As a modern-day electrician running your own business, you probably already realize that the internet is an excellent source for generating new business, but you might not have the time or money to invest in a full-blown digital marketing system.
It takes a solid commitment and lots of time to build and maintain an online presence, and this tends to keep a lot of electrical contractors on the sidelines when it comes to serious marketing.
Email marketing enables electricians to build a marketing system that’s both, manageable and affordable. You can start email marketing for as low as $9 per month and just a few hours a week. Yes, that’s all it takes to start getting new business on a consistent basis.
Email also beats most social media platforms when it comes to engagement. In fact, you’re 40 times more likely to gain a new customer through email than through Facebook or Twitter.
You might be thinking that email marketing is complicated, but it’s not that difficult – If you’re already using email to communicate with clients, then you are quite capable of promoting your business through email marketing.
In fact, if you are communicating with your customers through email, in a sense you’re already doing email marketing.
Special promotions and new product announcements are two examples of using email to boost your sales. For example, you might send out an email to clients announcing that you are now an authorized Generac installer and you’re offering 10% off the first five units you install.
Email marketing can generate a lot of sales if you have the right message to promote to your customers.
How do you get started?
First of all, you are going to need to start collecting customer email addresses, then start sending them occasional promotions or sale updates. Don’t get too wrapped in creating pretty emails using HTML – plain text messages are quite acceptable and work just as well.
Permission email marketing is a requirement though. This is referred to as opt-in marketing. At all stages of email marketing, you MUST respect your customers and their privacy. Only when they have accepted your request to send information, should you send them email promotions.
How do You Collect Customer Emails?
All you have to do is ask!
Every day, you are constantly in touch with customers and prospects, either in person or on the phone. The most basic way to create your email list is using Excel or Google Sheets to make a sign-up sheet, print it out, then put it on a clipboard.
Every time you finish a job, ask your customer if they would like to get notified of special offers and some electrical tips and tricks a couple of times a month. If they say yes, give them the clipboard to fill in their email address along with their signature giving you permission to email them.
For a much easier way of doing this, our favorite email marketing software has an app that makes it really easy to add new clients to your email list.
What’s in it for Your Customers?
By giving your customers access to valuable information as well the opportunity to save money or be notified of special offers, you are giving them a good reason to provide you with their email address.
People are always looking for a bargain, and through email, you can keep them informed on your latest offers, in addition to notifying them about new services or products.
Your customers will perceive this as you providing value and that makes doing business with you more appealing.
How Difficult is Email Marketing?
It’s not difficult at all. If you are already emailing friends or family, you are quite capable of marketing through email.
Initially, your list will be small so you can manage it through the use of your current email client like Microsoft Outlook.
You can place your customer emails in a “group,” compose a message, then hit the send button. Not exactly rocket science. (Note: Make sure you use the bcc “blind box” feature.)
If you’re looking to do this properly from the start, you may want to consider using a professional email management service like Active Campaign. They have plans that start as low as $9 per month
A service like Active Campaign really simplifies the management of your email marketing and also includes features like tracking, reporting and templates.
They also automate the process of enabling people to opt out of your list. An important factor with permission-based email marketing.
What Kind of Results Can You Expect?
There is a lot of potential profit from simply keeping your customers informed.
This is permission marketing, where your customers have willingly given their consent to receive your news, announcements, and promotions.
More importantly, it enables you to stay “top-of-mind” the next time they need an electrician.
If you already have a website, then you’ll want to add an opt-in box. If you give your website visitors an opportunity to join your newsletter list, many will sign up.
From a marketing perspective, it doesn’t get much more targeted than this. The costs are meager, and the conversions are relatively high. Email marketing is a no-brainer when it comes to promoting your electrical business.
A Golden Opportunity
As an electrician, there are opportunities, and there are golden opportunities. Email marketing is solid 24 karat gold. It’s simple, direct and very profitable. And yet few electricians are taking advantage of the number one way to increase their sales.
Why not lead the pack?