With so much attention being given to Social Media as the preferred marketing method for small businesses, and an increasing number of roofing contractors, you may be wondering if E-mail is dead. E-mail marketing can take a number of different forms from a Monthly Newsletter, to a well crafted Auto-responder series, to just a quick follow-up. Is it still worth the time and effort to create an E-mail list and regularly send E-mails?
Here is a very interesting examination of this topic from Duct Tape Marketing that I wanted to share with you. Notice what the experts are saying about E-mail marketing and how to get the most out of your E-mail marketing efforts:
No matter how enamored you may be with social media, email still outpunches just about every tool out there when it comes to cost effective lead conversion.
Now, what this really means is effectively using email communication in conjunction with efforts to produce educational content, amplify content throughout social media channels and turn Twitter followers into email subscribers.
It’s integration as much as anything that makes email work, but there are a handful of things that you need to do to get the most out of the email component of the mix.
It’s not enough to have an email subscribe form tucked into the sidebar of your home page. If you’ve got a great offer to put in front of your visitors you need to make it impossible to ignore, without being obnoxious.
A new breed of popups makes grabbing visitor attention and turning it into email list subscribing almost pleasing. I’ve been experimenting with a rather new WordPress plugin called Pippity.
Once installed and configured this tool will note when you have a visitor that has not been offered your email subscription and briefly take over the screen to make them an offer. The visitor still has lots of control over the screen, but this tool positions your list in a way that’s hard to ignore.
I know there are some that don’t like this tactic, but Pippity gives you so much control, including A/B testing, that you can fine tune the tool’s use to make it work for you. Like it or not, with the right offer, most people see 300-400% jumps in subscribers using this kind of approach. (One tip: Turn it off for mobile browsers, as there’s no way to make it a pleasant experience on a mobile.)
Giving people a reason to subscribe is even more important than simply grabbing their attention. In order to get willing subscribers these days you must sell the value of what you have to offer and most likely exchange something like a free ebook or report that sounds too good to miss right at the point of subscription.
The act of giving an email address comes with a price these days because all of our email inboxes are jammed. Your free stuff better sound as good as most people’s paid stuff if you want to get subscribers.
Smart marketers have always employed tools that made it easier for people to share their email newsletter with friends, but these days that means making your content easy to share in social media as well.
Most email service providers have added social media sharing options that you can embed in your content so that a reader could tweet that they just read your article.
The content itself must exist online in order to use this most effectively. Most service providers also allow you to create an online archive version of your newsletter and I recommend you use this approach to socialize your content sent via email.
So, what do you think? Here at Roofer’s Marketing we believe that in order to have a well balanced marketing campaign for your roofing company you need to have both Social Media and E-mail. When you combine the two you have a very powerful and low cost marketing combination.
Please share your thoughts about E-mail marketing for roofing contractors.