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Email Marketing Tips For Home Services Businesses
There’s no doubt that referrals and word-of-mouth marketing has helped numerous businesses. Home services businesses significantly rely on referrals from happy and satisfied customers. However, referrals aren’t always enough to keep your business growing.
Email marketing is an excellent method for nurturing leads online and reaching out to potential consumers directly in their inboxes. When the time comes for them to select a home services provider, your company will be at the top of their list.
WHY EMAIL MARKETING?
With email marketing, you can interact with your most qualified business prospects on a regular basis while putting in minimum effort.
When they visit your website, blog, or social media accounts, you may invite them to sign up for your emails. You can also gather emails at offline locations like your physical storefront or any trade fairs or events you attend.
Then, you may follow up with useful material that helps potential customers in their online search.
DEFINE YOUR GOALS
With any type of marketing, the first thing is to define your goals.
Are you using email to drive more traffic to your website? Do you want to let your customers know about the latest service you are offering through email? Do you want to use email to increase your sales by giving them a 10% discount or a complimentary service at their next appointment?
A good starting point is to create a list of people who are interested in the home services you are offering. So how do you get your email list? Ask them. If you have a website, include a form, and encourage them to subscribe online.
SEGMENT YOUR AUDIENCE
If you are still sending your emails to your entire database, then, you have already failed your email marketing efforts. You are not sending the right message to the right people if you are sending it to your entire list.
Examine your client list and check how you can segment and target them with the email content that matches their needs.
Not all products or services appeal to each client in the same way. It is important that your customers receive emails that are relevant and likely to be interested in products or services that have been acquired in the past.
You can categorize them based on their:
- Past purchases
- Last service/purchase date
- Email engagement rates
- Sales funnel position
- Membership status
PROVIDE USEFUL & VALUABLE CONTENT
Make sure to give content that your subscribers would like to receive. Craft an email that has useful content and an email subject line that would guarantee that your emails are not getting overlooked.
This will contribute to increased interest in your home service company. Additionally, this will prevent them from unsubscribing from your email when they realize your emails offer valuable content.
Think about your subscribers, and develop content based on the information you have. For instance, if upon checking your client database, you notice that there are homeowners who recently had their windows cleaned, you can send them an email with content that gives them ways on how they can maintain the cleanliness of their windows.
Make sure that you provide them valuable information and relevant offers, like tips on how to clean their gutters or a 10% discount on their next window cleaning. You may use email marketing to help customers learn more about your business and drive further engagement and revenue.
Inquire if your subscribers would like to get information about other items or services. Then learn how they would rather hear about them (e.g. more emails, an e-newsletter, SMS message, phone call from your sales team, etc.).
IDENTIFY THE IDEAL DAYS AND TIMES TO SEND EMAILS
It is critical to test and determine when your email campaigns have the highest open rates, click-through rates, and conversion rates. A short Google search yields a plethora of results, with Tuesdays frequently cited as the top days and 6 a.m. cited as the greatest hour for email openings.
Some suggest targeting those who work shortly after lunch or even on Saturdays for the highest conversion rates. Use your discretion, observe what others are doing, and experiment to find the best times.