4 Tips to Follow When Creating a Drip Campaign Schedule
It can be tempting to write drip campaigns that send email content on a regular basis, but sending content too often or at odd times can really harm your site’s reputation with major email providers and can cause less of you content to get to the people you’re attempting to reach. Here are 4 tips to follow when determining how often to email.
Tip #1: Send No More than 4-5 Emails Per Lead, Per Month
There is a strong correlation between frequent emails and spam reports (where a lead marks your content as spam) within your database. Think of the amount of emails you receive daily within your personal emails! Excessive and frequent content can quickly overwhelm your leads and push them to unsubscribe or mark your emails as spam to get some relief! We see a big hike in spam reporting when leads receive more than 4-5 conversational emails a month - rest assured, your property alerts aren't included in those stats.
Tip #2: Send Drip Emails on Weekdays Only
When deciding on when to schedule messages to go out, it’s important to set yourself up for success! You should aim for all of your emails to go out on weekdays only when creating a new drip campaign. Higher open rates and more engagement are likely when leads receive these messages during the work week.
Tip #3: Schedule Emails to Send During Normal Hours
Just as sending emails out on weekdays leads to more engagement, sending emails at appropriate times of the day is also important. You want to avoid your leads receiving an email at 2 in the morning by accident. Unsubscriptions and spam reports will always spike when content is delivered during inappropriate times. Normal Hours means anytime between 9AM - 6PM in your time zone.
Tip #4: Use Stop Triggers to Automatically End Drips
A big factor in lead unsubscription stems from irrelevant content being sent to a lead. Over the course of a drip campaign, leads may evolve to no longer find your content relevant and installing a stop trigger ensures that you don’t continue to message those leads after their needs have changed. For example, imagine that you’re dripping on a lead in order to get them to describe their dream home. If that lead responds to your messages, regardless of their response, we don’t want to continue pushing content out as if we never heard from them.
Every drip campaign settings page includes a stop trigger section you can configure to catch situations like this for you!
Tip #5: Don't Set Drip Campaigns To Run Longer Than 1 Year
Don't waste energy creating and maintaining a drip campaign that will never be applicable to a lead's situation for the entire duration of the campaign you've created! Focus on relevancy as this gets you results with your leads. You know the saying: less is more!