E-Mail For Sales
Targeted e-mail marketing is one of the best things installation businesses can do in a slow market. Rhonda Ridge of AdminBase explains how this integrated...
Read Full ArticleAb Initio’s Rhonda Ridge looks at what the market holds in 2025 and explains how an integrated CRM will help them to win sales in a highly competitive market.
Ridge who is the driving force behind AdminBase, a customer relationship management system designed for window installers which she believes could make all the difference for those now willing to embrace technology to help run their businesses.
Housing growth
It is now certain the Labour Party’s first budget has caused economic uncertainty, yet we are still certain to see house building recovering and it is likely the home improvement industry will be enjoying growth again. With the market full of particularly hungry competition, installation companies need to be ready with powerful sales and marketing tactics to stand out and win business. Fabricator/installers will want to be competitive, while those that just fabricate, will want to encourage their installer customers to ‘tech up’ to improve sales – and thus make more purchases.
A fully integrated installer management system is a cost-effective way to maximise sales and marketing opportunities as well as improve efficiencies for the entire customer journey, which might make it one of the most important tools for home improvement businesses to have in their armoury next year.
Email needs to be targeted
With e-mail users set to grow again in 2025, there is little doubt that e-mail marketing will continue to play an important role in promotional strategies, yet to achieve tangible results in this area, targeted messaging, integration and monitoring are key.
A lot of installation businesses understand the benefits of e-mail marketing but find the hassle of sending campaigns and managing data too much of a barrier. Pulling out the right contacts from a database and exporting them into mailing software such as MailChimp, and then often manually updating any changes to the data back into your system, is time-consuming and off-putting. However, if you can manage your e-mail campaigns within an integrated system, it suddenly becomes an easy and hugely useful tool.
Targeted messages win sales
The AdminBase installer management system centralises data in an installation business so that all updates inform one database. The database holds records of customers and prospects, with the capability to add leads manually straight into the system or automatically via other programs. Any changes made to a lead or project is live immediately and available to all relevant users. This means you can segregate leads sensibly using the most up-to-date information and easily contact different groups with targeted messages. For example, you might create a limited time offer in January but target that offer to people that have previously shown an interest in specific products. The AdminBase system also makes it easier to send these marketing e-mails with its add-on facility, AdminBase Campaigns.
AdminBase Campaigns
The AdminBase Campaigns feature can send bulk e-mails to contacts in the centralised database, so that there is no need to export and import data to a third-party piece of software. Installation businesses can add their own e-mail campaign designs into the system and send it to customers or prospects directly. And when responses come back in from the campaign, they can immediately be updated into the same system to ensure that all records are current. This add on feature is already proving a huge success for installation businesses across the UK with customers achieving an average open rate of 32.9% and a 1.6% click rate.
Ongoing support
Once an enquiry turns into a sales appointment, the all-encompassing AdminBase CRM continues to support installation businesses by equipping them with quote documents and sales support in the home, as well as ongoing customer support throughout the life of the project with our Customer Portal and SMS facility.
We are constantly developing AdminBase to ensure it delivers what installation businesses need in the current market context and for the future. Integration and interconnectivity will continue to grow in importance in 2025 and although this has always been a key focus for us, we are already working on new features that take our CRM, even further. Designed and continuously developed with installation businesses in mind, AdminBase is proud to support home improvement companies to maximise their potential.
Picture: A CRM with an email campaign facility could be a game changer for installers and their suppliers in 2025.
Article written by Rhonda Ridge
12th January 2025