We’ve all gotten those regular annoying emails in our inboxes. You know, the ones that you couldn’t unsubscribe from fast enough. That’s why it’s important to have a good email marketing strategy for your company.
Getting started with your email marketing campaign as a roofing contractor or roofing company can be difficult. We get it, and that’s why we wrote this guide. The challenge is particularly present if you’re new to online marketing and the topic of email campaigns.
What makes it so difficult? Email marketing is the backbone of a lot of great marketing campaigns and successful companies. But it can take some companies years to get it right. Today we’ve got the tips you need to get your roofing email marketing campaigns off to a great start.
Roofing Email Marketing Basics
Before we get too far into the weeds of strategy, there are some basics that you’ll need to know.
Collect Email Adresses
Collecting email addresses can be one of the hardest parts of getting an email campaign set up. But, it doesn’t need to be difficult. In most cases, you’ll have email addresses collected from sales and inquiries or contact forms. The best way to get emails is from your contact forms. But, if you’re having trouble getting emails, don’t be afraid to ask for them during your sales process.
Sort the Email Addresses into Different Groups
Generally, you’ll have a few different groups of email addresses. For example, you may have an inquiry list and a sales list. A previous customer list is also common to have. You can use that list to check up on your customers and make sure their roof is in good shape.
Find an Automated Email Platform
After you’ve got the emails and the lists, you’ll need an email platform to send out your emails. There are a few different options, and of course, you could always use a company email address and something simple like Gmail. But, we recommend using a platform like Mail Chimp. With Mail Chimp, you’ll be able to more easily create mailing lists, automated emails, and scheduled emails.
Develop an Email Follow-Up System
Follow-up emails are a must whenever you’re using online contact forms. It’s the best way to let your customers know that you’ve gotten their email and that you’ll be responding ASAP.
How to Write Email Marketing Campaigns
Now that you’ve got the basics sorted out, it’s time to start writing your actual email marketing campaigns. The best way to get a feel for this is to look at your competitors. How are they marketing their products? What are their strengths and weaknesses?
There are a few different email marketing campaign types. If you’re selling the same product repeatedly to the same customers, your email campaigns will be different from those that are selling a variety of products or services. For example, if you’re offering only roofing services or a specific product, you’ll only need one email campaign that targets new addresses when they’re added by your sales team.
What to Include in Emails
So, what should really be in the first email you send out to the masses? Here are the basics:
Email Subject Line – catchy, friendly, and informative. You’ll want to include the product or service you’re selling here or why you’re checking in with them.
From Name – be sure to use something that stands out, like “Tim Jones Roofing.” If possible, use your name instead of a company title. Making emails personal is a huge advantage.
Message – give some basic details about what you want to discuss in the email. You can also include a link to an outside resource, like a video or blog post. Think of emails as a way to share knowledge, not just a sales pitch all the time.
If all this sounds easy… it is! The challenge comes with sending out your emails effectively and not being repetitive. That’s not always easy, but it is possible. Try to get creative, follow the seasons, or keep customers updated on how they can take care of their roof.
Create a Storm Damage Email Campaign
A common email campaign that roofers use is a storm damage campaign. It’s a great way to reach your target audience when they need the services you offer.
This campaign can be as simple as describing the storm that went through and what damages might have been caused by that storm. Then let the home or business owner know how you can help get their home fixed up and safe from any further damage.
We’ve seen storm damage email campaigns pay off in huge ways, especially when you take the time to nurture that homeowner before the storm damage hits.
How to Convert More Customers with Email Marketing
When people think of conversion, they often think it has to do with sales. But in email marketing, conversion is all about getting customers from the contact form to the sale.
All you need to do is guide your email subscribers through the reasons why they need to buy their next roof from you. Think of each email as a step further in the sales funnel. Most times, when you’re working with homeowners, selling a roof is quick and easy, but sometimes that’s not the case, and you’ll need to show them why a new roof is important for their home.
Be sure to leave lots of opportunities for your customers to reach out, contact you, and act on the information you’re giving them. It shouldn’t be hard to find a contact or form button in your emails.
After the Sale: Try Selling Additional Products or Services
When you’re ready to get more distance out of successful email campaigns is to move customers who’ve already purchased from you to another list. For example, they might be on a list that you use to promote specials or updates about their new roof.
You could also create a separate list for people looking to do some major home renovations, which is another great way to up-sell products and services. If you’re an exterior contractor and you put a new roof on someone’s home. Maybe you could try to sell them siding or doors and window installation. The sky’s the limit with emails, do your best to get creative and find new ways to push towards successful email marketing.