Pest Control Email Marketing Strategies

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Drew Lund

Customer Success Manager at Cedar Systems. Industry expert with experience in multiple sectors across pest control. Executed successful programs in customer success, operations strategy, business and franchise development, and technical project management.

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7 Pest Control Email Marketing Strategies To Experiment With

As a new and modern business, you might be quick to toss aside the idea of email marketing. People receive hundreds of emails every day, what are the chances that they’ll open yours?

Not only is email marketing one of the oldest digital marketing strategies, but it still proves to be successful today. If your pest control company isn’t using email marketing, you’re missing out on many opportunities.

Learn how pest control email marketing strategies can help your pest control business gain customers, boost revenue, and be successful.

Why Is Email Marketing Important for Pest Control Companies?

To have a successful pest control company, you have to build strong relationships with your customers. After all, everyone needs pest control at some point or another, right?

Marketing, specifically through email, can help pest control companies reach their target audiences and turn them into loyal and paying customers. But often, pest control companies overlook the use of email with digital marketing. This tried and true method, when done correctly, can be one of the most powerful tools for engaging customers, boosting retention, and growing a company. 

MarketingTech explains that email is still the top marketing channel and that 59% of marketers believe email is over twice as effective at generating leads than other marketing strategies. 

More research shows that the most common reason businesses lose customers is because they lack customer contact and relationship building, which can easily be done through email marketing.  

Pest control companies and many other businesses shy away from email marketing to avoid seeming like a pushy salesman. But email marketing doesn’t have to be that way. With over four billion email users worldwide, pest control companies can take advantage of and utilize email marketing in different ways, like:

  • Helpful newsletters
  • Follow-up emails
  • Seasonal promotions
  • New product announcements
  • And more

Taking advantage of software designed for pest control companies can help when it comes to email marketing. Cedar Pest offers technology that supports the needs of pest control businesses, including ways to maximize email marketing.

7 Pest Control Email Marketing Strategies That Can Help Grow Your Business

#1: Build a Strong Email List

Emails won’t do your pest control company any good if they’re falling into the laps of uninterested customers. That’s why the most important first step is to build a list of email subscribers who are interested in your pest control services. 

  1. Create a compelling incentive to draw your customers in. Offering something they want that ties into what you’re selling can be an easy way to initially bring someone in. 
  2. Craft a call-to-action using graphics and language that draws customers to opt in.
  3. Create a sign-up form to collect email addresses and strategically place it on your homepage.
  4. Create an exit pop-up form that triggers customers to leave their email for an incentive. Research shows that companies can salvage up to 35% of otherwise lost visitors with this strategy.

#2: Experiment With Opt-in Forms and Lead Magnets 

Lead magnets and opt-in forms are great marketing tools to help build an email list and grow your business. 

A lead magnet attracts prospects to join your email list, typically by offering something free in exchange for their information. For example, a pest control company might offer a small discount on a first service in exchange for a customer’s email address. 

An enticing opt-in form can also be used in exchange for personal information. For example, you might have information on your pest control website about poisonous and nonpoisonous spiders. With this information, you can offer an opt-in box that asks for a first and last name and email address to download an ebook with additional information or something similar. Remember, opt-in pages should be simple and concise while also offering useful information.

For both lead magnets and opt-in forms, graphic design skills might be put to the test. By creating an attention-grabbing design that stands out from the page, you’re drawing potential customers’ attention to these sections.

#3: Use Referral Campaigns

Utilizing referral campaigns is a great email marketing strategy for active pest control customers because it offers incentives to an already regular customer to bring in new customers. 

For example, your email might offer active customers a discount on their next service, a free next service, or a discount on both their service and the service of the customer they bring in by referring a new customer.

While email marketing works great when done correctly, word of mouth is the strongest marketing strategy for any business.

#4: Segment Your Email Lists

Sometimes, blasting an entire email chain with the same email content won’t do your pest control business any good. In these instances, it’s best to differentiate your email marketing strategies based on which customers you’re targeting.

By segmenting your email lists into ones that make sense for specific emails, you’re avoiding sending content to customers who don’t need it which will help keep your unsubscribe rate down. Typically, this is done by focusing on common data like demographics, behavior, and interests.

As a pest control company, you might consider segmenting your email lists by:

  • Areas that you service
  • Active vs. inactive customers
  • Specific services customers receive
  • Lost customers and leads/non-customers
  • Seasonal customers

#5: Try Targeted Email Drip Campaigns

Now that you’ve segmented your email lists, you can send targeted drip campaigns tailored for each group. When a customer or subscriber receives an email that seems like it was personalized and tailored just for them, they’re more likely to open that email, click through it, and take action. 

Here are some tips to get started:

  • Identify a clear campaign goal for that specific audience.
  • Create content tailored to that specific audience.
  • Consider your target audience’s buying journey —  questions, concerns, objections — and include proactive and relevant information.

#6: Utilize Email Automation

Segmented groups also allow pest control companies to better utilize email automation. This allows customers to receive relevant information at the right moment.

For example, a pest control company might send a ‘Welcome’ email after a new customer subscribes to the email list or an automated ‘Thank You’ email after filling out a form on your pest control website.

This helps your marketing team save time going through emails manually and helps send more targeted emails to the right audience.

#7: Incorporate Lead Nurturing

Email marketing offers a natural way to take advantage of lead nurturing — a way to build relationships with prospective customers as they go through their buying journey. By relying on progressively personalized messaging to deepen trust, email creates a one-on-one communication channel to help build a better connection with your audience.

Here’s how to best incorporate lead nurturing:

  • Know how to effectively use your email platform.
  • Create personalized lead nurturing campaigns for each segmented email list.
  • Consistently send emails to help achieve engagement and trust that leads will become customers.

3 Email Marketing Best Practices for Pest Control Companies

#1: Personalize Your Messaging

Did you know that personalized email messages improve click-through rates by an average of 14% and conversions by 10%? 

Instead of blasting an email to everyone in your database, choose to send specific emails to a segmented list that best fits the purpose of the email and make it seem like it was sent just for them. 

Try including their name, the day of the last treatment, or other relevant information.

Here’s an example:

“Jake, your last termite control service was in April, and it’s time for another. You can save 10% off your next termite control service by booking today. Give us a call to set it up!”

#2: Utilize AI and ChatGPT

Take advantage of AI Technology and ChatGPT to help generate concise and logical language and human-like emails.

ChatGPT can write you an initial cold email or help create catchy subject lines that will draw potential customers to open the email.

This technology is not only human-like, but it’s consistent, accurate, time-saving, and effective.

With AI at your fingertips, pest control companies can have more effective email marketing strategies that reach target audiences. 

Use AI technology to:

  • Deliver personalized emails
  • Automate emails
  • Ensure no valuable email leads are ignored

#3: Let Your Analysis Tell You What Works and What Doesn’t

Most email marketing platforms work to highlight metrics that your pest control company should pay attention to to recognize how well your email marketing strategy is working.

Pest control companies should pay attention to:

Delivery rate – The percentage of emails that successfully reach a recipient's inbox. If your delivery rate isn’t around the high 90s, try cleaning up your database by asking customers to confirm their email addresses when you speak to them or implementing a double opt-in process when adding new contacts to your list to ensure you have all real email addresses on file.

Open rate – The percentage of recipients who opened your email. A good goal is 18-20%. A lower percentage rate should trigger your marketing team to create enticing subject lines and/or more personalized emails.

Click-through rate – The percentage of recipients who click a link in your email, progressing through a buying journey. A good goal is 2.5% or higher, indicating that your email content is engaging and enticing. If your percentage is low, ensure you’re providing opportunities for recipients to click, like a call-to-action.

Unsubscribe rate – The percentage of people who unsubscribe from your emails. You want this to be under 1%. A higher percentage might indicate you’re sending irrelevant emails or emailing too often. 

Spam complaint rate – The percentage of recipients who mark your email as spam. You want to keep this as close to 0% as possible.

3 Reasons To Implement Pest Control Email Marketing Strategies

#1: Boost Revenue

Email marketing continues to be a worthwhile avenue for generating revenue. Many businesses have used email marketing to launch campaigns and successfully convert prospects into customers. 

Research shows: 

  • 59% of marketers say email is their biggest source of return-on-investment. 
  • 59% of people say marketing emails influence their purchasing decisions.
  • Marketers who use segmented campaigns note up to a 760% increase in revenue.

With segmented email lists and personalizing emails, pest control companies can easily incorporate messages that encourage an audience to purchase based on their history, helping to boost revenue.

#2: Email Marketing Is Cost-Effective 

Email is one of the cheapest forms of outreach a company can use — it costs virtually nothing. 

Unlike other forms of marketing where you might have to pay for ad space, print, postage, or other costs, email is free.

#3: Email Marketing Is a Generally Low-Lift for Pest Control Companies

Not only is email marketing cost-effective, but it’s simple to implement. 

With advancements in technology and the integration of software that utilizes email marketing features, the ease of email marketing comes with a high-impact on your pest control company.

Cedar Pest: Technology for Better Business Results

Marketing through printed newspaper advertisements or flyers posted on bulletin boards is a thing of the past. While you might be quick to throw email marketing into that same boat, many businesses don’t value the ease and importance of email marketing.

As technology advances, pest control companies can take advantage of many email marketing strategies that prove to be successful. Paired with well-performing pest control software like Cedar Pest, pest control companies have everything they need right in their pocket to run a modern business with modern tools.

Cedar Pest helps pest control companies with:

  • Scheduling
  • Routing 
  • Payment processing
  • Customer management
  • Reporting
  • Automated notifications
  • And more

Contact us today to request a demo.

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