Client Communication: 10 Email Marketing Messages to Send Customers    - The Edge from the National Association of Landscape Professionals

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Client Communication: 10 Email Marketing Messages to Send Customers   

If you pay for a bulk email platform, you definitely want to make sure you’re getting your money’s worth from the service. Also making a point to stay in contact with your customer base regularly with help you stay top of mind.

Types of Emails to Send

1. Welcome

It’s always a good practice to send a confirmation email to let your new customers know they have successfully signed up. You should also send this out if you have a blog or newsletter that even non-customers can sign up for. With this email, you can introduce your business, your services and what types of emails they can expect to receive from you.

You want to make a good first impression with your welcome email, so make sure you have a compelling headline, content recommendations, custom offers and clear opt-out options.

2. Monthly/Quarterly Newsletter

Depending on how much time you have to spare, you can craft a monthly or quarterly newsletter that shares everything from your company’s latest community involvement to blog posts about the latest landscaping trends.

You can use this newsletter to convey company news, highlight an employee of the month or request your clients vote for your business for a local award. Because everyone’s time is limited, make sure this newsletter is interesting and provides value for your readers.

3. Upcoming Service Reminders

While you may already call and/or text clients about an upcoming service visit, sending them a personalized email reminding them can be just one more touchpoint to help them prepare properly for your crew. If it’s a normal landscape maintenance visit, you could have a quick checklist of things to make sure the job runs smoothly.

For installation clients, you can walk them through what to expect as far as the noise level, how long the project will take, and who to contact if there are any issues on the jobsite. Being proactive will help set proper expectations and avoid miscommunication.

4. Answer FAQs

If your customer service team is constantly having to answer the same questions time and time again, sending out a FAQ to your subscriber list could be extremely beneficial. Chances are there are other clients who have the same questions as others, but they have chosen not to reach out. This is another proactive effort that can mean a lot of clients.

5. Thank You

When a project or service is done, you can send out a simple thank you email that lets clients know you appreciate them for choosing your company. You could include a link to a survey that allows them to provide feedback on how they think you did.

6. Upsell Clients/Offer Discounts   

If you are regularly contacting your clients, then sending out the occasional email to upsell them on an additional service or new service line you’ve started won’t come across as too salesy. Also, while you’re well aware of what all your company offers, sometimes clients may not know the full breadth of your operations.

You can also send out emails when you are offering discounts for certain services if clients lock in by a certain time or sign up your annual plan.

7. Local Updates

If a regular newsletter isn’t something within your bandwidth, choosing to address your customer base when there are local concerns, such as a drought, an infestation of armyworms, or a significant blizzard, can help communicate you are aware of these threats and how you are responding. You can also provide some DIY tips to the customers as a way to provide value to them.

8. Share Curated Content

Plenty of the projects you do can serve as inspiration for your other clients. If you have your customer base segmented by their interests, you can send those who have expressed interest in adding a fire pit pictures of some of your latest and greatest fire pit projects. This can help them think of the possibilities at their own home.

9. Request Reviews

Online reviews carry weight and can impact your company’s reputation and whether new leads will choose you over another landscape business. After a job is complete, you can send out a request for the customer to complete a review on Google, Yelp, Facebook, or anywhere else you’re trying to increase your reviews.

Reviews can also help improve your website’s SEO, so don’t be afraid to reach out to loyal customers who haven’t written a review in the past.

10. Launch a Referral Campaign

Another way to utilize strong customer satisfaction is to launch a referral campaign. You can experiment with different referral incentives, such as discounts on their next service, to encourage clients to spread the word about your company. You can email your clients a summary of the program.  

Jill Odom

Jill Odom is the senior content manager for NALP.