Is Drip Email Marketing the New Spam?
I recently learned from a couple of really smart guys about a concept called the hype cycle. It’s actually a cool visual meant to illustrate the adoption rates of various technological advances.
That got me to thinking about email marketing as a component of a mortgage CRM system. Sure, most of us are comfortable communicating via email these days. Some of us even prefer a quick email vs. a not-so-quick phone conversation. With the advent of automated email management solutions like aweber, it’s getting easier to build automated “drip” email campaigns. In fact, our new contact management solution will also give clients the ability to create customized activity series – right within the Surefire System.
But the reason for my article today is to emphasize one critical point: technology should be used as the means to an end. In other words, your drip marketing efforts ought to deepen relationships through valuable content. Many marketers use the term “stay in front of” a contact. That’s not going to get it done these days. The bar has been raised. With advancements in technology come new challenges. With email marketing, your #1 challenge is breaking through the clutter.
I always counsel clients to ensure they have a reason for calling a client before they pick up the phone. The same should hold true with email. If you’re finding that your subject matter is more about you and less about the contact, hold off until you can find a better angle. For example, our Surefire campaign entitled “Neighborhood Home Sales Report” educates homeowners about home sales in their neighborhood. I like this approach because it meets the parameters set out in this article:
1) Is it about you or the client?
2) Is the content timely and relevant? Does it serve a purpose?
3) Would the client be likely to pay attention to future messages based on the value proposition I’m bringing to the table?
In summary, don’t simply leverage email because it’s quick, cheap and easy. Put some thought into your approach. Better yet, objectively ask yourself if you’d see the value in the communication you’re about to send out if the roles were reversed. It’ll make a big difference in your readership and response rates – and your success.