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What is Email Marketing

Email Marketing in PropertyRadar is a tool that helps you create hyper-personalized emails within the application. Take every opportunity to land in an inbox before the competition with triggered automations and schedules, and boost deliverability by deploying your messages through your own email provider

While long-term brand awareness campaigns may have their place in an inbound marketing strategy, this tool is designed to make targeted outbound emailing simple, meaningful, and relevant to your contacts - increasing your response rates, and sparking more conversations.

Where can I access Email Marketing?

Email Marketing is available with included outbound send limits in Solo, Team, and Business Plans. (See Plans, included volume, and overages here)

You can open the feature via My Lists > List > Connect, from the Property View by selecting the ellipsis menu (...) , or from your List or Discover View by expanding the Actions menu.

Pro Tip: Set up your PropertyRadar Brand Center before building emails.

PropertyRadar provides the Brand Center, which facilitates the use of your own business' brand in your marketing materials, such as Email Marketing and Direct Mail Marketing. Within the Brand Center, you can set up your business's Brand Info and Brand Style for use within a variety of your marketing activities. Although you don't have to set up your Brand Center, keeping a consistent marketing message in your marketing campaigns can help you build and define your brand.

We highly recommend that you add your brand assets to Brand Center before using Email Marketing in order to save you time and ensure consistency.

The Anatomy of Email Marketing

The Email builder contains several features designed to make creating emails simple and personalized for every contact on your list.

Getting Started Quickly

Start drafting your email from scratch, use a template, or leverage Radar - our AI assistant - to get started. Select the Use Template dropdown for options and saved email templates.

PropertyRadar's Generate with AI feature makes coming up with a great email simple. You also have the option to start drafting within the editor, or selecting a template from the marketplace.

Learn more about generating emails with AI.

Subject line

Subject lines can be up to 60 characters, or about 6-10 words. This limitation is designed to improve the likelihood the full subject is viewable across multiple devices.

Variables can be included within subject lines, and include both Brand and Piece variable substitution, making it possible to personalize every subject line.

Tips for crafting an effective subject line:

Keep it short and straightforward
- Subject lines with 5 to 8 words perform best
Questions can engage prospects by appealing to their situation
- Jon, is your mortgage interest rate over 6.5%?
Offer value or solve a problem
- Hi Joe, let's lower your monthly payments today
Avoid spammy words
- "Free," "Guaranteed," or "Make Money" can trigger spam filters
A/B Test subject lines
- Experiment to see which resonates best with your target audience

Learn more about building engaging emails with Radar and other best practices.

Message

The main body of your email is drafted within the Message.

Whether you are starting from scratch, using a template, or starting with email copy generated by Radar, you can edit the email within the Message pane. Leverage the tools in the toolbar to make any adjustments.

Text Variables: Piece and Brand variables (see Brand Center) are available and will be contained within double curly brackets - i.e. {{Piece_OwnerFirstName}}. When the email is sent, information will be inserted and replace the variable, including its brackets.

Image Variables: Piece and Brand variables are available. Brand image variables are derived from your Brand Center.

Rich Text: Allows for basic formatting (like bolding, italics, and lists, some image capabilities for items like logos) but lack the advanced design features of HTML.

HTML: Offers complete design control, allowing images, colors, and complex layouts. While you are able to modify HTML, only advanced users should edit/modify code.

Plain Text: Contains only text, with no formatting, images, or media.

Note - while customizing the email with ample Rich Text options can improve the aesthetic of you email, it may increase the likelihood your email is marked as SPAM

Tips for crafting an effective message:

Aim to keep the email between 50-125 words
- If your using Radar AI, you may ask them to "shorten" the email.
Personalize the Message
- Using your contact's name and specific details can drive engagement.
Focus on value, not selling
- Instead of pushing a hard sell, focus on how you can solve a problem for them
Include a Clear Call-to-Action (CTA).
- Avoid vague CTAs like “Let me know your thoughts.” Instead, use specific actions, like “Are you available for a quick call next week to discuss?”
Format for Easy Reading
- Short paragraphs or bullet points let the email to be scanned quickly

Settings

Your Email Marketing Settings determine what email is connected and used to send outbound email.

It also includes key settings that help you control when emails are sent, and what elements can be included to keep you CAN-SPAM compliant.

Send To: Send to the Primary, Secondary, or Both contacts on a record

From: The email you have connected to PropertyRadar - also the reply-to

Schedule: The days of the week and time you wish to send emails
Send Options: Additional features you can include

Signatures - A well-crafted signature is a simple yet effective way to reinforce your professionalism and make it easy for recipients to follow up or learn more about you. (Signatures are required to remain CAN-SPAM complaint.)
Unsubscribe Link (required to remain CAN-SPAM complaint. )
Enable open and link tracking (can hurt deliverability):

Tips for crafting your Signature:

Keep It Simple and Professional and include a Phone number and Email.
- Include only essential information: your full name, job title, company name, and contact details.
Link to Your Website or Social Media
- Include one or two relevant links (e.g. your company website or LinkedIn profile) to let recipients easily learn more about you or your business.
Limit the Use of Colors and Fonts
- Stick to a simple color scheme and avoid bright colors that can distract from the email content. Use a single font and keep the size readable.
If you're using an image logo, test the size and appearance across devices.

Purchases & Send Limits

Review your order, including the amount of outbound emails to be queued. The included and remaining amounts of emails will be reflected within the Order Summary.

Find information on plans, overages, and how to Add to Balance.

Send Limits are set in Account Settings > Email Settings

Adjust the daily outbound volume here, and preview the aggregate amount that are queued, opened, clicked, and more.

Important: Sending cold emails in mass quantities can adversely impact your reputation score with many email clients.

We strongly recommend setting your limit at less than 50% your normal email outbound volume as you start to use this feature.