In this electronic age your marketing message shouldn’t be limited to just print or just radio. Today’s consumers relay on digital media more than ever before. And tapping into that digital reliance using the internet and email can offer you significant advantages over other types of marketing and more importantly … your competition.

     Many contractors don’t have a website, which is a mistake but an easy one to fix. However, by not having a website they seem to discount all digital marketing options. One of the first things I tell any of the contractors I work with is that even if they have no internet presence they can still utilize digital marketing. Email marketing can be virtually cost free and while having a website works well with email marketing it’s not mandatory. A prospect’s email address may be the most important piece of information you can capture. 

     Sell Email Collection As A Benefit … But Use It As A Sales Tool

      Many contractors don’t know exactly how to tackle the idea of collecting email addresses however it’s easier then you think. Simply integrate email collection into your sales process, done correctly it gives you a more professional polished image. For example you can start collecting and using email to confirm sales appointments or estimates. This allows you to collect the email address you need without the normal resistance you might get from a prospect. This is because they see the email confirmation as a benefit to your service and not as a sales tool.

     For contractors, any collection of email should be done is such a way that the prospect or client sees the benefit of giving up that information. But don’t forget, that email address is also a sales tool. Obtaining a customer's email address opens the door to a world of convenient and cost-effective marketing, and helps manage customer expectations throughout the project.

Email Provides Documentation

     And just as important, email also provides documentation that a phone call never could. Now written documentation should be something that you see as a benefit but it’s a sword that can cut both ways so it’s important that if you document something that works for you not against you. Rarely can a contractor win if a customer wants to argue about a no-show. However, when you use email confirmation, there's no miscommunication.

Use Email To Maintain Constant Contact

     Let’s say that you don’t want to use email for appointment confirmation; it can still be a powerful tool in maintaining contact with your clients. You can use email to communicate with clients for change orders, schedule changes, etc. Again, in these instances, documentation should work in your favor. But even after the sale … and after the job is complete use email to maintain contact with that customer. Email your newsletter, reminders about your referral program, special offers … the options are wide open. The goal is to keep that client aware of you on some level so that they will either use you again or refer you to someone else.

Trust Overcomes Client Resistance To Sharing Email

     Homeowners are divided when it comes to yielding their email address. Some are eager to supply it; others absolutely hate the idea. Customers who hesitate to give their email address when they first call for a bid will usually readily provide it once they decide to buy. That’s because they’ve begun to trust you … building trust early on will break down client resistance to sharing email. Explain that you use email to communicate key project information and that you won’t share their email address with any outside parties. You should also mention that you will not sell their email information to anyone as this is another fear. 

Sell The Benefit … Not The Feature

     Again, sharing email should be seen as something that will make life easier for them. Sell the benefit … not the feature. The feature is email communication … but this feature isn’t going to have people rushing to hand over their email information. If all you said was “We would like your email address to confirm our appointment” don’t expect many people to sign up. But try this “We confirm our appointments by email to avoid any miscommunication and give you documentation of the appointment, this way you don’t have to wait around for a phone call.” Which comment would you respond to more favorably? The first sentence only tells someone the feature … the second tells someone about the feature and highlights the benefits. Benefits, not features, will sell a prospect on the concept of providing you the email address you’re after. Some benefits of email communication are convenience, documentation and avoiding miscommunication … or whatever else you can think of. Know your customers, know what they are looking for … if you can speak to that and show them how their lives easier, better, more dependable, more convenient, more flexible … then collecting email addresses will never be a problem for you.

Always Give Them An “Opt-Out” Option

     New laws regarding how email is used came into effect on January 2004. It requires that your email give recipients an opt-out method. You must provide a return email address that allows a recipient to ask you not to send future email messages to that email address, and you must honor the requests. You may create a menu of choices to allow a recipient to opt out of certain types of messages (example: they want the newsletter but not the promotions), but you must include the option to end any/all commercial messages you might send. When you get an opt-out request the law gives you 10 business days to stop sending email to the requestor's email address. All your emails should also contain your valid physical postal address. These are basic and easy to follow rules and should not deter you from using email to its fullest potential as an important part of your marketing campaigns.