From generic to genuine: ways to make bulk emailing feel more personalised

When it comes to email marketing, there’s a fine line between being helpful and feeling like just another piece of spam in someone’s inbox. For real estate professionals, bulk emails can be a powerful tool to reach a wide audience, but only if done right. The secret? Making your emails feel personal, even when they’re not. Here are clever ways to turn those generic messages into genuine connections.

1. Start with smart segmentation

The first step to personalisation is knowing who you’re talking to. Blanket emails sent to your entire contact list rarely hit the mark. Instead, segment your audience into smaller, meaningful groups based on criteria like:

• Location (e.g., Durban buyers vs. Cape Town investors)
• Interests (e.g., first-time buyers, luxury home seekers, or commercial property hunters)
• Engagement level (e.g., hot leads vs. those who need a nudge)

By tailoring your message to specific groups, you’re already halfway to creating emails that feel personal.

2. Use dynamic content

Dynamic content allows you to show different information to different recipients within the same email. For instance, if you’re a real estate agent, you can highlight:

• Nearby listings for potential buyers
• Market insights for investors
• Home-selling tips for homeowners

This feature is easy to set up in most email marketing platforms. And voila! You’ve got one email template doing the work of five.

3. Get personal with names and details

People love seeing their names. It’s a small touch that makes a big difference. But don’t stop at just adding their name to the greeting. To create more personalised emails, you can include details like:

• Their recent inquiries (e.g., “Hi John, we noticed you’re interested in properties near Camps Bay.”)
• Relevant milestones (e.g., “Happy one-year anniversary in your home!”)

Make sure your database is up to date so you can sprinkle in these custom touches seamlessly.

4. Write like a human

Nobody wants to read a robot’s email. Keep your tone conversational and approachable. Ditch overly formal language in favour of something that feels more natural. For example:

Instead of: “We cordially invite you to view our latest listings”, try: “We’ve got some amazing new properties you’ve got to see!”.

Writing like you’re speaking to a friend makes your emails more relatable, and more likely to get a response.

5. Leverage behavioural triggers

Behavioural emails are a game-changer. These are messages sent based on what your contacts do or don’t do. Examples include:

• Sending a follow-up after someone clicks on a property link
• Offering a free home valuation if they’ve been browsing selling tips
• Nudging them with reminders like, “Hey, that dream home is still available…”

These targeted emails feel relevant and timely, which makes them more impactful.

6. Tell a story

Everyone loves a good story. Instead of sending dry facts and figures, weave a narrative that your audience can connect with. For instance:

• Share a success story about a family who found their dream home with your help
• Highlight a neighbourhood’s charm by talking about local gems and upcoming events

Storytelling adds warmth to your emails and keeps readers engaged.

7. Add a dash of visual flair

First impressions count, and the look of your email matters. Use high-quality images, clean layouts, and appealing colour schemes to draw readers in. Real estate emails benefit greatly from:

• Eye-catching property photos
• Infographics showing market trends
• Videos like virtual tours or client testimonials

Just make sure your visuals are mobile-friendly. A cluttered or hard-to-read email is an instant turn-off.

8. Invite two-way conversations

An email should feel like a dialogue, not a monologue. Encourage engagement by asking questions or inviting feedback. For example:

• “What do you think of this week’s market insights?”
• “We’d love to hear your thoughts on our new listings!”

And don’t forget to make it easy for them to reply by including a clear call-to-action (CTA).

9. Make unsubscribing easy

This might seem counterintuitive, but making it simple for people to unsubscribe shows respect for their preferences. It’s better to have a smaller, engaged audience than a large, uninterested one. Plus, it keeps your email list healthy and improves your deliverability rates.

10. Test and refine

The only way to know what works is to test, test, and test again. Experiment with different:

• Subject lines
• Email lengths
• Calls-to-action
• Sending times

Review your analytics to see what resonates with your audience and adjust accordingly. Personalisation is an evolving art, not a one-and-done task.

Bulk emailing doesn’t have to feel impersonal. With the right strategies, you can transform generic messages into genuine connections that build trust and drive results. By segmenting your audience, leveraging dynamic content, and adding a human touch, your emails can stand out in even the most crowded inboxes.

Turn your email list into your biggest sales tool

Built with personalisation in mind, Prop Data’s Bulk Mailing Module can help you get results. Upload content, send newsletters, or create Flow dynamic social media ads linked to your listings and agency or property practitioner profiles. You can harness bulk mailing templates and bulk mail your contact database with hyper-targeted listing or custom template content using tags and comprehensive filtering. Sign up today and make the most of your email marketing campaigns.