Maybe you're still on the fence about email marketing. We totally get it. Writing and testing copy for segmented lists of subscribers is a lot of work. Not to mention setting up automated email campaigns and tracking metrics regularly.
Coming up with content ideas can also be a challenge. Apart from sending updates about your company, what else can you do to stay top-of-mind for your customers?
We've rounded up a few home service email marketing strategies, plus a few stats worth knowing for 2021.
Home service email marketing stats worth knowing
Email is 40x more effective than Facebook — only 2% of people who like your Facebook page will see your content in their feed. (Source: Blue Corona)
Here are a few stats on home service email marketing strategies from Mailchimp's industry benchmarks report:
- Over 21% of customers open emails sent from home and garden brands.
- Home service emails get a click-through rate of 3% on average.
- The unsubscribe rate for home and garden brands is just 0.35%.
Curious about how email marketing can drive revenue for your local business? Let's dive into the top 10 home service email marketing strategies.
Foolproof home service email marketing strategies for local businesses
1. Send useful tips for homeowners.
This one seems pretty obvious, right? Instead of solely promoting your business and services, give homeowners something they can use. Walk them through changing their air filter or identifying an overloaded electrical socket.
2. Try a fun fact.
This home service email marketing strategy is a little out-of-the-box. Sending the odd tidbit of trivia is sure to get your customers talking and make your brand stand out from your competitors. Plus, it hooks your customers by catching them off-guard. They're expecting coupons and tips, but probably not fun facts!
Here's an example of a fun fact a carpet cleaning company might send: "Did you know the oldest carpet in the world is over 5,000 years old? Known as the Pazyryk rug, it belonged to a Scythian prince."
We could go on, but you get the idea.
3. Send a gift for the holidays or a birthday.
Everybody loves free stuff! Why not show your appreciation for your customers with a little thank-you gift?
It doesn't have to be anything extravagant. It could be as simple as a free service with your business. Or even a voucher for a business you've partnered with.
4. Promote special offers.
Again, this one's a given. Set up offers that are exclusive to email subscribers. Get the word out on your other channels, too. This will entice customers to sign up. If they've already opted in to your marketing on social media, they're more likely to sign up for your email newsletter.
5. Remind your customers when they need a tune-up.
Your customers are just as busy as you are. Booking their furnace tune-up or water heater maintenance appointment might slip their mind.
Send reminders to customers when it's time for their check-up. This is relatively easy to do — simply write some boilerplate copy, bucket customers by when they were last serviced, and boom! Automation will take care of the rest.
6. Add sign-up forms to your landing pages.
Let's say a prospect needs an electrical install on their new home. They click through to your landing page. If you've added a call to action for your newsletter that offers them money off that service, they're more likely to sign up. After all, they need that service anyway. Why pay full price when they could get a coupon in their inbox?
7. Call customers who are engaging with your emails.
This is a secret weapon for sourcing valuable feedback and booking more jobs. One of our own clients, George Brazil Plumbing and Electrical, calls customers who engage with their emails. They've generated thousands of dollars in revenue doing this.
George Brazil's Director of Marketing, Shawne Cook, said she was pleasantly surprised by how many customers said they'd "been meaning to call"!
8. Send personalized messages.
Segment your email list and craft personalized messages for each bucket. An example bucket might be customers who spent $1,000 or more. Or you might bucket your customers by when they were last serviced. If you service both residential and commercial property owners, separate them into separate buckets.
Try to avoid creating too many segments. Having too many segmented lists could complicate your work. Plus, if a customer falls into more than one group, they might receive more than one email from you at the same time.
9. Host a contest or giveaway.
Everybody loves being in with a chance to win. The options are limitless. You could give away a free furnace tune-up for Christmas. Or you could give away an electrical install package for new homeowners. Host a brainstorming session with your marketing team to create a list of contest and giveaway ideas.
10. Experiment, experiment, experiment.
At the end of the day, only you can know which strategies work best for your business and your customers. Track key email marketing metrics like open rate and click-through rate. This will show you which strategies drive the most engagement.
Home service email marketing strategies: wrapping up
The best home services email marketing strategies are the ones that keep your brand top-of-mind. Setting and forgetting an automation sequence might not achieve the results you want.
The good news is, there's a smarter way to build better relationships with your customers with email marketing. ZyraTalk's NEW Engagement Engine is now available for home services to demo. Launching in 2021, the Engagement Engine is an email marketing enterprise solution built specifically for home services.
In a 4-month round of beta testing, the Engagement Engine email sequences directly generated over 25 jobs and $30,000 in revenue for one client.
To learn more about the Engagement Engine and to book your demo, get in touch with us today.