Megan Bedford knows well the benefits of great, targeted email marketing campaigns in the home services industries.
Bedford is a Denver-based marketing consultant who works with small- to medium-sized companies in the trades as their de facto chief marketing officer. She can tick off all the good reasons HVAC, plumbing, electrical and other home services companies should employ a targeted email marketing strategy.
The cost per lead is low compared with other marketing initiatives.
Companies can target a more specific audience than with direct mail, radio, television or newspapers.
The leads are generally of much higher quality than from other sources.
The conversion rate from lead to booked job is high.
So why hasn’t Bedford traditionally offered email marketing as a service? Because with email marketing platforms of the past, targeting customers tended to require tedious, time-consuming work if a client wanted to do anything other than blast an entire email list.
That’s generally not a good idea. It risks sending customers irrelevant emails, reducing the open rate on future mailings and increasing the possibility the message is marked as spam.
But the targeting limitation went away when ServiceTitan Marketing Pro was introduced in 2019, Bedford says.
"With other types of email marketing tools out there, you're really just targeting your whole customer base,” she says.
“To be able to send an email message and get that specific in your targeting—I haven't really been able to do in the past … not until Marketing Pro."
What’s different about Marketing Pro? It’s the integration with ServiceTitan’s all-in-one software solution for the trades. With ServiceTitan, it’s possible to add tags to a customer’s profile—separating, for instance, customers with water filtration systems from all others—then call on that data for targeted marketing. For example:
Customers with on-demand water heaters can be sent a reminder that they need to have the unit flushed once every 1-2 years.
Those with maintenance contracts can be targeted with a drip campaign that reminds them to schedule furnace and air conditioner tuneups.
Customers with fireplace inserts can be reminded that your company services them.
Electrical customers you haven’t heard from in a while can be reminded of extra services you offer, such as outlets for electric cars, decorative lighting or hot tub installation, and putting up ceiling fans.
Those with soon-to-expire service contracts can be targeted with renewal notifications.
Customers with recently completed jobs can be prompted to review their service on Google or your website. Or they can get an educational drip campaign on the features of, for instance, their smart thermostat.
Flexible, targeted messaging that creates urgency in the customer is at the heart of Marketing Pro. The only limit is imagination.
There are campaign templates within Marketing Pro that can be customized for your business, and safeguards to prevent you from sending any customer too many emails. And after a campaign is completed, data gathered automatically allows businesses to evaluate their success.
That data can make your business skyrocket.
“ServiceTitan is organized properly. That's a big thing—their database is organized properly so that I can target specific audiences using Marketing Pro,” Bedford says. “I really only work with people on email marketing who are on ServiceTitan, because it's for me really intuitive and easy to use.
“I tell them you have to sign up for Marketing Pro.”
With advertising and marketing costs rising, effective targeted email marketing becomes even more valuable.
“If you look at pay per click and you look at other types of advertising where things are going way up, it's really hard to get that cost per lead down,” Bedford says. “People are trying all different avenues. Email marketing through Marketing Pro is without a doubt my lowest cost per lead out of anything that we do right now.”
The ability to sort by type of customer, type of job, completed work and more allows companies to target emails to only relevant customers.
And once you’ve set up a campaign based on ServiceTitan tags, Marketing Pro allows you to automate the drip—including stopping it for customers who respond or changing the messaging for future sends, keeping you relevant rather than annoying.
Bedford, who makes her living by training businesses to market themselves efficiently, says targeted, automated email campaigns powered by ServiceTitan data and Marketing Pro are essential.
“I love Marketing Pro,” she says. “The automated email campaigns are great. They just keep bringing in business, and I don't even have to think about them.”
ServiceTitan is a comprehensive business software solution built specifically to help companies streamline their operations, boost revenue, and achieve growth. Our award-winning, cloud-based platform is trusted by more than 100,000+ contractors across the country.
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