CSTG 259: The Highest ROI Lead Source You’re Ignoring | Zac Garside

Don't project your own email habits onto your customers; most consumers interact differently with emails than business owners do, making email marketing effective for reaching them.

Prioritize getting your emails out of spam filters by using reputable email platforms and crafting content that people genuinely want to read, rather than content that screams 'ad'.

Personalize the 'from' name of your emails to build trust and increase open rates, ideally from the technician who previously serviced their home if technologically possible.

Focus on creating entertaining and unique content that only your company can offer; use storytelling and emotional appeals to make your emails stand out and capture attention.

Utilize email marketing to create demand, not just capture existing demand. Rebate offers with real deadlines are particularly effective for compelling customers to act.

Implement the 'scarcity model' by informing customers about a limited number of available appointments or a pending price increase, creating genuine urgency for them to book services.

Embrace bold and innovative marketing rather than just following 'best practices'. Differentiate your brand by being fun, entertaining, and daring in your email content.