HVACR Business

SEP 2017

Help hvacr contractors master the critical components of business management.

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26 HVACR BUSINESS SEPTEMBER 2017 www. hvacrbusiness .com Hunter says. "Some people pay attention to the opens by length of subject line or how soon it was opened. I think those and other similar KPI's are not useful." Call to Action Depending on what you're trying to accomplish, you may or may not want a call to action. I like a call to action on every email. ere are a lot of options: coupons, special offers, free downloads, requests for more information, quotes, free energ y analyses or home audits. Be creative and be fun. Hire An Expert You probably didn't join this industry because you're a good writer and have email expertise. Most contractors don't write well, and even if you can, your time is too valuable for that. Hire someone or outsource your email marketing. With respect to email marketing, industry expertise is important. Hiring a generic email marketer isn't a good idea. You should look for someone who understands and has experience in the home services industry. ey should be able to create compel- ling copy, provide excellent delivery and open rates, discuss relevant KPIs and show you how to measure your return on investment. One caution, some email marketers use your email to help promote THEM. Obviously you want to minimize or eliminate that. eir job is to market YOU. Email Marketing I Love I've never met John Prichett, I don't know him, and I've never done any business with him, but every month I look forward to reading his email. John is a Realtor in the Dallas area. Near the end of every month he sends an email that lists all the major events occurring in the DFW area for the next month. e email is sectioned by eater, Broadway Shows and Musicals, Dance, Concerts, Other Performing Arts, Museums, Zoos and Aquariums, Festivals and Sports. It contains the contact infor- mation for all the venues and the dates for the events. is email is useful, informa- tive and saves time. John's call to action is really simple and understated: "Oh, by the way, if you know someone thinking about buying, selling or renting a home, I'd be happy to help them." And it has his contact information. Does it work? I haven't sold or bought a home recently, but I certainly remember his name! Email marketing is a great tool and a great opportunity. ere's a lot more to email marketing than I can cover in one column, but I hope this will give you some ways to make your email marketing more effective for you. u David Heimer is a founder and the chief operating officer of Service Nation Inc. He earned a Master of Business Administration from Southern Methodist University and a Bachelor of Science in computer science from Texas Christian University. Learn about the best business alliances in our industry by visiting serviceroundtable.com and servicenationalliance.com. continued from page 24 Don't send your email too often. Once every two weeks or once a month is about right. Once a week is the max.

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