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Four Ways Service Companies Can Convert More Customers via Email

by Daniel Faggella  |  
October 30, 2014

"Conversion" means different things to different people.

Though many e-commerce companies have an old-fashioned Buy button right on their site, service companies (consulting firms, marketing agencies, accountants, pest control companies, painters...) have prices and requirements that change with each job. For them, a prospect's "conversion" involves more than sending visitors to a purchase page, and a client engagement almost certainly involves phone calls or in-person appointments.

Though it might seem that such a more tailored and customized sales process hinders a service company's ability to deliver email marketing that's immediately profitable, there are actually just as many ways to drive "conversions" (appointments, in person sales) via email for a service business as there are for e-commerce companies.

Emails from consulting firms don't have links to sales pages, or anything that says "add to cart." However, they could be a lot more creative than simply listing a phone number.

Instead, service marketers (and others) can drive conversions using email with unique calls to action that grab attention in different ways and help turn an opt-in into an appointment.

Any service business can use the following four tactics.

1. Surveys and Web Forms

If you send an email to your list asking for a reply, you'll find that your response rates are far lower than if you link to an external survey or Web form. Often, a Web form or survey feels less like the start of a conversation and more like a professional engagement, possibly evoking less fear or trepidation from a prospect or subscriber.

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Daniel Faggella is CEO and founder of both CLVboost, a marketing automation consultancy in Cambridge, MA, and TechEmergence, a San Franciso-based market research and discovery platform focused on artificial intelligence and machine-learning.

LinkedIn: Daniel G. Faggella

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  • by Blair Symes Thu Oct 30, 2014 via web

    Your last point about phone calls is a great one. With the majority of emails being read on smartphones, either having a click-to-call phone number in your email or sending people to a landing page on your site with a prominent phone number to call is a great way to drive leads and re-engagement. However, measuring call conversions then becomes critical. We use Ifbyphone for this. I wrote an article on call conversion attribution and email marketing for Marketo if you are interested:

  • by Ashley Gelineau Tue Nov 4, 2014 via web

    This is all great advice. We use the tactic of targeted whitepaper/ebook content often within our database and for our clients. It definitely turns around more qualified results, even though it takes a wee bit more effort to do.

    I wrote this eBook about setting the foundation for your email campaign that some readers of this post might also find helpful. It dovetails nicely with the content presented here!

  • by Eric Waltemate, D.C. Wed Jan 21, 2015 via web

    As a healthcare professional. I think I forget how easy it is to pick up the phone and call people. I also like the survey idea for those who might not want such a direct approach.

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