The world we currently live in is highly digital, and each and every aspect of our routines necessitates the help of a specific application or a voice command technology. Our news comes from the curated pages of social media, and browsers serve as the vast and instant global library and catalog. With that, we can safely deduce that the success of your HVAC business highly depends on your ability to navigate through such a technologically driven landscape.
Connecting with your existing pools of customers and prospects is easier now more than ever, but keep in mind that your competitors are likely doing the same. For this reason, you need to come up with ways to continuously cut through the noise, making sure that your HVAC business continues to make a profit.
For this reason, it’s important to consider various marketing strategies to try. Modern-day techniques include email marketing and direct mail, both of which allow HVAC companies to reach out to their customers. Direct mail allows you to send postcards and various packages for promotional purposes, whereas email marketing allows you to send out newsletters and various articles to help further your business.
These methods not only help you create better ways to engage and connect with customers but increases brand awareness online. Both come with pros and cons, and the best investment is one that fits your business goals well.
To help you make sense of these methods, we’ve curated this easy guide to follow. Learn more about email and direct mail marketing here:
The Email Factor
The world of email marketing has taken the world by storm, particularly when it comes to the business world. Inboxes flow with countless emails, all of which can come from your collective network of friends, family, and business contacts. If you would like to break through this clutter of emails as an HVAC company, all you need to do is invest and do it.
Despite the negativity surrounding email marketing, it remains to be alive. It’s the most effective cash generator in the realm of digital marketing, especially since email marketing is inexpensive. It’s a cheap marketing solution that can very well suit your needs, as it allows you to reach a large number of people in a single campaign.
By building your list carefully, you’ll be able to create campaigns that grow well. Creating fresh and new leads are also made easier and can be nurtured into becoming long-term and loyal. You can email already existing customers, to-be customers, and even business partners, all of which can benefit from whatever content or offer you wish to provide.
It essentially means you stay top-of-mind, particularly because your existing customers have daily exposure to your HVAC business. You can send them coupons during the holidays, and then supply them with endless HVAC tips and guides to help them through sticky spots. They will then grow to trust you, thereby urging them to do more business with you. Convincing them with hard selling is no longer necessary.
The Cons
Although the benefits are undeniable, email marketing also comes with its fair share of drawbacks. One of the most prominent is how it limits your creativity, especially since the textbox only allows you enough room for your messages. While it’s possible to throw in some colors through visual aids, nothing quite compares to a well-made visual campaign—placed at the right channel, such as social media platforms.
The Direct Mail Method
The direct mail method is an age-old marketing technique that has stood the test of time. It’s a tactic that’s as old as the use of yellow pages, and it serves as an effective method of increasing HVAC company sales. Even the most esteemed HVAC companies have employed this method with varied success. Although it’s a marketing tactic that’s existed for decades, some may wonder if it still holds the same appeal as it did before the digital age.
One of the most important advantages of sending direct mail is that you ensure that you’re sending your content to the right people. With digital marketing tactics, there’s always a chance of sending messages to people who are outside of your service area or those who may not require your services (such as people who are only renting a space instead of homeowners). With direct mail, on the other hand, you can make sure that the people who receive your messages are within your target audience.
Another key advantage of using direct mail is that people perceive them differently. There’s a slight but important distinction between “spam” emails and what people refer to as “junk mail”. People are less likely to keep spam emails, but direct mail has more of a chance of not being thrown away at first glance. Your direct mail may be kept at the side of the refrigerator especially if you have something they might need in the future, such as an attractive coupon or offer. This helps you stay on top of mind among your potential clients.
While going digital might be a good way to build brand awareness, you may have more chances of converting your marketing strategies into sales with direct mailing.
The Cons
Because you’ll need to print out and send physical copies of marketing material to your potential clients, direct mail can be quite expensive. On top of that, you will also need to expend some effort in creating and designing your marketing material.
The Final Verdict: Direct Mail or Email?
From everything listed and discussed above, we can deduce that both email and direct mail can lead to goal attainment. Both come with unique advantages that enable you to grow your business in more ways than one. However, the right one will guarantee you value for money. It’s important to look at the cons of each carefully and lay them on the table to look at what your HVAC business truly needs. In the end, it’s all about what works for you. If mailing them coupons or writing HVAC cleaning tips is what works, then stick to it. You’ll be well on your way to success.
For the best email marketing and GMB management in Wisconsin, Relentless Digital has you covered. We are the best digital marketing company in the country, dedicated to helping your HVAC company grow. Allow us to help you succeed—reach out to us today.
