How to Make Email Marketing Work for Moving Companies

In the old days, when people moved they would physically write a letter or postcard to their old address, giving it a quick scan for any important information. Times have changed, and so has the way we communicate, particularly with regards to business. The way you engage with customers is evolving, and so is your approach to email marketing.

What once was considered spam is now seen as a necessary evil. People are realizing the value in getting notifications when there’s new content published, whether it’s an email or a blog post. They also value the personal connection with the brand, and seeing that a brand is interested in keeping in touch, even if it’s just to say hello, is worth its weight in gold.

So how can you ensure that your email marketing strategy benefits your moving company, and helps you to grow your business?

The Importance of Listening To Your Customers

Customers are the core of any brand’s existence, no matter what industry you’re in. You can’t forget about them, because they’re the ones who are going to keep you in business. It therefore follows that you should always be listening to what they have to say about your brand.

You already do this to some extent through traditional customer feedback mechanisms like customer surveys and tweets, but you should be actively seeking out new ways of listening to and acting on customer feedback, particularly through digital marketing. You can use your website’s comment section or social media platforms to get insights into what your customers think about your brand.

What can you do with this information? You can use customer feedback to improve your product range or service, of course, but you can also use it to target specific groups of people based on what they said. This is where a tool like Customer.io comes in:

The Importance of ROI

It’s always good to have a clear idea of how much money a business is investing in an initiative, and how much return on investment (ROI) it’s getting. When it comes to email marketing, this return is generally considered to be the result of a marketing campaign in the form of an email pitch, or a landing page or blog post that directs people to make a purchase. (A typical marketing funnel looks a little like this.)

So how can you prove the value of your email marketing efforts? The answer lies in the ability to measure the results of your campaign, both in the short term (the number of people who clicked on a particular link or posted on your social media accounts due to your campaign) and the long term (whether or not these people continue to adopt your products or services). These are commonly referred to as conversion metrics, and they allow you to evaluate the effectiveness of your strategy. To get started, you can use a tool like Google Analytics to track the results of your campaign, and work out how much ROI you’re getting from each element. For example, if you implemented a new email marketing campaign and one of your main metrics is the open rate of your emails, you can use Google Analytics to track the success of this element of your strategy. Then you can compare this to the previous results to see if this new approach leads to greater engagement.

What else can you do with customer feedback? You can use the data you have to improve the way you operate. When you’re listening to and acting on customer feedback you’re acting like a brand, so it’s only natural that you use the data you have to make your business better. This may mean changing how you work, adopting new processes or improving your product range.

Many businesses are guilty of solely focusing on sales, and while this is an important metric to track, you should be thinking about marketing as well, particularly when it comes to email marketing. The more you know about your customers, the more you can tailor your strategy to serve them better, and this in turn, will only serve to grow your business.

Is your business’ email marketing effective? How can you tell? Use the tools you have to gather metrics and track the results of your campaign, as this will help you to determine how worthwhile this effort is. Then, use this data to improve your strategy and grow your business

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