The Secret To More Sales

Ab Initio’s Rhonda Ridge, creator of AdminBase, explains why targeted e-mail marketing is one of the best things installation businesses can do in a slow market and how integrated installer management software can make it a success. 

A lot of people have misconceptions about e-mail marketing, and I don’t blame them. I’m sure we all get plenty of e-mails that land in our inbox that we ditch straight away. So, why would an installation business, for example, spend valuable time and resources sending e-mails out to customers and prospects in a bid to increase sales? Especially in the current fragile climate when companies don’t have a surplus budget to experiment with.  As with any marketing, the success of a campaign depends on how well it is executed. Look at advertising. Some national campaigns become a real talking point, while others go unnoticed. It’s about getting the message right, the timing right, and making it as easy as possible for people to act on your proposition. 

E-mail marketing is actually seeing a resurgence because it is such a cost-effective option that, when done well, generates a fantastic return on investment. According to Optinmonster, 80% of small and midsized businesses say that e-mail marketing is their most important online tool for customer relationship management. Personalised e-mails specifically drive more sales. Eighty percent of consumers say they’re more likely to do business with a company that uses personalisation in its marketing communications. Because of this, businesses need to consider the best CRM for e-mail marketing for clients and the correct way to contact their customers. It does need to be tailored to the industry that you work in. For instance, e-mail marketing for B2B will differ from e-mail marketing for B2C.

Up close and personal 

To produce an e-mail campaign that stands out, businesses need to get personal, thus creating quality customer relationship management. Personalising the message increases the likelihood of conversion. This might be sending an existing customer an offer on a new home improvement, or it might be a special offer designed for prospects who have shown an interest in a particular product in the past. For installation businesses to do this, they will need to have a good handle on their data. And keep a good handle on their data for the entire e-mail marketing campaign. They need to monitor responses, remove anyone who asks to be removed from the database, and, of course, promptly follow up on any queries that come back as a result of the campaign. Organising and keeping track of data to this extent can be daunting, and the potential of losing customer data can harm the opportunity for e-mail marketing CRM for businesses. But it doesn’t need to be, and this can be achieved with AdminBase e-mail marketing. 

What is the best system for CRM e-mail marketing?

AdminBase has been the installer management system of choice for over 20 years and centralises all data in a home improvement company. This is so relevant users within the business can log in at any time to access a report on any aspect of the business. All customer, prospect and project records are held in one central location so that any changes that are made are made across the entire system immediately. This means that segregated lists can quickly be drawn from this central database, whether by-product of interest or by how hot the lead is. Vital information can then also be used in an add-on facility specifically designed to manage e-mail marketing and AdminBase Campaigns. 

AdminBase e-mail marketing eliminates the need to export and import data from one piece of software to another. E-mails designed by the user can be added to the system, and then bulk e-mails can be sent directly. This allows the business to personalise its e-mails and create a well-rounded e-mail marketing CRM. When responses come back, whether a lead needs to be followed up or a request needs to be removed, this is amended within the central system immediately.

The entire AdminBase system was designed to make all admin processes within an installation business more accessible, and the system is becoming a must-have, regardless of market conditions. However, when budgets are tight, and improved efficiency is even more critical, the system really comes into its own. It allows home improvement companies to be proactive in the right areas without it being too difficult or time-consuming. In short, using AdminBase enables installation businesses to benefit from low-cost, high-quality leads without hassle and allows for substantial improvement in e-mail marketing CRM.

Contact for e-mail marketing today

If you are interested in improving your e-mail marketing and are interested in a CRM system that benefit your business in the home improvement industry. Our system provides unlimited storage space and easy accessibility from any device. You can speak to our team today either by our contact form or by calling us on 01283 551005.

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