In Follow Up Boss, you can send personalized emails to groups of people using batch emails. You can easily market your open houses, invite people to your holiday party or send a price change to interested buyers. The goal of a batch email is to encourage relationships and communication. The best batch emails are:
- To an expecting audience: Make sure your audience is expecting and wanting an email from you.
- Relevant: Send messaging that resonates most with your audience, for instance, you'll likely be sending different messages to your buyers than your sellers.
- Goal-Driven: Always consider the action you would like readers to take once they've read your email.
- Concise: Start with a bold headline, then include an email body that's easy to digest. Short, relevant emails with a clear call to action will often receive the most responses.
Make Your Audience Excited to Hear From You
The best thing you can do to protect the deliverability is to send emails to leads that are expecting and wanting to hear from you. Remember that you are a guest in the recipient's mailbox.
Remove Unengaged Recipients
Sending emails to recipients who no longer engage with your messages damages the future deliverability of your messages. Use Smart Lists and tags to filter out those that are unengaged. Addresses that never open or click on your messages are more likely to mark your messages as spam. Additionally, unengaged recipients can lower your open rates, which makes your messages look unwanted.
Avoid Spam-Like Content
Spam filters are constantly evolving and while it is impossible to know what all factors will be applied to your email, there are some best practices to follow and mistakes to avoid.
Spam filters look for particular content, so make sure to avoid using all capital letters, too many exclamation marks, and spam-like words or phrases ("click now!", "hottest", "limited time offer!" etc).
For subjects, add personalization with merge fields and be careful of overusing emojis. Don't use deceptive subject lines such as "RE: Hello" when it is not a true reply. Keep subjects simple and to the point.
For your body content, make sure all links are valid and avoid link shorteners; avoid excessive links and images.
Have a Good Text to Image Ratio
If you include images (it can be better for spam filters to not include images at all), do not send any image-only emails, and include at least two lines of text for every image.
Test Your Email Content
Before you send a batch email, be sure to test your content so you don't send emails with broken links or images.
Use Reports to Steer Future Emails
By viewing the click, open, reply, and unsubscribe rates of previous batch emails, you can gain knowledge of what kind of content is successful and what to avoid for future content.
Get Off Blacklists
If your email server is on a blacklist, it becomes extremely difficult to reliably send emails.
The first step is to check if your email server is on a blacklist. Following are a few free services:
If you find that you are on a blacklist, you will need to follow up with the website that has added you to their blacklist. That information is provided by the tools listed above.
Keep your signature simple with a good text-to-image ratio. We highly recommend importing your signature or adding your signature's HTML code directly into Follow Up Boss. Here is more information about Editing your Signature.