There was a time when blasting one big email to your whole list worked fine. But inboxes (and clients) have changed. Today, that same “send to everyone” approach quietly tanks your results. How bad is it? Let’s talk numbers.
What’s an “eBlast,” really?
An eBlast is a single email sent to everyone on your list. It’s fast, easy, and feels productive...until you look at the data. Real estate teams that still rely on mass emails often see:
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Bounce rates over 3%. That tells Gmail and Outlook your list isn’t healthy.
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Spam complaints creeping past 0.2%. Anything above 0.1% can start hurting inbox placement.
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Open rates inflated by 25–40%. Apple’s privacy features make “opens” unreliable.
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Click-through rates under 0.5%. Because generic content rarely hits home.
It’s like mailing the same “Thinking of selling?” postcard to every contact: your just-closed buyers, your cold leads, your cousin who already moved out of state.
Why blasting backfires:
1. Spam complaints snowball fast
Mailbox providers (Gmail, Yahoo, etc.) track every “Report spam” click. If even 5 people out of 5,000 report spam, that’s 0.1%. Do that a few times, and your sending reputation has been tarnished. Once your domain’s reputation dips, even your legit messages (like listing alerts or client updates) start landing in junk.
2. Bounces kill deliverability
Every bad address is a red flag. Send to a stale list and a few percentage points of bounces can sink your sender score. The fix? Regular list cleaning. Most marketers who trim inactive contacts see bounce rates drop under 1.5% within a month, and inbox placement improve by 10–15%.
3. “Opens” lie
Since 2021, Apple Mail has auto-loaded tracking pixels, so “open” rates look 20–50% higher than reality. Clicks, replies, and conversions are the only numbers that still tell the truth.
4. Blasts feel robotic
When everyone gets the same message, it’s obvious. Buyers want listings. Sellers want market updates. Past clients want useful homeowner tips. Personalization goes way past "Hey [First Name]!" nowadays.
How to fix it:
1. Clean your list monthly.
Remove bad or inactive emails (no opens or clicks in 6–12 months). Tools like Alfred or your email or CRM software make it easy.
2. Segment by behavior.
Start small: buyers vs. sellers vs. past clients. Even basic segmentation can cut spam complaints by 60%.
3. Track smarter metrics.
Focus on clicks, replies, unsubscribes, and spam complaints. That’s where the most informative metrics live.
4. Respect the unsubscribe.
Make it one click. It protects your sender reputation and keeps your remaining audience genuinely engaged.
Bottom line:
Mass emails don’t scale your business anymore, they shrink it. Healthy lists, targeted sends, and relevant content keep you in the inbox and in your clients’ good graces. Stop blasting. Start connecting.
