Having an effective marketing strategy is essential for all small businesses, and electrical businesses are no exception. Many electricians compete for the same towns and neighborhoods, making it a challenge to stand out and highlight your unique qualities as an electrical contractor. But that's precisely what you have to do with electrician marketing — and email marketing is the way to do it.
Creating an email marketing campaign not only helps you reach new customers but also helps you form lasting relationships with the ones you already have. Slowly but surely, you can cement your place in your customers' minds and ensure a lasting stream of referrals for many years to come.
Scorpion's guide will tell you everything you need to know about electrician email marketing, complete with examples and templates for you to try out in your campaign.
How Can Electricians Use Email Marketing
Email marketing is one of the effective ways for an electrical company to advertise its services. Once your electrician website is online, and after you've worked on search engine optimization, email marketing can enhance and build upon your success. Use it to efficiently promote your services to a wide range of customers at once. You can:
- Announce new products or services
- Educate your customers about the importance of taking care of their electrical appliances
- Segment them into different customer brackets for more targeted marketing
- Showcase customer testimonials and success stories
The ultimate goal of email marketing is to sell more electrical services, but direct selling (as with direct mail) isn't the method you'll use. Instead, you'll focus on building better customer relationships through interaction, feedback, and personalization. Informative and engaging emails are excellent ways to build trust with your audience.
People prefer to do business with those they know and trust. Electricians can make themselves more visible by cultivating personal relationships with their customers. It's less about the mechanical act of selling and more about, “Just as I solved this serious problem for that person, I can also solve it for you.”
Referrals, word-of-mouth, and online reviews are your bread and butter for electrician leads. Satisfied customers are more likely to send business your way — the more great work you do, the more they'll talk about your business and become loyal. Email marketing gives you a sturdy platform to strengthen that bond.
Electrician Email Marketing Strategy
There is no doubt that email marketing helps drive business growth for an electrical company. It helps you increase your visibility in a crowded online marketplace while staying in touch with your customers and answering their requests directly.
But in order to get started, you'll need to do a few things:
1. Make Well-Defined Goals and Objectives
Decide what outcome you want from your email marketing. Are you looking for…
- More social media leads?
- Local SEO opportunities?
- More reviews or referrals?
Each of these will slightly modify the kind of emails you send out. Identify your goals and create a viable plan before you start writing.
2. Identify Your Target Audience
Who will you be writing to? What kinds of people are they, and what do they like to do for fun? What's the weather like where they live, and what kinds of houses do they usually occupy? People who live in sleek, modern housing have different electrical needs than those who live in older homes.
It helps to have done brand research to create a detailed buyer persona, containing information about a hypothetical customer like:
- Age and location
- Occupation, income level, and family size
- Lifestyle habits
- Pain points
By “pain points,” we mean the specific set of problems that the customer lives with. Most of those issues have nothing to do with you, but a house without power would make them all worse.
Spend some time with these profiles. Make them realistic, like people you'll actually be writing to. You won't be sending emails to a general “My Customers," but to these buyer personas who represent your customers. So make it authentic, detailed, and believable.
3. Use Compelling Design
Make your emails both visually and substantially interesting. Both the message and the way it's presented are vital. These are distinct but related concepts, and you'll have to master them if you want to succeed at email marketing.
Consider doing A/B split testing with different email formats to see which leads to higher click rates. Experiment with unique subject lines, content lengths, and other possibilities to find out what resonates with your audience. Strong and consistent branding is key at this stage. Don't clutter your emails, but don't make them too slim either.
It's also important to include calls to action at the end. If your customers only read your emails and do nothing else about it, that doesn't really help you. Writing a compelling call to action increases your chances of making a sale. Tell your customers clearly what you want them to do. Be specific and use action words — for example, "Schedule a service call now."
4. Test and Analyze Your Results
Most of the popular email platforms for businesses come with their own analytics tools to show you how well your campaigns are working. Monitor your emails and measure their:
- Open rates
- Click-through rates (CTR)
- Conversion rates
From there, you'll get an idea of their return on investment (ROI) and can make adjustments as needed. This level of fine-tuning is essential for ensuring the success of your electrician marketing efforts. Digital marketing is always on the move — you can't afford to rest on your laurels while your competitors charge ahead.
Search Engine Optimization and Email Marketing
Search engine optimization (SEO) means tweaking your website, Google Business profile, video marketing content, and other sites to perform better on search engines. Electricians engaged in online marketing need people to find them before anything else. You have to help search engine crawlers index and rank your pages before potential or existing customers can find them.
SEO and email marketing go together. In fact, a strong email marketing strategy will enhance your SEO by increasing traffic to your web page — you are linking to your web page in your emails, right? That increase in traffic signals the presence of something valuable to web crawlers, improving your website's rankings on the search engine results pages (SERPs).
Visibility and awareness are huge factors in the success of an electrical business. The more emails you send, the more likely customers will share your links to their social media pages or other websites. This is like an organic form of backlinking, and it helps even more with your SEO.
Backlinking improvement is one of the major SEO services Scorpion offers. Email outreach is a substantial part of our process, which is why we place so much emphasis on this, especially in a small business environment with limited online marketing budgets.
Electrician Email Marketing Examples
In terms of the types of emails you send, the answer depends on your own goals as an electrical contractor and what you need to accomplish. We'll go over some sample emails that electricians can send to their customer base.
Email Marketing Example #1: The Newsletter
Newsletters are like newspapers dedicated exclusively to your business. Send them out weekly, monthly, or quarterly — whatever works for you — and provide updates about your company, tips for keeping an electrically healthy home, and whatever else you want your customers to know.
Just be consistent. If you're going to start a newsletter, your customers expect to receive it at regular intervals, not whenever inspiration strikes. You can spice up your newsletters by including things like:
- Links to your most recent blog posts or articles
- Exclusive discount codes for newsletter subscribers
- Testimonials from satisfied customers
Add some images or videos if you want to take things up a notch. This is your chance to get creative.
Email Marketing Example #2: Welcome Sequences
When the whole point of digital marketing is to inspire someone to sign on to your brand, welcoming them is a no-brainer. Welcome emails should be polite and engaging. Tailor them around your customers' interests — you'll know what those are by where they signed up from.
Welcome emails are for introducing your company. These should be short and to the point. You can and should include a special offer as a thank you, but don't get pushy.
Email Marketing Example #3: Promotional Offers
Promotional offers are quick and easy ways to show appreciation to your customers. They have many benefits for an electrical company, such as:
- Increasing customer loyalty
- Motivating people to buy more expensive products or services
- Prompting existing customers to buy again from you
- Enticing customers who may not have bought from you yet
Furthermore, some customers need a little extra push before they buy from you. Offering email promotions allows you to do this easily. You can tailor your offerings to specific sets of customers who haven't made a purchase yet, increasing the chances of a sale.
These are some kinds of email marketing we focus on here at Scorpion. We believe emails need to be both eye-catching and meaningful in order to get results. Plus, our workflow includes a lot of testing and optimization to find just the right tone for each company's customer base.
Electrician Email Marketing Templates
Templates have three basic purposes in mind:
- To make the email writing process more efficient
- To ensure a consistent brand voice and identity
- To create a professional email every time
They're not meant to shackle you down to one specific format. Rather, templates give you an idea of the kind of message your customers expect to see and how to best get that across. You can experiment with different templates to find what works best for you, as well as mix and match from various templates at once.
Email Marketing Template #1: Educational Newsletter
Subject: Quickly Find Electrical Problems in Your House
Hey [Subscriber],
As an electrical company, we often get questions from homeowners having electrical problems they can't identify. We've put together some of the more common questions we get and how to diagnose them easily.
- Flickering lights: Lights that can't seem to stay on are typically a sign of… [Fill in the blank].
- Buzzing outlets: When an electrical outlet makes a light (or not so light) humming sound, it's almost always a sign of… [Fill in the blank].
- Burning smell: The scent of burning from one of your appliances means… [Fill in the blank].
Some of these are pretty serious! If you experience any of them in your home, don't hesitate to give us a call. We're standing by to help you whenever you need us.
All the best,
[Your Name]
Email Marketing Template #2: Sample Welcome Email
Subject: Welcome to [Company Name]!
[Subscriber Name],
We wanted to reach out and thank you for subscribing to our email list! We're all thrilled to have you join us here at [Your Company Name], where we will be sharing valuable information and promotions about our business very soon.
In our future emails, you can expect to receive:
- [Benefit #1]
- [Benefit #2]
- [Benefit #3]
So thank you so much for signing up. Can't wait to get started.
Best,
[Your Name]
Email Marketing Template #3: A Promotional Offer
Subject: [Percentage Off] All Services!
[Subscriber],
As a token of our appreciation, we'd like to offer you [percentage off] on all our services for a limited time. Book any of our services anytime next month to take advantage of this special offer.
To redeem, just book an appointment with us and mention the code [code]. We'll automatically deduct the promotion from your bill.
Thanks for giving us your business! We truly value your support.
Best,
[Your Name]
Email Marketing Is a Must for Electricians
Electrical contractors who want to grow their business need email marketing. There are few better ways to drive conversions and no better way to establish long-term relationships and repeat business with your customers.
Working with a company like Scorpion gives you access to an expert team of email strategists. We know the importance of lead nurturing and customer retention, and we'll be there to help you create an email marketing campaign that continues to pay dividends well into the future. Contact us to schedule a consultation and get started.
