Pest control email marketing is a handy and reliable organic tool, but it doesn’t happen overnight. Building your email marketing list takes time, patience and a few smart strategies, which we’ll go through in this blog. Boost your lead generation by implementing some of these pest control email marketing strategies.
Benefits of Pest Control Email Marketing
Email marketing lets you contact people in your marketing funnel directly. Best of all, it tends to be one of the more affordable methods of pest control marketing when done correctly. It’s a great way to share any promotions or services with people who have already engaged with your business or expressed interest in your services.
How To Get Emails
The first step in pest control email marketing is building a subscriber list. Gradually, more and more subscribers who know your business will compile into this list. If your website has good online traffic, you can build your subscriber list by adding sign-up forms to it.
There are several ways to add a sign-up form to your website. You can add one to a website’s header, footer or mid-page; it all depends on how early you want people to take action. You can include a tick-box titled ‘I’d like to receive email promotions, or something similar on your contact forms. When a user ticks that, they consent to join your emailing list.
A pop-up form is less likely to be ignored, but make sure it only appears once per session and not on every page a user visits, or you risk annoying them, which can deter their business. You can also include this on your physical paperwork and gather emails this way, as long as the recipient ticks a similar box as to what was outlined above.
Why You Shouldn’t Buy An Email List
You may be tempted to buy a subscriber list, but that can be counterproductive. Sure, you’ll be reaching new people, but these emails belong to people who may have never heard of your business. Oftentimes, if a person gets an email from a company they have never engaged with, they are more likely to ignore it. What’s worse is buying subscribers can leave a negative impression since the person never agreed to be contacted by you. In the end, buying mailing lists is more likely to waste your time and money. There’s also the risk of buying a list that’s mostly made of bot emails, which is a scam that sends to fake accounts.
Legalities of Email Marketing
To legally protect yourself while email marketing, ensure to follow these tips.
– Ensure every address was acquired with the recipient’s consent.
– Make sure the recipient can contact the business or person sending the email.
– Make sure your email newsletter has an unsubscribe function.
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Segment Your List
Your business likely has multiple audience funnels. What we mean by that is your services are desired by different groups. For pest control, that can be simply commercial and residential clients. Still, you can get even more granular by segmenting audiences by location, date of their last service, if they haven’t been fully converted yet, and so on.
Personalise Your Messages
After you’ve segmented your audience, it’s a great idea to personalise your messages. Including a recipient’s name or date of their last service can better engage them.
Instead of “Get 10% off cockroach control”, you may find better success from something more personal such as, “Hey John, your yearly pest inspection is coming up. Because you’re an existing client, we want to offer you 10% off. Let us know if you want to set it up”. Email marketing operators like Mailchimp offer several custom fields that simplify personalising mass emails.
Engaging Topics
Try a few methods early on to see which types of content get the best results. Send out a few batches of newsletters that focus on news, promotions and your services separately to see what gets the most clicks. From there, keep giving the people what they want. During this testing, you should also notice what kinds of headlines and subjects get the most attention from your audience.
Stat Cheat Sheet
Everyone will experience different statistics based on their business offerings, the content they’re sharing and the size of their mailing list. Still, here are some industry standards to make sure your pest control email marketing campaigns are on the right track.
Delivery Rate: 90% or more shows your emailing list is healthy and reliable. This stat is for how many people are actually receiving the emails you’re sending off. A low number means you have inactive or wrongly entered email addresses.
Open Rate: Out of all the stats, this will be the one that fluctuates the most.
Click Rate: A 2-3% open rate is an industry standard. Two things fall under the ‘click’ umbrella, ‘Click Rate’, which is how many people clicked on your email, and then ‘Click to Open’, which represents how many people who opened your email also clicked through to reach the designated landing page.
Unsubscribe Rate: Ideally, no one unsubscribes after you send them an email. Try to maintain an unsubscribe rate that is lower than your growth rate. If you notice a spike in unsubscriptions, it’s a sign you may be spamming people with emails, and they’re annoyed, or your service offerings haven’t been relevant for a while. Try to limit email communication to a few times a month or a maximum of twice a week.