Low Risk, High Gain Marketing Is A Must

For installation businesses, the urgency of reviewing their marketing tactics in 2024 cannot be overstated. As Rhonda Ridge of Ab Initio emphasises, the time to start is now. 

Although, at the time of writing, we have finally had some good news in the form of the UK coming out of recession, there is no denying the impact of the economic difficulties on the home improvement industry. The high-profile example of Everest being the latest name to go into administration has brought the state of the market into sharp focus. No one wants to be the next casualty, so the emphasis continues to be on keeping the pipeline populated most cost-effectively. Installation businesses need low-risk marketing tactics that deliver a high return on investment. 

A lot of companies within the window and door industry and beyond are turning back to e-mail marketing for this very reason. In 2024, it is thought that 89% of marketers in the US are using e-mail marketing as their primary channel to generate leads, while according to Optinmonster, 80% of consumers say they’re more likely to do business with a company that uses personalisation in their marketing communications. E-mail campaigns are generally cost-effective in generating good results. However, as with any other marketing tactic, they need to be done well to ensure they succeed. 

Understanding customers for e-mail marketing isn’t enough.

Every installation business will be different in terms of the messages they know work with their various audiences. They are the only ones who know their business and local area. But there are a few things that apply across the board. Everyone likes being treated like they are unique. The business model of larger companies selling high volumes of windows and doors at a lower cost worked when more orders were needed for the taking, but the current, more condensed marketplace is more considered. People like marketing messages that feel more personal, and you would require the best e-mail marketing CRM in order to achieve this. 

It’s not just about understanding what your customers want. It’s about demonstrating that understanding—the more personalised the message, the more successful the e-mail marketing campaign. Installation businesses we work with are witnessing significant success with targeted campaigns. For instance, e-mails to previous customers with a limited special offer if they recommend a friend or place an order for follow-up work. Similarly, special offers tailored for prospects who have shown interest in a specific product in the past are proving successful in nudging them towards a purchase. However, this level of targeted e-mails requires a robust data infrastructure which would stem from a quality e-mail marketing CRM. 

E-mail marketing the easy way

AdminBase is an installer management system that centralises everything so all data is live and easy to access at all times. This means the entire business shares one central system containing all contacts for customers and prospects, as well as all information pertaining to each contract or project. There is also the option of AdminBase e-mail marketing campaigns to eliminate the need to export data out of this central system and import it into third-party mailing software. Sometimes, when e-mail campaigns are conducted via third-party mailing software, information can be lost in the export and import of data during an e-mail campaign. 

What is the best CRM for e-mail marketing?

AdminBase offers installation companies the ability to send bulk e-mails directly from the system to make sure it’s easy, that no data is lost, and that customer relationship management is still maintained. AdminBase e-mail marketing also sends automatically through e-mails or text messages that will keep your customers up to date as their orders move through your process. That is why AdminBase can be the best CRM for email marketing for installation businesses. Not losing potential customer information and keeping your customers up to date with their orders can be an excellent way for your CRM e-mail marketing to be maintained.

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 provides a sustainable e-mail marketing CRM for installation businesses to benefit from low-cost, high-quality leads.

Contact AdminBase Today

If you would like to improve your e-mail marketing strategy for your home improvement business, AdminBase has over thirty years of experience and has become a well-known CRM software. You can speak to our team today either by using our contact form or by calling us on 01283 551005.

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