When it comes to email marketing, many rental companies find themselves two big questions:
“How do I market my business through email? Is this an effective way to reach my clients?”
If you’re asking these questions, give yourself a pat on the back. Why? Because this means you’re
ready to see your business thrive.
Instead of seeing email marketing as an irrelevant method of sharing inventory updates and other
news, you’re choosing to push aside the doubts that surround the strategy. You are looking for
new ways to keep your rental company growing, and that’s a commendable mindset!
Too many people consider email marketing a waste of time and, worse, that it’s an unprofitable
endeavor. But, the reality is that it’s one of the best ways to grow your brand, reach your clients
personally, and receive a boost in profits.
If you’re ready to take your business to another level, commit these three email marketing tips to
memory to implement within your rental company.
Put Your Clients First
Your clients are the most critical aspect of your email marketing strategy. You can build the Know,
Like, Trust factor through nurture emails, which will ultimately help to grow your rental company.
However, if you’re focusing more on how many emails you send but don’t produce quality content
your readers love, how can you expect them to want to do business with you?
It really is about quality over quantity. Whether you’re sending emails monthly or bi-weekly, you
will be most successful when they engage your clients. If you’re bombarding them every two
weeks with emails filled with fluff, they’re less likely to click your call-to-action button and will opt
out of receiving your emails.
On the other hand, if you send emails every two weeks with compelling content, they’ll
begin to trust your brand and look forward to reading your emails until they’re ready to book with
you. Share a guide about matching napkins with linens, break down the perfect place setting, or
give them a rundown of the different tables and chairs best suited for each seating style. Make it a
point to serve as a resource in your emails, rather than always selling your inventory.
Stay True to Your Brand
Staying true to your brand creates consistent expectations and helps your rental clients recognize
who you are. People are constantly receiving emails from various websites, organizations, and
businesses. Out of the hundreds of emails your clients receive each day, what will make yours
stand out and get them to open and read it?
Avoid straying from your brand’s visual design (colors, images, logo, etc.), messaging (tone,
verbiage, etc.), and strategy. Let’s take Apple as an example. Its brand focuses on making
technology—something known to be complex—easy to use and straightforward when used by
Staying consistent in your brand is the best way to ensure your clients don’t click on your email
and immediately delete it. It also shows them your company is authentic and meets expectations
when you’ve promised something.
End Your Email with a Call to Action
Every email you send to your clients must have a purpose: to tell them why they’re there. Why are
you in their inbox? Why did they open your email?
People open your emails for valuable content, but they also want to find out what you want from
them. This reaction might sound like skepticism, but it’s not a bad thing. If they’re looking for your
company’s offer, it’s your responsibility to give them a compelling call-to-action (CTA) that is well
worth their time.
Some small business owners feel uncomfortable about CTAs because it feels like you’re asking for
the sale. But, that’s exactly what you need to do! If you want your company to scale and grow your
bottom line, you have to ask people to work with you. Make it easy for them with an impactful CTA
that convinces them to take the next step. “Contact us” or “Rent this piece” are great options
because they are direct and guide your reader into the next step of the buyer’s journey.
Email marketing shouldn’t overwhelm you or your team. You can grow your business with
simplicity and ease by focusing on the relationship-building aspect of marketing. Stop worrying
about perfecting every last detail and, instead, focus on the value of the content — that’s what will
get your leads interested and ready to take action.