Email Marketing
Email Marketing is Best for…
Any and all businesses because it costs almost no money to run but can generate tons of sales and other results.
Because email marketing serves as a direct line of communication between your business and current as well as potential customers, it can be used for several purposes.
In its most basic form, email is used to meet the operational needs of a business such as sending service updates, invoices, and reminders to customers.
However, when you leverage email to generate sales, it can become an extremely valuable tool in your marketing and sales tool kit.
Some common and effective uses of email marketing include:
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Upselling current customers
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Generating word-of-mouth
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Running seasonal offers
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Following up with potential customers
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Maintaining relationships with former customers
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Asking for reviews
Business owners are likely to find the most success in using email marketing to increase the amount of revenue per customer through upsells and seasonal service offerings.
In many cases, sales are made the same day an upsell email is sent.
Business owners also find success in using email marketing as a part of their sales process by using it to consistently follow up with potential customers.
It’s important to note that email marketing can only reach the people whose contact information you already have.
This differs from Google and Facebook ads because they reach people whose information you don’t have.
That being said, the business owners who get the best results with email marketing have at least 300-400 contacts in their CRM and have a means of consistently getting more contacts (e.g. ads, cold calls, direct mail, etc.).
However, we strongly encourage you to add email marketing to your marketing and sales activities even if you don’t have that many contacts in your CRM because you will still see results over time.
Pros and Cons of Email Marketing
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Closest you can get to free advertising
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Increases sales volume per customer
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Offers quick results (often generating same-day sales)
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Makes upselling customers and potential customers easier
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Makes follow-up with potential customers easier
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Can offer high returns on your money spent to advertise
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Target only those who need your services
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Emails can be sent when you need (e.g. seasonal offers)
Pros
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Can take too much time to do on your own
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Often requires CRM “clean-up” and management
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Can annoy customers or potential customers if done wrong
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Can fall to the bottom of your priorities list
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Often requires 300-400+ contacts to generate strong results
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Limited to the contacts you have in your CRM
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Requires a CRM or email marketing platform
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Requires moderate web design (for a landing page)
Cons
How Email Marketing Works
Email marketing is the act of emailing your contacts with information to increase sales, convert people into customers, and build relationships with potential and current customers.
Though you can send contacts emails individually, most email marketing is done by “bulk” sending every contact the same email.
This is done using a CRM or an email marketing platform. In most cases, your CRM should have email marketing capabilities. You just might have to find them!
To make sure your emails are relevant to the people receiving them, you can group your contacts into categories, then send the different groups separate emails.
For example, if you own a lawn care business, you might want to group your customers by the services they’re buying (e.g. lawn mowing, weed control, etc.).
That way, you can send emails upselling weed control services to the customers who are ONLY paying for lawn mowing.
Using the same approach, you can group your contacts by “customers” and “potential customers,” so you don’t annoy existing customers with the sales emails you’re sending potential ones.
It’s extremely beneficial and often necessary to group your contacts into specific categories because it ensures your contacts receive emails they WANT to see – which will reduce the chance they will get annoyed or avoid opening your emails.
So what about the actual emails? What do you send?
What you send your contacts will depend on your purpose for email marketing and the strategy behind it.
If you are upselling current clients, your email might share a promotional offer with an accompanying flyer and a link to a quote request form on your website.
This however would look a lot different from an email you might send a potential customer who might be deciding between going with your business or a competitor.
Though it’s not necessary to hire someone who specializes in email marketing, a professional can give you guidance on the contents, timing, and categorization of your emails in addition to creating them.
Email Marketing Use Case
Here's how we helped a lawn care client upsell 180 customers in 1 year by using email marketing.
Problem
Our client had a lot of mowing customers but wanted to get more fertilization and weed control customers. He also wanted to increase revenue generated per client.
Solution
We recommended using email marketing to upsell the fertilization and weed control service as well as seasonal services to existing customers.
Results
180
New Transactions in 1 Year
4-5
Transactions Per Email
3
Emails Sent Per Month
$0
Total Ad Spend in 1 Year
Our Email Marketing Service Details
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Service Term: Monthly
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Invoicing: Monthly
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Average Pricing: $350 - $900 / Month
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Service Components:
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Campaign Planning
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CRM/Database Segmentation
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Email Copywriting
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Graphic Design for Email Flyers or Banners
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Landing Page Creation and Maintenance
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Email Automation Setup (If Applicable)
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Performance Tracking (Per Email)
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Performance Reporting (Per Email)
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2 Check-In Calls / Month
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