If your cleaning marketing plan doesn’t include emails, you might be missing out on a lot of business.
Social media marketing works, but it’s not the only way to market your business. Its predecessor, email marketing, is still a powerful way to generate revenue and should be part of any cleaning marketing plan you put together.
By some estimates, email marketing returns an average of $38 for every dollar you spend, which is pretty impressive revenue. Not only that, but email marketing is a great way to stay in touch with your clients, keeping them abreast of what’s going on with your company and the new and unique ways you can serve their best interests.
Of course, it’s not as simple as sending an email. For your cleaning marketing plan to work, you’ll need to put a little time and effort into your email campaigns. If the numbers are right, though, it’ll be well worth the investment.
Keep track of your clients, projects, and more with Janitorial Manager. Schedule a free demo today to learn more!
How to turn email into a powerful part of your cleaning marketing plan
To make email an effective part of your cleaning marketing plan, be sure to personalize the content. Right off the bat, that makes a difference. It’s easy to scroll through ads on Instagram that are served up to millions of people, but it’s harder, even with the amount of email people get every day, to ignore the subject line with your name in it.
Email can be particularly useful for a cleaning company because you can showcase all of the great work you’ve already done with pictures and even video. You also have more freedom to tailor the content that matters to you and your customers. And of course, email is a great way to stay in touch with clients, even if they aren’t buying every time.
But what content is that? Along with pictures and videos, include any deals you have going on (and put them in bold letters towards the top). You can include client testimonials and lists of clients you’ve served in the past. Most important, remember to include your contact information!
Even if you don’t have new deals or images to include, email can make your cleaning marketing plan more effective through the simple act of connecting with your customers through a brief update. Get personal. Tell them about what’s been going on in the life of the business, perhaps even in your own life if it’s not too personal or inappropriate for business. Remind them that even though you’re seeking their business, you’re human and you care about them and hope that they’ll care about you, too.
Some things to look out for: Keep it short. Even if you decide to include a little blurb about the state of the business, make sure it’s a blurb and not a book. The same goes for other content. Don’t oversaturate your email campaigns with pictures and videos. Most people won’t look at everything. Choose a few of your best pieces and use those. Save the others for the follow-up email.
Also, avoid sending too many emails. If people feel like they’re just being spammed, they’re less likely to read your emails at all. A monthly update is probably sufficient, and in some cases, if your business is very small, maybe even quarterly unless you’re running a promotion. You’ll likely find that people appreciate the occasional check-in. (If it’s a new prospect, of course, you’ll want to follow-up sooner, but that’s a different sort of campaign.)
Is your email marketing plan working?
Once you add email to your cleaning marketing plan, you’re going to want to know if it’s working. The best way to do that is with a CRM that can track data like whether or not your recipients are opening the emails or clicking on links. Using software like Janitorial Manager, you can also run reports to see how much new business you’ve gained since adding email to your cleaning marketing plan.
Remember, though, that email marketing requires some effort, and you may not get it right the first time. Before you give up on it, tweak your campaign a few times to see if you can find the sweet spot to bring in more clients. Play with the content you include and make sure that your personalization feels personalized. And of course, remember to research your audience and send your emails to the people who need to see them.
Find out how much new business you’re attracting, and more, with Janitorial Manager. Sign up for a free demo today to see all the great features!