As you are connecting with more clients, growing your Internet Leads and building your database, you should be creating drip campaigns with targeted materials to each of the groups you are focusing on. “People Do Business With People They Know and Trust.” So the goal with these campaigns is to re-enforce and build on the Trust Factor with your audience. Nobody wants to get Spam!
In addition, you want to be sure that you are creating a compelling “Call to Action” with the content you are providing in your Newsletters, Emails and Event invitations. Headlines and Subject Lines are important. Before sending ANYTHING out, ask yourself if you would be compelled to open it to get more information!
Here are 7 Tips for Improving Your Email Drip Campaigns
- Understand your audience: the ‘one fits all’ approach does not work. Segment your database into groups with similar needs and requirements. Local Buyers and Past Sellers are going to be interested in 2 completely different things! Make sure the message is relevant to the target audience.
- From & Subject lines: what email address do you send your emails from? Will the receiver instantly know who is sending it or will they think it’s spam? With the subject line you get about 40 to 50 characters to explain your “macrocontent”–what your email is about. Subject lines should say something valuable, timely or important. It should say “If you don’t open and read this email, you’ll miss out on something big!”
- Short and sweet: time is short so make your message count. Long emails without clear calls to action will get skimmed and deleted. Sometimes, a one sentence email, “Do you have to sell to buy?” with a subject line of “Quick Question.” will get the most responses!
- Don’t oversell: People already get too many sales messages. You are going to end up in the Spam Box if you send out a message every other day with Buy This House! Go the educational route and the prospect will contact you when they are ready to buy. Remember not to send people to the front page of your website. Create a link to the information you want them to see.
- Shareable: if you want your message to be easily spread then you have to make it shareable. Include ‘forward to a friend’ capabilities and social media links to Twitter, Linkedin, and Facebook.
- Measure & Test: this applies to all parts of marketing. Test call to action buttons, test the design of your email, the layout and length of the text and whether you get higher response rates on certain days of the week or times of the day.
- Accessibility by Mobile: What about those who use mobiles to view emails? What does your email look like on mobile? Have you then clicked through from your email and viewed what your landing page or website looks like on a mobile?
We have some more information on how often you should be updating your database audience with Email Drip Campaigns, and what segments we think your database should be grouped in. Do you use Drip Campaigns in an interesting way? If so, I’d love to know what’s working for you!
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