Getting new customers for your plumbing company should always be a key focus for your marketing. But, don’t ignore customer retention as a key element of your growth strategy. Email marketing campaigns can be a great way to increase your customer retention. In this blog we talk about the best ways to implement an email campaign to keep you front of mind with your existing customers.
New Customers and Subscribers
Customer retention should start at the beginning of your relationship. If someone uses your services or subscribes to your newsletter there are a number of things you can do to keep them engaged.
Firstly, send a welcome email, you can engage them with a few simple ideas –
- Offering a discount for their next boiler service
- Ask them to respond to questions, so you can segment your list and send emails that feel personalised
- Ask them to write a review for your recent work
If a subscriber doesn’t open or engage with your first email, you can consider nudging them with a follow-up email.
Have a plan in place to ensure that your email subscribers get content from you on a regular basis to keep you front of mind. If they have already shown an interest in your plumbing company then they should be happy to receive content from you.
A good way to do this is to send a regular email newsletter – it is cost effective and ensures that your company is constantly in the minds of your customers.
Newsletters are also a great way to drive traffic to your website by including offers and further information.
Other triggers for sending emails could include –
- When a customer reaches a given point in their journey with you, send them a survey to ask for their opinion so far
- Ask them to review your product or service
- Send an email suggesting products based on their previous purchases
Send Re-Engagement Emails
Re-engagement is also a key part of an email marketing strategy and ensures that you have used every opportunity to retain your existing customer base.
Some plumbing services are annual, so sending an annual engagement email campaign based around boiler servicing or similar, is a great way to re-engage your existing customers.
You can create a series of emails that go out so that they hear from you multiple times.
Customers don’t always abandon companies because they are dissatisfied. They might be cutting back on their spending or they might think they’ve seen a better offer elsewhere.
If you can take a customer on the verge of leaving and re-engage them, you can give your sales a boost and improve your retention rate at the same time.
Send Exit Emails
What happens when you know that a customer is leaving? There’s nothing you can do to stop them, but that doesn’t mean you should do nothing.
Send a final email that is friendly and leaves the door open for a future relationship. It’s also a good idea to collect information on why the customer is leaving.
Contact us Today
Using email is a great way to increase customer retention and its pretty cost effective too. We understand that business owners need a steady stream of a new enquiries to grow their business. We can help you scale your Plumbing and Heating company to the next level with the confidence that your marketing will support your sales. Contact us today to find out how.