(Newswire.net — June 18, 2020) —
Home services contractors are already busy enough without having to worry about social media posts and sending out email blasts. The importance of these tasks cannot be understated but they can be a timely venture simultaneously. HubSpot’s Marketing Automation Tool is just one of the many tools that can help automate these marketing tasks. Automation saves time and money which around 15% of increased sales production when utilizing automation in their marketing strategy.
Automated emails that are sent to subscribers/current customers are considered email workflows. The automated emails are sent when triggered by a particular behavior like signing up for a newsletter. Automated emails could even be sent for anniversaries of customers or subscribers. Engagement is the main focus of these emails while improving efficiency. Intelligent automation is even possible if a website visitor/subscriber/customer clicks a link or ad, an email can be sent out. The email could contain a discount for the ad or page that was visited by a particular individual. For example, HVAC companies could send out an automated email for discounted seasonal maintenance to a newsletter subscriber that visited a link of this service.
The overall use of these emails is to help leads progress down the funnel and maximizing revenue from current customers. Interesting information and the education/engagement of current clients is important. A customer that understands that they need to address a leak with a plumber or air conditioning issue rather than wait it out is essential to a business. Proactive customers make the jobs of home services contractors far easier as preventative maintenance is essential in saving customers money overall. HubSpot can be the perfect platform to take email automation to the next level at your company.
Always Send a Welcome Email!
The welcome email is going to be triggered by a new user registration or subscription to the email newsletter on a website. The welcome email is going to be the first impression a new user/subscriber has of a home services business. The odds are that a user or subscriber wants to set an appointment in the near future. Certain users might want to do this immediately after registering so include contact information and ways appointments can be made. Below are a few different ideas of information to be included in the welcome email:
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Social media accounts, Google Review and Yelp links.
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Top content from the website or local media coverage.
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New offerings or promotions that are underway/upcoming.
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Contact information and a link to the FAQ page.
Once a person has had a service appointment, they can be sent a welcome email again as a paying customer. This will make it easy to change their status in the automated email settings. The goal for a new customer should be to maximize revenue, engage with them digitally, and follow-up when it comes time to recommended maintenance.
Engaging Inactive Customers
Automation that is triggered by an inactive account can help engage a customer that might have dropped off the face of the earth for a while. A person could have been getting maintenance performed on their HVAC system regularly then stopped requesting this service. HVAC maintenance can be tough to remember so sending an automated email can be a reminder that a busy homeowner might need. Lead generation strategies for HVAC differ depending on the local area but engaging inactive customers is a great way to maximize income from your current customer base. The list of contacts should be separated into the following categories:
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Customers that have spent money but have not engaged with the service provider for quite some time.
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Subscribers or users that have registered their emails to set an appointment or claim a coupon.
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Contacts that were in the sales funnel that expressed interest that have gone silent.
Coupons sent for services that can be performs or reducing an appointment fee in the case of a plumber can work wonders. The initial appointment fee that electricians and plumbers charge can be a hinderance to people being proactive about a leak or electrical problem. Reducing this can help increase the number of appointments set for something that might seem minor but ends up being a major repair.
Upselling Current Clients
The upselling workflow is going to be triggered by past purchases or services rendered that have used a home services contractor before. Utilizing a quality CRM is important as it can easily track services that were used and dates. Offering customers extended service packages can allow for easily predictable revenue moving forward. Discounted services can be offered people that have signed up for this package in order to help maximize revenue per client. The CRM offered by HubSpot can even indicate if a certain customer might not like to be upsold. Maintaining a healthy relationship is important and some people do not want constant contact but would rather contact their home service provider when they need their services.
Remember the Service Lifecycle Workflow
Home service providers could be on some sort of subscription model like that of a customer receiving monthly pest control. Setting dates to send automated emails out that help entice the customer to sign up for another subscription-based service is easily done through HubSpot. This workflow is going to be triggered by time passing or time approaching the end of a subscription.
Contact Form Workflow
The trigger of filling out a contact form or customer questionnaire needs to be acknowledged automatically. Giving an expected date to hear back is important as people are not willing to wait around while they have a leak or their HVAC system has failed in the middle of the summer.
Integration of HubSpot’s automated marketing features with a top-rated CRM into a home services business can help maximize ROI on marketing and maximize revenue annually!