As one of the earliest online marketing strategies, email marketing has stood the test of time. A tried and true method that allows you to nurture leads and convert them into loyal customers. This two part series will help you utilize email marketing to grow your pest control business and wow your customers.
Part 1: Getting Started
59% of marketers identified email as the most effective channel for generating the highest revenue. Are you capitalizing on the benefits of email marketing?
Many pest control companies focus their lead generation efforts on improving their website or pay-per-click campaigns while email falls by the wayside. Some consider “customer retention” emails a waste of time. But here’s the truth: If you’re not utilizing email marketing, you are missing out on huge opportunities.
Ready to reevaluate your inbound marketing strategy? Here are quick steps to help you get up and running.
- Start collecting email addresses. You can’t really do anything we are recommending here without them! Hopefully you already have a ton. But, use your pest control website, social media channels and employees to start collecting contacts.
- Segment yours lists. There’s a million ways you can do this, make sure to choose the way that make sense for your business. Your segments can be broken down by: customer vs. leads, commercial vs. residential lists, services, or physical location. These segments are important and will help you with step 3.
- Send the right people the right message at the right time. You will get more out of your email marketing messages if it feels custom to your audience. Here’s an example:
- Personalization is key. Sending messages to a segmented group is a great start, the next step is including their their name or the date of their last service to make the message even more customized and engaging. Here’s another example:
You are going to run a sale on mosquito services, 10% off if you sign up this month. Instead of blasting this message to everyone in your database. Segment your list and find customers that have purchased this service in the past. Then send a message like this:
“You’re due for a mosquito service! As a returning customer, we are going to offer you an additional 10% off your next service. Call us today!”
This customized message will engage customers more than a generic one that is sent to everyone. It feels personal and provides your customer with a nice, warm “they remembered me” feeling along with the exclusivity of a special offer. If you still want to email everyone, you can. Make a separate more generic email for the rest of your database or try to segment the rest of the list with other offers that may be relevant to them.
Jerry, mosquito season is coming and I noticed your last treatment was back in August. Since it’s time for you to respray, I wanted to make sure you knew about our 10% off promotion. You can get your mosquito treatment for 10% off if you schedule it this month. Give me a call to set it up!
Follow these steps and you’ll be on your way to launching successful pest control email marketing campaigns! If you don’t currently have an email service provider, don’t forget to check out PestPac’s Marketing Automation tool. This new tool makes your job super easy by segmenting your lists using the data you already have in PestPac and executing automated email campaigns.
In part 2 of our series, we will focus on how to measure and analyze the success of your campaigns.