Harness High Quality Leads
Rhonda Ridge of AdminBase discusses the role e-mail marketing can play in helping installation companies attract high quality leads and explains how a good CRM can make the process easier.
Considering 77% of small businesses use social media to market their wares, you may be surprised to learn that according to HubSpot, 4 out of 5 marketers said they would rather give up social media, than e-mails when it comes to contacting customers and prospects. Demonstrating its popularity worldwide, Statista reports that the global e-mail marketing market was valued at $7.5 billion in 2020 but is predicted to increase to $17.9 billion by 2027. In the window industry, more installation companies are turning back to e-mail marketing to boost leads in a more difficult market. But how can you maximise your e-mail marketing campaigns? Integrating them with your CRM is a great place to start.
E-mail for a high ROI
The return on investment for e-mail marketing is usually high because the cost to implement such a campaign is low compared to advertising, postal campaigns, or some of the other traditional marketing techniques, and e-mail marketing is better at targeting the right people. Companies that do it well segment their target audience to send more tailored messages. As well as being targeted, the most successful e-mail campaigns should be tracked and measured so that businesses can see what their audience is interested in and how they can further tailor future campaigns.
However, there is a downside to e-mail marketing, and it’s enough to put a lot of people off. The sticky task of managing data. When organising an e-mail campaign, most companies export data from an internal database or a database on their integrated management system, into a mailing service such as Mailchimp. The problem with this is that when responses come back from the campaign, whether a request for more information, a notification of a change in personnel, or a request to be removed from the database, they need to update that information and export it back into their Master database. Or someone need to input all of the updates in the central database manually. Depending on the size of your database, this can become way too time-consuming to sustain.
Forget the import/export aspect of e-mail marketing
The good news is that there is a better way. AdminBase is an all-encompassing integrated management system designed specifically for installation businesses. At its core, all data is centralised, so an update can be made by one department and immediately visible to everyone else in the business. This centralisation also carries through into e-mail marketing.
Having worked in an installation business myself, I understand the nightmare of managing data. It was time-consuming at best and a hotbed of mistakes at worst. Yet marketing to previous customers can be a quick win when other enquiries have slowed down, so it’s a hugely important tool to have in the armoury. That’s why we created an add-on to the AdminBase system called AdminBase Campaigns.
The AdminBase Campaigns feature can send a bulk email to contacts in your database so that you don’t need to worry about exporting and importing data and losing important information along the way. Once you have your design, you can email customers with, for example, an offer if they order something else from you or a reward if they recommend you. Any responses can be updated directly in the system and will be immediately visible to all departments, including the sales team.
High quality leads at your fingertips
E-mail marketing is a popular and successful way to generate leads and can prove particularly useful with previous customer contacts when enquiries from other sources slow down. Installation businesses are facing a challenging market at the moment, and proactivity in the right areas will make all the difference. However, it needs to be proactivity that isn’t implausibly time-consuming or too difficult to maintain. Running e-mail campaigns directly from an already centralised system allows installation businesses to benefit from low-cost, high-quality leads without the hassle.
Partner With AdminBase
Find out more about AdminBase’s services by contacting our team through our online contact form or by giving us a call. Alternatively, you can request a free demo to see what our services can do for your business.
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