Keep this important distinction in mind, an email campaign is not normally used as an advertisement to sell a product or service to your customer, so do not use it for this purpose. Instead, your email should be useful and engaging, like advising clients on simple AC troubleshooting.

 What are the goals of your Email Campaign?

Have a target in mind when you run an email campaign and tailor the content of the email to achieve it. Here are some suggestions for targets to set:

• Informing them of your business and efforts to build a relationship with them.

• Boosting engagement with helpful content like how to change the batteries on your Thermostat.

• Informing them of a great upcoming promotion to boost sales.

• Re-engaging clients who haven’t done business with you for a number of years.

• Seeing how reactive your clients are to emails and if it is worth spending time on it in the future.

Do you know your client’s demographics? 

Demographics are statistics that measure markets by looking at age groups, income, employment, and other population characteristics. You are essentially asking who your customer is.

By knowing the type of person, you are sending the email to, you can make it more targeted and personable. For example, are most of your customer’s families with children? Or are they retired couples who stay at home all day? The point is, the more you know about whom you are emailing, the more effectively you can craft a subject line that entices them to open it.

How Should You Send The Emails?

There are two ways to send out your emails and this depends on how many unique emails you have on your list and how frequently you want to send them out. If you have over 30 emails and plan to do it more than once a month, you may want to consider using software like MailChimp, of course, this comes at a cost. Anything less than 30 emails can be done manually by simply typing out the emails or importing them from your client database. In terms of frequency, once a week is far too aggressive, and once a month seems much more appropriate.   

When you sit down to write the actual email, create two to three different emails so you can test which one gets better results. In order to track this, you need to offer three unique things so you can see the response rate. 

Please Note: Make sure you enter your email address using the BBC option this ensures no one can see who the email is being sent to. BBC stands for Blind Carbon Copy and hides the address of everyone in the email. 

• Step 1: Write the email’s content 

We suggest writing an email that is 90% useful information and 10% self-promotion. This way your clients will view the email as helpful and not just a sales email. Another great email type is the “free offer” for example an exclusive maintenance discount code. Remember self-promotion is not selling products but describing what your company can offer in terms of expertise. 

• Step 2: Craft a short subject Line

The best subject lines are less than 40 characters in length and keep in mind on a phone even fewer words are shown. Also, avoid any sales/spam trigger words in the subject and body of the email. 

Avoid Using These Words:

• Buy, Sell, sale, deal, promo, event

• Amazing, Cancel at any time

• Check or money order

• Click here, Congratulations

• Dear friend

• For only ($), Free or toll-free

• Great offer, Guarantee

• Increase sales

• Order now

• Promise you

• Risk-free

• Special promotion

• This is not spam

• Winner

Be direct in the subject line and tell the client exactly what the email is about. 

EX.: “Fix Your AC For Summer” or “The Vent Cleaners Checklist”

• Step 3: Do not use attachments or hyperlinks

This will get your email flagged by the spam filter/security filter and tossed into the spam filter. Since many emails are phishing scams, you need to write the mail in a clear and honest way.

• Step 4: Do not use large visuals 

Use a small company banner and leave the rest as text. Images will often be converted to attachments. 

• The text of the email should be presented in an easy-to-read way. 

• Paragraphs should be no more than 3 lines.

• Use Bullet points to list things.

• Have a clear beginning middle and end to your email.  

• Step 5: Send it from a recognizable company email address 

The client you are emailing will also see the email address of the sender, so make sure to use the company’s official email address.

• Step 6: Track Responds and Conversion Rate

There are two easy ways to track conversion rates, ask when clients call you, “how did you hear about us?”  Or, the offer listed in the email is unique, this way you can see how many sales leads were generated by your email campaign. 

In conclusion, Email Campaigns are a really great way to speak directly to your clients and engage with them on a more personal level. Do it not as a company, but more as a helpful resource for them to draw on.