Collecting email addresses can make all the difference when promoting your business!

Most businesses collect three critical pieces of information from their customers: their name, their phone number, and their email address. Of these three, collecting email addresses has the most value over the long term.

Algorithmic Global works with restoration companies on their digital advertising. It might seem like this type of service, and contractors, in general, won’t benefit from collecting email addresses. There isn’t a digital service or continued correspondence after completion of the job.

This article will detail how collecting email addresses is necessary, even for the restoration industry, but the themes apply to any industry in general.

An email list?

Service-based companies, in general, don’t maintain contact with past customers. Why would they? After completion of the job, there is no definite reason for continued contact until another project begins.

This lack of required contact is an outdated assumption, and it’s time we put this notion behind us.

Staying in front of previous customers is vital to the continued propagation of business. Most companies pay for new traffic with their money via ads or with time spent creating blog posts. Collecting email addresses and utilizing them in the form of periodic newsletters is more effective with past customers because they have a reason to stay on your list. Plus, they are already aware of the quality of your work.

In short, past customers are readily convertible to repeat customers.

Collecting email addresses.

There are four main reasons why collecting email addresses helps generate sales. Each of these can turn out to offer returns many times this initial time investment.

1. Word of mouth
2. Easily shareable
3. Promotions
4. Inspiration

Let’s take a look at the benefits of each.

Word of mouth

Customers that see your content are more likely to recommend you to their friends. They will recommend you based on your work quality, but your presence in their inbox will keep your services top of mind when their friends mention their potential projects.

Often, continuous email correspondence gives companies the chance to highlight a broader scope of their offered services. Just because customers received one type of service doesn’t mean the word of mouth recommendation has to be the same. In fact, with an understanding of all your company offers, they have a broader knowledge base where they can make connections and pass your information along to their searching friends.

Collecting email addresses and not using them–while hoping past customers refer your services based on the quality of work–is a lot like crossing your fingers and hoping for the best. It’s better if you’re proactive about the situation by staying in contact with them via their inbox!

Easily shareable

A crucial part of relying on word of mouth is the person with your business’s information transferring it to the person seeking your services.

Why not make it easy by making it shareable?

Think of an email like a digital business card. Your past customers can share your information with others who are searching for your services.

High-quality email correspondence also functions like a blog post. Suppose people find it valuable and share your content. In that case, the recipients are added to a pipeline of potential customers, even if they’re not searching for your services at the precise time they sign up for your email list.

Promotions

Collecting email addresses and using them in an ongoing correspondence campaign helps spread the word about promotions.

Would you rather spam social media or search engines with paid advertising, casting a wide net over a far-ranging geographical area? Or, would you prefer putting those advertising dollars towards a promotion going out to prior customers?

The two options aren’t mutually exclusive, but the scenario highlights one of the critical benefits of collecting email addresses into a mailing list: the increased likelihood of past customers to hire you compared to strangers.

Any promotion you run has the added chance of being shared by the people on your email list, which would grow your pool of potential customers.

Inspiration

Sharing information about a full range of your services with past customers can inspire action for another project. Let’s use the restoration business as an example.

If you repaired a client’s roof and add them to your email list, they might see your kitchen remodeling services. They had no reason for equating the two services, but this could lead to another round of business from the past customer.

Can you see how collecting email addresses works in your favor? Knowing all the services you offer, past customers might realize they need your offerings in a part of their lives they never knew were a part of your repertoire.

Consistent email correspondence

Taking advantage of collecting email addresses isn’t necessarily a complicated task. Of course, if sending out a weekly, comprehensive email newsletter is something you’re interested in, then, by all means, create your masterpiece.

But for those who want a simple way for continued, consistent emails, try this out:

• Monthly email, maybe the first Sunday of every month
• Two sections
• Section 1: Blog post from the previous month
• Section 2: Highlights from a job completed in the past, pictures included

Your email can be this straightforward! The critical thing here is consistency. Make sure you do the same email in your chosen time parameters, telling your email list what they can expect and following through on your promise.

How can I get a list of email addresses for free?

Email addresses can come from a variety of sources but never use a free list. Customers on this list can and will mark your emails as spam, lowering your chance of delivery by major email clients, such as Google.

A much better option is for a continued effort at collecting email addresses, then growing your list a little at a time. Think of your list as a service for your past clients; you’re making them aware of ways you can benefit their lives. 

Your list is also a service that pays off for you in the long run.

Which website is used for gathering email addresses?

If your list is small, storing all your contacts on your chosen email client isn’t a problem. 

Use an email marketing service once your list is over one hundred addresses long. A great option, one that has stood the test of time, is Mailchimp. Their service allows up to two thousand email addresses under their free plan, and a wide range of bells and whistles is available under their paid services.

Most businesses are collecting email addresses in some form or fashion; using a website dedicated to email marketing is a great way to take advantage of the data and get started on the tactics for generating sales outlined above.

Need help with your email marketing?

Writing an email once a month is a quick task that has the opportunity for enormous rewards. A once-a-month roundup of blog posts and highlighted projects can lead to more sales from past customers and help those same individuals spread the word about all your business offers.

Your regular email correspondence doesn’t have to be complicated; it just has to be effective.

If you’re already collecting email addresses, this is a great way to put them to use. If you’re not, now is the time to start!

Are you looking for help with the next steps after collecting email addresses? The team at Algorithmic Global can help! Reach out to us via our contact page, and our experienced team will reach out.