What’s the most overlooked tool in the marketing toolbox? Email.
It may be the “old kid on the block” and it’s not as sexy as video or Instagram Stories, but it’s still the most effective way to stay in front of clients. Which is why email marketing for home service businesses is a no brainer.
With a bit of set up work and maybe some automation, you can get an email program that’ll keep you top of mind with past clients and future prospects. Because that’s what it’s all about isn’t it?
Staying top of mind helps you get more referrals and repeat business. And if you’re like most small businesses, at least 65% of your sales comes from existing customers. (Per SmallBizTrends.)
Email marketing is very effective for a variety of businesses, but here are 4 reasons why it’s especially good for yours.
What’s so good about email marketing for home service business?
It’s not just for retailers or e-commerce stores. With email marketing, you can:
1. Generate calls and sales
You don’t have to spam inboxes with constant messages to get the phone to ring. Once or twice a month will get you started. If you build your email list and stay consistent, you’ll get to the point where you can generate sales each time you hit send.
From transactional emails to newsletters, there are many options. We recommend using email for follow up, to request reviews or referrals and to offer promotions. We’ll describe the different types below.
2. Improve communication
Email’s a great way to keep customers and prospects informed, especially if they haven’t been to your website in a while. Being responsive is also the key to building better relationships with your customers.
3. Build your brand’s credibility and recognition
An interesting thing happens when your new customer gets a newsletter that is really useful or an email that looks professional… your credibility rises. And with consistent messaging from you, it reinforces your brand in their minds.
4. Do more in less time and with less money
Email is probably the oldest and simplest tool on the internet, but that’s a good thing. Because it’s so mature, there are TONS of systems and email templates you can use. Many are partly automated. This makes email a very effective tactic with a high return on the time and money invested.
Now that you’ve heard what it can do, let’s turn to how.
What kinds of emails bring the best results?
Your goal here is to have a variety of emails that’ll work to bring in sales, referrals and reviews. The sales emails will focus on bringing in repeat business or new business, while the referrals and reviews will obviously help lure in new customers.
Read on for the types of emails we recommend. Start with at least 2 types, although some of these can be combined.
Emails should be a built-in part of your process. If it isn’t now, add it in to at least confirm service calls or send receipts. The reason for this is twofold.
First, transactional emails have a much higher open rate. If customers open your first emails, it tells their email system you’re a trusted sender, so future (sales) messages are less likely to end up in spam. You can also request a review or referral in this message.
Secondly, Millennials have grown up with email and are much more comfortable doing business by email than by phone. They’re also more likely to buy or take action based on an email and you want to give them that option.
A newsletter can fill many purposes, but ultimately it should offer a blend of non-salesy value or informational content, as well as promotional content. This keeps customers coming back to open them. Use email templates and tools to save time and stick to a consistent schedule whether it’s monthly or otherwise.
Did you know local service businesses with more than 34 reviews earn 14% more revenue a year? Reviews increases the trust factor for potential customers and the best way to get those reviews is to simply ask. Refer to our post on How Online Reviews Boost Sales.
Referral campaign emails
Since customers might only need your service a few times a year, it’s important to constantly seek new prospects. Referrals from customers are a great way to do this. They’re super effective when they happen, but you must ask. As sales legend Dale Carnegie said, 91% of consumers are willing to give referrals, but only 11% of salespeople ask for them.
Promotional emails with seasonal or time-limited offers
Have a slow season? Or a hole in your schedule due to a cancellation? It’s nice to be able to send out a quick email with a discount offer to fill that time. A deadline also encourages people to act quickly.
Don’t forget the rules
Ready to plan your email marketing? Don’t forget to follow the CAN-SPAM Act, which sets rules for commercial email. These rules include:
- Don’t use misleading header information or subject lines
- State where you’re located by including your mailing address
- Tell recipients how to opt out and honor those requests promptly
Have any questions about your email marketing? Let us know below or send an email.