Today, almost everyone can be reached in just a few clicks. Modern communication has changed the way we network and talk with others. From social media to email, contractors have more ways than ever to connect with homeowners and find more leads online.
The Radicati Group estimates that by the end of 2017, there will be 4.9 billion email accounts in the world. If you’re not using email marketing to reach your customers, that statistic alone should convince you. Get started with email marketing and grow your business with these tips.
Looking for more ways to connect with customers? Sign up with CraftJack today to start receiving leads from homeowners in your area.
Why Contractors Use Email
Email is a great tool for any small business owner looking to create better relationships with their customers. Pros can easily use email marketing tactics to encourage referrals, say thank you and even reach out to prospective customers. Using email keeps you top-of-mind for potential customers. When they’re ready to start their next project, your email will remind them that you’re available to help.
It’s also a cost-efficient way to reach many people. Many services are free or have a low monthly cost that can be included in your marketing budget.
1. Create A Plan
Before you start composing your emails, create a plan. This can be a part of your yearly marketing strategy to keep all your efforts in one place. Decide what topics you’ll share in your email, set goals and determine how often your emails will be sent. Your topics can include a variety of things, but here are a few to consider:
- Asking For Reviews Or Referrals
- Industry News
- Tips & Advice
- Photos of Work
- Holiday Wishes
2. Grow Your Email List
If you’re going to send out emails for your business, then you must have an email list. One best practice you must know about is allowing people to opt in to your emails. While you may know some emails you can include, you must ask permission to send them emails, otherwise they can mark you as spam. Too many spam reports can result in your subscribers not receiving any of your email marketing campaigns. This is easily avoided by asking people if they want to subscribe to your emails.
To get people to sign up, you can include a short form on your website. When you’re finishing a job, encourage customers to stay in touch by signing up for your emails or share the link via social media. Whatever you choose, once you begin growing your list, the better chance you have of reaching new customers.
Keep in mind, you must also provide a way for subscribers to opt-out of your emails if they choose not to receive them anymore.
3. Choosing An Email Marketing Service
No longer are people sending emails one at a time. With the help of an email marketing service like MailChimp or Constant Contact, you can get all you need to create campaigns and measure the results. Simply create an account and upload your email list. You can create a template to give your emails a great look and often, these templates are mobile friendly as well. MailChimp is free up to 2,000 subscribers and Constant Contact is free for 60 days. Research the best option for you and make email marketing a breeze!
4. Pay Attention To Subject Lines
After you’ve worked so hard to put together your email, the next step is getting your subscribers to open it! According to Convince And Convert, 35% of recipients open an email based on the subject line alone. Email subject lines are the first thing seen by the receiver, so it’s important that whatever you’re saying will get them to open the email. Here are a few tips to help get your emails seen:
- Ask Questions
- 50 Characters Or Less
- Be Direct
- Include A Call To Action
- Use Numbers & Lists
5. Create A Schedule
Besides sitting down and writing the email, the most difficult part of your email marketing efforts may be determining when and how often to send them. First, consider how much time you plan on putting into your email marketing efforts. You may only have time to send out one or two emails a month. Whatever you choose, be sure to stay consistent.
When it comes to when to send, it depends on your target audience. Many opt for beginning of the week, in the late afternoon or early evenings as a good send time. The highest open rates tend to be in the evening. But this can all depend on the person you’re targeting in your marketing efforts.
6. Always Include A Call To Action
When it comes to email, clear and concise thoughts will always prove to be more successful. That’s why you must include the action you’re hoping for within the email sent. A good call-to-action should entice the reader to take whatever action you’re asking them to take. Phrases like “call now” or “leave a review” will guide the reader to the next step, making your email marketing efforts more successful.
7. Review The Data
While email marketing is a great tool, you need to be sure it’s working for your business. Email marketing services usually provide the data you need to measure your campaigns success. Use this data to set goals in your email marketing plan and track the success of your efforts. Here are a few to be aware of:
- Bounce Rate: Percentage of emails that did not get delivered
- Conversion Rate: Recipients who followed through to your call-to-action.
- Open Rate: Percentage of emails opened.
- Opt-Out: When someone chooses to unsubscribe from your emails.
Email marketing can be a great tool for pros of any trade. Use these best practices to make sure you’re doing all you can to see your email marketing campaigns be successful.