I'm giving away the store today {{ subscriber.first_name }}.
This list is exactly how we make email campaigns that book jobs:
Don't give everything away - it's common practice for your CSRs and Technicians to build value before getting to the price. We do the same with email. Too many companies will literally just put the price and offer in the subject line. But that's not even giving yourself a chance to pitch or build value. Create some curiosity before you give away all the details.
Be entertaining - it's not "5 ways to extend the life of your AC," it's "How Chuck Norris takes care of his AC." No one wakes up hoping to get an email from their home service provider - but you can make them glad they did!
Write like yourself - all your competitors are using A.I. to write their ads - and they all sound the same. Be yourself and define your brand voice so that you sound like you and no one else - even if you use A.I.
Tell stories - what's the craziest thing you've seen in a customer's home? What was a service call your proud of? Take us behind the scenes of your life and business - people bond with that.
Be encouraging - people are so used to the doom-and-gloom content on social media that if you show up with an encouraging message, you'll stand out. Tell the moms and dads in your market they're doing a great job. Give them free advice to keep their home safe. People love that.
Answer questions your competition won't answer - pricing, timing, the good, the bad, comparisons, explanations for one-star reviews. Be transparent to be rewarded.
Give a checklist - my wife is constantly saying how she wishes someone would give her maintenance checklists for all our major home appliances. Not a single home service company in our area has ever done something like this. Huge miss. (NOTE: This email you're reading right now is a checklist!)
Comment on current events - you don't need to be political or controversial (unless that's your brand). But comment on things happening in the world or your area, and tie it back to how you help people. If there's a wildfire in your area, you can give advice about air quality without coming off as insensitive or opportunistic.
Respond to voice-of-market quotes - ask your A.I. of choice to scour Reddit, Facebook, Google reviews, Quora, Thumbtack, Yelp, Angi's, and more for actual voice-of-market data and quotes about the services you and your competition offer. Make a list of what customers are actually saying about those things online. Address them one by one. Too many contractors make content about stuff customers themselves never talk about in real life.
Share cautionary tales - if you see a trend of homeowners in your area using dangerously old electrical panels, send out a message about it. Don't fear-monger - simply point out what you're noticing in a way that's helpful and relevant. Then, offer to do an inspection for your customers.
Send helpful reminders - send your customers a monthly reminder to change their air filters. Send them a regular reminder to test their garage door sensors. Whatever your customers need to be reminded of on a regular basis, build a reputation for being the company that sends them those helpful messages.
Reputation matters more than timing - everyone asks what the best time to send emails is. The most important thing isn't what time you send your emails... it's who they come from. If your mom sent you an email today - even if she sent it at 1 am with no subject line - you'd still open it. Why? Because it's your mom! Send your emails from a name or team that people know, like, and trust.
And of course, as a bonus...
You can hire our team to handle all this for you 😉
