Targeted E-Mail Campaigns For The Win

Installation companies looking to win more business in the current marketplace should be looking at targeted e-mail marketing, says Ab Initio’s Rhonda Ridge, creator of AdminBase.  

According to Gartner, e-mail marketing has had a sudden resurgence. In a study carried out by the tech marketing company, while e-mail marketing was only used by 5% of companies in 2020-2022, in 2023 this rocketed to 16%. This compares with a steady 13% over all three years for social media marketing. 

We have seen the same thing in the window and door industry too, with an increasing number of the installation businesses we work with turning to e-mail marketing to boost their sales. Despite this increase in use, the medium has its problems for companies without an integrated management system, with the need to move data to and from third party mailing software. Using a system like AdminBase helps to overcome all of these problems, but also allows installation businesses to use the outcomes of their mailing campaigns to further develop their marketing strategy for the future. 

While e-mail marketing in general is popular, targeted e-mail marketing generates the best response. Targeted marketing, as the name suggests, means composing direct messages to specific audiences. Tailoring messages to different segments of prospects can offer improved engagement, better communication between you and your potential customers, better conversion rates, improved relationships, and increased sales. And best of all, especially in the current marketplace, it offers a fantastic return on investment (ROI). 

Removing the hassle with integration

Despite the benefits, the prospect of segmenting your audience for a targeted campaign and exporting a database in and out of third-party mailing software such as Mail Chimp, could be enough to put installation businesses off. However, there is another way that is helping home improvement companies make the most of this increasingly popular tactic and achieve the full potential ROI – a fully integrated management system with the facility to send e-mail campaigns. 

The entire AdminBase installation management system has been designed to centralise data in a home improvement business. This means that all information is always live and available to all relevant users in the company.  The system holds customer and prospect databases, and any updates made to each lead or project can be seen by all relevant users. This means prospect lists can easily be grouped within the system by product of interest or by how hot the lead is, i.e. whether they are an existing customer, or a new prospect that has contacted you for more information. These lists can then be used in an add-on for the system, AdminBase Campaigns. 

Be direct

Installation business can use their own designed campaigns and direct messages in the AdminBase Campaigns feature to send bulk e-mails to the segregated list of contacts from the system. This means there is no need to export and import data to a third-party piece of software, and when responses come back in from the campaign, they can be immediately updated into the same system to ensure that all records are kept up to date. 

The system can be used for example, to contact prospects that have shown an interest in a particular product with a limited time offer, or to get in touch with customers that were impressed with a previous project to offer a discount for future improvements. With all data from the results of the campaign held in the central system, companies can also see which campaigns were successful and where to focus their efforts next.

Installation businesses looking to grow in 2024 are going to need to continue to work harder. Gone for now are the days of so many leads flooding in that we don’t know what to do with them. Targeted e-mail marketing is becoming increasingly popular for its cost effectiveness and high returns on investment, but the more integrated the process, the more benefits there are. The AdminBase system is transforming the way installation companies manage the data within their business, including prospect lists and campaigns, and is set to help many more achieve the ROI they need from their marketing to thrive in the current market.  

If you are interested in testing AdminBase’s services, contact one of our team members today for a free demo or to learn more.

Categories: Uncategorised