Email Personalization

Monday, May 21, 2018

Email marketing can be an effective tool for organizations – even HVAC companies. Emails can help you form a connection with your current and potential customers in a cost-effective way.

Don’t believe us? Here are a few quick stats:

  • Organizations that use email get 50% more prospects that are ready to work with them (HubSpot).
  • Email is 40x more effective than social media at reaching new customers. (McKinsey).
  • 72% of people send and receive email from their cell phones at least once a week (Infomatics).

As you can see, email marketing can have a big impact on your customer list. But it’s important to avoid taking the “one size fits all approach” with your emails. You want to be sure your emails are targeted and personalized to the various segments of your database (customers and prospects) – after all, the DMA reports that targeted and personalized emails are responsible for 58% of all revenue.  

So how can you personalize your emails?

  1. Start With Your Subject Line – per Campaign Monitor, emails with strong, personalized subject lines are 26% more likely to be opened. What makes a good subject line? It is clear-cut, short, and intriguing. Try to keep it to fifty characters or less (including the space between words) or the content may get cut off.
  2. Use Dynamic Content – as aforementioned, it’s never good to take the one-size fits all approach to your emails. Email segmentation allows you to control your messaging and set up your emails so that you can serve different content to different groups of customers. It’s as simple as creating several lists for your customers, i.e. prospects, active, etc. and creating unique content to send to them.  
  3. Keep Your List Up to Date – speaking of lists, be sure yours are up to date. Creating an email list may be difficult at first – no one wants to type each address out, but it will save you time in the long run. And it’s important you maintain your lists, frequently screening them to be sure that you move lapsed customers to a lapsed list and update those who have gone from prospect to customer.
  4. Strong Call To Action – typically, the end goal for your emails is to have your customers do something - click or call to schedule A/C maintenance, ask about replacement savings, etc. The verbiage you use to get customers to do that thing is a Call To Action, or CTA. These are important to include in all your marketing messages, including email. How can you be sure your call to action will resonate?  By making it relevant to your audience (customers vs. prospect), by using active voice (click, call, fill out, schedule), and by making it time-bound (now, today, before Friday).

For more tips on how to leverage email marketing for your HVAC Company, contact Dan Bolt today!


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