Now that you have a list of qualified leads, your marketing starts to get exciting. Before you can target your new list with specific marketing campaigns, your need to analyze the information you have. Using the feedback and responses from your leads, begin segmenting your contact database to target specific groups. Which leads opened emails about buying vs. selling? Which leads came from ads about free home valuations vs. an article on the top school districts in your city? This data will help you target your audience based on their interests.
Once you gather as much information as you can about your leads, begin placing them into groups. Any strategic marketing plan has strategies to target your clients where they are in the customer journey, not where you wish they were. If your client is interested in buying, you don’t automatically want to send them information about selling (they could be renters). If they’re 65 or older, they may not be interested in hearing about daycare and local schools. The point is, give your clients only the content that applies specifically to them.
If you’re new to email marketing automation, keep things simple by separating your contacts into 3–4 large groups. For example: buyers, sellers, past clients, and general/unknown. You can always add more groups as you go, so it’s best to start small. As you begin to send out emails on a consistent basis, keep a close eye on engagement rates (how often people open your emails and how many links they click on). This is where good marketing automation really comes into play. Once you’ve collected more data on how your leads engage with your emails, build out drip campaigns to target people based on whether they’re active participants (“key players”) or passive recipients (“benchwarmers”). At this point, you want to target these two groups differently.
Email service providers (ESP), such as Mailchimp and Campaign Monitor, provide valuable marketing automation for email drip campaigns. There are also third-party apps that can do this for you. Check out MailGet, Pabbly or FloDesk. If your ESP does not provide this service or you don’t want to pay for it, you can also do this part manually. To save time, look for ways to streamline this process, and set up reminders on your calendar to implement your manual campaign after you receive data back from an email send.
Now that you know how your audience is engaging with your marketing campaigns, decide what to do with this information. Maybe your key players are worth 50¢ per month to you, but your benchwarmers are only worth 5¢ per month. Step up your marketing efforts even more by adding your key players to an automated postcard mailing, and put your benchwarmers on a monthly email marketing campaign. Make a point to go back and check your open and click rates often. If a lead hasn’t opened an email in three months, call them and see if they have a new email address or are no longer in the market to buy or sell. If a lead has been engaging every month for three months, consider adding them to the postcard list.