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July 2020

the essential guide to email marketing for real estate

The Essential Guide to Email Marketing for Real Estate

By Gabrielle Uncategorized

With real estate being one of the largest industries worldwide, the way you market your services to potential new clients is super important. Gone are the days of splashing out for expensive brochures, flyers and printed ads; communication with clients today needs to be direct and straight to the point, in order for you to be heard.

In this quick guide, we're taking you through the essentials of email marketing for real estate, including best practice tips, template ideas and how to get started.

Why use email marketing for real estate?

There are many reasons why email marketing is a great strategy to explore for your real estate business. First and foremost, email marketing is cost-effective and in comparison to other methods, very easy to implement. In a world where we are constantly checking our smartphones, email marketing is also a proven direct channel straight to your existing clients and potential new customers.

Ideas for real estate emails

Depending on what your agency specialises in, there is a whole world of possibilities for incorporating email into your sales and marketing strategy. Here are some examples of real estate emails you could be sending...

Welcome email

A welcome email is a great way for you to greet new newsletter signups and introduce yourself to new clients. Use a warm and friendly tone to make new clients feel at ease and make sure to show them your current listings.

Welcome email for real estate agencies

Listing newsletter

Send out regular listing newsletters to showcase new properties to homebuyers and keep your clients up to date with the latest listings.

Listing email for real estate agentsOpen house invitation

Invite potential buyers to upcoming open house events or viewing appointments with a friendly email invitation.

Open house invitation for real estate agentsEmail digest and tips

Demonstrate your authority in the real estate sector by sharing blog posts and news in a monthly digest. Sending a regular tips newsletter is a great way to also share your expert tips with first time buyers or sellers who are new to the property market.

Real estate email newsletter ideaFollow up email

Send a friendly follow up email to maintain customer relationships even after a sale has gone through. This is also a good opportunity to ask for feedback or for a referral of your services.

Buyer feedback request email for real estateHow to create email templates for real estate

Now you have some ideas on real estate emails to send, you're probably asking yourself how to bring them to life. With a drag & drop email editor like Mail Designer 365, you can build professional email templates for your business in minutes. Start with a blank canvas or choose a Design Idea from our selection of real estate email templates.

Here are a few best practice tips to consider along the way...

Brand identity

To get started, make sure your company name and logo is clearly identifiable at the top of every email you send. This demonstrates a sense of professionalism and immediately makes it clear to your clients that the email is from you.

Real estate is a very serious business and it is important your clients feel they can trust you and your business to help them sell their property or find a new home. If you have team photos on hand, it can also be useful to include these in your email so clients recognise a familiar face.

In Mail Designer 365, you can save your company email headers to reuse in future designs and ensure your brand's identity is consistent in all your emails:

Saving a layout block in Mail Designer 365


The layout you choose for your email design is very important, as it determines the way you present key information to clients. This is particularly relevant when showcasing new listings or updating property information.

Choose a clear layout which clients can quickly scan through to find out more about newly available properties.

Tip: Remember, you don't have to include too much information in the email. List the key selling points for each property to capture clients' interest and include a link to the full listing on your website.

In Mail Designer 365, you can choose from a wide variety of layout options. Use the table editor to present your latest listings in a smart, mobile-optimised table, or explore a range of combi layout blocks to showcase a featured property in more detail.

Property listing table for real estate emails

A table layout is a great way to give clients a clear overview of your latest listings.

Call to action

Your call-to-action (CTA) is the most important part of your email as it shows the recipient what they need to do next.

Whatever your intended CTA is, it's important that it is prominent in your email. Generally, this can be achieved by inserting an eye-catching button somewhere in your email. Opt for a color which will stand out in your design and a short and actionable text.

Typical CTAs for real estate emails may include:

  • Get in touch
  • Arrange a callback
  • Enquire today
  • Register now (i.e. for an open house event)
  • Leave a review
Call to Action button in a real estate email

Opt for a vibrant CTA button to help draw your clients in.

Images and eye-catchers

High quality images are a must have for any real estate email. First impressions are important and choosing the best images of your properties will help gain your client's attention and get them onto your website.

Once you've decided on your images, you can integrate them into your layout using the layout block options discussed above. Including an eye-catcher or badge to highlight featured properties is another way to make your design speak volumes.

Explore a range of shapes and graphic elements in Mail Designer 365 to create vibrant badges for your email designs. Use these to point readers towards new listings, price reductions and other key information:

Eye-catchers and badges in a real estate email

Inserting eye-catchers and badges into your design help to present important information more effectively.

Contact Information

Finally, make sure your contact information is also easy to locate in the email. If a client sees something that catches their eye, they don't want to then waste time looking all over for your phone number. It's important they are able to get in touch with you quickly and easily.

Add your contact information somewhere prominent in your email design so the recipient can find it faster. Like with your email header and other layout aspects, you can also save this block to use over and over again in future designs.

Including direct mailto and phone links is one super convenient way to make sure clients can reach you directly from your email. In Mail Designer 365, you can even pre-fill email or SMS messages to make things even easier for you and your clients:

Inserting a direct mailto link in a real estate email

Mailto links allow clients to reach you directly from your email

Get started with email marketing for real estate today

We hope you've found this guide to email marketing for real estate useful and will consider applying some of these tips to your own marketing strategy. Getting started with email marketing for your real estate business is easy and affordable:

  1. Download Mail Designer 365 free
  2. Use one of our dedicated real estate email templates, or create your own design from scratch.
  3. Send finished designs directly to clients via Mail Designer 365 Delivery Hub

Get started with Mail Designer 365 today

Start your 7 day free trial and use your Mac to create stylish email newsletters for your business.
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How to create a successful internal newsletter

Creating a Successful Internal Newsletter Model - An Inside Look

By Mail Designer 365 Newsletter Academy

No matter the size of your organization, sending a regular internal newsletter to employees has many benefits. Not only do internal newsletters greatly help with internal communications, they also provide a good way to boost staff morale and maintain a positive working environment.

Starting up an employee newsletter for the first time can be daunting. Which content to include, how to put it together, when to send... These are all valid questions to consider during the planning process.

To help give you some inspiration, we're giving you an exclusive inside look into the model we use for our own internal newsletter here at Mail Designer 365 HQ, as well as useful tips to consider when creating a successful internal newsletter for your own organization.

How to create a successful internal newsletter

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Benefits of creating an internal newsletter

You may be asking yourself why you should spend the time creating an internal newsletter when there are so many other communication channels available. Here are 3 key benefits:

1. Communication

While Slack and similar internal messaging tools may be more convenient than email, their fast moving nature makes it very easy to miss an important announcement.  In contrast, an internal email newsletter goes straight to your employees' inboxes and is much more likely to be opened.

2. Convenience

The number of communication platforms now available (e.g. messaging channels, intranet, bulletin boards, social media groups, etc.) can result in news and announcements being shared in multiple different places. This can be confusing and makes it hard for staff to keep track.

An internal newsletter allows you to compile all of this information into one convenient email so employees can catch up on anything they may have missed.

3. Corporate Identity

Brand image is an important aspect of any business; both internally and externally. While there are many tools that allow you to communicate with staff, an email newsletter is the best way to ensure you're maintaining your corporate identity whilst doing so.

Creating a custom template for your email newsletter ensures important aspects like your logo, company ethos, brand guidelines, etc., don't go forgotten. This is especially effective in larger organizations, as it helps give everyone in the team a sense of unity, regardless of their physical location.

Our Internal Newsletter Strategy

For obvious reasons, accessing internal newsletters from other companies to show you as examples is not really an option. Because of this (and because we're also super proud of it), we're giving you an insight into how we do things here at Mail Designer 365 HQ.

Here's a quick profile of our internal team newsletter:

  • Name: Zeitpunkt Journal (named after our beloved HQ, Zeitpunkt Haus.)
  • Editor in Chief: Our very own Lisa Heisenberg
  • Sending frequency: Every week on Wednesdays
  • Topics covered: Office announcements, personell news, important reminders, current affairs, team fun, memes, and more!
  • Newsletters sent: As of today (July 15th 2020), 69 issues
Zeitpunkt Journal logo and internal email header

We start off all our weekly journals with the issue number and a quick introduction message before getting to the main content

What we include in our internal newsletters

Primarily, we use our internal newsletter as a tool to share important news and announcements with the whole team. Good communication is a super important part of our workflow and our newsletter helps keep everyone up to date on new changes.

Here are some recent examples of content we've included in our internal newsletter:

Health and safety guidelines: Covid-19 has been difficult for us all to come to terms with. To help prevent the spread, we (like many other businesses) recently reviewed our health and safety measures and shared the new guidelines in our internal newsletter.

health and safety guidelines in an internal newsletter

Your internal newsletter is THE place to let everyone know about important new changes.

Team updates: We are a growing team and enjoy welcoming new people on board (take a look at our current job offers.) The Zeitpunk Journal is the perfect place for us to announce new staff members to the rest of our team and also help newcomers feel welcome when they start.

Important dates: Like many businesses, we hold regular events, such as team building activities, meetings, and social activities. We use the Zeitpunkt Journal to remind everyone in the team about upcoming dates and any events they may want to add to their calendar. Here is a recent example for the Apple WWDC Keynote event.

Event reminder in an internal newsletter

Help the team keep track of important dates by including them in your internal newsletter.

Recurring sections in our internal newsletter

Of course, the content we include in our internal newsletter changes from week to week, but there are a few segments we like to keep consistent. Here are some examples of recurring sections you can typically find each week in the Zeitpunkt Journal...

Zeitpunkt Haus Survival Tips: Useful tips and life hacks to help make office life easier.

Example section of an internal company newsletter

Useful tips to help make life in the office easier.

Tweet of the Week: Because who doesn't love Twitter? Here we showcase the funniest content found on Twitter that week.

Tweet of the week segment in our weekly internal newsletter

Sad, but painfully accurate.

Team Lunch Friday: On Fridays, we get together and cook great food as a team. What better way to announce this than via a segment in our internal newsletter?

Segment example for an internal newsletter

Feeling hungry?

Team activities: When we're not busy working on Mail Designer 365, we also love to partake in fun team building activities. In the last few weeks, the whole team has been taking part in an exciting table tennis tournament. Our internal newsletter has been a great way to keep track of results and upcoming matches.

Segment idea for internal newsletters

Use your internal newsletter to promote team building activities.

How to build an internal newsletter in Mail Designer 365

If you're planning on sending out an internal newsletter each week, you need the right tools to do this with. Of course, we use Mail Designer 365 to build, edit and send our newsletter to the whole team.

Use Mail Designer 365 to build your internal newsletters

Mail Designer 365's drag and drop layout builder makes it easy to create professional email designs in minutes.

Our top tips for creating internal newsletters in Mail Designer 365:

  • Save and duplicate your master template to reuse the layout in all your future newsletters
  • Set up text styles to make editing easy and keep the design consistent
  • Make your designs fun using tools such as the Unsplash library for photo backgrounds and shapes & graphic elements for buttons and eye-catchers
Creating a button for an internal email newsletter

Mail Designer 365 has a wide range of shapes and graphic elements to help you spice up your designs.

  • Use the smartphone view to optimize your design for mobile for those viewing it on the go
  • Send via your work email account in Mail Designer 365 to securely send your newsletter directly to your staff. Here's how to set this up

We hope you have enjoyed your insider look behind the scenes at how we create our internal newsletters here at Mail Designer 365 HQ. Head over to Mail Designer 365 today to test these tips and try your hand at creating an internal newsletter your team will love.

Don't have a Mail Designer 365 plan yet? Sign up for your free trial today to test all these features and discover a wide range of creative tools and HTML email Design Ideas.

Until next time,

Your Mail Designer 365 Team

Get started with Mail Designer 365 today

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NEW: Summer Design Ideas

By Mail Designer 365 Blog

The start of summer means it's time to shake up your email marketing strategy and Mail Designer 365 has all you need to get started. Things are heating up, as we've just added two scorching new summer Design Ideas to the Design Chooser, ready for you to start using in your summer email campaigns right away.

New HTML email templates for summer email campaigns

Read More

How to create a welcome email series for your business

How to Create a Welcome Email Series for Your Business

By Mail Designer 365 Newsletter Academy, Mail Designer 365 Newsletter Academy

First impressions are everything and the way your business welcomes new customers on board plays a critical role in how they interact with your business over time. For this reason, it's especially important you pay great attention to your welcome email strategy.

A welcome email series allows you to create a unique customer experience for anyone coming across your business for the first time.

How to create a welcome email series for your business

In this guide, we'll take you through the most important steps to consider along the customer journey, and show you some great examples of welcome emails we love.

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What is a welcome email series?

A welcome email series is an automated string of emails sent out to new customers to help welcome them to your business and guide them towards carrying out a specific action (i.e. making a purchase.)

Your welcome email series works the same way as a restaurant server does. When you arrive, your server will greet you and help you get settled in. They will then point you towards your food and drink options, offer you add-ons, and continue to check up on you throughout your visit.

Types of welcome email series

To begin with, think about your end goal for the welcome campaign. Your chosen CTA (call-to-action) will then help shape your welcome email series and give you the inspiration you need to put together your email content.

Here are a few typical examples of types of welcome email series you may have come across already:

Creating a sales-based welcome email series

This is a common form of welcome email series which you will most typically see from fashion brands and other types of retailer. The CTA tends to revolve purely around sales and the aim of the series is to persuade new customers to make a purchase.

Tactics used often include showcasing new products and offering out discounts and promotional codes. In this example by ASOS, new customers are enticed to start shopping thanks to an exclusive 10% discount.

Email welcome offer by ASOS

A 10% discount helps ASOS get new customers in the mood to shop.

Email subject line in welcome email by ASOS

An effective subject line also helps grab the reader's attention from the start.

Creating an information-based welcome email series

With an information-based welcome email series, the aim is usually to educate new customers about your business. This could be delivered in a tutorial style, as commonly seen in onboarding email campaigns, to help provide new users with all the information they need to get set up.

Onboarding email by Webflow

This onboarding email shows new users how to get started with using the service.

Alternatively, your business may want to use the welcome series to teach new signups more about who you are and what you do. For example, a charity organisation may want to show potential new supporters where their donations are going and provide them with relevant information and stats.

Welcome email by Be My Eyes charity

Explaining more about what you do to new subscribers helps reinforce their reasons for signing up initially.

Creating an engagement-based welcome email series

Finally, an engagement-based welcome series aims to get new customers using your product or service as much as possible so they can reap the benefits. This is generally done by pointing new users towards their next steps and making it easy for them to familiarise themselves with how everything works.

Welcome email by Glassdoor

This 3 step welcome email shows new users exactly how to start using Glassdoor

Welcome email by Goodreads

In this example, Goodreads also show new users how to use the service to find new books to add to their list.

What to include in your welcome email series

The customer journey is unique to your business and factors like the time span, contents, CTA and intensity of a welcome campaign will vary.

Here are some ideas for emails which you can choose to include in your welcome email series to help new customers form a connection with your business:

Opt in / Verification

Since the introduction of GDPR, the double opt in has become known as the gold standard for email registration and sending these types of emails has become standard practice for many businesses.

Not only does this process help protect your business from spam bots filling up your email list, it also ensures any new signups are happy and willing to receive your content.

Opt in email by Product Hunt

This simple opt in email by Product Hunt fulfils its purpose while also remaining super on brand.

When to send: Schedule your opt in email to send instantly, so that your new customer doesn't forget to do it later on.


This is your brand's first real interaction with your new customer and sets the tone for the rest of your welcome email series. In this email, it's important to firstly thank your customer for signing up, and secondly, make it clear what their next steps should be.

Without a clear CTA in your welcome email, customers are highly likely to ignore it and you will lose your chance to connect with them.

Actionable welcome email by Zoom

Zoom's welcome email is great, as it outlines the details of the user's plan and also points them towards actionable first steps.

Superdry welcome email

Superdry not only thank new customers for signing up, they also let them know exactly what's in store for them in a useful overview.

When to send: A welcome email should be sent soon after opting in. This ensures your customer is still actively thinking about your business.

Segmentation email

Email segmentation is a key aspect of your email marketing strategy, as it helps ensure your emails are being sent to the optimal recipient.

Use your welcome email series to get to know more about your customers' interests. This will help you tailor your content for them in the future.

Create an email to send to new customers encouraging them to update their email preferences. This will help you find out key information about them, such as location, age, gender, interests, etc. in order to send more relevant email content.

Welcome email by Britannica

Britannica sent out this great welcome mail for better email list segmentation.

New customer survey from a welcome email by Britannica

The questions in the linked survey help Britannica determine what kind of content the reader wants to receive, thus maximising their chances of higher open rates.

When to send: Send this email a few days after your first welcome email. This way, there will be enough distance between the two emails and your business will still be fresh in the reader's mind.

Action email

Use your next email to direct new customers towards your intended call-of-action. This could be anything, including:

  • Making a purchase from your online store
  • Setting up your first playlist
  • Reading the latest blog post
  • Trying out a new recipe
  • Referring the service to a friend

Make this email super enticing with great email copy, lots of eye-catching visual elements, and a super snappy subject line. This way, new customers won't be able to resist getting started right away.

Hubspot action email in welcome email series

This email sent by HubSpot as part of their free trial onboarding series clearly points new users towards their exclusive tutorials.

Welcome email promotion by Riley

Riley tempt new customers to start shopping with an enticing $25 discount.

When to send: Give your customers a few days to look around on their own. If you haven't tracked any notable actions, now's the time to send this email prompt and jog their memory.

Feedback email

In many cases, it's also a good idea to offer new users the chance to share their thoughts and feedback about their experience so far. Particularly if you offer a demo or free trial period, getting this feedback early can help you address issues directly and prevent customer churn down the line.

If you have a lot of questions, linking out to a targeted feedback form or survey for newcomers can be a great way to find out exactly what you want to know about new customers' experience. Alternatively, it can just be reassuring enough to provide a support email address or telephone number to let the customer know your team are there if they need you.

Feedback email in welcome email series by NOW TVWhen to send: If you are offering customers some kind of demo, aim to send this out towards the end of the trial period. Hopefully by this time, new users would have had a chance to use your product and form an opinion.

Remember, a welcome email series is specific to your business and does not adopt a one size fits all approach. Depending on the nature of your business, there could be other emails you want to include which we haven't mentioned in this article. Some other popular examples include:

  • Referral email (e.g. refer a friend for x% off your next purchase, etc.)
  • Up-sell / cross-promotional email (e.g. you may also like..., upgrade to unlock more features, get premium shipping, etc.)
  • Cross-channel promotional email (e.g. subscribe to our blog / follow us on Twitter / check out our YouTube channel, etc.)
  • Sense of urgency email (e.g. hurry your trial is ending, last chance to get your welcome discount, etc.)

How to create a welcome email series for your business

Creating an automated welcome email series for your business is actually super straightforward. All you need is a well-designed set of email templates and access to marketing automation tools.

Mail Designer 365 has a wide range of HTML email templates ready for you to adapt for your automated email campaigns. Not only this, the drag & drop email editor makes it easier than ever for you to build your own email templates in minutes - no coding skills needed!

Welcome email template in Mail Designer 365

Discover a huge range of design tools in Mail Designer 365 to create effective email templates for your welcome email series.

Once you've finished creating your set of email templates, you can export them directly to Mailchimp, Campaign Monitor, or Direct Mail, or as HTML to your chosen email service provider or marketing automation platform, including:

  • SendinBlue
  • ActiveCampaign
  • SendGrid
  • Drip

Not got a Mail Designer 365 plan yet? Start your free trial today to unlock access to 120+ email templates and a wide range of exciting creative tools for your welcome email series.

Until next time,

Your Mail Designer 365 Team

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