SmartTouch Interactive, a real estate marketing agency, announced a partnership with Litmus on Tuesday to troubleshoot email marketing campaigns before they land in a consumer’s inbox.
By integrating with Litmus, SmartTouch customers can test emails to ensure they render correctly across more than 50 mail clients via Litmus’ Email Previews. Issues can be caught before an email is sent so that marketers can fix broken emails before they reach a consumer’s inbox from their CRM. Litmus also provides a host of analytics to optimize future campaigns.
Based in Cambridge, Litmus provides testing services to online and email marketers. It ensures that a company’s Web site will work across browsers and that emails can be read on any device. Litmus’ community has more than 250,000 email marketing professionals, and the company’s client roster includes Zillow, Groupon and National Geographic.
SmartTouch Interactive provides marketing automation and lead nurturing solutions to real estate industry professionals.
Email marketing still ranks as the best channel for return on investment per dollar spent, and email is a cornerstone of marketing across industries. The real estate industry is no different, and email offers realtors an excellent opportunity to showcase available homes through the channel that consumers most prefer to be contacted through. Over half of 1,200 consumers polled by Autopilot in 2015 responded they were most likely to engage with a company via email, the highest-ranking and most preferred channel for brand communication.
Testing is also a crucial improvement to an industry suffering from high bounce rates. Across 35 markets studied, the real estate industry ranked third in highest bounce-back rates, according to the November 2016 benchmark report by Constant Contact. More than 12% of emails sent by the real estate industry bounced back to the sender, never reaching their intended recipient.
Open rates in the real estate business hovered above 17%, according to Constant Contact, while 5.65% was the average click-through rate.