7 Ways to Better Email Marketing for Service Businesses
Building your email list will be a huge asset to growing your service business. In fact, when it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social media, direct mail and other marketing channels. Even in an age where social media seems to be all the rave in generating new customers and sales, the truth is, email marketing is a time-tested strategy that still rakes in more revenue for business.
By focusing on honing your email strategy, you’ll create opportunities that foster repeat business, nurture prospects into becoming customers, build brand loyalty, and position your company as an expert in your service industry. In this guide, we’ve compiled seven email marketing tips to help you cultivate your subscribers, grow your list, and generate more sales for your business.
#1 Be Sure Your Email Strategy Aligns with Your Business Objectives
The first step to bettering your email marketing is being clear on your business goals and how your email strategy will help you achieve them. Sending out multiple email messages with no end goal in mind will not breed the results you’re looking for. Your email marketing must be purposeful and supports your inbound marketing plan.
Having a clear understanding of your target audience will serve as a guide in creating intentional goals. When you have clarity on the pains and problems of your market, you can produce content as a solution, making your strategy much more effective.
One practice to fully understanding your audience is by developing buyer personas. During this process, you’re essentially painting a picture of what your ideal customer looks like. Every email you send will speak to this persona. As a result, you will naturally compel prospects to your brand because your message resonates with their interests.
#2 Share Engaging, Educational Content
One of the best ways to nurture your email subscribers is to share content that helps them solve their most pressing problems. For example, if your service business is plumbing, you can share tips on ways to prevent leaks, clogged drains, and what to do when it happens.
You see, you want to become a source of information for your customers and prospects in between visits. It’s another way to keep your brand “top of mind”. When a situation occurs where your services are needed, you’ll be the first called because of the value you’ve shared.
With that said, your business blog is a valuable tool to publishing content to share solutions. The more you blog, the more content you have to deliver to your list. Blogging also boosts awareness and visibility to your brand, helping you rank in the search engines like Google.
Since email subscribers are 3 times more likely to share your content to their social networks than visitors from other sources, create email messages that promote your blog content. Encourage your list to pass it on to bring more exposure to your content. The key is to be consistent, but not overwhelming, so your business stays in the forefront.
#3 Segment Your Email List
Email segmentation, or categorizing your list based on certain criteria, is one of the best features of your email marketing software and yields amazing results in your strategy. Actually, 77% of ROI comes from segmented, targeted, and triggered campaigns (Source: EmailExpert). Also, marketers have noted a 760% increase in revenue from segmented campaigns. It pays to segment your email list as part of your online marketing strategy.
There are several ways that you can segment your list for your service business. The ultimate objective with email segmentation is being able to personalize your messages so it speaks to a specific audience. Your readers will feel that you’re speaking directly to them, which significantly improves engagement:
- Homeowners versus Apartment Living
- Stage in the buyer’s journey
- Past Purchases (particularly great for upselling opportunities)
- Buyer Personas
- Buyer Frequency or Purchase Cycle
- Preferred/Loyal Customers
#4 Leverage Landing Pages to Grow Your List
Landing pages is a vital tool for every business that desires growth online. These web pages are centered on one goal: capturing your visitors contact information in exchange for something valuable like an eBook, checklist, or video series. Landing pages are intended to grow your subscriber list but your offer must be compelling enough to entice people to opt-in.
Here are a few suggestions when publishing landing pages:
- Offer a free guide, resource, or video series that solves a problem
- Extending a discount or special free item works well too in boosting optins
- Make your landing pages super actionable with clear content that shares exactly what your reader is getting
- Target a keyword phrases that your audience is actively searching for to optimize for SEO
- A great practice is to have as many landing pages as necessary that not only addresses your various buyer personas needs, but also promotes different content offers you’re giving away
The key is to test and measure to discover which landing pages convert well and focus more on promoting that particular page and similar content.
#5 Use “Inline” Downloads in Your Blog Posts
Inline download forms are extremely effective in getting blog readers to become subscribers of your email list. These opt-in boxes actually are embedded within your blog post and the offer you’re giving specifically relates to the topic the visitor is reading at that moment.
So for example, if your blog title is “6 Steps to Prepare Your Plumbing System for the Winter”, you can offer a downloadable checklist the reader can print out and use to get their plumbing in order. The key is for your free resource to align perfectly with the content your visitor is reading for maximum effect. They are more likely to click and take advantage of your checklist because it’s what they’re already interested in.
So to increase lead conversions, create different content formats that match your blog topics. Offer them right within your blog posts to convert your blog into a lead generating machine!
#6 Simply Ask Social Media Followers to Subscribe
This is as easy as it sounds! Leverage your social media networks to convert followers into subscribers by simply asking them to join your list. Let them know that you send out weekly (or monthly) eNewsletters that gives amazing advice in your service niche. Highlight the benefits and share the perks.
Do you already have a big list? Then show social proof by sharing the number of subscribers that are presently enjoying your content. Be sure to give the direct link to where they should sign up with a clear call to action.
#7 Provide a Clear CTA in Your Content
Giving a clear call-to-action (CTA) is an essential step to moving your viewers to action. In regards to your email content, whether you want subscribers to click on your link, take advantage of a special you’re offering, or share your content, telling them exactly what to do will make the difference between generating engagement…or not.
The same concept applies in your landing pages, social media posts, and any of your marketing messages. Whatever your desired goal (likes, shares, comments, or clicks), be sure to clearly convey that in your content to increase your chances of responsiveness.
Therefore, sell your visitors on why they should subscribe to receive your content offer. What benefit will they gain as a result of opting into your list? Choose emotionally driven words like free, better, and now that inspires your readers to take action and makes them feel like they will miss out if they don’t subscribe.
Marketers and brands steadily rely on their email practices to generate revenue, boost customer retention, gain new business, and increase influence. It is a key element to your overall digital marketing plan and creating success in your service business. Consider choosing 2-3 of these email marketing tips to improve your lead nurturing and conversions. Test and measure to see what’s working best with your audience and take it up from there.
Ready to bolster your business goals by accelerating revenue, improving customer satisfaction, and boosting productivity? Reach out to us here and let’s chat! We can help your service business achieve it’s next level!