Keeping E-Mail Relevant
August 20, 2010
With all the emphasis on social media these days, it is easy
to assume we have moved well past e-mail, but that is not the case. For certain
types of communication to your customers and prospects, e-mail is still an
incredibly effective tool.
If you are sending “company newsletters” with long articles
and multiple offers so there is something for everyone, you are probably
missing the mark. On the other hand if you are segmenting your lists and
delivering simple focused messages, e-mail can still be a valuable way to stay
connected. Here are just a few examples on how you can use targeted e-mail
marketing in your HVAC business:
• Send your customers a few tips in the fall on how to save
on heating costs in the winter - and to have a tune-up before the cold weather
• Use an automated tool to set up a two part e-mail
campaign: The first e-mail is sent right after the project is completed. The
second automatically goes out 11 months later to remind them to have you back
for an annual checkup.
• Create another automated e-mail campaign to remind your
clients when their warranties are about to expire - and how to renew.
• Since HVAC is not a product category consumers will want
to learn about every month, consider partnering with other home service
professionals. Then you can send e-mails to a wider audience, on a range of
topics, roofing, gardening, landscape, etc.
The possibilities are endless, but by narrowly focusing your
e-mail marketing to match the needs and circumstances of your clients, you wind
up with a happier, well-informed client base - and hopefully more business, too.