Send These 5 Emails for Consistent Business Growth
“Communication works for those who work at it” – John Powell
One of the lessons from the interviews conducted as part of the 100 Contractors Project is that successful companies and individuals share one common trait: they consistently communicate at a high level.
What makes them high level communicators? It’s the fact that they view proactive communication as vital to their continued growth and ongoing success.
This excellence in communication extends beyond clients to include staff, strategic partners, and new business relationships.
Because email is such a critical tool for managing business relationships, five types of email have been identified that high performers use to consistently grow their business:
1. The Expectations Email
Did you just land a new client? They are likely curious about how their project will unfold. Remove the mystery by sending an email detailing what they can expect from you. An expectations email can be part of a new client onboarding process.
Here is a good formula: Reiterate/Define/Inform
Reiterate project scope, milestones, details from conversations, and projected start and finish dates.
Define how you will communicate throughout the project, invoicing schedule, and how you will handle unexpected events or change orders.
Inform them of who will perform the work (crew names, subcontractors, etc.) and all contact information.
2. The Status Update Email
Contractors have a reputation for being poor communicators. Lack of communication is often cited as a reason why client/contractor relationships deteriorate. Building better communication into your project delivery process makes a noticeable difference in customer service.
The frequency of status update emails depends on project size. Once per week is a good rule of thumb. The key is to be brief, clear and consistent. Regular status updates prevent misunderstandings, bring accountability, transparency, and trust to client relationships.
3. The Intro Email
The bigger your network, the better your chances of receiving more project requests. Introduction emails to other companies and professionals build a larger referral pipeline. Introductions to businesses serving your customer types and target areas get you on their radar and expose you to new networks otherwise inaccessible.
Aligning with like-minded businesses is a productive, often untapped business development resource. Introduce yourself and services to one new contact per week and watch your opportunities grow.
4. The Thank You Email
This email comes from a place of gratitude. Send this type of email frequently by actively seeking to express appreciation. Send thank you emails to clients who hired you, crew members for outstanding performance, subcontractors who recommended you, or even those who chose another contractor. Showing appreciation is never wrong.
5. The Top of Mind Email
Like all email types on this list, a top of mind email is not a one-time message but part of a well-planned email campaign. It nurtures relationships with past clients and serves as a reminder of your company and services.
A top of mind strategy should follow the 80/20 rule. Give value 80% of the time, and offer your services (or remind people of them) 20% of the time. Top of mind emails are a long-term play but extremely powerful when delivered consistently.
If you want to discuss implementing a well crafted Top of Mind email strategy for your business, get in touch. Campaigns are managed for different sized companies and it consistently proves to be a valuable business development tool when done correctly.
Each email type serves a different purpose and is an important part of a communication mindset.
Proactively incorporate them into your business. You’ll not only be known as a high level communicator, but you’ll reap the benefits that come with that reputation.