Email Drip Campaigns:
What They Are and Why You Need to Set Them Up Now
An email drip campaign is a method used in email marketing to nurture your contacts by sending them automated emails on a set schedule and providing them with valuable information based on their interests. It is a great way to build meaningful relationships with your contacts, position you as an expert in the field, and generate more revenue at the right time.
Now that we know what the drip campaign is, let’s dive into how to set it up!
Step 1: Segment Your Audience
To get the most out of your contacts, you need to deliver the relevant information to them. For example, if you are working with many first-time homebuyers and renters, the details on how to purchase their first home would be valuable for them. However, you don’t want to send that information to your home sellers since they have already purchased at least one home before.
There are lots of ways on how to segment your audience. However, the most common and effective one for the real estate industry would be to segment your list based on buying behaviors:
Renters
Buyers
Sellers
Friends and family
Step 2: Set Your Goal
For each drip campaign, you should establish a clear goal. Setting this goal will help measure the success of the drip campaign and write a copy for your emails. For instance, the Friends and Family drip campaign's goal would be to re-introduce yourself as a real estate agent and a go-to person for all of their real estate needs.
Step 3: Choose an Email Service Provider that Supports Drip Campaign Capabilities
Not all email service providers are built equally, and you should choose one that best suits your needs and budget. One of my favorite email service providers is Flodesk. It is a relatively new platform that established itself as the one that does not penalize you for growing your email list. It offers one monthly price for unlimited subscribers in addition to beautiful templates, drip campaign capabilities, drag & drop email builder, and an ability to segment your list and create an opt-in form! Now Flodesk offers my readers 50% off their subscription. Check it out here.
Some other platforms to look into would be Constant Contacts, ConvertKit, and Mailchimp.
Step 4: Outline Emails for Your Drip Campaigns
Now that you know exactly who you are talking to and what goal you have for the campaign, it is time to outline your emails. Remember, you would like to provide value before starting to sell anything. Here is an example of the first-time home buyers campaign that could be sent to your renters' list:
Email 1 – Welcome
This email introduces yourself and the topic of the email series. Set the expectations (e.g., you will receive a weekly email from me with tips and tricks on how to buy your first home).
Email 2 – Make Your First Home Search More Efficient
This email is about distinguishing the “must-haves” and “wants” in their new home.
Email 3-12 – Home Buying Process
These emails walk your potential buyers through the home buying process – from getting pre-approved to finding the right real estate agent to explaining different types of mortgages and closing processes.
If you have any sales listings – you can include them as closer to your emails; just remember – your listings would not be a focal point of the email -80% educational and 20% promotional.
Step 5: Set Up Your Emails in The Email Service Provider
After outlining your emails, it is time to set those emails in your email service providers. A pro tip - don’t overdo the email design – make it look like a personal email. Remember to personalize your emails with the contact first name. Make sure to include insightful, short, and sweet subject line since it’s one of the essential factors if your email gets opened or not. Set a schedule for your emails. Are you going to send them weekly, bi-weekly, or monthly? I would recommend starting with a weekly schedule.
Step 6: Have a Plan to Keep in Touch with Your Contacts after The Series Is Over
What happens next after your drip campaign comes to an end? Are you going to stay in touch with them by sending them market updates and/or your new listing information? Would you be sending them holiday wishes and check-ins to invite them for a coffee at their local café?
In conclusion, an email drip campaign is a powerful tool to stay on top of the mind of your contacts until they are ready to purchase, rent, or sell a property. It’s a way to automate your communication with your contacts that require some time for the initial set up but is worth your time. It’s time to start working smarter, not harder, in 2021, especially what comes to your real estate marketing efforts. Let’s make 2021 the best year yet!
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