Marketing automation processes are often thought of as supporting lengthy sales cycles that reach customers over the course of weeks, months, or even years. That changes if you are in the home service/HVAC industry. People in need of home services are typically looking for a quick and efficient fix. Reaching customers at the right time with the right email can be crucial in growing sales, and the relationship your company has with clients.
According to Invoca, an AI-powered conversation intelligence platform, 78% of local searches for home services on mobile devices lead to a purchase within 24 hours. Which means it’s important that companies act quickly. There are a few factors customers consider when deciding which company to choose. And since many customers don’t have a particular company in mind when considering a solution for their HVAC needs, it’s important to be front of mind from the beginning.
Establishing Trust with New Users
After customers sign up and give consent to receiving emails, gaining and establishing trust is critical. When working with a new company, customers worry about a lot of things, including:
1. Services Being Overpriced
With inflation skyrocketing, people need to know where they are getting the best deal for their dollar. Relieving concerns of being overcharged will put your home service company at the front of the minds of consumers.
2. Quality of Work
If someone is going to spend the money and invite you into their home, they need to know it will be worth it. They want to know they will not have to call a week later for a problem, because the service is completed with integrity the first time. A strong focus on quality is a necessity, especially with new users.
Formatting Automated Emails
The structure of the email is also critical. It’s important to have a strong subject line and pre-text to get the consumer interested and willing to open the email. Let them know what the email will be about, but also be sure it’s captivating.
To start, have the information you want your customer to see the most in the top part of your email. Most people will not scroll through the email if they are not intrigued right away. Make sure to thank them for signing up for the emails, and what they should expect from you. Think about including customer testimonials. This will help overcome any uncertainty the customer may have. According to big commerce.com, “72% of customers say positive reviews and testimonials make them trust a business more.” A number of bad reviews can deter future clients from choosing your company.
Determining Email Frequency
When a new lead comes to your company, it is important to do some hand-holding up to the first purchase to increase the trust between the company and the customer. One thing to keep in mind is that no one likes to sign up for emails and then be bombarded with multiple emails right away. That’s an easy way to increase your unsubscribe rate. However, once they become a customer, it’s about staying in contact regularly, so they remember your brand when they need a service in the future. One reason why this is such a prominent issue is because the typical cost per lead for the HVAC industry is increasing. Invoca states that the average cost per lead is around $275 for HVAC customers. Marketing automation offers a chance to lower that cost if done correctly.
Reviewing and Reporting
Finally, reviewing analytics on how a welcome series has performed will show you what is working, and what needs to be fixed in order to increase customer retention. Take note of what subject lines and content worked best.
Conclusion
Marketing automation offers an economical way to communicate and grow your customer base for home and HVAC services. Using the tips explained in this article will help to increase your customer retention in these industries.