A Data-Driven Guide to Email Marketing for Electricians | Triton Commerce

Data is becoming an essential aspect of any business that is looking to expand going into the future. Consumer data can allow you to understand your potential customer's needs, behaviors, and instincts. With more understanding, you can predict the best marketing methods to convert your prospects into booked jobs for your electrical business.

In today's electrician industry, consumer data should be considered an essential component of any great marketing strategy. Afterall, when you know what your consumers are specifically looking for, you can get them to book your electrical services, as well as refer your business to their family and friends.

Understanding Email Marketing

Email marketing is simply defined as communicating with subscribers via email messages. Your list of subscribers will likely be made up of existing and potential clients who have visited your company's website. Consider these subscribers the clientele pool that you can easily tap to sell more services to boost your annual revenue.

It's been shown that email advertising has one of the highest ROI rates out there when compared to other types of marketing strategies. Apart from allowing potential consumers to interact over email as compared to other intrusive methods like cold calling, email advertising provides analytical data that your company can utilize to better personalize emails for your clients and referral sources.

How Does Data Drive Email Advertising

Knowing how your subscribers respond to your emails instantly can allow you to better whittle down the best email messages to get conversions. With email marketing, you have digital access to immediate feedback from your subscriber list. With many different advanced data metrics, you can easily monitor how your message is being taken by your subscribers. This includes answering many questions, such as:

  • What percentage of subscribers opened my email?
  • What was the click-through rate?
  • What time of day seems to receive the highest response rate?
  • What day of the week receives the highest response rate?
  • What's the median ROI for your entire marketing campaign?
  • What percentage does email advertising provide for your overall marketing efforts?

Detailed analytics reports are the key to answering all of these valuable questions. When you can understand how your email message went across with your subscribers, you can better determine what works and what doesn't.

Continual Testing and Results Tracking

The key benefit to utilizing email marketing campaigns as part of your digital marketing strategies is that it offers analytical data. You can test out an email campaign and get direct feedback. Then, you can alter parts that didn't go over so well with a different design or tactic. This continual testing can allow you to hone the perfect email design for your subscribers to convert.

There are many different design elements that go into each email message. These include:

  • Subject lines
  • Headings
  • Images
  • Videos
  • Discounts
  • Offers
  • Hyperlinks
  • Calls to action
  • Contact forms
  • Formatting
  • Layouts
  • Text

Based on the analytical data that you received, you can alter any of these design elements to test if you get a higher click-through rate. For example, you can easily start by changing up the subject line. You can send some of your subscribers a unique subject line asking a question like "Are your lights constantly flickering?".

You can proceed to send the remaining subscribers a different type of subject line. For instance, it may read "Signs of House Wiring Issues". You can compare the open rates for both types of email messages to determine which your subscribers favor most. In this case, let's say the open rate was twice as high for the first subject line. This proves that you should utilize questions in your subject line in future email messages.

Part of being able to hone your email structure and design is understanding the advanced metrics that are at your fingertips. These include:

  • Open rate
  • Website traffic
  • Forwarding rates
  • Social Media Shares
  • Growth rates
  • Unsubscribe rates
  • Bounce rates
  • Clicked links percentages
  • Click-through rates
  • Median revenue per subscriber

Just reading through these various metrics, it becomes overly clear that an effective email marketing strategy allows for an arsenal of elements. Your job is to simply put them in the right order to craft email messages that turn subscribers into buyers.

Segmenting Subscribers into Focus Groups

While perfecting all the design areas of an email message is a great way to help boost your conversion rates, it's not the only tool you should have up your belt. To be even more effective, you can drill down to grouping your subscribers by their most common attributes. This process is referred to as segmentation and can make your email messages even more effective.

Some common examples of group segmentation include:

  • Free quote inquiries
  • Single person households
  • Family households
  • Geographical areas
  • First-time homeowners
  • Experienced homeowners
  • Commercial clients
  • Residential clients
  • Recent customers
  • Past customers

Segmenting your subscribers into these focus groups allows you to promote desired products to people with similar interests. For example, you're likely not going to get a lot of click-throughs if you send an email about home rewiring services to new construction homeowners. However, if you promote your home rewiring services to experienced homeowners who live in older homes, they're more likely to convert to buyers.

Email Advertising Strategies for Electricians

After reading through the information above, it becomes very clear just how crucial email advertising is to any business's growth. However, when you start to think about implementing the analytical data and creating focus groups, it can be very overwhelming.

Let Triton Commerce take care of all of your email advertising needs. We're experienced in creating customer email advertising for electricians based on their analytical reporting solutions. We're here to boost your online presence and generate more solid leads for your business.


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