If you’ve recently launched a plumbing, HVAC, or electrical services business, you can’t rely on repeat sales to pay the bills…not yet anyway. In years one and two, it’s mostly about new customer acquisition. Not that you lose touch with the people you’ve already serviced, mind you. That would be foolhardy and make all those customers ripe for the picking by an entrepreneurial competitor.
But, come years 3, 4, 5, and beyond, suddenly your marketing plan and budget need to include customer retention, repeat sales, and account rounding – after all, there’s no easier sale than the one you make to a repeat customer who was pleased with prior experiences.
And while there are several ways to engage current and past customers, no single marketing tool is more effective than print newsletters. Here are the primary reasons why:
- Most people still prefer reading a printed document vs. something on a screen.
- Each newsletter is a reminder of your existence and your concern for that customer’s indoor comfort and overall well-being.
- Unlike electronic marketing messages, printed newsletters have staying power, especially if they include coupons. They’re much more accessible when left in a utility drawer vs. an email folder.
- Repeated mailings – the kind made possible with periodic newsletters – remind people that they are your customer, and that you are their service provider.
Our case for print newsletters isn’t theoretical, either: it comes from more than 25 years of continuous production on behalf of plumbing, HVAC, and electrical clients throughout the US. That, and helping our clients reap ROI rewards as handsome as $30 in sales for every $1 spent on newsletter production.
Tips for a Successful Customer Newsletter
First, don’t generate a print newsletter just to “see” how it might do. It’s going to resonate with more people after the second issue than the first, more the third time than the second, and so on. So, our advice? Don’t even get into print newsletter production unless you’re planning on a minimum of four quarterly issues. Only then can you assess their combined effectiveness and have the chance to tweak the format.
- Have it printed on recycled paper to demonstrate your commitment to sustainability.
- Make it more “you” than “we” oriented, but don’t hesitate to include mention of new services, key promotions, and other relevant company news.
- Include images – and while photos resonate better than illustrations or cartoons, consider using an appropriate mix of the two.
- Be careful not to talk up or down to your audience; rather, use clear, relatable language and avoid use of overly technical terms…people are less interested in how something like a tankless water heater works than what it can do for them.
To put the power of print newsletters and other marketing strategies to work for your residential services business, contact IMS Advertising. We’re always up to the challenge.