We know that email marketing is one of the most effective ways to acquire more leads — nearly 40 times more than Facebook and Twitter combined. This is because 91 percent of all US consumers are using some form of email daily, and for an average of six hours per day or 30-plus hours per week! That’s a lot of time for eyes to be on your marketing emails, and why email drip campaigns remain a powerful tool for any brokerage.
How to get the most out of your email drip campaigns?
Your real estate CRM is one of your most valuable business assets, but it’s a give and take relationship — you will get out of it what you put into it. Make sure your data is clean and updated, and actively use its features to interact with your contacts.
The value of importing data
TRIBUS’ brokerage CRM allows you to import your existing client data, such as contacts you have been acquiring over the years. This is one of the first steps in making sure your email drip campaigns are effective, because you want all of your data in one place and available to contact via the same system. Because TRIBUS allows you to import data, you’ll save time and will be able to get communicating with those prospective clients quickly.
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Segment your contacts
It’s not enough to fill your CRM, and then send the same email drip campaign to all of your contacts at once. You want to build a sharp-shooting drip campaign that will target segments of your contacts more personally. Thankfully, TRIBUS CRM’s tagging feature allows you to categorize with ease. Rather than manually sending out one huge message to auto-tagged users, perhaps the most efficient use of your CRM’s tags is by setting up automatic drip campaigns corresponding to various designations.
Essential elements of each email
Fluffy, overly designed email templates aren’t really necessary. Research shows that simple, plain-text emails often work best, so here are a few elements you’ll want to make sure each of your emails has:
- Eye-catching, irresistible subject line — this is the factor deciding whether or not your emails will actually be opened and read. Make sure it’s friendly and intriguing, because you want to pique the reader’s curiosity.
- Provide new information — tell your contacts something they didn’t know before, or let them know what your campaign may be about.
- Include something tangible — most often, this is a useful link, infographic, or other resource.
- Compelling call-to-action — people want to be told what to do next! Have them reply with a question, register for an open house, visit your custom real estate brokerage website or, at the very least, look out for your next email.
Maintain and move along
Don’t allow your data to get stale! That “hot” lead you entered a year ago and never did anything with? Adjust their tag accordingly. What about the contact you were never able to establish any rapport with, but he’s still in your CRM? You need to continually be updating, contacting and, yes, even deleting contacts you won’t engage with any longer.
You get out what you put in
Email drip campaigns are only as good as the data you’ve entered into your CRM, and how effectively you can use that data. If you’re wondering when (and how often) you should send out an email, it will usually vary depending on the speed and type of your market. Fast markets may want emails that are closer together, and slower markets let you spread them out a bit more. If you’re successful, your contacts will appreciate receiving your emails and will stay on your mailing list.
