• Email marketing shouldn't be a passive, "set it and forget it" form of outreach. It requires metrics, segmentation and smart content.

Have suggestions for products that you'd like to see reviewed by our real estate technology expert? Email Craig Rowe. Drip campaigns are talked about often in real estate circles. I notice the topic on social media groups, I'm often asked about them from readers, and there is no shortage of software solutions that find a way to shoehorn a mass email feature into their accounting tool. There are a few things I think the industry can do better when it comes to this powerful email marketing effort. First, and I think most importantly: stop calling them "drip campaigns." The term itself assumes that you can schedule a few emails for the coming weeks and let them "drip" out to your audience, hoping for the best. Email marketing is most effective when highly segmented and conte...