One email is NOT enough. Recurring or Drip email marketing
is the process of creating emails that can be automated to send to selected
leads to encourage them through the sales process and boost your relationship
with them. These campaigns are an excellent way to stay focused on a target
audience over a length of time. With the proper message sent out at the right
time to the right group of people, you can increase the results of your goal!!
But, there are some basic steps that you need to walk
through before you start your Drip Campaign. Many people love to name their
projects or achievements! “The Year that Dad..”, “Operation…”, “Summer of…”.
Figure out the name of your Campaign by figuring out the Goal!
GOALS (suggestions)
*Educational* -Teach your audience something useful;
something that may be making them slow down their decision making process. Show
them how they can achieve their objective.
*Awareness* - Point out special real estate listing in the
area that they are looking.
*Promotional* - Send out the latest homes that just got
listed
*Re-engagement* -
Even if you did not get a response the first time, try again!
*Continuing Education* - Provide up-to-date housing market
data, mortgage rates, home prices/values, and property sales
*Events* - Calendars for events and festivals and new restaurants or art gallery
openings and new businesses coming to town create an air of excitement for
someone who is considering moving to the area.
AUDIENCE
You need to determine your audience for each of these Goals.
Drip Campaigns are designed to get specific information to the exact group that
you are trying to tantalize! Your focus needs to be as direct as possible.
Targeted and personalized emails are the most effective. Choose from a certain
market or group with specific profiles and send emails that pertain to exact
situations that may interest them either from their past history or future
intentions. This way, you target a list
of specifics and not an entire list. Your results will also be more specific in
their outcome.
CREATE CONTENT
Next in line is to create a series of relevant email
messages that pertain to the purpose and the audience of the campaign. Based
upon the type of audience and the purpose, decide what content will create a
response from your audience and a call to action. The number of emails to send
is up to you but it should be between too many and too few! Of course, quality
is preferred over quantity. Create messages that explain the purpose and your
objectives. And.. create emails that are designed to get read with a
click-worthy subject line, contain engaging copy and have a clear call-to-action.
Keep the emails short and to the point.
ESTABLISH FLOW
You now need to determine the mail flow and the schedule of
the Drip Campaign. It is recommended that for first time Campaigns, you start
with an easy “Once every 10 days” kind of schedule and then as you advance in
statistics, you can move into more complicated scheduling.it
STATS AND MONITORING
Once your Campaign has been launched, monitoring and
evaluation needs to take place. You need to monitor the analytics and make
adjustments along the way.
By changing your subject lines to see which ones get a
larger reaction, you can fine tune your message. Tweaking the calls-to-action
or adjusting the content will perhaps increase engagement. You have to replace
some message and omit others..which means...you can add more! The best way
approach Drip Direct Marketing is to be flexible and continuously monitor and
adjust as needed.
Ultimately, success through Drip Email Marketing often comes
down to timing. Drip email is great because it allows customers to not only
receive new updates but also older ones that were written before they
subscribed. By using an array of triggers, customers can be more accurately
targeted. Everest Direct Mail & Marketing will help you send your Direct
mail often enough and on a consistent basis that you are constantly creating
new leads and clients on the back end of things.
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