Blog series: Can you hear that drip? Part four - benefit #3 - testing

This is part four of our blog series on drip campaigns, if you haven’t read the earlier posts you can catch up here. In this post we’re going to talk about another of the benefits of drip campaigns; testing.

Drip campaigns are repetitive, the same message is sent many times. This gives you the benefit of being able to learn from what has worked in the past and what hasn’t. Testing and learning will optimise your campaign and improve your results.

Making small changes can create a big change in response rates. For example, just changing a word in the subject line could increase your open rate from 50% to 60% or changing your call to action to be worded differently or even in a different part of the email could increase the response rate from 10% to 20%.

If this sounds like a lot of work just remember the time you are saving by using an automated system to do your marketing for you. These changes could be done in as little as 10 minutes, so if you’re saving yourself an hour a week (a conservative estimate) you’re still going to be saving 50 minutes a week once you start testing. When you consider that 10 minutes could double your response rate it suddenly seems like time very well spent!

Sneak peek at part five:
Everyone knows what it is like to have an inbox full of emails and no time to read them all, let alone respond to them all individually with a thought-out and useful response. The same thing can happen with leads when you are running a campaign. If you’re a customer of PropertySimple you would be aware than running a $50 campaign can generate more leads than you can practically deal with - especially if you want to contact these leads in a timely manner.

Read the part five here!

Adrian Fisher

Founder of a real estate marketing & sales platform for today's top agents. Follow me for deep dives into where technology and marketing mix.

Newport Beach

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