The Email Marketing Guide For Roofing Contractors
Replacing a roof is a big investment for many people. It’s also a pain in the ass for a lot of homeowners dealing with the construction of their homes.
For roofers, replacing a roof is not a big deal since they do it every day but for a homeowner or a commercial property owner, it can be a huge deal.
This is why it’s important to build a relationship.
One of the best ways to build a relationship with your customers is through email marketing.
Nothing will ever replace a face to face meeting but the next best thing is email.
There are close to 4 billion people in the world that have an email address which makes it the most popular form of communication online.
Email marketing has been the most effective marketing channel for my business. Not many people email their list but I do it 4-5 times a week.
This constant follow-up puts my business top of mind.
For roofing contractors, it’s not necessary to follow up with your leads as much as I do.
However, email marketing is one of the most effective ways to nurture your leads.
Email Marketing has been around since the 1990s. It was the first form of internet marketing.
Even though most people don’t open their emails as much as they used to, email marketing still has the highest ROI of any online marketing channel.
Here are some stats that back what I am saying:
“Email has a median ROI of 122% – over 4x higher than other marketing formats including social media, direct mail, and paid search.” source
“Time and time again, you’ve been asked to prove the effectiveness and ROI of your organization’s marketing efforts–especially when it comes to email marketing. And email marketing is the king of the marketing kingdom with a 4400% ROI and $44 for every $1 spent.” –source
The Money Is On The List
The list is the most important factor in the success or failure of any email or direct mail campaign.
How relevant is your list with the offer you are making?
If you want to target homeowners that have been hit by a storm make sure that their address was on the swath of the storm.
In the roofing space, most of the customers you’ll serve are one time customers.
This is the biggest challenge you’ll face in building a database.
Since many of your customers are going to be one time customers can be difficult to build that relationship so you can sell them other services.
However, you can use this list of people to generate referrals or sell them other services.
There are many roofing contractors that are also general contractors that can sell their customers other services.
Use A Lead Magnet To Build Your List
A lead magnet is an ethical bribe that is used to get someone’s personal information in exchange for a piece of content that you provide.
The best lead magnet is the ones that are most likely to be read.
A lead magnet won’t have much had an impact unless they are consumed.
This is why I prefer short one-page lead magnets that are easily consumable but have valuable information.
Examples include:
- Checklists
- Free Guides
- Free Webinars
- Infographics
This content will position your company as the expert and authority in your marketplace. On my website, we have a lead magnet that is a checklist.
We get multiple daily email leads because of this checklist. You can have a similar one on your website.
Follow-Up To Make More Sales
The biggest benefit of email marketing is the follow-up.
“Companies using email to nurture leads generate 50% more sales-ready leads and at 33% lower cost. And nurtured leads, on average, produce a 20% increase in sales opportunities compared to non-nurtured leads.” source
If you are not following up with your leads then you are missing a big opportunity in your business.
You should ask every new lead that comes in your ecosystem for their email address.
You should have all your employees ask for your customer’s email address when they are on the phone, going to an appointment, and whenever they interact with your customers.
You should have a system in place that adds these people to an email list based on where they in the buying cycle.
The more touch points you have with your customers the more likely they will remember who you are.
We live in an ADD world and the company that gets the most attention will win.
Email Marketing Software
There are a lot of different email marketing tools that you can use. The basic ones include:
More advanced email marketing tools include ActiveCampaign and Infusionsoft.
These tools are a great way to create a database and email your list.
Conclusion
Email marketing has the highest ROI of any online marketing channel. It’s not as sexy as Google or Facebook but it’s more effective.
Marketing is supposed to make selling easier.
One of the best ways to build a relationship is through email marketing.
If you are consistent and provide valuable information in your emails you’ll get incredible results.
