Pool builders often overlook the power of email marketing in their digital marketing efforts. They assume that nurturing ongoing connections with customers isn’t central to their businesses, since customers don’t tend to return to buy pools multiple times. However, this way of approaching your marketing will leave you behind and keep you away from chances to promote new services, get new customers, and boost the effectiveness of your entire digital marketing strategy. If your pool building company is not using email marketing, this information may make you change your mind.
Email Marketing Explained
Email marketing combines the power of direct marketing and digital marketing to help you connect to customers. The easiest way to think of email marketing is to consider it as the modern alternative to the mass mailing advertising that was common in the past. The difference is that, with email marketing, you can carefully target your messaging to people who are specifically interested in your product. Forget spending thousands on printing and postage to send out mailers that may end up in the trash. Instead, send carefully crafted email messages that are directed specifically to an audience that has signed up for your mailing list because they want to know about your products.
Email Marketing for Pool Builders
Pool customers, admittedly, aren’t likely to frequently patronize your business over and over again for a new pool. However, there are still plenty of reasons that email marketing is relevant to pool builders. First, email marketing is consistently recognized as one of the most effective marketing investments you can make with the highest ROI. That fact alone makes it hard to argue against email marketing for pool builders, but here are some additional benefits:
- Keep existing customers aware of additional services you can provide, such as maintenance and repairs
- Share information about pool installation specials for customers who are considering a pool and that existing customers may be motivated to share with friends and family who are considering a pool
- Close the deal with potential customers by showing them that you’re an active business that consistently engages with customers
- Drive traffic to your other digital marketing efforts, including your website and social media platforms
Email marketing is a streamlined way to tackle brand awareness, conversion, and loyalty. For a high-ticket item like a pool, your engagement with customers is a great way to increase trust in your brand.
Targeted Email Marketing
Although email is repeatedly ranked as the top communication preference for customers dealing with small businesses, no one likes their inbox filling up with messages that aren’t relevant to them. This is where targeted email marketing enters the picture. Targeted email marketing lets you filter customers according to their needs and where they are in the process of working with your business, so that you can ensure the right messaging gets to the right people.
This is where working with a digital marketing company can be so valuable. They will have powerful software that can be used to manage your customer database, to ensure that people get emails from you that are valuable, so that they will continue to open your messages. Their software will also help you manage things like open rate, clicks on links in the email, and more, so you can continue to refine and perfect your email marketing efforts.
Types of Email Marketing Messages
There are different types of email marketing messages. One common kind is a promotional email message, which usually promotes a new product or service and has a clear call to action. Usually, these emails have some kind of discount or other promotion embedded in them. For instance, you may use promotional email marketing messages to offer discounts during the peak pool building season to encourage people to sign up for installations.
Informational emails, as the name suggests, provide customers with useful information about your product or business. For example, you may send an informational email about pool cleaning tips or different pool shapes. Announcement emails let you share big news about your pool building business, such as being named best pool builder in your town. Lastly, newsletter emails collect all of these kinds of messaging into one email that gives information to customers efficiently.
Pool builders should use all of these kinds of emails to connect with customers. This is another area in which a digital marketing company is a good asset, since they can help you determine the best frequency and targeting for all of your messaging.
Don’t let your pool building company get left behind by overlooking the benefits of email marketing. At Anchor Wave, we’re experts in building digital marketing campaigns for businesses of all sizes, across all sectors, and we’re ready to help your pool building company get the most out of email marketing. To dive into the benefits of email marketing and to learn more about how we can help you with web strategy, call us today at (520) 622-3731.
