Contractor Email Marketing - Musselwhite Marketing

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Musselwhite Marketing is a full-service digital marketing agency serving the insurance/business industry since 2009.

Email Marketing for Contractors

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There’s no doubt that emails are effective. In fact, 80% of business professionals conclude that it promotes customer retention.

Retaining current clients is important, but what does email truly excel at?

  • DRIVING NEW BUSINESS!

Studies by the reputable Mailchimp and Campaign Monitor platforms looked at data across 25 industries.  In the contracting home services industry they found an email open rate of 22.4% and a click through rate of 3.2%.  

Both of these were higher than the average across all industries (insert thumbs up here). 

In light of this information, you can see contractor marketing receives “heavy lifting” assistance from online communication.

Your target market IS checking their email daily (multiple times daily actually), so we want to help your email avoid the spam folder, shoot to the top of their inboxes and be read.

Contractor email marketing has also shown added success when paired with advanced technologies like automation.

With any new technological advance, there’s always early adopters.  These types of people stand to benefit the most from their boldness.  

Who says you can’t be a part of that group?  

Our digital marketing strategies are tested and proven in the competitive field of home services contracting.  Need some proof?

We helped a grading contractor client from the perilous edge of bankruptcy to $5,000,000 via our overall marketing efforts!  View the full story and go ahead…picture yourself in their shoes.

We offer other additional digital marketing services for contractors. Click each service to learn more!

Why Email Marketing is Important for Contractors

According to Hubspot, “email generates $38 for every $1 spent, which is an astounding 3,800% ROI, making it one of the most effective options available.”

Nearly every American uses email throughout the day.  It’s almost like they’re magnetically drawn to the wonders contained within.  That pull is strongest with the right email marketing strategies and tactics for contractors.  

We’re pretty sure this isn’t a huge revelation, but lead generation (and converting those leads) is how your small business will grow to the eventual size you dream about.

Affordable and straightforward, your business can enjoy steady leads via this medium.  

How straightforward is it?  Follow these easy steps and you’ll see what we’re talking about. 

  1. Invite current customers to join your email list
  2. Send an automated welcome email
  3. Circulate a new email monthly (at least)

Now know this, building an email list isn’t as important as what you do with it.  Over time you’ll also want to conduct a “health assessment” to remove unengaged recipients, while continually replacing them with new ones.

Convincing folks to give up their email address requires offering some content of value in exchange for it.  Hence in step 2 you’ll deliver that piece of content…but via automated means.

Following on the heels of your welcome email, let them know how they can follow your social media channels, visit your website, etc.

After that, mix up your emails with promotional material and helpful resources.  Be their designated problem solver.  

You are already known among your peers as “Mr. or Mrs. Fix It,” so why not become that for those who actually put money in your pocket?

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An effective method is only as effective as the implementation.  Perhaps you’re ready to enlist the help of professionals, but are stuck wondering what to look for in an email marketing agency?

As an accomplished digital marketing agency, we apply the same proven email techniques that have helped other practitioners of your trade succeed.  To learn more and find out if we’re the right fit, schedule a free discovery session.

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Frequently Asked Questions About Email Marketing

Without breaking the bank, connecting with your target audience is possible via email.  We want to provide you with some tips so it works effectively for you.

  • Give subscribers control
  • Reward loyal subscribers
  • Don’t sweat unsubscribers

Give people the option to self-segment from your emails.  Send a survey with varying relevant topics or types of emails.

Occasionally, deliver your faithful email openers a coupon or discount code.  Double bonus: casual openers are enticed to bolster their open rate in the future. 

By allowing uninterested subscribers to remove themselves, and putting new eager recipients in their place, your open rate will increase. 

This is great because it tells email carriers like Google you aren’t spam, increasing the chance your future emails get through their filters.  

Let’s start you off with a few that work:

  1. Indoctrination
  2. Holidays
  3. Before and afters to show your work
  4. Annual or seasonal service
  5. Upsells and Cross Sells
  6. Testimonials

Just to name a few…

With each one, you should concentrate on improving client retention.

Some ways to do that are:

  • Onboard new clients and subscribers
  • Use re-engagement emails
  • Deliver exit emails

Remind those new to your list that you’ll be sending valuable and relevant information to their inbox.  Ask them to whitelist your email address so it’ll get through.

For a sales boost and increased retention rate: offer value, solicit feedback, or offer a “freebie” to those you sense are on the verge of leaving.

Exit emails have been shown to leave the door cracked for folks that leave to re-engage down the road.  Be gracious and thank them for their business. 

With the evidence we’ve already presented, you should be convinced by now that email is an important tool for your marketing efforts.  

To make it MORE effective let’s take a quick look at reducing your unsubscribe rate.

Do this:

  1. Find the sweet spot on how many emails to send
  2. Create irresistible subject lines
  3. Test, test, test

Craft a snappy and interest generating subject line that offers a hint of what awaits them inside.  Devote time to this first impression and enjoy a winning campaign.

Finally, A/B test your marketing emails because even professionals like us can’t always predict what will resonate with each reader.

A side benefit of this practice is a decrease in your unsubscribe rates.  Why?  Because more of your emails will be hitting the mark…the very first time!

What’s the benefit of using modern technology instead of manually hitting send inside your online mail provider?

Email automation is an increasingly efficient way to ensure the clients of your contracting business enjoy a regular touch at least monthly.  

It could look like scheduling all of your holiday emails ahead of time, or a couple automated emails after you release a monthly contractor publication. Even a request for a review after you have completed a job or project.

Programming in a set sequence helps with consistency and frees you up to focus on other areas of your business.  Plus those on your list can expect that great content at the same time every day or week.

This matters because it can lead to higher open rates and the desired action you want from them.  And action is what helps your bottom line. 

If you have more questions about how it can help your business don’t hesitate to reach out! 

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