Emails Are Still ‘In’ Today
Electronic mail or emails are one of the oldest telecommunications technologies existing in the world.
In fact, It was in 1971 that a computer received its first email through ARPANET, the Internet’s predecessor.
Half a century later, emails rose up as a primary form of communication, then laid back due to social media, and rose back again as more people used smartphones instead of desktop computers.
True enough, the rise and fall of emails helped determine its place among digital marketer’s online strategies. Today, emails are a primary source of leads because of smartphones and push notifications.
In fact, HVAC and Plumbing businesses will benefit greatly from email automation. It means exactly as it says: it can handle your email communique 24/7.
What is Email Automation?
If you’ve read up on newsletter’s role in digital marketing, then you understand email’s contribution to driving new sales. If not, then here’s what you need to read before you proceed.
True enough, sending single emails to each lead takes time. True enough, personalization helps urge customers to buy from your business. Fortunately, some marketers found a keen solution: segregate your customer profiles and categorize them according to their progress in your sales funnel.
In doing so, you identify the needs and wants of your customers per their journey in your website. As a result, you can create category-specific messages and content that can urge customers to buy quickly.
This is the core concept of email automation. Now, why should you do it?
The Benefits of Email Automation
Email automation gives your customers an excellent experience with your brand. It accomplishes this by sending customer-centric emails called “triggered” emails.
Triggered emails include CTAs that attract the attention of specific customers in your tier that encourage them to read more content and take the next step towards better knowledge.
If you have customers who have exhausted all content about HVAC maintenance in their emails, then you can send them an offer for case-specific content. For example, if majority of your end-content readers are DIY pros, then an ebook on DIY HVAC and Plumbing for entire homes is a great offer.
Email newsletters are excellent avenues for personalized marketing. Therefore, having “molds” of customer profiles in your strategy is an opportunity that email automation can use to improve your conversion rates.
Lead Nurturing Done 100% Better
As we mentioned earlier, emails automation allows you to send case-specific and specialized content guaranteed to add value to your consumers.
You have special emails sent to first-time newsletter subscribers that include interesting and value-adding content. Next, you have emails that engage your long-time subscribers, such as advanced technical knowledge on HVAC and Plumbing systems.
Lastly, you highlight your HVAC and Plumbing experience as time-saving and has less risk rather than your customer’s idea of going DIY on their HVAC and Plumbing maintenance and repairs.
Email automation’s identification of each type of lead you have allows it to do lead nurturing effectively. True enough, good content “softens” your lead until they’re comfortable to talk with your staff. In addition, content that “hits them home” regarding their HVAC and plumbing needs will help them decide on using your services, which leads to conversions.
Brand Authority and Recall
Good content will always add value to your audiences. In addition, it helps elevate in audiences the value of your brand’s knowledge. Consequently, it helps you become a reliable source of information and an authority on HVAC and Plumbing (which you are as a company of extensive industrial experience).
Therefore, if audiences found it difficult to perform a DIY method, they’ll remember to consult your content or even call your brand to perform a service.
Reduced Likelihood of Human Error
In the past, telemarketers will call consumers. Next, these customers will likely listen for only five seconds before they drop the phone and their interest.
Evaluations for these telemarketing campaigns are often fuzzy. For example, it is possible the customer doesn’t need the product, yet the telemarketer was too pushy.
In one other possible case, the telemarketer might have dived too much into technical details that he or she lost the prospect’s interest.
Email automation removes the risk of human error fouling up a chance to convert a good lead. It does this by personalizing the brand content sent to consumers. In addition, it will never miss its mark when sending the specialized content email at the proper time.
Some HVAC and plumbing companies feel that email and marketing automation platforms are expensive. The truth is, they’re cost-efficient because they drive up your profits.
Email automation platforms are often a software-as-a-service (SaaS) product that requires you to subscribe and pay on a regular basis in exchange for a progressively-maintained product. It does sound expensive.
However, if financial services companies can get email open rates two to three times better than average with email automation services, then chances are your HVAC and Plumbing business can too.
In addition, you have a system that generates conversion opportunities 24/7 because of its automatic email-sending algorithm. Now that’s great savings instead of having a shifting telemarketing team do it for you!
Email Automation Is The Key to Higher and Bigger Profit
HVAC and plumbing companies can nurture leads without needing high investments. With know-how on customer profiles, investing in content creation, and ultimately gaining the trust of their customers, HVAC and plumbing businesses can greatly benefit from email automation.