If you’re a contractor, you know how important it is to build strong relationships with your customers, prospects, and partners. Relationship building helps you gather viable leads and can lead to repeat business in the future. It can also open doors for new sales opportunities in your community.
The most effective way to keep your business top of mind with your target audience is to harness the power of email marketing. Contractor email marketing is one of the most powerful marketing channels. As a contractor, you can leverage email marketing to market your services, nurture leads, or engage with current clients. All you need is a well-thought-out copy and a strategy to attract new leads and retain your current customers.
Here are 10 strategies you can use to build your email marketing strategy for contractors:
1. Segment Your Sends
If you’re still sending generic marketing campaigns to your full file in your CRM, you won’t see profits or conversions from your email marketing strategy for contractors. Messaging that doesn’t have any personalization or feels too generic can be off-putting for your audience.
With an email service provider or business management platform, you can segment your marketing sends and personalize your messaging for different audiences. This is a great way to ensure you’re attracting the right audience. Segmenting and personalizing your emails can also help you connect with niche markets or individuals interested in booking specific services.
2. Personalize Your Messaging
Once you’ve built audience lists and created your target segments, you’ll want to personalize your messaging for the niche markets. This will help you develop stronger messaging that aligns with your audience’s needs. Personalization can also help you build stronger connections with your prospects and clients. Tailoring your messaging for each individual will help improve your email marketing click rates (CR) and click-through rates (CTRs), leading to better engagement and higher conversions.
3. Use Automation to Streamline Your Strategy
Are you tired of scheduling all of your emails one by one? Automation is a powerful tool that allows you to automate your email marketing strategy for contractors. With a platform like Townsquare Interactive, you can set up triggers and workflows for email follow-ups. This will ensure you never miss a touchpoint with your customers and help you nurture leads into paying customers. Automated email workflows can also streamline sales conversations, ask for post-purchase feedback, or engage with current customers.
4. Engage With Past Clients
After you close a sale or finish a project, you’ll want to continue to engage with your clients to encourage repeat purchases or referrals. This is a great way to increase customer lifetime value and retain past customers. Consider automating timely check-ins with past clients every 30, 60, or 90 days. You can ask them to take surveys, send referrals, or check in to see if they need other add-on services.
5. Create an Email-Based Referral Marketing Strategy
Developing a referral marketing program is a cost-effective way to use your current audience to boost sales and conversions. A great way to launch a referral program is using email marketing. You can send follow-up emails to current and past customers, incentivizing leads and referrals. With compelling copy and strategic post-purchase follow-ups, you can acquire new customers for a fraction of the cost of other marketing tactics.
6. Ask Your Customers to Leave Reviews
Customer reviews and testimonials are a testament to the work you provide. Asking past customers to leave reviews can help you attract new customers and build your online image. You can use email marketing to follow up with past clients after finishing a project. You can automate these follow-ups to send out after a project is complete.
7. Develop a Drip Campaign
A drip campaign is an automated series of emails designed to nurture leads into paying customers. With a drip campaign, you can encourage web visitors to schedule a consultation or book a service with your business. You can also send follow-ups after appointments to see if the prospect wants to move forward with your services. Drip campaigns work well when attached to a lead gen form on your website. With an automated workflow, you can automate these emails to work in the background of your workweek.
8. Send a Monthly Newsletter
All of your emails don’t need to be overly salesy. Some can be as simple as a newsletter. A monthly newsletter can keep your audience engaged and your business top of mind with your target audience. Consider sending a monthly newsletter to your current and past customers, discussing recent projections, promotions, or company news. You can also include photos, ideas, or monthly contractor tips.
9. A/B Test Your Content
Once you start getting creative with your email marketing strategy for contractors, you’ll want to start a/b testing different elements in your emails. This is a great way to improve the effectiveness of your content and enhance your overall approach to email marketing. Some elements to test include:
- Subject lines
- Time and date of the week
- Content
- Layout
- Promotions
- Messaging
Once you know what works and what doesn’t, you can optimize your approach to email marketing more effectively.
10. Market Seasonal Promotions
Do you need to boost sales during the slow season? Are you looking for an easy way to acquire new customers? Consider marketing seasonal or limited-time promotions through email marketing. This is a great way to boost sales and profits for your business. With email marketing, you can get creative with the imagery, messaging, and offering, highlighting special offers that appeal to your target audience.
Improve Your Contractor Email Marketing With Townsquare Interactive
If you’re currently underutilizing email marketing, we’re here to help. Our business management platform will help you improve client communication and marketing efforts. Whether it’s through timely email follow-ups or SMS marketing campaigns, we have the tools you need to enhance your approach to contractor email marketing.