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Home Builder Email Marketing: How Often is Too Often?

Spencer Powell | June 9, 2016

Email marketing is still one of the most effective ways to reach out to your ideal customers. It has proven to be an effective digital marketing tactic to connect with people who are already interested in the products and services you offer.

The concept is simple: drive traffic to your website and increase subscriptions to your mailing list among existing customers and warm leads from your business blog.

Step two involves crafting email newsletters or an auto-responder series that appeals to your target market’s interest, automating your email marketing and staying on your prospects’ radars.

It’s a good strategy to keep your company front and center on your prospects’ minds, but in this case, there is very certainly a fine line between keeping in touch and communication overkill. Here’s what you need to know:



Less Is Definitely More

Years ago, sending out several teaser emails in rapid succession might have been a successful tactic. Email inboxes were emptier, people were less frustrated by spam and prospects had more time to focus on your message.

These days, research suggests that companies may actually benefit more from limiting email marketing outreach to once per month. So your monthly e-newsletter may actually be the ideal method of staying in touch with prospective customers. This is good news for marketers who have been feeling like underachievers because they don’t have 10 new emails queued up to send every month!

An exception to this one-email-a-month plan would be if you have a genuinely great offer to send to your list. A great deal, sale or promotion can give you a big spike in interest!


Other Key Email Marketing Factors

Sending less frequent marketing emails has definitely been proven to be successful for most companies, but there are other things you can do to make sure you get a better result from your campaigns, including:

  • Carefully checking your list and making sure you only include recipients who have genuinely expressed an interest. Even the best marketing emails will fail if they’re sent to a stale, purchased or rented list.
  • Creating legitimately useful, interesting emails. If you’re filling your communications with fluff instead of real news, valuable information and great offers, you could opt for a less frequent mail cycle or make an extra effort to include great content.
  • Include your social media profile links in all of your emails.
  • Mix up your marketing. Run email-only contests to encourage subscriptions, use social media to generate interest and make sure you blog and include a list of article highlights in your newsletters.
  • Take the time to track the response to your email campaigns. Take note of click-thrus, opens and unsubscribe data, as these are the best indicators of whether your marketing strategy is working.

Email marketing still delivers results, but it’s changed considerably over the years. Take some time to find out what works for your home building business, and stay on top of your results all the time. A little change could be all it takes to kick-start your marketing efforts.


Topics: Email Marketing, Home Builder Marketing