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...we send the same message over and over to different potential leads. 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, 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!
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