Mastering Email Newsletters

Here are a few tricks of our trade, that are best practices for trades professionals.

Today, especially online, trade companies and service providers must maintain constant communication via various channels with customers to stay ahead of the competition.  

To that point: An effective email newsletter can be invaluable. Offering a direct line to your clients (past & present), fostering customer loyalty, driving new business, and keeping your audience informed.  

So, what makes an email newsletter successful for a trade company? These three simple elements we believe to be total game changers when applied to your email marketing strategy:  

• Knowing your audience

• Providing valuable and relevant content

• Maintaining a consistent sending schedule

Let’s make email truly work for your company – scroll on for actionable tips or get in touch with our team. We’re always happy to help!  

Marketing Pro Tip: Personalization Makes Your Subscribers Feel Valued

By making your subscribers feel valued through personalization, you're setting the foundation for lasting customer relationships. One effective way to achieve this is by using the recipient's name in the subject line. This simple yet impactful tactic can increase open rates, showing your subscribers that the email is worth their attention.  

Additionally, being mindful of your target audience's interests and behaviors can help you craft particularly compelling emails. By understanding your audience, you can tailor your content to hit the right notes and keep your readers interacting.

Beyond content, the tone of your emails matters significantly. Adopting a conversational tone rather than a robotic, formal one makes your communication feel more genuine. (It’s not granola-crunchy – but think of it like having a warm chat with an old friend.)  

This approach strengthens the connection between you and your audience, amplifying the sense that they’re truly recognized and appreciated.  

Marketing Pro Tip: Cool, Can’t-Miss Content That Captivates

The quality of your content often determines the engagement of your subscribers. Here are some key things to include in your company newsletter:  

• Project Showcases: Highlight recent projects with high-quality images and a brief overview of the work involved. This not only showcases your company's capabilities but also provides inspiration to potential clients.
  

• Blog Articles: Share valuable insights, like this 😄. Content that educates (and engages) your audience can establish your company as an industry authority. Just what you want when you want to be the go-to-company in town!
  

• Promotions and Exclusive Offers: Reward your engaged audience members with exclusive discounts or promotional offers. Incentivizing your email audience can boost engagement and encourage future conversions. Add to that, email is highly shareable so they may forward the deal to a friend in need of your services.  

Remember: Balancing these elements in your content strategy ensures your emails are not just one-way communication but an engaging piece that keeps leads coming back for more.

Marketing Pro Tip: Timing it Right

You guys, it’s an art to know exactly when to send your newsletters.

Hitting the ‘send’ button at just the right moment can significantly boost your open rates and engagement. For trades & home service companies, finding this sweet spot requires a keen understanding of your followers' habits and preferences. Not to mention saving you from the dreaded unsubscribe button...

Always ask yourself, when are your subscribers most likely to read and engage with your info? From there make sure to:

Analyze Your Audience

Look at your Google Analytics to get insights into your audience's behavior. Are they early risers who check emails with their morning coffee, or do they tend to catch up on messages at the end of the day?  

Use (Some) Trial and Error

Test different sending times to determine when your audience is most responsive. A well-timed email can mean the difference between a click and a gloss-over. Plus, you can always set it to resend to non-openers at another time.  

Regularity Builds Anticipation

It's true: Consistency is key. Set a pattern your audience can recognize. Ex. New deals drop Tuesdays at 11 AM or our newsletter is every other Thursday.  

Whether you choose a weekly, bi-weekly, or monthly schedule, keep it predictable. Too frequent, and you risk becoming noise; too sparse, and your brand might be forgotten. Aim for a rhythm that delivers the most value, or even better, let clients select their preferences of what & when to hear new tips from you.

Make Your Marketing Work - One Email at a Time

In the trades, trust is everything—and a well-crafted email newsletter helps build that trust with every send!  

At My Marketing Works, we specialize in helping trade & home service professionals cut through the noise and connect with their local community in meaningful ways. If you’re ready to turn your email list into one of your business’s most powerful tools, let’s get to work together!