As a business owner, you have other things to focus on besides increasing the lifetime value of your customers (CLV). You might have a great marketing strategy in place, but it could be failing to reach its full potential because – well – you have bigger things to handle aside from growing your CLV, particularly in the HVAC industry. Fortunately, email marketing can play a valuable and scalable role in helping to maintain and grow your list of loyal brand advocates, while also helping to maximize their overall value.
Consumers Want Email
Even though you might not be checking your inbox very often, it’s important to understand your customers are definitely checking theirs. Multiple studies have shown that more than 90% of consumers check their email daily. That means 9 out of 10 customers who will make contact with your brand have checked their email that day. Statista reported that 86% of respondents to a survey said they prefer to receive emailed advertisements monthly.
These facts sound like an opportunity to reach those customers long after they’ve first made contact with your brand and done business with you. And in the HVAC profession, you’re constantly having to reacquire customers anyway, so this only illustrates how email can be a valuable tool for doing that.
Email Will Improve Customer Retention and Bring New Business
There’s lots of competition out there, so it’s important to stay top-of-mind to your current customers. Email marketing helps you do this by maintaining a conversation through regular emails, so the next time your customer experiences an HVAC problem they know exactly whom to call. Customer loyalty is priceless!
In the HVAC business, it’s a given that there will be slow seasons. Wouldn’t it be great to get customers into the mindset of preparing for an upcoming season, possibly with spring or fall tuneups? Or how about using the slow season to generate awareness around other product offerings like air filtration, UV lights, solar panel installations, or home automation?
Yes, it’s possible to do all of this with an effective email marketing strategy. 89% of marketers say that email marketing is their primary channel for lead generation. So, employing an effective email marketing strategy may very well be great for business. If nothing else, it’s a low-cost means of communicating directly with your database, generating extra visibility for your brand.
Email Affects the Bottom Line
Research has also shown the return on ad spend for email marketing is nearly $40-for-$1. The facts show that consumers are checking their inboxes and preferring more advertisements through email. The same research also shows email to be a primary channel for generating new leads, and most importantly, generating a higher level of consumer engagement.
Learn More about Marketing Your Business
Mediagistic specializes in lead generation to help businesses identify and cultivate potential consumers for their products and services using marketing tools. If you’re a business owner or entrepreneur, continue to do what’s right for your marketing strategy, and learn more about how an effective digital marketing strategy can grow your HVAC business.
Benjamin Smith III is a digital strategist at Mediagistic. He specializes in working with digital and inbound marketing strategies to contribute to advertising goals that get clients a wider digital footprint and an increase in lead generation. Connect with him on Linkedin.
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