Marketing: Let’s Talk Emails – with Emily Lindley (The Grow Group)

Prioritize client value over self-promotion in email content; focus on solving their problems or enhancing their property experience.

Utilize your CRM (like Aspire) for email marketing to maintain an up-to-date client list and efficiently track campaign performance.

Monitor open, click, and unsubscribe rates, but interpret them in context (e.g., a low click rate might be acceptable for informational emails without a direct call to action).

Implement a standard, branded email template to build trust and familiarity with your audience, making your communications instantly recognizable.

Send emails sparingly and strategically, ensuring each message offers genuine value to avoid high unsubscribe rates.

Leverage email for smaller, seasonal upsell services (e.g., mosquito fogging, aeration) that may not be cost-effective for other marketing channels like postcards.

Use timely suggestions (e.g., drainage solutions after heavy rain) and visual content (before/after photos for patios) to address current client needs and inspire new projects.