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If you haven’t been utilizing your email list to generate new sales, you are missing out! As great as Google and Facebook advertising can be, your most powerful marketing asset is your email list. According to McKinsey, email is 40 times more effective at acquiring new customers than Facebook or Twitter. And HubSpot reports that email ROI is $36 returned for every $1 spent!
Let’s take a look at the power of email marketing and some ideas you can use for your own business:
Email marketing provides an excellent platform for home service professionals like you to nurture relationships with your clients. Personalized emails can keep customers in the loop about new services, promotions, or helpful tips related to home improvement. By providing value in these emails, pros can establish trust and foster loyalty among their clients. Something as simple as using your customers’ names in an email can boost open rates. According to Backlinko, personalizing the subject line of an email increases the response rate by 30.5 percent.
Compared to many other forms of marketing, email marketing is considerably cost-effective. There’s no need for pricey ad spots or vast campaigns. A well-crafted email can reach hundreds, if not thousands, of potential clients at once. According to various studies, for every dollar spent on email marketing, businesses can expect an average return of $36, making it one of the highest ROI marketing channels available.
One of the primary advantages of email marketing is the ability to segment your audience. Pros can categorize their clients based on various criteria like the type of service they’ve had in the past, their location, or their previous interactions. This segmentation allows for sending highly relevant and personalized content, ensuring better engagement rates.
For example, if you are a home improvement contractor and you have customers who have gotten replacement window quotes from you in the past but haven’t purchased, you can market them window film installation as a way to upgrade their windows without replacing them. You’re betting that some of the people you’ve quoted will have opted not to replace their windows because of the cost of doing so, and a marketing message targeted to their desire to upgrade their windows at a lower price may be just what they will respond to.
With email marketing platforms, you can track key metrics like open rates, click-through rates, and conversion rates. This data provides valuable insights into what’s working and what’s not, allowing you to tweak your messages and strategies for optimal results.
Home improvements are not everyday decisions. They require planning, budgeting, and sometimes months of contemplation. By being consistently in your client’s inbox with valuable content, you remain top-of-mind. So, when they are ready to make a decision, your business is the first they think of.
What’s more conventional marketing wisdom tells us prospects need 7 touchpoints with a company before you’ve established name recognition and they are ready to buy from you. More recent stats from places like The Brevet Group say that the number has increased to 8.
Including links to blogs, service pages, or recent projects in your emails can drive traffic to your website. This not only increases the chances of conversions but also plays a role in improving your website’s SEO. The more traffic and engagement your site receives, the higher it ranks on search engine results.
By sharing expert insights, tips, and how-to guides related to your services or home improvement topics in general, pros like you can position themselves as thought leaders in the industry. This credibility makes clients more likely to trust and hire you for their home improvement needs.
The best way to start is to brainstorm a list of questions you get frequently asked by your customers and start writing blog or social media posts answering those questions. Certified Pros can begin establishing their window film expertise with our Window Film Blog Pack. And for more topic ideas, check out our list of 25 Blog Topics for Home Service Pros.
For home service pros, email marketing is not just a tool but a strategic ally. In an industry where trust and credibility play pivotal roles, maintaining a regular, value-driven communication channel with clients can set a business apart. If you’re a pro and haven’t explored email marketing yet, now’s the time to dive in and reap its multifaceted benefits.
And to get you started, Certified Pros have access to our Home Service Pro Email Marketing Templates. A collection of emails for every point in the purchasing process that you can tailor to your business!
