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Roofing Email Marketing Wins Every Shingle Time

Updated: September 11, 2023
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If you’re a roofer considering roofing email marketing to drive business, you should know that a recent survey found 59% of the participants stated that email marketing affects their purchasing decisions.

Why Roofing Email Marketing Works

Roofing email marketing is a cost-effective way to achieve multiple marketing goals at once. With clear and compelling emails, you can increase conversions, create excitement, and showcase your offerings, just to name a few. Here are the main benefits:

Market Your Services

To start, roofing email marketing helps you present your services professionally. Highlight recent projects, educate subscribers about potential issues, and convince them that you’re the right choice.

Share Success Stories

Use roofing email marketing to share authentic stories from satisfied customers. Potential clients love to hear about others’ experiences, so take this chance to showcase your customer triumphs.

Provide Educational Content

Educate your audience about your trade through roofing email marketing. Share advice, insights, and relevant blog posts to demonstrate your expertise.

Promote Special Deals

Offer discounts on roofing services or introduce new promotions to attract new customers and engage your existing ones. Also, consider a loyalty program for email subscribers.

Deliver News About Your Roofing Business

Use roofing email marketing to keep your subscribers updated with important news, seasonal advice, weather-related tips, or other noteworthy updates in your industry.

A roofing email marketing campaign can accomplish multiple tasks at once. When roofers consider different marketing strategies, it’s clear that this is one of the most important ones.

Developing a Roofing Email Marketing Plan

Roofing email marketing is about connecting with potential customers and leads. Not everyone who engages with your content will become a paying client right away, but they all present opportunities. Your goal is to nurture these leads and turn them into customers who choose your roofing services over time.

To start, you need to collect email addresses. Instead of buying lists that might be unreliable or obtained unethically, you can grow your email list naturally through different strategies:

  • Create a landing page for potential customers to sign up for your emails.
  • Add an email subscription form to your blog or website.
  • Provide enticing incentives in exchange for an email address.

The main objective is not to make immediate sales, but to build connections and relationships that can develop in the future. Finding roofing leads is a crucial part of any roofing marketing strategy—and there are many ways to achieve this goal.

Using Social Media and Local SEO in Roofing Email Marketing

Most of your customers are probably on social media platforms. Pay attention to which ones they prefer, like Facebook or Instagram. Besides having a Google Business profile, it’s important to be present on popular social media platforms where customers can interact with your business.

These interactions are valuable for generating roofing leads. First, you can use local SEO techniques to target specific areas and connect with potential customers in those neighborhoods. Second, you can host local events or engage in community service projects to attract more interested prospects. These events are also a great opportunity to encourage new customers to subscribe to your roofing email marketing list.

With this organic digital marketing approach, you don’t have to rely solely on paid advertising campaigns. While platforms like Google Ads and Facebook ads are effective, word-of-mouth marketing can be just as—if not more—effective. Plus, it’s budget-friendly for small businesses. Ask your satisfied customers to write testimonials on your Google Business profile page to boost your roofing SEO efforts.

When customers have a positive experience with your brand on social media, they’re more likely to visit your website and learn about your offerings. This is the perfect time to invite them to join your email list in exchange for valuable content, like a PDF, promotional offer, or other incentives. This strategy works well for converting leads into loyal, long-term customers.

Roofing Email Marketing Examples

To maximize the impact of your roofing email marketing, you need a detailed campaign plan. If you’re unsure, here are some examples to guide you.

Roofing Email Marketing Example 1: Personalization in Email Communication

In email marketing, the goal is to make each recipient feel special. Even if you’re targeting hundreds or thousands of people, each email should address their specific needs. Customize your emails based on individual preferences and interests. For example, if a customer is interested in a specific type of roof shingles—metal, asphalt, slate, etc.—then create content specifically for them. Personalization can greatly increase your chances of converting leads into paying customers.

Roofing Email Marketing Example 2: The Power of Engaging Visual Design

Engaging visuals enhance email engagement. Use high-quality images to showcase your roofing projects. Share before-and-after pictures to demonstrate the quality of your work. Incorporating compelling images into your campaigns can inspire action from your audience. Create sleek and modern email campaigns that align with your objectives.

Roofing Email Marketing Example 3: Leveraging Email for Customer Follow-Ups

Using email to follow up with customers is an important part of successful digital marketing. It’s crucial to stay in touch and be visible, especially during busy times when people are looking for roofing services.

For example, when someone signs up for your emails, send them a special offer or a request for a consultation right away. This helps start the relationship on a positive note and shows them you’re dedicated to providing great service.

Automation can make it easier to send follow-up emails at regular intervals, saving time and making sure you communicate effectively with potential customers.

Roofing Email Marketing Subject Lines

Just like in real life, the first impression you make in a roofing marketing email matters a lot.

There are two important things that can help you create a positive first impact: your subject line and your preheader. The subject line is the first thing that catches the eye of the recipient in their inbox, followed by the preheader right after. Think of the preheader as a preview or sub-headline that gives more insight into what your email contains.

For example, if you’re sending an email to potential customers with tips on how to maintain their roofs during the winter, you’ll want to grab their attention right away with a subject line like “Winter Roof Maintenance Tips You Need.” Then, you can use the preheader to provide a brief but informative summary of the email’s contents. It’s a good idea to keep your subject line under 50 characters to make sure both the subject line and preheader display correctly.

Research shows that 47% of email recipients decide whether to open an email solely based on the subject line. In summary, your emails won’t be effective for your roofing company if they don’t entice people to click. So make the most of the subject line and preheader to spark curiosity and improve the effectiveness of your marketing campaigns.

Writing Good Roofing Email Marketing Messages

By now, we know that roofing email marketing is essential—but writing good emails can be tough, especially when you have to do it often. That’s where templates come in handy. They help you create emails quickly and effectively. Let’s look at three common types of email templates.

Welcome Email

Subject Line: Welcome to [Company Name]

Hi [Customer’s Name],

I’m the owner of [Company Name] and I wanted to personally welcome you to our newsletter. We’re excited that you chose us for your roofing needs. Our experts can answer your questions and offer advice on common roofing problems. Schedule a consultation in the next month to receive a special discount.

Thanks again,
[CEO’s Name]

Limited-Time Offer

Subject Line: Limited-Time Offer: Save on Roofing Repair

Hi [Customer’s Name],

Take advantage of our exclusive discount on roofing repair or maintenance services. Don’t let small issues become big problems. Contact us now to schedule top-quality roofing services at a discounted rate.

Best,
[CEO’s Name]

Follow-up Email

Subject Line: Don’t Forget About Your Roof

Hi [Customer’s Name],

It’s been a while since we heard from you about your roof. Regular maintenance can prevent costly issues. If you have any questions or need assistance, please reach out. We value your business and the opportunity to serve you.

Best,
[CEO’s Name]

Roofing Email Marketing Isn’t Over Your Head

With the right roofing email marketing strategy, you can unlock new possibilities for success. Your customers are your greatest asset, and by keeping your message to the point with clear highlights of what’s in it for them, you can reach more potential customers and capture their attention. Put yourself ahead of other competitors and use subject lines and preheaders that draw prospects into your emails. By applying these techniques, you’ll quickly build a list of prospective clients who will be more likely to respond to future campaigns.

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