This is part seven 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; segmentation.
Segmentation is one of those terms that can seem intimidating - just like the whole concept of drip campaigns if you’re new to it - but it doesn’t have to be if you know your market and you have the right tools. It can take a little more effort but you will realise it is worth it when you start to see your improved response rates.
Basically segmentation is about having the right conversation with the right people. If someone called you up out of the blue and said they need to move from their condo to a family home because they’re expecting a new baby, you wouldn’t start talking to them about other condos, you want to be telling them about the family home options you have for them. Likewise, if someone has a million dollar budget you probably wouldn’t tell them about properties that cost $200,000.
With drip campaigns you can set up what is called ‘tracks’, each track is for a different segment and contains different content. So you can have a track for different price ranges, different property types, different areas etc.
The better you segment your content the better your response rates will be, if you haven’t read our previous post about segmentation you should do so now.
Sneak peek at part eight:
Treat your leads like people, send an email which you would engage with. Don’t be afraid to allow your personality to show through the words, people engage with people, not with words on a screen that could have been written by our future robot overlords!