Building Your Janitorial Client List Through Email and Newsletters
Did you know it's five times more expensive to attract a new customer than it is to keep an existing one? As a brand, your returning customers are your bread and butter, but it's not always straightforward and simple to craft that kind of a relationship with your consumer base.
If you think about your favorite brands, what comes to mind? What is it that they offer that keeps you and so many others returning time and time again? Sure, you may love the product they sell, but you can probably find something similar for less money somewhere else. The single most important thing a brand can possess is an inspiring story that its consumers believe in. Brands earn customer loyalty by generating consistent, valuable content. One of the most efficient ways to do this is through email marketing — but it must be done correctly.
In short, most people subscribe to email lists to feel exclusive and get in on special deals or receive special value. However, if you're starting from scratch, building an email list can seem like a near-impossible task. Luckily, in this blog, we discuss some of the most effective strategies to build an email list that is designed to create a loyal and returning customer base.
Create a Personalized CTA for Each Landing Page
Since the visitors to your blog post or website are seeking out a certain item, your CTA must satisfy their specific requirements. For instance, if your "List-Building Strategy" blog article receives a lot of traffic, why not attract those visitors to join your email list by inserting a straightforward CTA like this: "Click here to acquire a free list-building toolkit."
Personalized CTAs are, of course, only effective if you have the means to provide that high-quality content in the first place. But doing so doesn't have to be costly or time-consuming. You might also provide an e-book, a fun quiz, or a special piece from your CEO on list-building techniques instead of a toolbox. Your email newsletter won't feel like a gimmicky commercial if you provide material that is specifically tailored to your visitor's demands. Instead, it will feel important and helpful, which are essential elements of a long-term client retention strategy.
Create a Timed Pop-Up Survey
Most visitors to a new website don't immediately ask themselves, "So where's the email sign-up form?” Before asking visitors for their email addresses, you typically need to make them feel engaged in your content. You might want to contact visitors on particular pages with surveys regarding that content in order to grow your email list. If you're already interested in the topic, you are likely more willing to respond to an "A or B" survey question because it seems like a more equitable trade.
Include Humor In Your CTA
We are all so overwhelmed with offers that have a “yes or no” these days that most people overlook them completely. In order to stand out and retain loyal customers, you may want to incorporate some personality into your CTA. Something simple such as a “No, thanks, I'm not interested in improving my business” button underneath a “Yes, sign me up!” button can be just enough to cause your consumers to pause and chuckle and consider signing up for your newsletter. It always helps to include a bit of personality because it lets your customers know there are real people behind the email.
Describe Value In Your CTA
Ironically, you shouldn't use the words "sign up" to maximize sign-ups. Who wants to "sign up" or "subscribe" to another unsolicited email? Instead, you should use words like "Download," "Featured," "Exclusive," and "Access" to clearly communicate the value you can provide upfront.
For instance, you could add, "Access all our special offers," and attach a form for email registration, or you may write, "Download our exclusive e-book today." These CTAs both make it obvious what you'll get in return for giving your email address.
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