In a previous post we talked about using a lead generation company to source new leads for your security guard company. If you missed that post you can find it here. As part of that post we suggested that the agency should have 4 objectives when contacting your list of potential customers:
- Confirm that security guards are used on the property.
- Confirm the responsible party’s contact name and email.
- Confirm the dates that the contract ends.
- Determine who the current vendor is.
So after you have that information, what then? Well for starters, how about starting an email marketing campaign for all those valuable email adresses. Although many companies are familiar with and use direct mail, studies have shown that email marketing campaigns are less costly and provide comparable results.
Benefits of Email Marketing for a Security Guard Company
When considering whether or not you should undertake email marketing, here are several benefits that you should consider.
- Email marketing allows you to maximize your marketing ROI – Email marketing is up to 20x more cost effective than some of the other traditional media sources.
- Helps increase prospect awareness – For just a few pennies your email can drive traffic to your website and increase brand awareness with your prospects.
- Improved tracking and feedback – When using an email marketing services, like Constant Contact or Mailchimp, your emails can be tracked so that you can see who clicked which links within your email.
As a security guard company your sales and marketing department are probably tasked with two dozen projects and adding email marketing might seem like a stretch. Fortunately, companies like Constant Contact and MailChimp provide an email feature know as an “Autoresponder” that makes email marketing much easier.
Create, Add Email Addresses, Move On
An autoresponder is just a series of emails that you setup that get sent to a list of email addresses in the order and at the times that you decide.
For example, let’s say you have 40 different prospects that you would like to send a series of 12 emails about your company. The autoresponder will send those emails according to the order and at the times that you specify…without you having to do much work. With autoresponders you just create the emails, add the prospects’ emails, then move on and let the autoresponder do the work.
Autoresponders are a GREAT tool for the sales or marketing department for any security guard company. I have been using them personally for years and they are well worth the money. We will discuss the actual content of your email campaign in a separate post. But in the meantime, if you are a security guard company are you currently running an ongoing email campaign? Are you using an autoresponder as part of that campaign? If not, please let us know in the comments if you will be starting…
By Courtney Sparkman
