6 Essentials for a Successful Drip Email Marketing

As a REALTOR^®, staying connected with past and prospective clients is crucial for long-term success. One of the most effective ways to maintain these relationships is through well-crafted drip email campaigns.

A drip email campaign is an automated series of emails sent to your contacts over a set period of time. Think of it as planting seeds and regularly watering them to see growth — that’s exactly what these campaigns can do for your real estate business.

Creating and distributing an effective drip campaign has never been easier. Using any of the many automation software solutions available will ensure timely delivery to your clients’ inboxes. Let’s dive into the essentials that will help you create successful campaigns.

What makes for a successful real estate email drip campaign?

1. Database and personalization

The first step is to make sure the contact information you’re using is properly segmented and up to date. The last thing you want to do is send a current client prospect emails.

Make your emails feel like they’re coming from a friend or acquaintance, not a faceless business. Address clients by name and tailor content to their interests.

2. Content and cadence

Each email’s content should be timely and informative. Subject lines should be compelling, and emails should be brief and to the point. Keep in mind that you have only seconds to capture the reader’s attention. Each email should offer something of value. This could include:

• Marketing insights
• Home-buying or selling tips
• Home maintenance advice
• Local real estate market updates

One way to keep emails short and to the point is to introduce your topic and provide a link to the full article on your website or campaign-related landing page. The call to action should be clear. Each email should encourage recipients to take the next step.

3. Crafting your campaign

• Set a clear goal: Focus on moving the contact one step ahead in your sales funnel with each campaign.
• Create engaging content: Use visually appealing templates, high-quality, attention-getting images and graphics, and intriguing subject lines.
• Monitor and adjust: Analyze open rates and engagement to refine your approach over time.

Your email should be in HTML format and include all your contact information and a photo. The recipient should be able to easily unsubscribe.

4. Landing page

You want to make it as easy as possible for the reader to learn more about you and your business. You can do this by including a link to a specially designed landing page unique to the particular drip campaign. Here you can include more information on the topic at hand, links to new listings for prospects, links to your newsletter for existing clients, and an incentive to capture more information from the client.

5. Timing and frequency

Sending the right message at the right time is crucial. Avoid overwhelming your contacts, but don’t leave them hanging for too long, either.

Too many emails will lead to clients unsubscribing. Sending one or two monthly emails is a good starting point. For a nurture campaign, you may email monthly for anywhere from one to three years.

6. Measurement

Open rate, response rate, and conversion are the primary measures to be watching. Keep in mind that the cost of attracting new clients is generally five times that of retaining an existing client. And, with roughly 70% of clients saying they would use the same real estate agent for their next home purchase, you don’t want to underestimate the impact of a good nurture campaign.

The bottom line

Using an email drip campaign to reach prospects or maintain contact with past clients is an affordable and effective way to grow and maintain your business. Easy-to-use templates and streamlined automation software make it even simpler.