We just wrapped up our email marketing webinar last night, “Drive Traffic to your Home Improvement Business with E-mail Marketing“, and I learned something interesting.
We conducted a poll of our several hundred attendees to find out how many marketed to their prospects or customers using e-mail. Here’s what we found:
- 48% Rarely or Never marketed to their leads
- 36% used e-mail Occasionally
- Only 16% Constantly marketed with e-mail
This is interesting because e-mail is an inexpensive but highly effective form of advertising your home improvement company.
How effective? For every dollar spent, small businesses earned nearly $40 in 2012. That’s quite a return on investment. I would take that every day of the week (and twice on Sunday!)
While e-mail has continued to be less and less effective as years go by (it was over $40 for every $1 spent in 2011), it still works. And works very well.
Here’s a comparison on how other advertising techniques did last year:
For Every $1 spent:
- Inserts: $11.35
- Mobile: $11.37
- Newspaper: $11.89
- Direct Mail: $12.61
- Social Media: $12.90
- Email: $39.40
But, wait! Didn’t I hear the rumor that e-mail was dead? Didn’t SPAM kill e-mail? Don’t people hate marketing messages? Isn’t everyone and their mother using social media – like Facebook, Twitter, and Pinterest – to communicate these days?
People are getting bombarded by marketing messages on various outlets – they’re still getting flyers in the mail, text advertisements on their smartphone, and “Suggested Posts” on their Facebook page.
But, guess what? They hate it even more than e-mail marketing. Here’s a look:
How people prefer marketing messages:
- Direct mail: 9%
- Text messages: 5%
- Facebook: 4%
- Twitter: 1%
- Email: 77%
Why is e-mail still the best way to communicate your message? Because it works. Homeowners are used to getting e-mail marketing messages. They don’t look up your ad in the yellow pages book anymore. They don’t look at your door hangars anymore. They don’t follow you on Facebook (unless you have a coupon for them).
E-mail marketing works because it doesn’t cost much to send – it’s easy to use – you can segment (target) who you want to send to, it does lead to sales, you can get quick responses.
And you can build relationships so you’re on your prospect’s mind – so that when they’re ready to buy, they’ll think of you.
The best part of email – it’s easy to see what works and what doesn’t. So you’ll know what to on your next e-mail campaign.
Are you using e-mail to communicate with your leads?