Email marketing may seem to be a little outdated now but it is still one of the most reliable ways to stay in touch with potential and current customers. And it’s especially true for home services businesses like plumbing, landscaping, HVAC, or cleaning. An email list is a direct way to your audience that helps you stay on their radar, promote your services, and encourage to repeat business. Here’show to build that list and use it in the best mode possible.
Growing Your Email List
Building an email list is not an easy task and requires both online and offline efforts. This is how you get started:
Use Your Website
Your website should have a special button for collecting email addresses.
- Create a signup form: Place easy-to-find signup forms on high-traffic pages like your homepage and services page. Offer an incentive such as “Exclusive Discounts” or “Seasonal Maintenance Tips” to encourage sign-ups.
- Offer a lead magnet: Provide a freebie, like an eBook on “How to Save on HVAC Repairs” or a “Seasonal Maintenance Checklist,” in exchange for email addresses.
Involve Social Media
If you're active on platforms like Facebook, Instagram, or LinkedIn, these can be great for building your list.
- Promote your lead magnet: Share posts that will lead people to your free resources in exchange for their emails. You can also use targeted ads to get more people aboard.
- Run contests or giveaways: People love a good giveaway! Offer a free or discounted service in exchange for email sign-ups.
Use In-Person Opportunities
When you work with customers in person, you can take advantage of the chance to collect emails.
- Ask during service: After a job is done, ask if they’d like to sign up for updates or special offers via email.
- Use flyers and business cards: Include a link or QR code to your email signup form on your business cards, or invoices.
Use Email Collection Tools
Delegating this to robots and automating email collection can make the process much easier.
- Pop-up forms: Platforms like Mailchimp and Constant Contact allow you to create pop-ups that prompt visitors to sign up after they spend some time on your site.
- Landing pages: Build landing pages focused only on email sign-ups, where you can promote lead magnets or special offers.
How to Use Your Email List
Once you have your precious list, it’s all about keeping your audience engaged. Not sure where to start? Here are some ideas:
Send Value-Packed Emails Regularly
Give people a reason to stay subscribed by providing cool and interesting content.
- Monthly newsletters: These can include tips, reminders (like HVAC tune-ups before winter), and exclusive discounts.
- Educational content: Share helpful blog posts or videos on home maintenance or ways to avoid expensive repairs.
- Special offers: Treat your subscribers to exclusive deals or early access to promotions.
Segment Your Audience
If you group your audience based on their specific needs or location, you can send more relevant emails.
- By service: If someone just had their HVAC system serviced, you can send them related content or offers.
- By geography: A good idea would be to offer seasonal advice or promotions that only make sense for specific regions.
- By customer history: Send loyalty rewards to the customers that used your service more than once or a discount to the first time subscribers.
Automate Your Emails
Automation can save you time and help you stay consistent with your email marketing.
- Welcome Series: Send new subscribers a welcome series introducing your business, showcasing your services, and offering a first-time discount.
- Service Reminders: Set up automated reminders for routine services like annual HVAC checkups or seasonal cleaning.
Re-Engage Inactive Subscribers
If someone stops interacting with your emails, it’s a good idea to try to re-engage them before removing them from your list.
- Re-Engagement Campaigns: Send a “We Miss You” email with an exclusive offer to bring them back. If they don’t respond, you can follow up once more before removing them from your list.
Best Practices for Email Marketing Success
To make sure your email marketing efforts are successful, follow these guidelines:
Stay Consistent
Sending emails once or twice a month is a good balance for most home service businesses. Too many emails can lead to unsubscribes, so avoid overloading your list.
Optimize for Mobile
Most people check emails on their phones, so keep your design simple, with short paragraphs and a layout that looks great on smaller screens.
Track Your Results
Monitor key metrics like open rates, click-through rates, and conversions to see what’s working and make improvements as needed.
Conclusion
Building and nurturing an email list is a valuable strategy for home services businesses. By following these steps, you’ll not only keep your current customers engaged but also attract new ones. With the right approach, email marketing can help you build stronger connections with your clients and grow your business for the long haul.