When it comes to marketing and communicating with customers, time is money. Direct mail advertisements are no longer the preferred method of communicating with customers, and with the rising number of consumers spending time online and checking their email multiple times a day, email marketing has become the most successful method of reaching customers. Keep reading to see how email marketing can benefit your HVAC company.
Personalized Content to Strengthen Relationships
There are a variety of ways to personalize the content you send to your customers, such as adding their name to the email or directing targeted messaging at specific customers. So, you can send an email to customers who currently receive seasonal HVAC maintenance and a different email to customers who have received HVAC repair services who could benefit from seasonal maintenance. Your customers will appreciate this because not only will your emails appear more personal, but they will feel the email is relevant to them and not a blanket advertisement that was sent to everyone.
Optimized Time and Budget
For a small business, designing, printing, and mailing direct mail advertisements can eat up a big chunk of your time and budget. Even worse, these mailers can often be thrown out as junk mail. Email marketing is much more cost effective and can reach more customers. Your customers who have opted in to receive emails from your HVAC company are more likely to open your email, especially if their name is in the subject line, and even if it is deleted without being read, the cost of that email was pennies compared to a mailed flyer. It also takes much less time to design an email campaign. In fact, email marketing can be largely automated with no loss of quality or effectiveness.
Well-timed Campaigns to Increase Sales
With the ability to send marketing emails to customers on short notice, you can make sure to reach your customers at the right time. For a direct mail advertisement, you would need to plan well ahead for any seasonal specials and then make sure to have the mailers printed and sent in time. However, with email marketing, you can notify customers of specials on short notice. This also increases the likelihood of sales because on average, 44% of email recipients make a purchase based on promotional emails. Even if your customer doesn’t make a purchase, they may know someone who would be interested and can easily forward the offer.
Increased Website Traffic
Drive traffic to your website with marketing emails. Share a new blog with your customers detailing a service you provide that they may not be aware of or guide them to a new HVAC system you may be promoting. Increased traffic to your website entices your customers to explore and can lead to a sale that otherwise may not have occurred. Make sure to include sharing buttons for social media to encourage your customers to share your content with their friends and followers. In addition to triggering sales, this increased site traffic can also give your SEO campaign a boost.
Trackable Metrics
If you’re trying to track how productive a marketing campaign is, marketing emails will make this much easier for you. You can track how often customers are opening emails, if they are opening links from your emails, if they are being shared, and more. This can help you make future marketing campaigns more effective because you’ll be able to see where you may need to change your messaging or layout.
Boosted Brand Awareness
Email marketing enables your HVAC company to regularly communicate with customers, and with each email they receive, they will become better informed of your company and the services you provide. This is also a great opportunity to use emails to connect and get feedback from customers or survey to find out what content they may want to see on your website. Do your customers want to see a blog on your website, and if you already have a blog, are there specific topics they would like covered? With more content your customers find valuable, the likelihood of them referring friends and family to your HVAC company increases because you are a company they have grown to trust.
The right digital marketing agency can help you get the most out of services like email marketing, website design, and more. If you’re ready to learn more about how Anchor Wave can help your HVAC company with email marketing, contact us at (520) 622-3731.
