A new report has revealed the key benchmarks required to deliver best practice email marketing campaigns within the real estate industry.
With millions of emails running through its platform, ActivePipe analysed anonymised data over a 12-month period to understand the numbers behind successful campaigns.
It discovered ActivePipe users received more than 458,000 leads from their campaigns, representing an estimated $6 billion in agent sales commission nationally.
The report provides some powerful insights into how to improve the effectiveness of email marketing, the size and scope of email marketing in Australia, and what agents should be aiming for.
The data revealed the following insights:
- The potential commission generated by the average active user of ActivePipe through delivered leads is $446,556 per year in Australia.
- More than 122 million emails are opened by recipients of ActivePipe emails representing an open rate of 27 per cent – significantly higher than the Australian average.
- The typical click-through rate of 5.27 per cent is also considerably higher than the Australian average for email marketing and twice the global average.
- A typical user of ActivePipe emails 2823 contacts each month.
- 68 per cent of emails include property listings.
ActivePipe CEO and founder, Ash Farrugia, said the report helped agents measure the effectiveness of their current email marketing and provided guidance on how to outperform the averages.
“The data reveals the standard performance of ActivePipe email campaigns and it has been great to see these numbers are stronger than Australian digital marketing averages across nearly all the metrics,” Mr Farrugia said.
“It shows that real estate agents are using the platform to successfully nurture relationships with current and past clients and potential prospects, and they are reaping the rewards.”
The report identified a typical Australian agent using the ActivePipe platform generated an average of 34 leads a year through their email marketing.
“The average leads number is based on our system-wide data but we know from our case studies that top performers utilising our real estate articles and market reports are getting significantly more leads than the average,” Mr Farrugia said.
The report also addressed Apple’s recent changes to its email privacy policy and discussed different ways to assess the effectiveness of email marketing as these changes came into play.
Mr Farrugia said the higher than average unsubscribe rates for ActivePipe campaigns shown in the data reflected both the way consumers engaged with agents when buying or selling real estate and a unique feature of ActivePipe that regulated delivery of emails to contacts based on previous engagement.
This is designed to keep agent datasets clean and prevent ‘spammy’ email practices.
“The report clearly shows how most buyers or sellers sign up to an agents database when they are active in the market, but once they have successfully bought or sold their property, their need for information changes,” Mr Farrugia said.
“The ActivePipe algorithm recognises these changes in behaviour and ensures that automated campaigns focus on only emailing contacts who are engaged. That’s one of the key differences between us and general email software – because at ActivePipe we’re about nurturing leads for agents, not blasting email lists.”
Download the full report here
