Email marketing continues to be one of the most trusted marketing strategies because it allows businesses to nurture leads and convert them into loyal customers. Because it’s versatile, email marketing can be used for just about any industry, including pest control. Let’s learn more about email marketing and how to make the most of this tactic for your pest control business.
Email Marketing Tips for Beginners
If you’re like many pest control companies, you probably use your website, PPC and SEO to drive targeted traffic your way. But if you’re not using email marketing, you’re missing out on huge opportunities. Here are the steps to take to start building a robust email marketing strategy:
- Collect email addresses. Hopefully you already have a ton, but you can gather more through your website and social media channels.
- Segment your lists. Break down your customers into smaller groups in a way that makes sense for you such as by customers vs leads, commercial vs residential or physical location.
- Send your messages at the right time. The more personalized your emails are, the more valuable they will be. For instance, a discount on mosquito services are much more valuable in the summer than in the winter.
- Split test emails. To determine what works best for your audience, split test your emails. You can compare almost anything – the wording, images, offers, CTA, etc.
- Use an automation program. This will help you be more efficient because you can segment audiences and send many emails at once while tracking analytics.
Delivery Rate for Emails
Your delivery rate is the percentage of contacts who actually received your email. It should be somewhere in the 90s. If it’s lower, this means you don’t have a good list and your emails are not successfully sent to subscribers. For improved results, clean up your database, confirm email addresses and implement a double opt-in process.
Open Rates for Emails
The open rate is the percentage of contacts who opened your email. Aim for an 18-20% open rate. If it’s lower than this, try writing more engaging subject lines, give stronger offers and include more personalization.
There are two click rates you should be looking at: click rate and click to open rate. These rates tell you how engaging your emails are and if people are opening and interacting with them. Be sure to give subscribers a reason to click with good calls to action!
- Click rate. This is the percentage of people who clicked on your email. Industry average percentages are between 2-3%.
- Click to open rate. This refers to the percentage of people who opened and clicked through your email. Aim for an 8-9% click to open rate.
Follow these tips to refine and optimize your email marketing campaigns. To learn more about setting up an effective email marketing strategy, contact WSI Internet Partners today.