When discussing your field service business with workmates, rivals and advisors, you have probably come across the concept of email marketing before. It may be that you’ve experimented with it in the past and failed, or are currently working on your business promotion but aren’t sure how email comes in. Even if you haven’t even heard of email marketing before, you need only look in your own inbox to see the idea at work. Put simply, email marketing is the practice of sending out the same email to a large list of potential and past customers for a range of reason. In this article we’re going to go through why you should be using email marketing to promote your small business and how you should be going about it.
So why is email marketing important? Well when running a small field service business, many of your customers will be infrequent callers, which is fine – people need their locks changed or their wiring repaired only rarely, not once a week. With this in mind, it’s important that people you’ve serviced in the past come to you again the next time they need help. First and foremost, email marketing makes sure that when a pipe bursts or an air conditioner breaks, your business is the first thing they think of.
Email marketing also lets you advertise new services you provide and get your customers giving you money for things they didn’t know you could do for them. Personalizing your emails the right way and setting a good tone can build a sense of familiarity and trust with your customers without being invasive or obstructive. Remember that your two key goals are to make your business the one they remember and to keep providing them with things to pay you to do.
Another useful thing to use email marketing for is to gather feedback on jobs. When you’re building your field service business, knowing what your customers expect from you and how well you met that expectation is the key to building good customer relationships; remember that the easiest customers to sell to are the ones that already have someone recommending you to them. Ask your customers what services they’ve thought about that you could provide but don’t and ensure that any post-job complaints are dealt with quickly and politely.
Now that you know why its so important to use email marketing to build your business, the first thing you’ll need is a program to send the emails for you. Trust us, you don’t want to spend hours every day copy pasting the same email over and over to each person on your 50/100/1000 strong email record. Googling “email marketing” will give you a long list of options; we use Infusionsoft for our email marketing but it combines a number of features, making it unsuitable for purely email marketing. MailChimp is a simpler, popular option that some of our customers use. Other alternatives exist, so don’t be afraid to take a little time to shop around for something you like.
When writing your emails, make sure that they are personalized – use template fields that substitute contact names in appropriate places. Using a customers name in an email is much more effective that saying “Dear valued customer” and similar. When announcing new features, adopt an excited tone and you may be able to get them interested as well. When asking for feedback, be polite and friendly. Whenever possible, make your emails sound like a conversation – you don’t want to be a business promoting a service, you want to be a friend tipping them off about a cool new deal that has become available.
Tell us in the comments how email marketing has worked for your business or email us at firstname.lastname@example.org