There are many hurdles to get around when you're running a pest control business. Navigating local regulations and building a loyal customer base are just a few of the challenges ahead. Quality service by itself does not ensure success, not when many other pest control companies compete for the same slice of the market.
Email marketing bridges the gap between customer and company, letting you reach more clients faster and more effectively. But only with the right pest control email marketing strategy. The right approach lets a pest control business:
- Connect with their customers in truly meaningful ways
- Find new leads and mature old ones into paying customers
- Keep their business top of mind by providing actionable tips
- Inspire more referrals and word-of-mouth leads
Some pest control companies are just starting out. Others have extensive experience in the business. But all of them can create an excellent pest control email marketing campaign with the correct strategy and mindset. We've written this blog to prepare you to do just that, so without further ado…
Pest Control Email Marketing Strategy
What does email do that no other communication medium offers? You can think of emails as digital letters. They provide an easy way to deliver a message straight from your mind to your customers. Doing that successfully provides an unfailing source of profit for your pest control service.
You have a target audience of many, but you also have a target audience of one. All the local search engine optimization (SEO) and emails in the world only matter if they connect you to the one customer who reads your email and makes the purchase. To achieve that, you need to make sure that your emails are:
- Snappy
- Relevant
- Timely
- Customized
Emails can offer you many advantages. For one, you can integrate entertaining videos into them that get your customers interested. They also allow for easy one-click call-to-action buttons to hasten the buying process. You can also carefully track open and click-through rates to see how customers interact with your emails.
All these are yours for the taking with pest control email marketing, and you could be missing out on vital communication gaps if not used to their full advantage. The digital marketing age affords unprecedented scales of customer interaction, enabling us to refine our marketing efforts—especially for pest control marketing—like never before.
Targeted Digital Marketing
To target specific groups of customers, you need to do customer segmentation. This is the process of dividing your customer base according to their shared characteristics, like:
- Geography
- Past purchasing decisions
- Interests, hobbies, or lifestyle choices
- Time elapsed since their last purchase
- Types of pests in their area
For instance, someone might live in a neighborhood you already know has termite problems (because you've done your homework like a pro). Knowing this, you take all those customers and put them in one group (or niche), then send customized and personalized emails exclusive to them.
This is more effective than sending a generic email. It saves you time and effort and leaves your customers saying, “How did they know?” and “It's like they're talking just to me.” This allows you to connect with them on a deeper level.
Cost-effective, focused targeting like this gives you the confidence to achieve higher conversions and sales than you thought possible. Scorpion's technology can help you segment your emails to reach the right people with the right message.
Pest Control Email Marketing Examples
Email marketing isn't like social media marketing, where you rely mainly on visuals and one-liners to get the job done. That's fine for social media networks, but with email, you're already working with people interested in your services.
You don't write an email campaign like you would a Google local service campaign. Whereas short and smart works best for Google Ads or Facebook Ads, long-form writing in email is completely acceptable and even encouraged. It's your chance to tell a story, convey your personality, and show your customers they've come to the right place for their pest control needs.
Email Marketing Example #1: Pest Control Promotion
Promotions are easy ways to garner more interest from your customer base. Someone who hasn't contracted your pest control services in a while can always benefit from a special offer aimed just at them.
Be specific when you do this. They have to know what they're getting, how to get it, and what they need to do. Clarify the rules upfront so no one feels cheated after. If there’s a deadline for this promotion, make it clear in the email that it’s a timed offer.
Email Marketing Example #2: Informational Content
Info emails may just be your bread and butter from now on. Some of the best pest control marketing ideas come from giving customers ready-to-use information, such as:
- Pest control tips
- Ideas for managing an infestation
- A list of the most common mistakes people make when handling pests
- Seasonal pest control reminders specific to the customer's geographic area
Content marketing like this also helps you rank in search engines. Include links to your pest control website to increase its traffic. Google will notice an increase in website visits and rank your site at the top of search engine pages. You can use a tool like Google Analytics to keep track of this data.
Pest Control Email Marketing Templates
But all this marketing talk gets us nowhere if we don't show you what we have in mind.
Example Template #1: The Giveaway
Sample Subject Line: Looking for a Free Pest Control Treatment?
Hey [Customer],
Simply telling you “you're a valued member of our community” doesn't cut it for us — although it's true! To show you that we mean it, we'd like to give you a shot at winning a free pest control treatment from our experts here at [Pest Control Company]. It's just the thing to have in your kitchen before the ants wake up this spring.
If you want to enter, reply here with your contact information. We'll randomly pick one of our subscribers on the 15th of this month and notify them directly.
Wishing you all the best in the contest, and thanks so much for being part of our team.
Best,
[CEO name]
Example Template #2: Pest Prevention Tips
Sample Subject Line: They're Coming Back Soon…
Dear [Customer],
We don't mean to scare you, but we're realists here at [Pest Control Company]. And we know better than anyone that warmer weather and sunnier days foreshadow the return of your dreaded old acquaintances — ants, termites, cockroaches, and all the others.
Here are 5 tips to stop the invaders in their tracks:
- Tip #1: Seal every crevice
- Tip #2: Keep an ultra-clean home
- Tip #3: Drain standing water
- Tip #4: Don't leave food out
- Tip #5: Landscaping for bug prevention
Some have asked us about burning these pesky pests’ houses down. The city council denied us that permit, but we have much safer methods to eradicate infestations for you. Call us anytime to talk about them!
Stay safe out there,
[CEO Name]
Why Haven’t You Sent a Marketing Email Yet?
While other kinds of pest control marketing, even traditional advertising, will always have their place, there's nothing quite like a good email marketing campaign to get a pest control business on its feet. Personalizing your emails to target the right audience lets you deliver a tailored experience to every single individual on your list.
It takes work and dedication to set up a sustainable marketing strategy, especially on the Internet. But you have Scorpion's team of pest control SEO experts standing by to lend a hand. Why not schedule a consultation today and see what we mean? Let us help you run your best pest control company today.
