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

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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...