Skip to main content

Why and How to Use Merge Field Codes in Your Drip Campaigns



The "Merge Field Code" is a part of email and text templates that helps you to automate sending out email and text templates. Let's get to the bottom of why and how to use Merge field codes in your drip campaigns!


WHAT IS A MERGE FIELD CODE



Most businesses do not really understand the concept of a merge field built into a template and why it is important to use merge field codes to quickly and easily automate your follow-up.  

The first thing you need is to do is learn about the available merge field codes within your CRM (contact relationship management software)

Let's discuss... 

First of all... what is a merge field code?  A merge field is a code specific to your CRM software that will allow you to automatically merge into an email or text information about a specific contact or client without the need to manually type the information out for every email you send.  Create templates with merge fields for drip campaigns and/or for emails or texts with communication you tend to say over and over to your consumers.  In other words, don't re-invent a wheel... automate it instead!

For example, a template with merge field codes may look like this:


Subject Line:   Hi %%FirstName%%, a Quick Home Search Update

Hello %%First Name%%, 

This just a quick follow-up to confirm that you have received the home information I sent you yesterday for %%CityCode%%. I wanted to be sure you know that I can help you with any property you see anywhere, and it does not cost you to get my help because I get paid by the seller of the home you purchase.

Thanks a bunch %%FirstName%% and I hope to hear from you soon!


The merge fields in this example above are used to automatically insert (or merge)  the first name of the client as well as the city code of the area where this contact is interested in purchasing a home.  The information is pulled automatically from a saved field within the contact card of the client/prospect when the email or drip campaign is sent.

MERGE FIELD CODES DIFFER BY CRM

Depending your CRM software, merge field codes could look like ((FirstName)) or {FirstName} or <FirstName> or %%firstname%%. It's important that you know your CRM code to use it accurately.

Find out if your CRM will also allow you to personalize the subject lines of your emails with merge field codes too.  The ability to personalize the subject line will help you to catch the eye within the inbox and get higher open rates.  In our CRM, we help agents go from have gone from less than 15% open rates (average for the real estate industry) to 50-60% open rates because we provide them much more personalized and engaging subject lines that also include merge field codes.  Get more subject line ideas for agents here. 


INCREASE OPEN RATES & RESPONSE WITH MERGE FIELD CODES

Personalizing your email and text templates within an engaging drip campaign is key to better open rates and it helps you to quickly personalize and automate your follow-up process more efficiently and effectively.  The extra bonus is that it also prevents your templated emails and texts from looking  "canned" or "spammy," which will translate into higher response rates too! 

Use merge field codes for such things as: 
  • First Name
  • Budget
  • Lender name or info
  • Desired Area
Maybe you actually like to copy and paste over and over, sending emails or texts one at a time to hundreds of potential clients from contact information on a spreadsheet. If that's your gig... then have it and you don't need merge field codes. (be sure you have a glass of wine ready when you are done :)


Or better yet, avoid the hassle with a powerful CRM and prebuilt campaigns with all the merge fields built-in and ready to use. EngageMore CRM has over 30+ proven campaigns and 100+ text and email templates that are simple to customize and set up. Blast out campaigns, or individual email and text templates fast to a whole group of people at once!


The name of the game is to create your templates as personalized as possible without manually having to do it! This can be accomplished by simply using your merge fields. Boom! Otherwise... the struggle is real. Work smarter and now harder and don't forget... the Money is in the Follow-Up... so why not automate it!

Have questions? Check out more free training and tips at EngageMore CRM.

Comments

Post a Comment

Popular posts from this blog

The Five Most Important Steps to Take with Every Lead - A CRM is the Way to Go!

Before people start any kind of online purchase, as many as 98% of people do research. So with that said, if you are not on the internet via website, social platforms or email blasting - you are most definitely missing the boat. For example, according to NAR 48% of agents do not respond to their internet leads. Why in the world would you spend money on leads from Zillow, FaceBook ads or any other service and not respond or taking days to respond back. The fact is, the consumer is most likely to work exclusively with the agent who responds first. Don’t you want to be that person? Remember, it can not be just a one-time response. You have to stay in front of them long term. The thing that frightens me is that there are people out there spending a lot of money getting their leads and then working those leads off an Excel spreadsheet. Whether you are spending $500 or $5k on lead generation you must have a follow-up system in place. Just imagine how much more you could do if you were set up...
1 comment
Read more

The Power of Lead Magnets for Lead Generation -

How do you create more leads for yourself? Well, with Lead Magnets of course! We all know that closing sales requires leads, no matter the product or service . Lead generation for most businesses, but especially in the real estate world, is always a numbers game. Did you know that the average agent closes less than 3% of their leads? So.. YES... it’s a numbers game and the more leads we have the more chance we have of closing more sale transactions. The real estate business can be like a roller coaster. While you are busying working IN IT , you don't have time to work ON IT to build up your pipeline of future buyers and sellers. This means you have to have the lead machine and follow-up plan running like a well-oiled car traveling cross-country and then back again. You really have no time to stop, except to get gas (aka leads) or the pipeline will dry up. Maybe your life as an agent is like this graph below. In fact, I'll bet your life most likely suffers from the up...
Post a Comment
Read more