5 Successful Tips For Pest Control Email Marketing
While the popularity of social media apps such as Facebook, Instagram, and Twitter makes them viable marketing tools, email continues to be the predominant medium for business communication.
If you aren’t using email for marketing and brand building, you are missing an inexpensive, easy, and effective way to establish your brand.
Building Your Email List
There are a lot of options when it comes to building your email list, from sign-up forms to simply asking your customers for their email.
Regardless of how you get emails, keep in mind that how you ask and what you offer in return will affect your overall success.
Get permission. Customers in the digital world are no longer willing to accept the shot-gun method of advertising with its pop-ups, buttons, and all that other in-your-face blasting of “special offers.” Your customers will respond much more positively if you just ask for their permission.
When a customer calls your pest control office, your script should always include asking for their email.
When a technician completes a job, they should ask for that email. Every contact is an opportunity to capture emails.
Many people will just give it to you, and for the ones who want to know what they get in return, your answer could be a discount, important information, or a host of other offerings which we will talk about later.
For customers visiting your website, there should be opt-in forms throughout the site giving them an opportunity to sign up.
This is just another way of asking for permission. The forms should be short and easy to fill out, asking for only the bare minimum of information to increase your response rate.
Building the Relationship
So you’re building your list, getting email opt-ins and talking up your email program. So now you have to figure out what to email!
Everything that goes to your email subscribers should serve one main purpose: Building the relationship.
You’re not selling and you’re not promoting how great you are. You are building the relationship and establishing your authority and your brand. This only happens if you provide valuable information and other rewards for your customers who allow you into their in-box.
Everything you say in your emails should be professional AND friendly. Remember…RELATIONSHIP!
If your customers give you their email address, they are familiar with your company.
The success of your email marketing campaign now depends on what you can do to inform, educate, and provide value. This is your chance to show them what your brand is all about.
This provides the perfect opportunity to talk more about additional services your pest control company offers. They may use your services for monthly pest control, but do they know you also offer termite protection, waterproofing, or wildlife control?
Automating Your Email Campaign
To truly see your email campaign flourish, you have to automate as much of the process as possible.
There are plenty of email automation programs and services to help you out, such as:
These programs take care of the all-important task of getting your emails added to your customer’s address book.
They handle the frequency and timing of the overall campaign, and they provide a lot of information for you and your customers and they are easy to tweak.
This automation will include a variety of elements, including the proven, effective autoresponder.
An autoresponder is a part of email automation that automatically sends pre-formatted emails to specific requests, specific groups, and others at pre-determined intervals.
The goal of an effective email campaign, and especially the autoresponder, is to build a relationship over time to create a long-term customer.
We looked at building your email list earlier and talked about what you can give to your customers for signing up.
Keeping the relationship factor in mind, here are just some of the incentives you can offer:
- Free downloads. “Best DIY Pest Control Tips”, “How to Keep Pests Out of Your Garden,” etc.
The amount of content that is potentially valuable to your customers is enormous and establishes your authority.
- Free eBooks. These don’t have to be long or complicated, just informative and useful. Once you accumulate a backlog of blog posts, articles, etc, it is pretty easy to combine some into a longer, more comprehensive format.
- Email series. These often overlooked incentives, as long as they are informative, can have customers actually looking forward to that next email. Think “Everything You Need to Know About Bedbugs,” that sort of thing.
The first email could be an introduction, the second about identification, and so forth.
- Discounts are always attractive, especially if they are offered exclusively to your subscribers.
From the typical “10% Off in October” to “Free Termite Inspections,” there are a lot of ways to offer savings across a range of services.
These types of incentives are also useful for getting referrals. Remember, you have built a relationship based on trust and authority with your customers, so who better to “advertise” you pest control business to their friends and family?
Relationships are a two-way street.
One of the most valuable aspects of an effective email campaign, or anything else that gives your customers a chance to communicate with you, is feedback.
This one aspect resulting from these relationships can provide you with extremely valuable information if you use it.
- Typically thought of as negative, this type of feedback may provide you with an opportunity to correct a wrong that you may never have known about.
Complaints handled quickly and correctly can often lead to a satisfied customer for life.
- We all like this kind of feedback, and while it can be useful as testimonials and other “good” press, it also offers an opportunity to reinforce good habits, to know what’s going right.
- Hopefully, the feedback from your customers includes questions and requests. This type of feedback reflects the trust they have in your company and how much they consider you an authority.
If you aren’t receiving much feedback from your customers, maybe you forgot to ask? So make sure you always ask them for their feedback. On your website, on the phone, in person, and, of course, in every email.
So get busy building your list, automate your campaign, and start sending out emails that help your customers and watch your business grow. Get started today with your pest control marketing plan.