Newsletter campaigns have been shown to be highly effective for those in service industries. Once you’ve gathered the email address of a potential lead, you’ll be able to send them newsletters that show them what you do. To get the most out of your newsletters, they need to be high quality.
Here are some top tips from the experts on how to get started with newsletter marketing.
Always Send A Welcome Email
Once someone has signed up to receive emails from you, you’ll want to send them a welcome email. This shows them you want to make a good impression and will pave the way for future emails.
You don’t have to do this manually. If you’re sending newsletters, you should be doing it through a mail client like MailChimp or MailMunch. These let you create a welcome email just once, and then it will be sent automatically whenever anyone signs up.
Send Excellent Copy Every Time
Once you have that email, you want to send newsletters that the recipient will open and read. The best way to do this is to write excellent copy. Less successful newsletters will push too hard to sell, and that will put your leads off. Instead, focus on creating emails that have value to the reader. This is very similar to creating blogs or articles for your site. If the email has information they can put to use, then they’re much more likely to read the email.
If you don’t think you can create these emails yourself, don’t worry. You can hire copywriters to handle the copy creation for you. Once it’s written, simply send it out.
Personalize Your Emails
Have you received emails before that weren’t addressed to you but tried to sell to you? You probably didn’t want to buy from that company. It’s too impersonal, and as the recipient, you’re just being treated as a faceless customer. You want your leads to get a better experience when you email them.
You can personalize emails by gathering some data when a lead signs up for newsletters. For example, you can ask them their name, and some questions about their pool or the services they’re interested in.
When you have this data, you can easily use your email client to personalize emails for you. At the base level, it can attach the lead’s name to an email, so it has a greeting that’s personalized to them. You can also use the data you collected to only send emails that are useful to them. For example, you can send emails about pool care and tips, or you can just send money off offers and similar communications.
Offer Special Deals
Speaking of money off offers, let’s talk about sending deals through newsletters. You can send limited-time deals, that are only available through the emails themselves. It’s a great incentive to get people to sign up for the newsletter. If they’re getting offers through it, it makes it a valuable email. Plus, if they have that offer to use, they’re more likely to hire you.
This also creates a sense of urgency, if the offer is limited. The customer will be compelled to hire you sooner rather than later before that deal expires.
Some service companies use these deals to fill up empty slots in their schedule. Rather than letting a slot sit empty, they’ll send an email offering services for a reduced price if the customer books that slot for their pool. These emails are a great way to keep the business coming in.
Offer Social Proof
Social proof is another name for testimonials from other customers you’ve worked for in the past. A lot of research has shown that customers will be more likely to hire you if they know others have had good experiences.
To use this in your newsletters, you’ll first need to gather that proof from other customers. There are several ways you can ask them to provide reviews, and a lot of people will be willing to review if you simply ask them.
Once you have those reviews, they can be included in your email. It’s best to shape those reviews into a story, so leads can see the full value of hiring you to service their pool. With those reviews from real customers, they’re going to be moved to hire you themselves.
Talk Experiences Rather Than Features
As a business, you’ll naturally want to talk about the experiences a customer will have with you when they hire you. After all, you want to show them just what you have to offer. However, this isn’t always the best way to go about it when writing email newsletters.
Instead, you want to focus on the experiences that your customer will have when they hire you. You’re looking to show them how you will make their lives easier. What’s the benefit of hiring your pool service? You can focus on the time-saving aspect, as taking care of a pool is so time-consuming. You can also focus on your knowledge, as knowing how pool chemicals work together is so important.
As an example, you can send a newsletter detailing how to properly shock your pool, to ensure that it has the right chemical balance. This shows your leads you have the right know-how to deliver the best results.
Create Loyalty Programs
Finally, as you’re a service company you can really benefit from selling loyalty programs through emails. Your emails will be able to show them all the benefits they’ll receive if they do sign up to be a part of the program.
Emails are also great for referral programs. Unique codes can be sent through email, and every time that code is used by a different customer, the referrer will get special benefits. Put your emails to use by encouraging the recipient to use these services.
With these tips, you’ll be able to send out high-quality emails that will give your customers value. Set them up now, so you can bring in new leads right away.