A Data-Driven Guide to Email Marketing for A/V & Security Companies | Triton Commerce

When asked what the most valuable resource is today, you may answer oil. While oil is expected to be a 2.1 trillion dollar industry by 2025, there are some other resources that are stepping up their game. Data is becoming one of the most vital, with an expected value of $230 billion in 2025.

In fact, consumer data has become so essential for businesses to progress in the 21st century. This consumer data allows for predictable measurements and assessments of consumer instincts, needs, and behaviors. When you're using email marketing, you get access to vital data about your subscribers that can allow you to leverage your products and services in a manner where they're more likely to convert.

An email marketing strategy is a type of digital marketing strategy that allows businesses to digitally communicate with their past and potential new clients. By harnessing the power of email advertising, your A/V & Security business can capitalize on the feedback data that it receives about how your subscribers interact with your advertisements.

How Does Consumer Data Influence Your Email Advertising Strategy?

When you first start out developing your email marketing strategy, you're likely concerned with trying to collect as many emails as possible and sending them ads to get them to buy your products and services. While this is a great end goal, you need to consider optimizing the interaction that you have with your current subscribers.

With advanced data metrics provided by the right email advertising tools, you can get instant feedback on how your consumers are responding to your email advertisements and messages. Unlike television and radio advertisements, you won't have to sit back and wait to see if it works. And, you certainly don't have to guess how many customers you converted.

The monitoring and tracking provided by advanced data metrics can easily allow your A/V & Security company to answer a variety of marketing-related questions:

  • How many people opened your email message?
  • How many people clicked through to your website?
  • What is the average ROI for that email message?
  • What portion of leads and sales do you get from email advertising?
  • What day of the week and time of day are getting you the highest response rates?

When you can easily answer these tough questions regarding your email advertising campaign, you can hone in on what's working and what's not. When you know what's working, you can use it time and time again to cater to the desires of your specific consumers.

Email Testing and Proficient Tracking

Developing a high converting email advertising campaign requires devotion to constant testing and proficient tracking of your previous email messages. After sending each message, you can easily review the analytical tracking data for them. These advanced data metrics can reveal a large array of valuable data, including:

  • Open Rates
  • Unsubscribe Rates
  • Click-through Rates
  • Bounce Rates
  • Website Traffic
  • Growth Rate
  • Forwarding Rates
  • Social media Shares
  • Average Profit Per Subscriber

When you can gauge all of these metrics, it becomes much easier to determine which elements of your email messages you need to alter to attract more customers. You can undergo testing with many different email elements to determine which ones work best for your clients. Some of the most popular elements to test include:

  • Topics
  • Offers and Deals
  • Headings
  • Subject Lines
  • Visuals, Videos, and Images
  • Links, Contact Forms, and CTAs
  • Text, Layouts, and Formatting

As you start to test out these various elements, you'll discover some methods are better than others. For example, you may play around with different subject lines to enhance the opening rate of your emails. You may try subject lines like "20% off Security Cameras" or "Get Your Security System Discount Today!".

When you try out different email elements, you can compare the open rates to one another. Then, you can opt for keeping the format that works best to enhance your overall email open rates. To test out different elements, you'll want to segment your subscriber list.

Segmenting Contacts Into Focus Groups

Segmenting your current subscriber list into various focus groups can help you to better test out your email advertising design elements. These focus groups are simply groups of your subscribers that have similar attributes. Some common types of focus groups that you may want to create from your current subscriber list include:

  • Recent Clients
  • Existing Clients
  • Inquiry Requests
  • Commercial
  • Residential
  • Single Person Household
  • Experienced Homeowners
  • New Homeowners
  • Demographic Areas
  • Family Household
  • Etc.

Once you break down your subscriber list into these individual focus groups, you can send out more personalized email messages to your subscribers. For example, you may want to specifically target new homeowners with advertising for your whole-home security packages. This group is more likely to bite on your advertising campaign than experienced homeowners.

In another scenario, let's say that there has been a series of home break-ins in a particular area of town that you service. Sending an email message about obtaining home security services to that general region can be more effective than just sending out a mass email blast to all of your current subscribers.

Email Advertising For A/V & Security Companies

If you're like most business owners, you're excited to learn of all the untapped potential that email advertising can offer your business. However, it can be difficult to sit down and figure out where to start.

At Triton Commerce, we specialize in providing customer email advertising for A/V & Security companies. Let us comb through the various data analytics to create a custom email advertising campaign to grow your business. We'll work to not only enhance your online presence but to bring more qualified leads through your doors.


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