There are very few things as valuable as email. It allows us to get in touch with whomever we want quickly. Checking our email inbox is a part of our daily working and personal lives.
In fact, an average person checks their email inbox 15 times per day.
With such obvious benefits, it’s no wonder why businesses are slitting each other’s throats over yours, mine, and everybody else’s email inbox.
But…
Your restoration business is not using email marketing. But, by reading this, you’re interested in getting started. That’s great!
In this article, you’ll learn how to do email marketing for restoration companies. Let’s dive right in!
Benefits of Email Marketing
An email list – basically, a list of your prospects’ emails to whom you’re going to market – is an audience you truly own. If someone takes down your website, or Facebook locks or page, you’ll still be able to reach your prospects because you’d have their email addresses.
Note that these things are very unlikely to happen but you never know.
Marketing to an email list is very affordable. The only thing you need is email software. These are very affordable. Email software will automatically send 100s, 1,000s, or even 10,000s of emails for you. These emails can also be personalized towards each person you’re sending them to, increasing the chances of customer engagement.
Here are some stats for geeks reading this article:
You’re in full control
Your digital assets – websites, social profiles, etc – are never 100% in your control. You’re one Google update away from losing all of your web traffic and one “Facebook jail” away from losing thousands of likes you have on your page.
These things can be prevented, of course. But an email list will serve as a backup for all of your online marketing efforts. Besides personalization and building trust with customers, this is one of the key benefits of growing your email list.
How to Do Email Marketing
Getting started
To start growing an email list, you will need the following things:
- Email software – ConvertKit, AWeber
- Website – landing page
- Lead magnet
Let’s cover what each of these is.
Email software will be used for sending automatic emails – confirmation emails, welcome emails, etc.
Your email tool will work for you 24/7. Once you set up an automation, everything will run by itself.
ConvertKit and AWeber are the best email software for small businesses in my opinion. Both tools come with a free plan so there’s no risk on your end.
Next, you’ll need to build a landing page, either with a CMS you’re using on your website or using a 3rd party landing page software, where you’ll have a lead form for people to opt-in. People will do this to receive your lead magnet.
If you don’t know what lead magnets are, learn more here.
Want more traffic and leads from your website? Order a free website audit by clicking the button below!
How to build a landing page?
The design of the page doesn’t really matter as much as the CRO – Conversion Rate Optimization.
CRO is all about testing. Testing different designs, copy, etc.
One model you can follow is AIDA – Attention, Interest, Desire, Action.
- Attention – Bold headline and bullet points at the top of the page
- Interest – Short description of your business and what you’re offering people
- Desire – This is where you build credibility (reviews, testimonials, references, etc)
- Action – CTA (filling out a lead form)
To simplify this stuff, image a page split into 4 different parts. Everybody starts at part 1 and then only the most interested people will read till part 4.
There is no right-and-wrong formula with CRO. But the general AIDA structure should be followed for best results.
Driving traffic to your landing page
The way you’ll do this depends on what your lead magnet is. For example, if you’re using free inspection as a lead magnet to attract new customers, you can Google ads targeting people who are searching for your services.
By using Google ads, you’re positioning your services in front of people who are actively searching for them.
But if you’re using something like a free checklist or a guide to attract a broader audience, you should try Facebook.
Learn more about using social media for water damage businesses.
Segmenting your lists
Chances are, you’ll have multiple email lists, not just one. This is because different leads should be added to different email lists.
Examples:
- Free Inspection Leads
- Residential Repair Leads
- Commercial Repair Leads
- Discount Leads
- Info Product Leads
Segmenting is very important as it will help improve personalization and customer engagement.
You’ll make your life so much easier down the line if you segment your lists. You’ll also get better results from your email marketing efforts.
Following up
Once you’ve set everything up, it’s time to create a sequence of emails that will automatically be sent to anyone who signs up for your email list.
If you’ve segmented your email lists, this process will be a lot easier because you’ll know exactly to whom you’re reaching out.
Types of emails to send
Your emails will be tailored towards the type of list you’re going to be sending them to.
For example, free quote leads are already interested in the service so sending them regular emails about the importance of repairing one’s property is a good practice.
Educational content builds trust so make sure to come up with content that will help educate your leads on a certain subject.
Let’s say you have a list Mold Removal Leads. In this instance, you should educate these people on why mold is dangerous, the different illnesses it can cause, why it grows, reasons they shouldn’t remove it themselves, and other topics.
You don’t want to just sell in your emails. Showing you truly care about your customers will help your business stand out.
Important – welcome email
Welcome emails get up to 80% open rate. Most people who subscribe to your list will open the first email you send them.
It’s critical to make a strong first impression in your email. Introduce your brand, tell a story, build trust with reviews and add a CTA.
Putting effort into your welcome email increases the chance of customers opening the following emails.
That wraps it up!
Hope you enjoyed this article and got some value from it. If you did, make sure to share it with your colleagues.
Have any questions? Ask them in the comments! We’ll get back to you pretty quickly.
We also offer free website audits to restoration business owners looking to generate more traffic and leads. If this sounds interesting to you, get your free audit by clicking the button below.
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