When it comes to roofing email templates, there’s no magic bullet. Writing effective templates takes practice and attention to detail. Ultimately, you must achieve two things:
- Pique the recipient’s interest immediately
- Hold the recipient’s interest through the pitch’s duration
No pressure, right? Wrong. Roofing salespeople must achieve both measures in only a couple of sentences and come across as genuine and helpful in the process.
How To Avoid Low-Performance Email Templates
If your roofing company struggles with email marketing, you aren’t alone. Unfortunately, the numbers don’t lie; less than 25% of prospective customers open sales emails. Moreover, of those that do open emails, less than 15% read through in its entirety. The good news is that avoiding a few common pitfalls can increase that percentage imminently.
Keep it Short & Concise.
A catchy subject line may cause an open but sustaining the reader’s attention becomes challenging. Unfortunately, most roofers fall into the trap of producing long-winded emails that bore the recipient to tears. Many times, such emails get marked as spam, thus blacklisting your address from that user.
Provide a Value Proposition
Email openers must have an incentive to read through the email and take further action. One major pitfall is failing to offer any value to the reader, such as a discount or free estimate/inspection. If the consumers have no incentive to acknowledge your email, they won’t.
Personalize Your Subject Lines
The main reason people don’t open emails is that they look like spam. Lots of roofing companies fall into the trap of not personalizing their subject lines. If you don’t address the recipient by name, they may very likely consider it spam before ever opening your email.
Writing Roofing Emails That Get Opens and Responses
To generate the combination of high open rates and high response rates, roofing companies should follow Roofer’s Guild’s five-part structure system for email templates. Feel free to steal our strategy and make it your own in 2022.
Introduction / Opener
The first line must address recipients by name and clearly inform the reader about the email’s purpose. Focus entirely on the reader, and avoid talking about your roofing company at this point in the email.
Offer / Proposition
Empathize with the prospect’s problem or pain point while simultaneously providing an incentivized solution. For example, acknowledge their roof’s hail damage while offering a free, no-risk inspection.
Trust / Social Proof
In addition, you’ll want to strengthen your value proposition by showcasing your customer reviews on Google My Business and Yelp. Provide direct links to your reviews, which you must acquire before launching your email marketing campaign.
Close / CTA
Conclude your email by closing the deal and providing an urgent call-to-action (CTA) for the reader. Your CTA must be simple and easy to respond to, such as a simple yes or no response, so users don’t have to overthink it and won’t take time to ponder their answer.
Authority Push / Signature
The fourth step is more critical than roofing companies realize because it pushes your pitch over the top. You must establish authority and credibility with your signature by signing your name, company name, and a link to your website. Feel free to include social and review links, as well.
Other Email Template Factors to Consider
Roofing professionals should avoid relying solely on templates when launching their email marketing campaigns. While templates are a great starting point, they can’t solve all your challenges without extra work. So before blindly mass-sending a templated email to your entire list, consider some of the other variables that come into play in 2022.
Adhere To CAN-SPAM Regulations
The CAN-SPAM Act applies to all commercial messages, not just bulk emails. Follow these seven rules to avoid heavy fines and unethical email marketing campaigns.
- Don’t Use False Header Info (From, To, Reply-To, Etc.)
- Don’t Use Deceptive Subject Lines (Click-Bait)
- ID Your Message as an Advertisement
- List Your Location
- Provide Opt-Out, Unsubscribe Options
- Honor Opt-Outs Immediately (Remove Opted-Out Users From Your List)
- Monitor 3rd-Party Email Marketing Teams, Tools, and Behaviors
Templates Can Help Scale Your Campaign
Templates work best for messages that you can repeat to a large consumer base. For example, if one of your email lists shares common goals, email templates can save you time and resources while acquiring new hot leads. On the other hand, cold outreach emails are better suited for personalization.
Trial and Error Remains Necessary
Testing your open rates with various templates remains a top priority for any business. However, what works great for one roofing company may not translate across the board. Why? Because roofers operate in different regions with different clientele. Ultimately, it would help if you honed your templates to fit your target audience.
Build On Existing Templates
A template exists to be altered, expanded, and improved. With this in mind, tweak your email templates to get better results and use A/B testing to determine wins and losses. Then, steal our free templates and alter them as you please. Sometimes the most challenging part of an email is the structure, which a template can provide off-the-bat. From there, tweak the language to fit your voice.
A “Perfect Word Count” Does Not Exist
Don’t get caught up in email word counts for your templates. While concise templates produce the best results, the precise word count is irrelevant. If you’ve heard of the 100-word threshold, know that’s simply an arbitrary number made to satisfy the human brain’s need for round numbers. One hundred and one words won’t hurt you, nor will 99.