Roofing email marketing is a popular promotional tactic to generate leads in 2024. However, as more consumers get hit with daily spam emails, standing out amongst the masses becomes a greater challenge. However, if you master email marketing, you can convert prospects at an impressive rate.
As a roofer, you must attack lead generation from every angle – grass-roots marketing, SEO, word-of-mouth referrals, and roofer email marketing. For instance, email marketing is still one of the most effective ways to keep in touch with your customers and gain new ones.
Consider the following statistic: 99% of people with email accounts look at their inbox daily. In marketing, you want to go where the people are – and email is undoubtedly where they spend their time. Studies show that some people check their email 20 times a day.
So, it stands to reason that email is a powerful marketing tool for roofers. Still, you have to know how to use it. Roofer’s Guild shares some of the roofing industry’s most effective email marketing strategies in the following post.
1) Create an Email List
To get started with roofer email marketing, you must compile a list of email addresses. Then, create valuable content assets like white papers, coupons, or digital downloads and exchange them for users’ email addresses or contact info.
Downloadable content is one of the most effective ways to generate an email list. Finally, offer guides on your website in exchange for user emails.
The guides could be on winterizing your roof or what to look for when inspecting your roof. You can also create a white paper design on helpful topics like how much a roofing replacement should cost based on the materials used or how to spot a roofing leak.
Then, once you have people downloading your content, gather all the contact information they submit for the content and create an email list.
If you can, try to track what content the people are downloading. You can use this information to personalize their emails and make your email marketing campaign more effective.
Personalized emails are 26% more likely to be opened than non-personalized emails.
Source: AWeber
2) Make Personal Content
Personalized content is much more effective in email marketing campaigns. Since 45% of all email is spam, it’s essential to distinguish yourself as a legitimate service. You have to start by segmenting your email contact list—separate email addresses based on the interaction you have already had with the user.
For example, suppose you have someone who downloaded a white paper you offered on the new homeowner roofing checklist. In that case, it’s probably safe to say that the person who downloaded the white paper is a new homeowner.
Or, if you got the email info from someone who recently requested a roofing quote, you can segment those emails based on their apparent interest in upcoming roofing work.
Your categories will vary depending on the content and services you offer. The important thing is that you segment emails so that you can send each segmented list targeted content.
For example, those who requested a quote for roofing work would probably benefit from emails about upcoming promotions or service discounts.
Create email content that will be useful or of particular interest to the customer based on their interaction with you or your website, making customers more likely to:
- Open your Email
- Click through to your website
- Convert into a customer
3) Follow Up
It’s a bit counter-intuitive to think that “hounding” your customers is an effective email marketing strategy. But the numbers don’t lie: subsequent follow-up emails have a response rate of up to 27%. Follow-up emails typically have higher response rates than the initial email.
While you never want to inundate your customers’ inboxes, sending follow-up emails based on their recent interests is a great way to keep in touch with them and increase brand recognition. Follow-up emails don’t always have to be personalized – though that is the best strategy.
You can also keep in touch with customers and remind them of your service through a general newsletter.
4) Utilize Email Automation
If the tips we have discussed up to this point seem a little intimidating and time-consuming, you’re right. The fact is that launching an effective email roofer marketing campaign is an involved process. That’s why it helps to automate things.
Using a professional email marketing platform can be a big help, especially if you start with roofer email marketing.
These professional platforms can provide you with email templates that you fill with your content and your company’s information. They can also help automate some of the segmenting duties for your email list.
One of the best things about modern email marketing platforms is scheduling when emails get sent, saving you time and effort.
Just be sure that your chosen platform can handle the volume of emails you send out every month.
Selecting a service that provides a robust customer relationship management tool is also helpful.
Source: AWeber
5) Leverage Customer Reviews
If you have been in business for over a year, you probably have several customer reviews. You can use these reviews in your email marketing campaign to boost the perceived credibility of your roofing company.
Including customer reviews in your emails is an effective marketing strategy because consumers will read customer reviews of your business anyway. If they are considering hiring you, they will do their research by reading customer reviews.
So why not bring the reviews to them? It’s a good way of controlling what the consumer reads about your business. You can pull good reviews from your Google My Business page, Yelp, or any other customer review platform.
Implanting customer reviews in emails is also an excellent linking opportunity. For example, if a particular customer review mentions your roofing inspection service, you can embed a link to your website’s roofing inspection service page.
Of course, you will want to make the content as personal as possible. So, if you can, ensure the reviews pertain to a product or service that the recipient seeks.
Nothing helps build trust faster than positive feedback from other customers.
6) Increase Engagement With Video Content
Engagement is vital to a successful email marketing strategy, and relevant video content is one of the best ways to increase it. Consider producing job completion videos, timelapse videos, and video testimonials to include in some of your email campaigns.
When paired with proper customization and segmentation, video content can considerably boost your email engagement rates. Furthermore, email campaign tools allow roofing companies to track subscribers’ interactions with each video, providing valuable data to refine email campaigns.
While video content can be a true benefit in email marketing, it can also be a deterrent if misused. For example, low-quality videos will decrease engagement rather than increase it. Also, videos not displaying correctly on mobile devices will frustrate mobile users and reflect poorly on your roofing company.
As a result, ensure your videos are optimized and ready to engage your email subscribers.
Acquiring Roofing Leads Through Email Marketing
Each of the five suggestions above helps roofers achieve success through email marketing. But what does success look like for email marketing campaigns? The answer comes in the form of lead generation.
Of course, metrics like open rate, unsubscribe rate, and follow-up rate all provide insights into your email marketing campaign; the result is leads. As more people consume well-developed marketing strategies, you will begin to acquire prospective roofing customers.
At Roofer’s Guild, we help roofing contractors acquire exclusive roofing leads using our various systems and techniques honed over a decade in the plant’s highest-leverage roofing marketing space. Contact us today to learn more.
