There’s no question that email marketing is a valuable tool for small businesses. Email marketing helps keep your company at the front of the client’s minds and is a low-cost way to reach out to prospects.
But what happens if you’re not selling a product, but a service instead? Is email marketing something you should still consider? In this post, we’ll answer that question and a good few more besides.
Use Email Marketing as a Brand-Building Exercise
The primary difference between email marketing for a service business, and that of a business selling tangible products is that you need to focus more on brand-building with the former option. Product sales may be easier – after all, if you sell shampoo or similar items, they’ll need to be replaced periodically.
Also, with a product purchase, if something goes wrong, the item can simply be returned.
Services are a little trickier. There’s nothing that the client can touch and feel or even see in order to help them convince them they’re making the right decision. As a result, a service business is going to need to do more work in order to build trust.
If you’re willing to put in the time and effort to get it right, though, you’ll create a legion of loyal fans and brand ambassadors. That’s ideal because then they’ll refer business through to you and do a lot of marketing for you.
How to Make a Success of This Kind of Campaign
If you’re trying to win over the minds of your audience, blasting them with tons of sales messages is not going to cut it. You need to ensure that every communication that you send through is relevant, or risk getting accused of being a spammer.
As you’ll see from the EveryCloud infographic below, 66% of people will unsubscribe if they feel that marketing isn’t relevant to them. That means that the most important thing to do is to ensure that you target your messages more carefully.
Say, for example, that you’ve decided to send out an email about security awareness training tips. Now, that is more orientated towards businesses. So, business owners on your list would be a good fit. Tweak the message a little, and you could also make it relevant for the stay-at-home mom who wants to keep her kids safe online.
By dividing up your list into like sub-groups, you have a far better chance of your message hitting home. Better still, you start building up your cred with prospects because they feel as though you really understand them.
Tip: If you’re using a CRM like Daylite, you can segment your contacts by filtering your contacts for people that match a specific category type like “Lead” and Keywords such as “VIP” or “Interested in Service A”. Learn more on how to do that in this article.