Author Alain Parcan, NALP consultant member, and Director of Marketing for Market Hardware, Inc., shares his reasons why you should be sending out an email newsletter.
Since its introduction, email has evolved from an efficient form of online communication to its modern day incarnation where more than half of what you receive is marked as “spam” or “junk.” It’s easy to see why businesses choose to ignore the idea of using email as a form of marketing.
However, done correctly, email newsletter marketing provides a simple and unique way for landscaping professionals to reach a wide audience with minimal work on your end. And, the pay-off is a consistent form of “touching base” with customers who will fuel your sales and growth in 2017 and beyond. As the marketing rule of thumb goes, “it’s easier and cheaper to sell to existing customers than to new customers.” Here are the three reasons why your business needs to be sending an email newsletter.
1. It is the simplest and most effective way to stay in touch with your client base
This is the number one reason to start sending out an email newsletter if you haven’t already: Email newsletters are not only sent instantly, but they are extremely affordable. Investing in new marketing tactics can be hard to justify when the outcome is uncertain, but the affordability of an email newsletter makes this strategy a no-brainer. Chances are you already have a list of your client’s email addresses, so start putting them to use. Sending out an email to your clients each month costs mere pennies per message, making it less expensive than reaching your customers through television, radio ads or even direct mail – with a higher return on investment. The best part is your email newsletter can be customized to all devices so your customer sees a clean, professional version on their mobile device, tablet, or computer.
2. It keeps your business top of mind
As a landscaping business, your clients won’t call until they require your services. Even during your busiest seasons, there is only so much you can do to impact when those calls for service will come in. Even when you’ve provided excellent service to your customers, you may still be overlooked when a competitor offers a deal your customers can’t pass up. Sending out an email newsletter will keep your business top of mind so when your customers are in need of your services, you’ll be the first person they think to call. Filling your newsletter with landscaping information and tips can also help to build trust between you and your client base and reaffirm your position as a top service provider in your area.
3. It allows you to promote special offers and coupons
Adding coupons to your Website and signs to your storefront might entice customers and prospects, but you want to ensure that you’re able to reach your entire audience in one fell swoop. While we recommend keeping your email newsletter 90% educational, you should include a promotion recipients can claim during their next service call or appointment. A small offer is a great way to show your customers you value their business, and sending it out through your email newsletter will ensure all of your clients and prospects will be able to take advantage of it.
Email remains a great way to reach your customers, and a monthly email newsletter will help your landscaping business remain an industry resource and trusted provider to your clients. Not sure where to begin? All you need is a list of email addresses and a reputable Web Marketing company to help get you started (if you don’t have the time or knowledge to do it yourself).