Email has become the fastest, cheapest, and most engaging way to reach customers.
It most likely is also the preferred method of communication for many of your snow and ice clients.
These days, customers are more likely to answer an email than return a phone call. Email is ALWAYS available.
People check their email:
- when they first wake up in the AM
- when they are eating lunch
- watching TV
- in a meeting
- at their kid’s hockey game
- even in the bathroom (don’t lie – you know you’ve done it)
As inboxes begin to fill up each day, how do you make your email stand out?
You’ll need to focus on:
- Why you’re sending the email
- Who you’re sending it to
- How you’re going to send it
- And what exactly you’re going to send
Read on to learn the secrets to growing your snow business through the most successful advertising channel: Email Marketing.
Sending emails will help your snow business:
- Attract new clients
- Sell more services to existing clients
- Retain existing clients
- Winback former clients
- Communicate job status with clients
Email marketing may just be the biggest sales tool in your arsenal.
It helps you ask for the sale without being overly intrusive.
The act of sending an email is actually pretty easy.
It doesn’t have to be fancy or “fully designed”.
Ideally, you’ll work your way up to creating more eye-catching emails with images in them, but to start – just focus on the message your sending (your words) and don’t worry about the pictures.
Who should you target?
You can send emails to the following audiences:
- Current clients
- Past clients
- New leads
How should you send the email?
There are several ways you can send emails to your clients and prospective clients.
If you have Outlook (or Gmail, Yahoo, etc.), and a small client list, you could send each email to each client separately. But that would take up precious time.
Ideally, you’ll want to use a bulk sending method that’ll allow you to upload a list, then blast the email out to several folks at once. Look into services such as MailChimp and Constant Contact for emailing clients.
Just know that these services do NOT allow you to send emails to cold, purchased email lists – only to people that have already engaged with you.
When should you send it?
- Start of the winter season
- After the first big snowfall
- As every major snow event approaches
Sending during a blizzard may not be a bad idea either. You’ll have a highly captive audience with people stuck at home with not much to do but read emails and watch Netflix.
In order to get something, you need to give something.
Giving solid content to your customers (and potential customers) will…
… establish you as an authority in your industry.
… show them you aren’t all sales and “fluff” – you know your stuff.
… let them know you really do want to HELP them, and not just SELL them.
Some good content examples include links to assets you’ve created such as:
- Videos explaining the damage to a home if snow isn’t removed:
- Roofs collapsing or buckling due to the weight of snow
- Gutter damage and ice damming
- Blogs about:
- How to prepare for a winter storm
- Precautions to take when driving in snow and sleet
- Winter Survival Checklist
- How to choose the best snow removal company
Example: New Client Email Series
Once you’ve created content, you can start sending out emails to “warm up” your prospects before you hit them with a sales offer.
Try to follow a sending strategy that includes more content than sales.
A good sending cadence for a pre-season sale (where you’re trying to obtain new clients) could look like this:
Email #1: Content (i.e. video on roofs collapsing, gutter damage)
Email #2: Content (i.e. video on liability you have if someone falls on your property)
Email #3: Content (i.e. blog on how to prepare for the first big storm with checklist)
Email #4: Sales Offer (i.e. new client, early bird contract discount)
Email #5: Sales Offer (i.e. reiterate your offer from email #4 with a LIMITED TIME, X AMOUNT OF DAYS LEFT to get in on the early bird special)
Example: Former Client Email Series
If you want to send an email series like this to last year’s clients who haven’t renewed yet, you could do a shortened send such as:
Email #1: Content (i.e. blog on how to prepare for the first big storm with checklist)
Email #2: Sales Offer (i.e. early bird contract discount)
Email #3: Sales Offer (i.e. reiterate your offer from email #2 with a LIMITED TIME, X AMOUNT OF DAYS LEFT to get in on the early bird special)
Finding the right offer is actually the easy part.
You know your services and what customers are most asking for during season. And you know which packages make the most money for you.
Services to promote in your emails include: *depending on what you offer*
- Seasonal/Annual contracts
- Sidewalk management
- Snowblowing walkways, sidewalks, and driveways
- Sand or salt applications on icy spots
- Roof and gutter snow removal
- Pre-treating parking lots and driveways
Your call to action could be: GET A FREE ESTIMATE!
You provide your phone number and email address… or a CTA button that leads to your website where they can fill out a contact form.
Or even offer early bird discounts on annual contracts (or ”season pass” packages).
- For every $1 spent on email marketing $44 is made in return.
- Consumers who purchase products through email spend 138% more than those that don’t receive email offers.
- 80% of retail professionals indicate that email marketing is their greatest driver of customer retention (the next closest channel? Social media, identified by just 44% of those same professionals).
If you really want to maximize low-cost marketing options, then you need to send emails.
This article is essential to the growth of your business. It explains why email marketing is beneficial and how you can put it into action.
Emails can be a very lucrative win for your snow company.
They’re a great way to keep in touch with clients and CONVERT sales time and time again.
Lisa Marino is a copywriter for Service Autopilot. She uses her 15+ years in direct marketing, sales, and product development to push entrepreneurs beyond their limits. She's passionate about helping others grow their businesses through time-tested marketing techniques. When not writing, you can find her belting out a mean Stevie Nicks at a local karaoke night.Author's Website