This article is part of a special educational series published by tbk Creative that helps home renovation companies grow their revenue.
Are you looking for additional ways past your standard SEO and SEM to generate more revenue using the web?
Have you considered email marketing but not sure about all the components to do it profitably?
If so, this article is for you.
Email marketing can work wonders for a home renovation company (window/door, roofing, kitchen/bath, flooring, etc.). I’ve watched email marketing programs generate as much as $20,000 to $34,000 in product sales for some home renovation companies.
In this article, I’m going to explain how to setup and run an effective email marketing program.
Here are the components we’ll cover:
1. Pick your software
If you have a few dozen leads for your email list, using your Gmail or Outlook will be fine (through BCC), but as you’re piling on hundreds or thousands of additional leads over time, you’ll want to use a professional third party email software.
The one that tbk Creative uses predominantly for its home renovation clients is MailChimp. MailChimp is user friendly, reliable, and cost-effective (currently free for lists under 2000).
By using a third party email software, you’ll often:
2. Lead Acquisition
Once you pick out your software, you’ll want to develop a plan to acquire contacts on your email list. Here are some ideas:
In any case, make sure you’re complying with the Canadian-Anti Spam Law. More information on this in section the CASL compliance section below.
An example of an e-guide offer on the North Star Windows & Doors website. This is used to generate more consumer email leads for the company.
3. List Maintenance
You’ll want to establish a checklist with your marketing agency or internally that is followed before an email campaign goes out.
This can include:
4. Campaign Development
Here are the steps towards good campaign development:
5. CASL Compliance
The Canadian Anti-Spam Law (CASL) now governs when you can email Canadian for commercial purposes.
This is an important topic as on March 5, 2015, the CRTC fined its first Canadian business $1.1 million for violating the legislation.
The two most important areas you’ll want to make sure is:
Check out this article I wrote on April 1, 2015 that details how you can do both properly.
Conclusion
Effective marketing and building a larger and more successful home renovation brand isn’t about any one thing but a culmination of many right things.
Email marketing can be that next marketing program to add to your company’s toolkit to increase your sales.
If you have any questions about email marketing, post them in the comments below or contact tbk Creative for assistance.