Email Marketing
Discussion
I've been going to weekly networking meetings for a few months now and the amount of work and leads I'm getting from it is very good, we've already worked for two of the contractors there, one of which hasn't used us for a while. Since I've been going and seeing him every week we're getting 2 jobs a week most weeks and it seems that we are their first port of call once again.
Which made me wonder how many of our customers don't use us just because we're not in their face. How many forget who we are, how many get talking to different contractors and don't think about us etc or how many people wonder if we're still trading etc.
So I'm thinking of sending bi-monthly emails, and writing a month in advance and scheduling them to send automatically. I normally use mailchimp which I assume can do all this or are there better/more suitable ones out there? I need to be able to export customer data from my estimating package and import regularly into the email package to over write existing and add new.
Any resources for what to put in the mail etc? I struggle to think up useful things for newsletters.
Which made me wonder how many of our customers don't use us just because we're not in their face. How many forget who we are, how many get talking to different contractors and don't think about us etc or how many people wonder if we're still trading etc.
So I'm thinking of sending bi-monthly emails, and writing a month in advance and scheduling them to send automatically. I normally use mailchimp which I assume can do all this or are there better/more suitable ones out there? I need to be able to export customer data from my estimating package and import regularly into the email package to over write existing and add new.
Any resources for what to put in the mail etc? I struggle to think up useful things for newsletters.
In terms of broadcasting it out and the HTML build then look into MailChimp. You still need to create the content and have a design layout in mind but the drag and drop interface on Mailchimp is pretty easy for most to pick up and get reasonable results. They have examples of what others have done to help with the ideas if you are stuck.
Key thing to remember with email - people get lots of them so attention span is very, very limited. Less than 5 seconds.
So keep it clear, concise, and to the point. Use bullets, bold statement headlines and also don't forget to include CTA's (click throughs, telephone number etc) so if you do create some interest the customer knows how to progress it.
Another thing that gets neglected is that the subject line and pre text header are just as important as the content - you need to give people a reason to click on your email so make sure it has some impact.
Key thing to remember with email - people get lots of them so attention span is very, very limited. Less than 5 seconds.
So keep it clear, concise, and to the point. Use bullets, bold statement headlines and also don't forget to include CTA's (click throughs, telephone number etc) so if you do create some interest the customer knows how to progress it.
Another thing that gets neglected is that the subject line and pre text header are just as important as the content - you need to give people a reason to click on your email so make sure it has some impact.
- edit - what else do you do to make sure you are front of mind with your existing / prospective customers?
Edited by moustachebandit on Wednesday 14th January 12:39
moustachebandit said:
*edit - what else do you do to make sure you are front of mind with your existing / prospective customers?
Nothing. 
Most of our work is repeat/word of mouth/tendered via main contractors. This is dwindling though due to the way councils choose to work so gaining more small-medium commercial jobs is going to be necessary over next couple of years. My MD isn't willing to spend any money on marketing either so I can only do things that I can do myself for cheap/free. Email marketing and networking seems a good place to start.
I'd also caution you to ensure that your email marketing database is comprised of data that complies with the Privacy & Electronic Communications Regulations.
Namely that, you are marketing to people who have explicitly signed up to receive email from yourselves, and who you have done business with and are marketing similar information to them.
Namely that, you are marketing to people who have explicitly signed up to receive email from yourselves, and who you have done business with and are marketing similar information to them.
MrSparks said:
moustachebandit said:
*edit - what else do you do to make sure you are front of mind with your existing / prospective customers?
Nothing. Most of our work is repeat/word of mouth/tendered via main contractors. This is dwindling though due to the way councils choose to work so gaining more small-medium commercial jobs is going to be necessary over next couple of years. My MD isn't willing to spend any money on marketing either so I can only do things that I can do myself for cheap/free. Email marketing and networking seems a good place to start.
Whilst email is cheap its not very effective (in isolation) and should really augment a over arching communications strategy (offline, email, online etc).
Cyberprog said:
I'd also caution you to ensure that your email marketing database is comprised of data that complies with the Privacy & Electronic Communications Regulations.
Namely that, you are marketing to people who have explicitly signed up to receive email from yourselves, and who you have done business with and are marketing similar information to them.
You certainly do need to adhere to the regulations but depending on who you sell to the 2nd paragraph may be incorrect for the time being.Namely that, you are marketing to people who have explicitly signed up to receive email from yourselves, and who you have done business with and are marketing similar information to them.
If you are targeting Ltd or PLC companies with a message that is related to the persons job then you don't need their permission as we operate an opt-out model for them. It is only consumers or some companies that you need their permission.
Gassing Station | Business | Top of Page | What's New | My Stuff