When was the last time you checked your email? Probably just a few minutes ago. You may even have new email notifications set upon your PC or mobile device—because that’s how connected we are today. It’s no surprise that 72% of American adults prefer communication by email. Since many of them include your field service business customers, let’s take a look at how you can put email marketing to work for you!
Email to Stay Top of Mind
You want your customers to think of you more than once a year, not just when it’s time for an HVAC tune-up or the annual check-for-bugs facility sweep. But let’s just assume your customers are not thinking of you and calling over and over again because you’re leaving their property with the job undone, ok?
You want to be the company called when a customer—or one of their friends—has an issue you’re prepared to solve. An email marketing campaign is just what you need to stay “top of mind” so YOU are the business they call when they need help they think of YOU when a friend asks for a referral.
Here are some tips to make the most of your email efforts:
Have a Strategy
Don’t start blindly mass emailing your customer or prospect lists. Have a plan, and know why you’re doing it! Consider the multiple reasons you might want to launch an email campaign:
- To attract new customers
- To welcome new customers
- To promote a new offer
- To thank customers for their business
- To announce a new product or service
- To share company news
- To ask for survey feedback
- To ask for referrals
- To provide useful tips or information
- To do so much more!
When you send out an email campaign, or a series of campaigns, have a purpose and a goal, and let that guide you. Taking this important step helps ensure you’re sending engaging, relevant information to your customers—not something they’ll delete in a hot second!
Collect email addresses.
People prefer to receive emails from companies they’ve asked to engage with—or at least companies they know, like, and have worked with. Hopefully, this includes your customers, so make sure you’re collecting their email addresses up-front and keeping them up to date. But you can collect new contacts by asking customers and prospects to provide their email address—in exchange for periodic messages containing news, offers, and other information they’ll find valuable—on your website, blog, and social media channels.
Don’t Be Generic (Segment Your Lists!)
So you’ve got your email list. Great! It’s best practice to break it up into segments so you can send highly relevant messages and offers to each group. This increases the odds that they’ll open your email, read it, and actually respond to it! For example, your residential clients and commercial clients probably have different interests, goals, and offer preferences. Send them different emails. You can also break up your list by the type of product or service the customer has purchased—and customize your message accordingly.
Follow the 3 Cs of Copy
The message itself needs to be clear, concise, and provide a call-to-action (CTA). Most customers don’t want to scroll through long, jargon-filled emails that don’t get to the point. So use simple language, keep the message short and sweet (while providing enough information, of course!), and make it clear what you want the reader to do: click the link to access a coupon, for instance.
Stick to a schedule.
This points back to your strategy and will help keep you organized. Have a plan for your email campaigns—map them out throughout the year. Maybe you have a “Welcome, New Client” campaign that goes out at the beginning of each month. Perhaps you have a “Schedule your duct cleaning appointment early for 20% off” campaign set for August. Why not ask all of your customers for referrals about two months before the busy season kicks-off?
Give the Option to Unsubscribe
You don’t want to do anything illegal, so this is important. We’ll let the Federal Trade Commission handle the details, so go ahead and read about FTC’s CAN-SPAM Act.
Make ‘em Mobile-Ready
This day and age, digital communications are consumed on our mobile phones and tablets. Your email client is probably set up to optimize your messages to be read on a mobile device, but find out for sure.
Track and Optimize
Your email client likely has tracking tools that will tell you how many emails were delivered, how many were opened, how many were clicked-through, how many were marked “unsubscribed,” etc. Pay attention to these metrics so you can improve your campaigns over time by trying new things and seeing what works. You may learn that sending emails on a different day or at a different time of day makes a difference. Or you might observe that segmenting your lists results in better response.
To learn more, don’t miss:
Social Media Marketing Tips For Field Service Businesses
5 Important Tips For Field Service Businesses To Grow Your Client Base
Automile is revolutionizing fleet management with its innovative, cloud-based, mobile, and design-first experience.
Try Automile for free – https://automile.com/get-started