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Email As A Marketing Tool?

Email: An Unstoppable Tool For Reaching Customers!

Do you communicate with your customers through email? If you are, give yourself a pat on the back. Email has been making a very strong comeback for many small businesses and contractors who want to communicate with customers about scheduling regular maintenance, provide tips, and tell them about new offers like Rotobrush cleaning services.

While social media tools like Facebook and Twitter are very useful, they are pretty crowded places. It’s hard to get people’s attention through them, at least in the early stages. But with email, customers can decide what they want to get in their inboxes and will only actively stop messages when they become annoying or irrelevant to their lives. Using it intelligently can help you get an “in” to inboxes and an edge on McHuge HVAC Company.

People Keep Their Email Accounts and Most Check Them Daily

Yes, email is over 20 years old and maybe the kids say it’s ancient technology but the statistics show that a lot of people still have accounts, 3.2 billion according to a very useful website called Business 2 Community. And these are active accounts, meaning their owners check on them once a day. Another 290 million accounts aren’t checked daily.

So don’t pay attention to claims that “email is dead” or that it’s for “old people.” Even if the latter is true, your customers aren’t teenagers, are they?

Email Can Be Easily Read On Any Connected Device

One reason so many people check their email accounts at least once a day is that they are easy to receive and read. This is really good news to contractors who sell services to homeowners and business owners.

It’s easy to read email on any kind of connected device, whether it’s a desktop computer, laptop, tablet or iPad, Android or iPhone. Statistics show that most people will read emails that aren’t related to their work on their smartphones or iPhones, while business-related emails are more often checked sitting in front of a desk. So if you’re sending a communication to a business customer, it’s highly like that he or she will read it during the day. Homeowners are more likely to see and read it in the evenings or on weekends.

You Can Schedule When to Read and Respond to Emails

Let’s say you’ve sent out an email to your customers about your new Rotobrush services. It’s very likely that your business and homeowner customers will read and respond at different times. Look at the time stamp. You can prioritize who to contact immediately and who can be contacted later depending your customer’s probable schedules. Here’s one way to think about it:

  • Your business customers are right there at their desks. If they respond to a message you sent, you have a very good chance to catch them there–maybe even on their phone, which remains the most successful way to close a deal.
  • Many of your homeowner customers probably won’t read your email and respond to it until they are away from the office. You can schedule a time to respond to these customers that’s convenient for you. Just be sure to ask when you can contact them.

Here’s an example of a timestamp shown on a Gmail account. If you use Gmail, click on the carrot next to “to me” just under the name of the sender.

gmail-example

“Blast” services like ConstantContact and MailChimp provide lists that show when each person received and opened an email, as well as whether he or she clicked on a link, forwarded the email, opened it a second or third time, and so on.

How Useful is Email as a Marketing Tool?

Simply put, email is very useful because it can be part of the marketing you’re already doing.

Let’s say you have a Facebook page. Your email signatures should include your Facebook link, and you can use Facebook to gather addresses and permission to contact customers.

Email can include all kinds of advertisements:

  • Photographs that show before and after results from cleaning vents or air ducts
  • Videos of how cleaning is done
  • Marketing or advertising content can be rewritten and expanded for email purposes

According to the Email Stat Center, the return on investment (ROI) for email is 2500%, and the average return is more than $44 for every $1 dollar spent.

The most successful campaigns do require planning, including dividing customers into groups (segmenting) such as residential and business, targeting for specific needs, and “triggered” campaigns, which gives permission to email information to customers as soon as they enter their email addresses.

What kind of emailing do you do? Are you thinking about using it more or starting a new approach? Send us your questions and comments!

*Anti-spam laws require businesses to get customers’ permission to contact them through email. All emails you send must include an “opt-out” link for customers who do not want to continue getting your emails.