchimp and Constant Contact report statistics, but they're mostly about "opens" and "clicks" on links in the emails. No intent to criticize, but why not test one of your emails to see how it looks to the many spam filters out there?  See the next page for one service that does this for you.

2 for Spam Testing

There is a site, that you can use to test your emails to see how they're going to look to Spam catcher sites and services. You can see in the image that you can send an email to the address to see just how well your emails are getting through the many spam filters out there.

This service runs the email through various tests and spam filters to score it for how likely it is to get through to the intended recipient. Running your emails through this site will tell you a lot more than just bad words or phrases that tend to get the attention of spam filters. This is valuable information, but far more emails are stopped due to problems with the servers, originating sites and technical issues related to the sending service.  

Why not take just a few minutes and not money to see how one of your emails fares in this testing. Use one you've already sent out if you want. It really doesn't matter, as many of the problems are not related to the specific wording of the ads.

The Many Ways Your Emails Can Get Caught as Spam

Spam Email Report

Notice in the image that there are various tests to determine the score for your email and how much of a chance there is that it will get caught by spam filters. Some of these are very technical in nature, and you'll have to consult with your provider if there are problems. The point is that not knowing can be far worse than having to hash through some technical or email wording problems. Here are most of the test results for this 10/10 perfect score:

The image is of the test report for an almost perfect 10 of 10 score, meaning little to no chance of being caught in spam filters. In fact, part of the report tells you which filters have marked your email as spam.

You'll also get a report of any broken links in your email. It's definitely not a good thing to have an email delivered and the recipient clicking on a dead or misdirected link.  

Your Target Score

You're of course shooting for a perfect 10 out of 10 score. This means your email is gold and should have no problem being delivered to all of the intended recipients. In many cases, you can be happy with anything over a 7 or 8, as you may not be able to correct everything.  

Don't be afraid to hassle your service provider to see if they can correct the technical stuff. If you can consistently get over an 8 score, your emails should be doing OK.