iMarket Solutions Blog : Archive for the ‘Email Marketing’ Category

Why Should Contractors Utilize Digital Marketing?

Wednesday, September 25th, 2019

When it comes to getting your name out there and converting local homeowners into loyal customers, there are many marketing methods that can help you along. Creating the right overall marketing strategy is an essential part in helping your contracting business grow. These days, this means creating a solid digital marketing strategy.

Digital marketing is, in the simplest terms, the marketing of your products and services using digital technologies, both on the internet and other forms of digital media. In the last few decades, digital marketing has drastically changed the way brands and businesses utilize technology in their marketing efforts.

At iMarket Solutions, we are dedicated to contractor success. This means we believe in helping contractors form a reputable digital footprint in today’s online and mobile environment. This isn’t optional anymore—it’s what your contracting business needs to separate itself from your competitors. What exactly does this look like?

The Benefits of Digital Marketing for Contractors

Today’s consumers are increasingly becoming more mobile and web-based than ever before. Sure, marketing efforts such as advertising products and services through direct mail, or from a booth at a home or trade show is still valuable. But, to truly reach homeowners and even business owners where they’re at, you need to be visible online. There are a number of benefits to this, including:

Brand Development: A beautifully designed website, reputable social media presence, and solid online reviews are just a few of the ways you can garner attention for your contracting business. Building a brand from the ground up, or even entering a new vertical, can be overwhelming. But with the right support, you can quickly gain leads and conversions.

Lead Generation: If you want to enable your business to create enormous traffic and subsequent sales and conversion, the best way to do so is with digital marketing. Digital agencies can bring in leads through content marketing, email and social media marketing, optimized web forms, A/B testing, and more.

Low Cost, High ROI: Marketing and advertising your brand is one of the biggest financial burdens you’ll never need to take on. But marketing through digital platforms provides you with an affordable alternative to traditional marketing such as cold calling or advertising in magazines and direct mail. The best part is, digital marketing offers a substantial return on investment.

Reputation: The idea behind a careful digital marketing strategy is to gain the attention of potential customers and current customers long enough to build a credible reputation that keeps them coming back. Online reviews, social media presence, and how your company communicates using these digital mediums can help build and maintain a great company reputation in the communities you serve.

Our Comprehensive Products

Not all digital marketing products are right for each and every contractor. It’s important that you work with a qualified team with a specialty in marketing for contractors to determine the best strategy for your specific needs as a contracting business. Contact a member of our team today to learn more about any of the following services we provide!

  • Website Design
  • Digital Brand Management with SEO
  • Review Generation & Management
  • Email Marketing
  • Social Media Management
  • Search Engine Marketing
  • Local Services by Google Support
  • Remarketing
  • Live Chat

“How Can I Get Started?”

Digital marketing can seem overwhelming to a contractor who’s never had a solid online presence. Fortunately, that’s what iMarket Solutions is here for. Getting started with digital marketing means first creating a well-designed website with great, unique content and a strong town-by-town strategy for your service areas—and ensuring that the whole site provides a positive user experience.

Or rather, it means contacting a digital agency with the purpose of delivering HVAC, plumbing, and electrical contracting businesses with the best solutions for their digital marketing strategy to design that website. And your company’s website is just the beginning!

iMarket Co-Owner and Co-Founder Gary Elekes has found that the contractors with the most successful digital strategies have followed this model for getting started in digital marketing:

  • Have your provider publish blog posts at least 1-2 times each month.
  • Encourage and drive customer reviews as much as you can to all review engines—not just Google.
  • Get busy with collecting emails, and launch a solid email campaign strategy that targets existing customers.
  • Tie in your social media accounts with a strategy for community and cause marketing, using Facebook ads, Facebook posts, Instagram posts, and Retargeting.
  • Check to see if Local Services by Google is available in your area, and if it is, don’t wait! Sign up, get vetted, and tie in your ads to your customer reviews.
  • Invest in a paid search model through Google paid ads.

Gary Elekes Co–Founded iMarket Solutions in 2010 with Andrew Allen. Gary is also the Founder and CEO of EPC Equity, a private equity group established to acquire, operate, and grow businesses in the home services trade. Additionally, Gary serves as President of EPC, Inc., EPC Training, Inc., two companies he has sold to EGIA and operates them for EGIA.  He still maintains and operates EPC Consulting independently, and has also been an active contractor since 2002, currently owning and operating HVAC and Plumbing companies in Arizona.

To learn more about how to get started, simply reach out to our team. We’ve been working with contractors for years, and we understand the unique needs you face when getting your name out and attracting leads.

iMarket Solutions is your resource for leading digital solutions. Please allow us to assess your current digital strategy and see where your lead opportunities are. Contact us today!

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What Contractors Need to Know about Email Marketing

Wednesday, April 17th, 2019

Email marketing is an extremely effective customer conversion method for contractors to have in their marketing toolbox, but what makes a good email marketing campaign?

It is about so much more than simply blasting your customers and potential leads with the same, templated email. Your email marketing messages should provide value, through personalization. Of course, your technicians visit many different customers on any given day and you have hundreds of contacts to follow up with, so how do you personalize messages on a larger scale to achieve the results you want?

Send the Right Message to the Right Person at the Right Time

What type of people should you be targeting with your email marketing campaign? When should you contact them? What data should you be collecting? Knowing the answers to these questions speaks volumes to the type of customer service and value you provide as a contractor.

Creating a customer persona is one way to know who you are speaking to. For instance, the average HVAC customer is looking for one of 3 things when they contact an HVAC contractor:

  1. HVAC system repairs
  2. HVAC system installation
  3. Professional HVAC maintenance

The general customer is looking for exceptional customer service, convenience, and solid, trustworthy communication from the technicians in their home. But these are just the basics–your email marketing messages should go beyond this to truly meet the unique needs of your individual customers.

Marketers see an average increase of 20% in sales when using personalized experiences.

The goal of this kind of personalized marketing is to truly engage customers by communicating with each as an individual. This starts with the data that you are collecting. Your service technicians do this already right from the start at the customer’s front door, but it doesn’t end there.

For instance, if your technicians notice that a customer is a dog owner, they may recommend an indoor air quality system for that customer, such as an air scrubber, and your email would benefit from being sent right before allergy season.

Knowing how long your customers have been with you is a vital tool for email marketing as well. In fact, it can be 6-7 times harder to obtain new customers than to retain the ones you have, through email marketing–and increasing your customer retention rate by as little as 5% could boost your profits by 25%.

So if you knew you had a customer whose HVAC system was installed over 12 years ago, the right message would be that systems over this age will see a dramatic drop in efficiency, and the right time to send that message may be every 2 months before conversion.

Utilizing Email Marketing for Annual Maintenance Agreements

How can you use this method of sending “the right message to the right people at the right time” in renewing annual maintenance agreements (AMA’s)? By focusing on retention and thanking the customer for their loyalty. When you look at your customers, the “right people” are those who are currently subscribed to your AMA program. The “right time” will typically be 30-60 days before their renewal date. The “right message” is particularly important here.

Sure, you could send a standard, “it’s time to renew your AMA agreement!” to these customers, but this is not utilizing the personalization techniques we’ve outlined above. A more appropriate message will vary by contractor, but an example of how to make this message stick out to the reader is by truly honing in on the personalization aspect:

“Dear [*first name*],

Thank you for your continued loyalty. We’ve noticed you’ve been a customer with us for 10 years, and we’d love to have you for another one. We noticed your maintenance program renewal date is coming up. Please contact us to renew!

What If Your Customer Isn’t Already an AMA Member?

Whether you are contacting a long-time customer or emailing someone who has never enrolled in your AMA program before, remember that in all your messaging, you’re looking for a unique solution to meet their needs and budget. When contacting a customer not already enrolled in your AMA program, you’ll want a long term email marketing strategy. Let’s look at a common example for a new customer who is not a current AMA Member.

Introduction Email > Explanation of AMA Benefits > “Still Not Convinced?” > “You’re Due for a Tune-Up!” > AMA Promotion > 2nd “Still Not Convinced?” Email with Explanation of Benefits > AMA Promotion #2 > Ideally, a Conversion of Customer Investing in AMA or Scheduling a Tune-Up

Essentially, the goal of email marketing for contractors is to develop an omnichannel customer experience driven by hyper-personalization big data, through marketing automation. This is marketing speak for: You want to create a one-on-one experience!

74% of online consumers get frustrated when targeted online content has nothing to do with their interests. 78% of online consumers are more likely to be a repeat customer if a brand provides targeted, personalized, offers.

By anticipating your customer’s needs and giving them the experience they want, you maintain credibility and relevance, thereby increasing customer retention and improving your sales.

For email marketing solutions and to learn more about our full suite of contractor marketing products, contact iMarket Solutions.

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Upgrade Your Marketing: Digital Marketing Tips for Contractors

Thursday, March 28th, 2019

You have many options when it comes to developing a marketing plan for your contracting business. Creating the right strategy is a vital part to helping your business thrive. This includes traditional marketing methods as well as newer, digital marketing strategies.

We mentioned this briefly in our last blog post about selling in the shoulder season, though it applies year round—forming a reputable digital footprint in today’s online and mobile environment is not optional. It’s key to helping you build your brand, attract leads, and build customer relationships.

If It’s Not Digital, Is It Even Marketing?

There is of course still value in traditional marketing practices, such as sending direct mail pieces that advertise your products and services, promoting your business and services from a booth at a home show, or even setting up charity events in your local area. But there is no denying that today’s consumers are increasingly mobile and web-based. Therefore, it’s essential to have a solid digital marketing plan in place.

What does this look like? Here are just a few digital marketing tips for you to keep in mind:

  1. Create a Well-Designed Website: It’s not enough to simply have a website up—it must be well designed. This means creating a site that is visually appealing, allows site visitors and customers to figure out what you’re about right away, is user-friendly (customers can find what they’re looking for instantly), and properly optimized. Don’t forget that it has to be fast and responsive—this means it works on any online and mobile device.  
  2. Optimize Your Web Pages and Blog: Weak keywords are the worst enemy to a well-designed website and blog. Choosing the right keywords to attract your target demographic requires a long-term strategy that includes understanding your competition and knowing exactly what web visitors are searching for. Trusting an experienced marketing company to create your SEO (Search Engine Optimization) strategy will ensure that this is done correctly and that you avoid what’s known as “black hat” SEO practices—tactics that can get your website flagged by Google and other major search engines.
  3. Invest in Pay-Per-Click (PPC) Ads: Also called “paid advertising,” PPC ads are an essential component of any effective digital marketing plan, especially in highly-competitive markets. A PPC ad is what you see on the top and right sides of search engine results pages. They’re named as such because advertisers pay each time a web visitor conducting a search clicks on one of those ads.
  4. Have a Social Media and Email Marketing Plan in Place: There’s a lot still to be said for “word-of-mouth” advertising. Social media has taken this form of marketing and amplified it. Businesses can now easily reach customers where they’re at, not necessarily to make a sale, but to engage directly with potential consumers in order to build a relationship. Email marketing is another way to effectively get the word out about your business to leads and members of your community. From eNewsletters to promotional announcements, email allows you to get your business top of mind when the recipient needs a home services contractor down the road.

Not all products are right for each and every contractor. You’ll want to work closely with a qualified professional who specializes in marketing for contractors to help determine the right mix of products for your particular contracting business. When you work with our team, you don’t have to worry about your knowledge of the digital marketing space—that’s what we are here for!

iMarket Solutions is your resource for the leading digital solutions, and other great marketing tips. We would love the opportunity to assess your current digital campaign and see where your lead opportunities are. Contact us today!

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How to Avoid the Spam Folder

Friday, April 22nd, 2016

The million dollar question for email marketers is “How do I avoid the Spam folder?” It’s the one question on every marketer’s mind but in order to avoid facing this issue there are a few things one must know first. I will be covering some basic information about spam filters, 3rd party services that can help, as well as abuse reports. The inbox is much like a person’s trust: it is much easier to maintain peoples trust in you than to lose it and have to gain it back.

What Is SPAM?

To start with, what is considered SPAM? SPAM = sending unsolicited or irrelevant emails. Additionally, depending on the country you’re sending emails to, there are also laws that the marketer must follow. For instance, the United States created the “CAN-SPAM Act of 2003,” which took effect Jan. 1, 2004. The details of the law include basic best practices that most good marketers would see as common sense, such as getting permission before sending emails, including a link for users to opt-out, etc. You can read the full details of the law here. Information about the Canadian anti-spam laws can be found here .

SPAM Filters

So what are SPAM filters? To keep it simple, your email’s fate rests on the SPAM filter because it will ultimately determine whether your email will be delivered, and if delivered whether it will hit the spam folder or inbox. The filters have a large list of requirements that they look into when determining your “spam score”. They go through their list and assign you a score based on their list of requirements. Based on that score, you will either hit the inbox or spam folder.

Computer screen with email inbox

Third-party Services That Can Help

There are two main services that can greatly help you avoid acting like a spammer.

  1. First one would be list scrubbing services. What they do is go through your email lists and remove all invalid email addresses and those that might be a spam trap.
  2. Another great service to include in your email marketing tool belt would be email deliverability monitoring services. These services will give you a good idea of what percent of emails are actually hitting the inbox. It also breaks it down into the various major domains. This is an absolutely crucial tool for those who have a larger list size.

Dealing with Complaints

The one thing everyone should already expect with every email blast that goes out are users who unsubscribe and/or complain. What I mean by “complain” is when they mark your email as “spam” in the inbox. This generates an automated complaint against the sender that alerts the spam filters. This ultimately raises your spam score (the higher your spam score, the worse it is). The most important KPI for email deliverability is hands down the complaint rate. If your complaint rate is high, you are essentially handcuffing yourself and limiting your email campaign performance.

Overall, avoiding the spam folder can be easy if you follow basic best practices. Unfortunately, this is sometimes easier said than done so if you find yourself running into issues or questions, I highly encourage you to email me at hamlet@imarketsolutions.com. I will be happy to assist you with any questions or concerns you might have.

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4 Steps to Creating a Powerful Win-Back Program

Wednesday, March 23rd, 2016

Many have heard the saying “a dollar saved is a dollar earned.” Using that logic, an email address saved would be equivalent to an email address earned. Watching people become inactive in your mailing list is a normal thing. Attempting to spark the interest of someone who once was interested but now is not is no easy task. That is exactly why I’m going to discuss how to create the ideal win-back program to help rekindle that spark in your customers eye when they think of your brand.

Customer_Satisfaction

A Large Discount

If there is ever a good time to offer a large discount and settle for a minimal profit margin, this is the time. I always recommend leaving the best for last and users who no longer have an interest in you and your brand would fall in the “worst case scenario” category. Although I typically recommend creating a design that matches your brand and your website, this would be an exception. The recipient has obviously seen your previous emails and has yet to engage. Though promotions and newsletters, they have received it all and got no sign of interest in the process. Being creative with the design and throwing a large discount in the process might be that “something new” that will get them to click and reunite with your website once again.

A Personalized Touch

A large discount will not work for everyone. Most people need something more than an in-personal email that clearly looks like a marketing email. This is exactly the reason why my next step is to create a personalized “human-touch”. In other words, create a text only email that looks like it was sent from someone’s outlook. The idea of having someone personally take the time out of their day to write you an email shows that they care. Include the discount to have the incentive still be part of the persuasion.

A Video Message

By this point, if they still haven’t engaged you need to try something different. An idea that is completely unexpected and creative. I find that a video message from the CEO/Founder speaking directly to the inactive user will show that there are real people behind the messages and might just be enough to get the connection the customer seeks.

Final Notice

This is where we determine who is truly committed to quality and relevant content. At this point in the process, the customer has received numerous emails from you, including the 3 previous steps to this win-back program and has yet to engage. This simply tells me that the customer is either no longer interested in receiving your emails or no longer checks their email account. Either way, I recommend that you send a courtesy notice letting them know that this will be the last email contact you make. Be sure to mention the reason to why you no longer will be sending them emails and if they were wish to continue receiving future emails they can either click on a link you provide to update their mailing preferences or reply to the email for you to do it manually. Either way, you send them the email and follow up by unsubscribing them as a user. This will ensure your email list is populated with active people who genuinely want to receive your emails.

Creating a successful email campaign is full of making difficult decisions, none harder than deciding to keep a list that has only the most interested and willing recipients. Sending an email that is continuously ignored not only brings you no money but affects your reputation in a negative way that could impact whether or not the next person you send an email to receives it.

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6 Golden Rules of Email Marketing

Monday, March 21st, 2016

Like any other digital marketing channel, email marketing can either positively impact your business or become a colossal pain if you do not follow certain basic rules. Today I’m going to help clarify what those basic rules are and explain the importance of each. This will hopefully give you a better understanding of these golden rules to drive your email results to new heights.

Golden-rules

First Rule: Identify Yourself

People should never have to read your email to determine who you are and why you have sent them an email. Therefore, creating an identity and answering the two questions “who” and “why” are the first steps toward succeeding in email marketing. When you send emails to your customers, make sure your “from” line is always consistent. For example, if you put “ABC Company,” make sure all emails send come from ABC Company. Changing the “from” line might confuse your customers and ultimately lead them to ask one of those two questions you don’t ever want them ever ask.

Second Rule: Keep It Short and to the Point

A Rule of thumb with emails: you have exactly one second to catch a reader’s attention this and three seconds to hold it. You can add as much content as you would like, just keep those two things in mind. My personal preference is to keep the content short and to the point because I find helps maximize my click through rate. If you have any doubt about how much content to include, I would encourage you to do an A|B test. If you have any questions on how to do an A|B test, please contact me directly at hamlet@imarketsolutions.com.

Third Rule: Develop Trust

Trust is the most important aspect in all relationships, and the one between business and client base is no exception. Building trust with your customers is easy but takes time. I typically recommend “setting the expectations” when the customer signs up for your emails. Let them know how often they should expect an email and what type of content the email will contain. Building trust is all about staying true to your word so if you promised an email twice a week, send an email twice a week. If you mentioned that you’ll be providing discounts and tips, be sure to keep a good balance between promotional emails and the tips you promised.

Fourth Rule: Look Pretty!

First impressions are crucial. A poorly designed email doesn’t really entice the recipient to read the email at all. Going back to my rule regarding a reader’s attention, you have one second to catch it and three seconds to hold it. You are far more likely to grab someone’s attention with a nice image rather than a headline. This is even truer today with the rise in smart phone and tablet users. I always recommend grabbing a user’s attention with a nice graphic and keep it with relevant and quality content.

Fifth Rule: Segment Your List

Not everyone on your email list is in the same place in developing a business relationship with you.  What this means is, in order to send the “right message” to the “right person.” you can’t simply have a single message for everyone on your list. You have to create certain segments to allow for different messaging. For example, someone who just subscribed to your email list won’t be able to relate to the content that you send to someone who has been on your email list for many years. Another example would be separating your active users from your inactive users. A customer who loves your brand and always participates in your promotions doesn’t require the same messaging as someone who sees your promotional email and still doesn’t engage. Those inactive users need more than just a discount sometimes, so creating a separate segment with content that caters to them will help maximize your overall click-through rate.

Sixth Rule: Provide a Clear Call to Action

The main purpose of sending an email is to get the user to your website. Whether you want them to submit a lead or read your latest tips to them, you always want them on your site. With that said, keep the following formula in mind when creating a layout for your next email. First, you want to, deliver the message to your reader. What was the original reason you were emailing them? If it’s for a promotion, than inform them of the promotion. Once you’ve delivered your message to your reader, you want to then tell them what you want them to do with that message. For example, if you’re offering 20% off when callers mention a promo code, letting them know about the discount is the first step. Telling them to pick up the phone and call would the follow up.

Another thing to keep in mind with Call-to-Action buttons is that it’s always best practice to keep the button “above the fold”. What this means is, a reader should be able to look at your email and see the button to click on without actually having to scroll down.

Keeping these six golden rules in mind, you’ll take your first steps to creating a rock star email marketing program for your customers. That said, there is far more to email marketing than just these six rules so stay tuned for more helpful blogs. For questions or recommendations on what blog you want to see next, please feel free to send me an email at Hamlet@imarketsolutions.com.

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4 Things You Can Do To Improve Your Subject Lines

Sunday, March 13th, 2016

Customer_Satisfaction__man_scream

Consider how much time and effort you put into creating the perfect email. Now compare that to the amount of time you spend writing your subject line. Because a poorly written subject line can deter the recipient from even wanting to see that perfect email, you might want to take a second glance at that subject line to make sure it’s the one you want to go with. If you’re thinking to yourself “I need a better subject line”, then these 4 tips are just what you need. They will help you create effective subject lines that will boost open rates and get more eyes on that perfect email you’ve designed.

 

Keep your subject line short!

With the rise of mobile users comes the rise of new things to think in mind when creating the perfect subject line. Mobile devices limit how long we can make the subject line and ones that do run long are simply cut-off. Keeping your subject line between 30-50 characters will avoid that risk completely.

 

Personalize it when you can

With the average user having their inbox flooded with emails on a regular basis, it sometimes get easy to miss an email. According to a study done by Marketing Sherpa, personalizing a subject line can improve your open rate but as much as 29.3%. I wouldn’t recommend starting every email you send with their name but it should definitely be in the mix.

 

Avoid “salesy” language

Nobody likes a cheesy used car salesman. Don’t be the cheesy used car salesman of the email marketing world. So do yourself a favor and avoid ending your subject lines with a bunch of explanation points!!!!!!!! While you’re at it, you might want to avoid writing in all caps: IT REALLY ISN’T NECESSARY. Saying things like “You’re a winner” in your subject line is frustrating when people open the email just to find out they didn’t win anything. Lastly, you don’t need to say things like “act now!” or “Don’t hesitate” in your subject lines.

 

Use powerful words

I saved the best for last, powerful words. Using certain words or phrases can really help boost your open rates. For example, starting your subject line with the word “Get” and follow it with what it is they are getting in the email, is a surefire bet to get you a respectable open rate almost every time. Words like “invitation”, “introducing”, “new”, “update”, “we”, and “special” are also great words to include. When it comes to power words, it’s important to monitor which words are consistently working for you.

People often underestimate the power the subject line holds. First impressions are everything and with these 4 easy tips, we’re confident your next first impression will be a great one. Send me an email and tell me how it goes at Hamlet@imarketsolutions.com, I would love to hear your story.

 

 

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4 Reasons Why You Need Email Marketing

Wednesday, March 9th, 2016

 

Knowing where to invest your marketing dollars is never an easy task, especially for start-ups. Email marketing is not only one of the most affordable marketing channels, it’s also one of the most versatile and effective. It keeps your customers updated, boosts revenues and leads, re-engages old customers, and builds your brand.

Keep Customers Updated

I always like to treat my email subscribers like I would treat my family. I keep my family updated with what’s going on in my life, what new endeavors I’m pursuing, and what new love interests I have. I use this same approach with my email subscribers to keep them updated with new hires, major goals or projects, new services or products, new partnerships and clients, and so on.

Boost Revenue and Incoming Leads

The easiest and most obvious reason to be doing email marketing is to give your revenue supply a nice boost. Whether you’re sending your regular customers the occasional promotional email or sending your new customers an exclusive special, email marketing is a great tool to boost your sales.

Re-engage Older Customers

Customers come and go. It’s an everyday thing for business owners. However, not only does email marketing help retain customers month over month, but it also helps bring back some of the more inactive customers. These are customers that may have once expressed interest or even made a purchase but for various reasons haven’t come back since then. Send those customers a special email to let them know how much you miss them, thereby incentivizing them to give you another chance.

Build Your Brand

Lastly, email marketing is a brand-building machine for businesses of all sizes. Email marketing allows you to have a certain look, message, tone and overall brand for your company. This is done by sending a series of consistent emails whose content and design that matches your brand and culture. With the flexibility and control to send what you want, to whomever you want, you can build your brand to be whatever you want it to be.

Email marketing can help you reach your marketing goals but will only be as effective as your utilization of it. I would love to hear from you so feel free to reach out to me with any questions or concerns you might have at hamlet@imarketsolutions.com.

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Lead Generation vs. Branding in Email Marketing

Friday, March 4th, 2016

The ultimate goal for sending an email is to make a return on your investment so it’s only natural that the average email marketer would prefer sending a lead generation email over an email meant for branding purposes. With that said, it’s still crucial that we maintain a balance between the two if we want to achieve long-term success with email marketing. Below, we’ll be discussing the differences between branding and lead generation emails, highlighting the reasons to send emails for branding purposes, and finally what the expectations should be for the two.

Difference Between Lead Generation and Email Branding

The main difference between lead generation emails and branding emails is in terms of ROI. Lead generation emails often have a discount in them to persuade people into scheduling service. This often creates “bargain hunters” in your list, people who only schedule service if there is a discount involved. One of the issues with these type of clients is they are likely to use a competitor’s service if the incentive large enough.

On the other hand, branding emails often provide added value in the form of information. Customers who regularly open and read your branding emails slowly overtime become your true fans. These are customers who are looking for something beyond just a good deal and if you can earn their trust, you will see their repeat business for many years.

The 411 on Branding Emails

The problem with the branding email is that it often doesn’t give you an immediate ROI. It’s no wonder that most would want to send more lead generation emails than branding emails. But what would happen if you only sent lead generation emails? Those users who were actually hoping to receive tips, information and the latest news would most probably unsubscribe from your list. This creates an imbalance in your list between your “bargain hunters” and the true fans of your brand. By giving your customers valuable information that they can relate to, you create a positive memory for the customer making them more likely to remember you when a service need arises.

Customer_Satisfaction__iStock_000026525708_XXXLarge

Setting the Expectations for Success

Ultimately whether you’re sending a lead generation email or a branding email, knowing what to expect from each will greatly help whether you view it as a success or not. Lead generation emails are a great way to get consistent leads. However, sending too many during a short period of time will not only burn out your list but it will also lower the amount of leads you get on average per email campaign. Branding emails on the other hand will not always generate leads. The key to branding emails is knowing who to send it to that will appreciate that information. Creating a segment for “active users” and only sending the branding emails to users who consistently open and read your emails will give you a higher probability of getting the valuable information to only the people who want to get it.

There is the right message for every customer on your list so there is no universal email that will spark everyone customer’s interest. At the end of the day, your marketing plan should include both branding as well as lead generation emails. Send me an email at Hamlet@imarketsolutions.com with what segments you’re using and what emails you’re sending to that segment. I’ll give you my honest feedback along with some tips on how to create a more strategic email campaign.

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