The DO's and DONT's of Email Marketing: CanSpam, DKIM, SPF, Email Tools, and More
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Email marketing is crucial for real estate professionals, offering high ROI and preferred by most agents. Here’s what you need to know:
Email authentication (SPF, DKIM, DMARC) is essential for deliverability and security
CAN-SPAM Act compliance is mandatory to avoid hefty fines
Best practices include personalization, mobile optimization, and useful content
Common mistakes: buying email lists, using spammy words, ignoring unsubscribes
Popular tools: , , , ,
Key metrics: open rate, click-through rate, conversion rate, bounce rate
Future trends: AI personalization, interactive emails, voice assistants integration
Quick Comparison of Email Marketing Tools:
Moosend
Easy design
$9/month
100+ real estate templates
ActiveCampaign
Automation
$19/month
Pre-built workflows
GetResponse
Landing pages
$19/month
Webinar feature
Mailchimp
Small lists
$20/month
User-friendly dashboard
Constant Contact
Events
$12/month
Real estate-specific tools
Focus on authentication, compliance, personalization, and mobile optimization to maximize your email marketing success in real estate.
Email authentication is your digital ID for emails. It’s how you prove you’re really you when sending messages.
Why care? Without it, anyone could pretend to be you. Not good.
Email authentication:
Blocks spammers from using your name
Gets your emails to inboxes
Protects your brand
Three main players:
1. SPF (Sender Policy Framework)
SPF is your domain’s guest list. It tells email providers which servers can send emails for you.
2. DKIM (DomainKeys Identified Mail)
DKIM adds a digital signature. It’s like sealing an envelope – if broken, something’s off.
3. DMARC (Domain-based Message Authentication, Reporting & Conformance)
DMARC is the bouncer. It decides what happens to emails that fail other checks.
Here’s the catch: without proper setup, your emails might land in spam. Or not arrive at all.
“SPF, DKIM, and DMARC implementation keeps your emails out of spam folders.”
Many small businesses find this technical. But it’s worth it:
Boosts email deliverability
Protects your domain from spammers
Builds recipient trust
Email security matters. Over 90% of targeted attacks start with an email. About 66 million targeted Business Email Compromise (BEC) attacks happen monthly.
No email authentication? You’re leaving your digital door open.
Bottom line: Email authentication is crucial for serious email marketing. It’s about protecting your brand and customers, not just following rules.
Email authentication is your digital ID for emails. It proves you’re really you when sending messages. Here are the three main methods:
SPF: Sender Policy Framework
SPF is your domain’s guest list. It tells email providers which servers can send emails for you.
How it works:
List authorized IP addresses in DNS settings
Receiving server checks if the email’s from an approved IP
If it matches, email passes SPF check
Example SPF record:
This allows Google and Mailchimp servers to send emails for you.
DKIM: DomainKeys Identified Mail
DKIM adds a digital signature to your emails. It’s like sealing an envelope.
Setting up DKIM:
Generate public and private key pair
Keep private key secret
Add public key to DNS records
Email server uses private key to sign outgoing emails
Receiving servers use public key to verify signature
Example DKIM record:
This lets a specific email service send authenticated emails for your domain.
DMARC: Domain-based Message Authentication
DMARC is the bouncer. It decides what happens to emails that fail other checks.
Implementing DMARC:
Set up SPF and DKIM first
Create DMARC policy in DNS
Specify how to handle failed authentication
Basic DMARC record:
This sends failed emails to spam and reports to the specified address.
“SPF, DKIM, and DMARC keep your emails out of spam folders.”
Heads up: From February 2024, Gmail and Yahoo Mail will require email authentication. It’s not just good practice – it’s becoming a must.
The CAN-SPAM Act is crucial for real estate agents doing email marketing. It’s not just about avoiding spam—it’s the law. Break it, and you could face fines up to $51,744 per email.
Here’s what you need to do:
Be honest: Your “From”, “To”, and “Reply-To” info must be accurate.
Use clear subject lines: Don’t mislead. Keep it real.
Say it’s an ad: If you’re selling, say so.
Share your address: Include your physical mailing address in every email.
Make opting out easy: Add a clear unsubscribe option.
Honor opt-outs fast: Respect unsubscribes within 10 business days.
Know your team: If someone else handles your emails, you’re still responsible.
Quick checklist:
Honest header info
☐ From, To, Reply-To are correct
Clear subject line
☐ Matches email content
Ad disclosure
☐ Clearly stated if it’s an ad
Physical address
☐ Included and valid
Unsubscribe option
☐ Visible and easy to use
Opt-out timeframe
☐ Honored within 10 business days
Third-party compliance
☐ Verified if using external service
Don’t buy email lists. It’s about building trust. Use your own contacts who want to hear from you.
“The CAN-SPAM Act sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.” – Federal Trade Commission
Start clean, keep it honest, and make opting out easy. Do this, and you’ll stay legal—and keep your clients happy.
Let’s look at how to make your real estate emails stand out.
Use Email Authentication
Email authentication is key. It helps your emails reach inboxes, not spam folders. Here’s what to do:
Set up SPF
Implement DKIM
Use DMARC
These steps boost your sender reputation and get your emails delivered.
Group Your Email List
Don’t blast everyone with the same email. Group your list based on:
Buyer or seller status
Property likes
Location interests
Past interactions
This way, you send stuff people actually want to see.
Make Emails Personal
Go beyond just using names. Try:
Mentioning past chats
Talking about properties they liked
Tailoring content to what they need
Give Useful Info
Your emails should be helpful. Think about:
Local market updates
Home buying or selling tips
Neighborhood guides
Moving checklists
A monthly newsletter could include:
1. Recent sales nearby
2. Upcoming local events
3. A cool property
4. A quick homeowner tip
Make Emails Mobile-Friendly
Over 65% of emails are opened on phones. Make sure your emails look good on small screens:
Use a single-column layout
Keep subject lines short
Use big, easy-to-tap buttons
Test on different devices
Check Emails Before Sending
Always test your emails. Use this checklist:
☐ Links work
☐ Images load
☐ Personalization is right
☐ Subject line grabs attention
☐ Call-to-action is clear
☐ No typos or errors
“Email marketing has a return on investment (ROI) of $36 for every $1 spent.” – Direct Marketing Association
Every email is a chance to show off your brand. Make it count.
Let’s dive into some email marketing blunders that can tank your real estate business:
Don’t Buy Email Lists
Buying email lists? Bad idea. Here’s why:
People don’t engage
You’ll get flagged as spam
You might break the law
“Purchased lists are a recipe for disaster. The folks on there didn’t ask for your emails, so they’re more likely to hit that spam button.” – Alli Tunell, BombBomb
Instead, grow your list organically. Stick to people who actually want to hear from you.
Skip Spammy Words
Want your emails to land in inboxes, not junk folders? Avoid these spam triggers:
“Free”
“Sale”
“Discount”
And cool it with the ALL CAPS and !!!!!!. Spam filters hate that stuff.
Always Allow Unsubscribes
It’s not just polite, it’s the law. The CAN-SPAM Act says you must:
Give people a clear way out
Honor unsubscribe requests ASAP
Make that unsubscribe link easy to spot. It builds trust and keeps you legal.
Get Permission First
Don’t add people to your list without asking. That means:
No swiping emails from websites
No adding every business card you get
No sneaky automatic opt-ins
Just ask folks if they want in. A small, engaged list beats a big, uninterested one any day.
Don’t Overdo It
Bombarding people with emails? Bad move. You’ll end up with:
More unsubscribes
Fewer people reading your stuff
Spam complaints
1-2 per month
Keeps you on the radar
Might miss timely stuff
Weekly
Regular touchpoints
Some folks might get annoyed
Daily
High visibility
People will run for the hills
Aim for 1-2 emails a month. It’s the sweet spot between staying in touch and being a pest.
Choosing the right email marketing tool can supercharge your real estate business. Here’s a look at some top options:
What to Look For
When picking an email tool, focus on these features:
Easy email editor
Real estate templates
Automation
List management
Personalization
Analytics
CRM integration
Top Tools Compared
Moosend
Easy design
$9/month
100+ real estate templates
ActiveCampaign
Automation
$19/month
Pre-built workflows
GetResponse
Landing pages
$19/month
Webinar feature
Mailchimp
Small lists
$20/month
User-friendly dashboard
Constant Contact
Events
$12/month
Real estate-specific tools
Want to create stunning emails without being a design pro? Moosend’s got you covered with 100+ real estate templates.
If you’re all about automation, ActiveCampaign is your go-to. Set up complex email sequences to nurture leads over time.
Need a killer landing page for your listings? GetResponse stands out with its built-in landing page builder.
New to email marketing? Mailchimp’s user-friendly interface and robust analytics make it perfect for beginners.
Planning lots of open houses? Constant Contact excels in event management.
The best tool? It depends on YOU. Think about your budget, tech skills, and must-have features when making your choice.
Sending emails is just the start. The real work? Tracking how they perform. Here’s how to measure your campaign’s success:
Key Metrics to Watch
Open Rate: How many people opened your email. In 2021, the average was 21.5% across industries.
Real Estate
25-30%
Government
40.55%
Vitamin Supplements
27.34%
Click-Through Rate (CTR): People who clicked links in your email. Aim for 2.66%, but it varies by industry (1-5%).
Conversion Rate: Those who took the desired action after clicking.
Bounce Rate: Emails that weren’t delivered. For real estate, it’s about 0.37%.
Boosting Your Numbers
Resend to Non-Openers: Neal Taparia increased reach by 54.7% just by resending to those who didn’t open initially.
Test Delivery Times: Lauren Hall-Stigerts says try Tuesdays after 1 PM.
Segment Your List: MailChimp found 13.07% higher open rates for segmented campaigns.
Mobile Optimization: 81% of emails are opened on mobile. Not mobile-friendly? 80% will delete.
Add Video: Enfield, CT saw 28% more click-throughs with video in their email blast.
Tracking Tools
Use platforms like Moosend, ActiveCampaign, or Mailchimp for built-in analytics.
Email marketing isn’t fire-and-forget. Keep testing and tweaking based on these metrics. Your future self (and wallet) will thank you.
Email delivery issues can tank your marketing. Here’s how to fix common problems:
1. High Bounce Rates
Bounces happen when emails can’t reach their destination:
Soft bounces: Temporary issues (full inbox)
Hard bounces: Permanent problems (invalid address)
Fix it: Keep bounce rate under 2%. Clean your list often. Remove bad addresses and inactive subscribers. Use double opt-in for real, engaged subscribers.
2. Spam Folder Woes
Ending up in spam? It’s like shouting into the void.
Fix it:
Avoid spam trigger words
Balance text and images
Use authentication methods
3. Poor Sender Reputation
Think of sender reputation as your email credit score. Low score? Poor deliverability.
Fix it:
Start small. Email engaged subscribers first
Stick to a schedule
Keep spam complaints under 0.1%
4. Authentication Issues
Unauthenticated emails? It’s like crashing a party without an invite.
Fix it: Use these methods:
SPF
Verifies sender IP
Add to DNS: v=spf1 include:amazonses.com ~all
DKIM
Adds digital signature
Set up via email provider
DMARC
Combines SPF and DKIM
5. Content Red Flags
Sometimes, it’s what’s IN the email that hurts you.
Fix it:
Use a personal sender address (your.name@domain.com)
Skip URL shorteners
Avoid ALL-CAPS subject lines
6. Technical Hiccups
Server issues or wrong DNS settings can trip you up.
Fix it:
Check email server performance regularly
Verify your domain in your email provider’s dashboard
Fixing delivery problems? It’s ongoing. Watch your metrics, especially deliverability score. Aim for 99%+.
Email marketing in real estate is evolving. Here’s what’s coming:
AI-Powered Personalization
AI is making emails smarter. It’s not just about names anymore. AI looks at property views, budgets, and locations to send relevant emails.
Interactive Emails
Static emails are out. Interactive emails let people:
Take virtual tours
Book viewings
Answer quick surveys
Voice and Virtual Assistants
With more people using Alexa and Siri for emails, agents need to consider how their messages sound when read aloud.
Privacy First
New data privacy laws mean agents must be clear about how they use people’s information.
Smarter Automation
Email automation is advancing. It’s now about complex email chains that adapt based on user actions.
Mobile-First Design
Emails need to look good on small screens, as most people check email on their phones.
Video in Email
Video is becoming crucial for showcasing properties or giving virtual tours.
Predictive Analytics
This helps agents anticipate client needs. For example, new homeowners might need mover or insurance recommendations.
Hyper-Local Content
People want neighborhood info, not just house details. Emails with local market trends and community events are gaining popularity.
Larry Kloess, a real estate agent, sends newsletters with city highlights and featured listings, keeping his brand top-of-mind with local info.
Sustainability Focus
Eco-friendly homes are in demand. Emails highlighting energy-efficient features are likely to increase.
To stay ahead, real estate pros should:
Use AI-powered email tools
Make emails interactive and mobile-friendly
Prioritize data privacy
Use smart automation for personalized email journeys
Include video and local content
The future of real estate email marketing? Right message, right person, right time – while respecting privacy and embracing new tech.
Email marketing packs a punch for real estate pros. Here’s why it’s still a big deal:
Lock down your emails: SPF, DKIM, and DMARC aren’t just fancy acronyms. They’re your ticket to the inbox. Use them.
Play by the rules: The CAN-SPAM Act isn’t a suggestion. Follow it to build trust and dodge fines. Be clear, be honest, and let people opt out easily.
Get personal: Tailor your emails. People love seeing their name in the subject line. It’s not just nice—it gets results.
Give ’em what they want: Every email should offer something useful. Show off properties, dish out market insights, or share tips. Be the go-to expert.
Think small screen: Most folks check email on their phones. Make sure your emails look good there. Keep it short and sweet.
Numbers don’t lie: Keep an eye on your stats. Aim high: 25%+ open rates and 2.5% click-throughs. Use these numbers to get better.
Stay sharp: Email marketing’s always changing. Keep learning, keep improving.
What type of emails are prohibited by the CAN-SPAM Act real estate?
The CAN-SPAM Act applies to ALL commercial messages in real estate. This includes property listings, market updates, open house invitations, and newsletter sign-ups.
Here’s the deal: If your email’s main goal is to promote a product or service, it’s subject to CAN-SPAM rules. And yes, this applies to both B2B and B2C emails.
What’s not allowed? Emails that:
Use false headers or deceptive subject lines
Don’t identify as ads
Lack a physical address
Don’t offer an opt-out option
Ignore opt-out requests
“The CAN-SPAM Act covers all commercial messages, which the law defines as ‘any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service,’ including email that promotes content on commercial websites.”
Breaking these rules? You could face a $16,000 fine per email from the FTC.
The takeaway: Follow CAN-SPAM rules for all your real estate commercial emails. It’s not just about avoiding fines—it’s about building client trust.
The ® found that 93% of members like texting, while 89% prefer email for client chats.
Use for setup
uses AI for personalized property recommendations, helping buyers find homes faster.
uses virtual staging in emails, helping buyers visualize homes without visiting.
uses behavior-based email campaigns. If you view luxury condos, you’ll get emails about high-end properties in your area.