Email Newsletters

Email marketing has been a top marketing initiative for decades because it works. More cost effective than mass media advertising and just as personal as direct mail, email marketing can yield an amazing number of leads for your agency and should definitely be part of your annual marketing plan.

The first step to any email marketing campaign is to gather email addresses and break them into lists that group like contacts. The more you can personalize the content to a certain group, the better chance that the recipients will want to read it and will take the action you want them to take upon receiving and reading your email.

Once you’ve got your email addresses loaded into the software you’ll use (the van line uses Salesforce but also recommends more cost efficient vendors such as MailChimp), figure out the goal for each group. What do you want your current senior move manager referral partners to do? Maybe you’d like them to leave you a Google review or record a video testimonial for your website. Whichever call to action (CTA) you want to highlight – and there should be just one main CTA per email – tailor your message to that goal while offering value through the content you include.

Before you get to creating the email, however, set the key performance indicators (KPIs) you’ll monitor to determine the email’s success. The open rate, meaning the percentage of recipients who opened your email, is a must-track KPI, and if it’s relevant to your CTA, the number of clicks on your CTA is another relevant KPI to set. Others could include the number of email replies, email forwards, contest entries, or new social impressions you receive immediately following your email.

Finally, compose your email. Make sure the subject line of the email, the content of the email, and the CTA all make sense together and that your email is concise.

Below, you’ll find 10 potential target markets for your email marketing, paired with potential CTAs and content for a series of emails.

Current referral partners – senior move managers

Current referral partners – real estate agents

Prospective referral partners – senior move managers

Prospective referral partners – real estate agents

Current customers – triggered by signed estimate / delivery update

Previous customers – in-state customers

Prospective customers (have received estimate but not moved forward yet with move)

Business contacts – BNI group members, Rotary Club members, etc.

Trade show contacts – vendors you met at an exhibit hall

Conference contacts – attendees you met at an event

CTA – leave us a Google review (or a video testimonial!) / bring us to your next internal event to meet your colleagues / tell us how we can be a better partner

Content – Break these ideas into a series of emails

Explain van line’s NASMM relationship (Margot Novak award winner, sponsor for many years, van line speakers at NASMM National Conference every year)
Highlight Partners in Packing program, customer testimonials
Link to blog posts about interesting moves, to a page about your company’s experience on your website
Offer link to download whitepaper from van line (Todd Emrick page)

CTA – leave us a Google review (or a video testimonial!) / bring us to your next internal event to meet your colleagues / tell us how we can be a better partner

Content – Break these ideas into a series of emails

Share info about awards you or the van line have won (such as annual safety award from ATA MSC)
Offer info about the moving process customers often ask that you can teach realtors (valuation protection – use video; load spread; moving timeline; how to fill out an electronic Bill of Lading); specifically offer to come present at one of their internal meetings
Highlight community events you’re involved in, customer testimonials
Offer link to download 72 Ways to Save Money On Your Move brochure

CTA – email us to find out more about becoming a referral partner

Content – Break these ideas into a series of emails

Explain van line’s NASMM relationship (Margot Novak award winner, sponsor for many years, van line speakers at NASMM National Conference every year)
Highlight Partners in Packing program, customer testimonials,
Link to blog posts about interesting moves, to a page about your company’s experience on your website
Offer link to download whitepaper from van line (Todd Emrick page)

CTA – email us to find out more about becoming a referral partner

Content – Break these ideas into a series of emails

Share info about awards you or the van line have won (such as annual safety award from ATA MSC)
Offer info about the moving process customers often ask that you can teach realtors (valuation protection – use video; load spread; moving timeline; how to fill out an electronic Bill of Lading); specifically offer to come present at one of their internal meetings
Highlight community events you’re involved in, customer testimonials
Offer link to download 72 Ways to Save Money On Your Move brochure

CTA – refer us to friends or use us again

Content – Break these ideas into a series of emails (the van line sends ours monthly)

Make sure you’re offering value through:
- Sharing updates on the HHG industry in layman’s terms
- Offering contests and giveaways (leave a google review to be entered to win a gift card or share photos of your move and use a certain hashtag on social media to be entered to win free moving boxes)
Share info about awards you or the van line have won (such as annual safety award from ATA MSC)
Highlight community events you’re involved in, customer testimonials
Share blog posts from the van line or link to pages such as the new customer financing info on your interstate brand’s consumer site
Offer link to download 72 Ways to Save Money On Your Move brochure

CTA – refer us to friends or customers

Content – Break these ideas into a series of emails (the van line sends ours monthly)

Make sure you’re offering value through:
- Volunteering to support their business efforts as well (potentially post guest posts from other members on your website, linking to their websites)
- Sharing updates on the HHG industry in layman’s terms
- Offering contests and giveaways (leave a google review to be entered to win a gift card or share photos of your move and use a certain hashtag on social media to be entered to win free moving boxes)
Highlight community events you’re involved in, customer testimonials
Share info about awards you or the van line have won (such as annual safety award from ATA MSC)
Share blog posts from the van line or link to pages such as the new customer financing info on your interstate brand’s consumer site
Offer link to download 72 Ways to Save Money On Your Move brochure

CTA – refer us to friends or customers

Content – Break these ideas into a series of emails (the van line sends ours monthly)

Make sure you’re offering value through:
- Volunteering to support their business efforts as well (potentially post guest posts from other members on your website, linking to their websites)
- Sharing updates on the HHG industry in layman’s terms
- Offering contests and giveaways (leave a google review to be entered to win a gift card or share photos of your move and use a certain hashtag on social media to be entered to win free moving boxes)
Highlight community events you’re involved in, customer testimonials
Share info about awards you or the van line have won (such as annual safety award from ATA MSC)
Share blog posts from the van line or link to pages such as the new customer financing info on your interstate brand’s consumer site
Offer link to download 72 Ways to Save Money On Your Move brochure

Don’t stop here! Brainstorm with your colleagues internally and those you know in the network to come up with more target audiences and more content for your emails. If you have questions on executing your first few emails, contact your RSD, Jaymie Shook, or Madi Hill for help. We’d love to hear an update on your email marketing efforts in an upcoming Marketing Success Group call!

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