E-Mail For Sales

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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 installer management software can organise it for you.

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 surplus budget to experiment with.

As with any type of 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.

 

Personalisation

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 mid-sized businesses say that e-mail marketing is their most important online tool for customer retention, while personalised e-mails specifically drive more sales. Eighty per cent of consumers say they’re more likely to do business with a company that uses personalisation in their marketing communications.

 

Up close and personal

To produce an e-mail campaign that stands out, businesses need to get personal. 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 that 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 that 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 seem daunting – yet it doesn’t need to be.

 

AdminBase Campaigns

AdminBase centralises all data in a home improvement company so that 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 easily be drawn from this central database, whether by product of interest or by how hot the lead is, i.e. whether they are an existing customer or have contacted you for more information. This information can then also be used in an add-on facility specifically designed to manage e-mail promotions – AdminBase Campaigns.

AdminBase Campaigns 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. And when responses come back in from the campaign, whether a lead to be followed up, a change of circumstance for the contact or a request to be removed from the database altogether, the record can be amended once, within the main system and will be live for all to see immediately.

 

Making life easier

The entire AdminBase system was designed to make all admin processes within an installation business easier. However, when budgets are tight and improved efficiency is even more important, 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 allows installation businesses to benefit from low-cost high-quality leads, without the hassle.

 

Picture: Ab Initio’s AdminBase can create targeted e-mail marketing campaigns.

www.abinitiosoftware.co.uk

Article written by Cathryn Ellis
16th July 2024

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