Email Marketing
Building a loyal client base is crucial to any successful business, and email is one of the most effective ways to nurture customer relationships. If you’re not currently collecting customer email addresses when you render service, you need to start now, no matter the size of your business, your immediate marketing plans, or your level of computer and design ability. Even if you’re not ready to use them right now, your customers’ email addresses can be used to effectively market your business for many years to come, and so don’t squander the opportunity to collect them while you have the chance.
Ask for email address at first contact, along with the customer’s name, phone number and address, or require technicians to write the email on the service ticket. Consider making email part of your everyday process by using it to confirm appointments, send invoices and receipts, and thank customers for their business upon conclusion of service. Use your email database to promote your business and to make sure your name immediately comes to mind when an HVAC need or problem arises. This can include sending quarterly or biannual maintenance reminders, service discounts and equipment specials, information on rebates and utility programs, or helpful HVAC tips (how to save energy, etc.). Take care not to send emails too frequently, and make sure your messages are of value to your customers to avoid the risk becoming a nuisance and causing people to unsubscribe.
There are many online email marketing service providers, including MailChimp, Benchmark, and Constant Contact (what we use here at E.P. Homiek and highly recommend) that are inexpensive and easy to use. Most provide hundreds of customizable email templates, as well as generous technical support, for novice users. Be sure to do your research before choosing a service to make sure it fits your design, functionality, and budget requirements.
