Email Marketing Your Cleaning Business: How to Do It Well
Everyone knows what email marketing is and millions of us do it all the time, but are you doing it well for your cleaning business- or even doing it at all? Is it as effective as you want and need it to be?
In this blog, we’ll take a look at what email marketing is, why you should use emails to market your service, and some of the basic principles that will help you succeed.
What is email marketing?
It might seem simple, but email marketing is more than just sending out emails asking for business. Email marketing that is strategic delivers better results. You need to figure out how you’ll get prospects’ emails, when and how you’re going to reach them, and what you want them to do when they receive your emails.
Why use email marketing for your cleaning business?
Email marketing is one of the most profitable things you can do to market your business. Most marketing experts say that the return on investment (ROI) is 3800% to 4300%. That means that for every dollar you spend, you will make between $38 and $43. That’s impressive for something that you can set up in a matter of days and let it run itself indefinitely.
Here are some statistics from Hubspot, one of the biggest email service providers (ESPs):
- More than 50 percent of U.S. respondents check their personal email account more than 10 times a day, and it is by far their preferred way to receive updates from brands.
- 99% of consumers check their email every day.
- 80% of business professionals believe that email marketing increases customer retention.
- 59% of respondents say marketing emails influence their purchase decisions.
- >59% of marketers say email is their biggest source of ROI.
How to do Email Marketing Well
Almost everyone thinks that email marketing is just getting email addresses and sending out emails that say, “Please hire us!”
That’s the fastest way to get marked as spam.
Here are some of the fundamental tools you need and actions you need to take:
- A list of email addresses – These must be people who’ve given you permission to contact them. Never buy email addresses; even if they opted-in for someone, it wasn’t you. Forget that it’s illegal to spam people; you can’t build trust by shoving your business in their faces.
- An email service provider (ESP) – This is a service that allows you to send out bulk emails. The most famous ESPs are MailChimp and ConstantContact, but there are thousands of companies, many that include other services that you might find useful.
- Email copy – You need to write compelling copy. Don’t just send an email that talks about how awesome your company is. Offer your readers something of value: informative How To pieces or special promotions are a good choice.
- Email design – Many times, new people will over-design emails. They create massive, elaborate emails that don’t get read. Most people are reading your emails on their smartphones. Keep your emails short, concise, and not overloaded with images or videos.
It’s mentioned above, but it’s important to really understand it. Your emails should offer value to your prospects.
For a residential cleaning business, create a few different campaigns such as:
- An initial Drip Campaign that offers a discount off of their first service
- A seasonal promotions campaign such as Spring Cleaning or Holiday Gift Card campaigns
- Ways to keep one’s home sanitized during COVID-19
Business cleaning services can talk about different subjects:
- Sterilizing your offices
- How to keep the floors clean, even during the day
- Using a cleaning service to save money
- What type of cleaning products to use in your offices
Your emails need to give them something they can use that helps them to see you as an expert.
How to get email addresses
Use what’s called a “lead generating offer” to get email addresses.
A coupon code for a discount off of their first service works great for a residential cleaning company. All you ask for is their email address in exchange for what you’re offering.
One important thing to remember: Don’t ask for too much right away. Get a first name and an email address. According to some studies, every new block you make the person fill out will cause you to lose 50% of the people.
Use automated forms on your website, Facebook page and any landing pages to automatically capture email addresses.
When to send your emails
One of the biggest struggles is when should you send emails to your prospects. It depends on who your prospects are.
For example, if you’re sending emails to mothers with children, they are more likely to open emails on Sunday mornings before 8 am. They’re checking email before the family wakes up.
For businesses, you should send emails on Wednesday to Thursday. On Monday, everything is really hectic. Tuesdays are one of the most popular days for meetings. No one is paying any attention on Fridays; they’re just thinking about getting done and going home.
As part of your plan, you should know who your audience is. You can do some research, but you can also simply think about their lives. Consider when they have time to check their email, but more importantly, when they might be contemplating hiring a cleaning company.
Does email marketing work for cleaning businesses?
Yes. An emphatic yes.