In today鈥檚 digital age, ignoring e-mail marketing is like leaving money on the table. As a business owner, you cannot overlook any opportunity to connect with your customers and grow your company.
By 聽Samuele Barrili
Dear readers, it is time to discuss a powerful tool in your marketing arsenal that you might be overlooking: e-mails. Now, I know what you are thinking: 鈥淪am, I鈥檝e got trucks to maintain, routes to plan, and a business to run. I don鈥檛 have time for e-mail marketing! Hear me out because this could be the game-changer your company needs.
E-Mail ROI
Let鈥檚 look at the facts. Did you know that e-mail marketing has an average ROI of $42 for every $1 spent? (Financial Post Source). By investing in a smart e-mail strategy, you could see a return that puts those shiny new trucks to shame. With 90 percent of adults using e-mail, you may be missing out on a huge potential customer base if you are not leveraging this tool.
I understand that you might be a bit skeptical. After all, you are in the business of hauling trash, not crafting clever subject lines. However, your customers appreciate a personal touch, and that is exactly what e-mail marketing can provide. By sending targeted, informative e-mails, you can build trust with your clients and show them that you are not just another faceless corporation.
Getting Started
E-mail marketing is a cost-effective way to keep your company top-of-mind. While others are planning for budgets on flashy billboards and TV ads, you can be landing directly in your customers鈥� inboxes with valuable content and timely promotions. It is like having a direct line to their decision-making process without a hefty price tag.
Getting started with e-mail marketing is simpler than you think. Start by using the e-mail addresses of your current customers and add a form or a popup to your website to collect visitors鈥� e-mails. In exchange for their contact information, you can offer a freebie (a guide, reminder table they can print, etc), a small discount, or a free waste audit.
Then, create an account on an e-mail marketing platform to craft and send e-mails. Segment your customer list starting from their common characteristics. For example, put together the property management companies, the office providers, the chemical labs, the building companies, etc. Once you have created the segmentation and have the different groups, upload these groups into your e-mail marketing platform, adding a different tag to any group. The different groups are fundamental to creating e-mail marketing campaigns and to be able to reactivate them.
Craft Your Message
Will you respond to an e-mail that does not talk to you? The reality is the same answer as your customers鈥攏o. Once you upload an e-mail list with the different tags, the time of the message will arrive. You do not have to craft a different message for every tag, but you must adapt the same message to the different tags.
This means adapting the message to the typical problem of the category identified by the tag. For example, you created a message to discuss the dumpster problem that your solution solves for construction companies. The same message should be adapted to facility management companies needing daily dumpsters. The message will be the same but from a different angle.
The key is to keep your e-mails relevant and valuable for them. Share waste reduction tips, highlight your community involvement, and showcase your expertise in the field. By providing content that matters to your audience, you will keep them engaged and increase their likelihood of choosing your company when they need waste management services.
Connect with Your Customers
In today鈥檚 digital age, ignoring e-mail marketing is like leaving money on the table. As a business owner, you cannot overlook any opportunity to connect with your customers and grow your company.
So, my fellow waste management professionals, it is time to embrace the power of e-mail marketing. Trust me, your bottom line will thank you. | WA
Samuele Barrili is a Waste Management Expert and Business Strategist. Born in Cagliari, Italy, Samuele began his career as a salesman in 2010. After earning a degree in Toxicological Chemistry at the University of Cagliari (Sardinia) and many masters in Waste Treatment, he combined his knowledge to define his mission: save the planet helping 6,000 waste management companies to continue to thrive. After nine years in the field, working as a sales and marketing manager for international firms in waste management, Samuele created M4W Marketing For Waste, the first growth agency focused on helping waste management companies. Marketing4Waste is the first service dedicated to waste management companies. He can be reached at聽[email protected]聽or visit聽.