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Is it possible to generate email marketing leads from something as simple as a monthly newsletter? It’s a question that every business wants to know the answer to. And the answer is yes.
In a previous blog we shared the following email statistics:
- 7 in 10 people say they made use of a coupon or discount from a marketing email in the prior week.
- 44% of email recipients made at least one purchase last year based on a promotional email.
- When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social, direct mail, and more.
Sound too good to be true? It’s not if you have a strategic opt-in email marketing campaign in place. Let’s dive it and figure out how your home service company can generate and close more email marketing leads.
How to Get More Email Marketing Leads
The most important thing for any business owner is that you’re making money. Simple as that. But to grow your business, you need to increase the number of leads you are getting (and closing). The more leads you get, the more sales you’ll make. And this this where email marketing can really make an impact for both large and small businesses.
So what exactly is a lead? The definition of a lead varies from company to company, but the most common definition of a lead is someone who completes a desired action—filling out a contact form, calling to schedule an appointment, downloading material you’ve provided, etc.
Now that we know what a lead is we can talk about how to get more email leads for your home service business. When it comes to creating content for your email newsletters, your goal should be to figure out what your customers’ needs and wants are and use your email newsletter to fill that void. Seems easy, right? It is, if you do it correctly.
It’s likely that your email list is made up of subscribers who have opted in for your content. (If this isn’t the case and you bought your email list, delete it. Purchased lists are never a good idea.) With opt-in email marketing, you have a targeted group of customers who have already committed themselves to learn more about your company. This means you don’t want to only promote your products or services, you need to relate them to your customers. Explain to your customers how the products and services can help them. Show them why they need the product or services, but most importantly, demonstrate why they need to choose your company over the competition.
Listening to your customers will show that you’re not just trying to throw products at them, but offering information and advice that actually interests and benefits them. Continue sharing useful content and your customers will find value in both your email newsletters and your company—helping you generate more email marketing leads.
But It’s Not Just About Getting Email Leads—You Need to Close Them, Too
No matter how many calls, contact forms, or downloads you get, you need to be able to close your email marketing leads. From experience, you know not every call turns into a lead. Why? Most customer service representatives (CSRs) aren’t trained to be good at sales—they’re trained to be assist customers. However, CSRs are arguably your most important sales representatives—they’re usually the first, and often the last impression your potential customers have of your company.
Ensuring that your call handling team has the skills necessary to turn email marketing leads into sales should be one of your top priorities as a business owner. Are your CSRs making mistakes that could be hurting your profit?
Your Company + Email Marketing = Leads
Your goal shouldn’t stop at getting your email marketing leads to convert. Even after your customer makes a purchase or schedules a service, you need to continue attracting them, engaging them, and nurturing the relationship to make them a lifelong customer. Find ways to continually keep them satisfied so they turn to your company every time. If you want to brainstorm ideas or need help getting your email newsletter off the ground, we can help.
You Might Also Be Interested In:
- How to Get Started with Opt-In Email Marketing
- Is Email Marketing Worth It?
- How Do I Know If My CSRs Are Good?
- How to Nurture Customer Relationships through Email
- Expert Tips for Converting More Calls Into Sales
- 5 Tips to Get Your Email Clicks
- Top 9 Reasons Your Leads Aren’t Closing
- 8 Email Marketing Tips for Small Businesses
Blue Kangaroo http://www.bluekangaroo.com/media/ChoozOn-Blue_Kangaroo_Survey_on_Marketing_Emails_August_2012.pdf
Convince and Convert http://convinceandconvert.com/
Data & Marketing Association https://thedma.org/blog/data-driven-marketing/saturday-stat-series/
About The Author: Katie is a content marketing specialist at Blue Corona. Outside of content creation and SEO, Katie enjoys stuffing her face with nachos, online shopping, and binge-watching Netflix.
View more blogs by Katie Birkbeck