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Why do you want to build an email list of your current customers?
Because most contractors get more than 50% of their business every year from repeat customers.
And because "83% of people surveyed said they preferred email communication when dealing with a company." - Twilo
If you are not using marketing email to stay top of mind with your current customers, you are leaving easy money on the table.
What is your starting point?
Door #1 - I do not record my customer's email addresses in a database for email marketing purposes.
Door #2 - I record my customer's email addresses in a database for email marketing purposes.
If you selected Door #1, you have some homework to do.
So you have a thousand or more customers, but you've never had a consistent process for adding their email address to their contact record.
We recommend three primary methods to gather email addresses from your existing customer base.
Actually, we recommend you do all three.
More than once until you are sure you have every possible customer email address.
A comprehensive email list is one of the most valuable assets your business has. It's worth the investment of time, money, and effort to make this happen.
If you already have a solid process for capturing and recording customer email addresses, that's a huge step in the right direction.
It's possible to grow your email list, but most HVAC contractors expect website visitors to call for service or an estimate. If you're just planning on getting email addresses from the people who call for help, your list-building will only keep pace with your phone activity.
Employ some proven Inbound Marketing tactics to increase the velocity of your list-building, and at the same time, generate customer and prospect activities that will lead to increased revenues.
Smart contractors set themselves apart from their competition by offering website visitors valuable information to download in exchange for their name and email address.
One of the most logical downloads an HVAC contractor can offer is a product guide that has been designed to educate customers. Every manufacturer offers product guides or cut sheets. We recommend you brand them and then make them available for download as a .pdf file.
Conduct a Sweepstakes or Giveaway to Grow Your Email List
Using exactly the same premise as the product guide download, invite people to enter to win something in exchange for their name, email address, zip code, and the age of their current home comfort system.
We run a ductless heat pump giveaway for many of our clients every spring from January 1 through the month of March.
When combined with Facebook ads to promote the giveaway, we consistently build lists of 250 to 350 people per $1,000 in paid Facebook budget.
These campaigns more than pay for themselves in the first year, then the email list you build continues to deliver revenue for years to come. If you run a spring heat pump giveaway every year, by the third year, your lists are producing revenue in excess of $100K annually.
Over the years we've been doing this, we've seen contractors come up with some pretty creative ways to entice people to trade their email address for something of value.
The only limit is your imagination!
Your email list is the single most valuable asset in your digital marketing toolbox.
Keep it clean, grow it and treat your email list with respect and it will make you money season after season, year after year.
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Comfort Media Group is the digital marketing company for growing HVAC contractors.
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