Every small business and company has two questions they ask themselves in regards to email marketing, “How do I market my business through email, and is this an effective way to reach my clients?” If you’re asking this question, pat yourself on the back. Why? Because this means you’re ready to go to a higher level in your company. Instead of viewing email marketing as an irrelevant method of sharing your brand, you’re choosing to push aside all doubt and intimidation that surrounds the idea of email marketing and are looking for new ways to keep your company growing. 

Many people think email marketing is a waste of time and is unprofitable, when in fact, it’s one of the best ways to grow your brand,  reach your clients personally, and receive a boost in profits. The key to seeing these benefits in your company is not only understanding the value of email marketing but knowing how to use it. If you’re ready to take your business to another level, here are three email marketing tips and tricks for your rental company.

Put Your Clients First.

Your clients are the most critical aspect of your email. Yes, one of the goals of your emails is to grow your rental company, but the other goal and vital one is building a personable relationship with your clients. If you focus more on how many emails you send but don’t produce quality content your readers will love, how can you expect them to want to go into business with you?

Emma Fanning, a content marketing specialist, says it best, “Focus on writing emails that your subscribers actually want to read. Always ensure your campaigns include value-added content for your subscribers.” 

The phrase “Quality over Quantity” truly applies to your email marketing strategy. Whether you’re sending monthly emails or bi-weekly emails, engaging your clients is what makes your emails a success. If you’re bombarding your clients 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 emails that hold valuable content, eventually they’ll trust your brand and company, look forward to reading your emails, and will one day click the call-to-action button.

Stay True to Your Brand

Staying true to your brand may not sound as important as engaging your clients, but it’s what helps your 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, you want them to open your email and quickly know who you are, not wonder and then delete.

How do you immediately capture your client's attention when they open your email? It’s simple, don’t stray from your brand’s visual design (your colors, images, logo, etc.) or strategy. Take Apple as an example. Its brand focuses on making technology—something known to be complex—easy-to-use and straightforward when used by anyone. 

Marc Gobe, a former CEO of Emotional Branding LLC, says this about the power of Apple’s brand concerning their consumers. “Somewhere they [Apple] have created this really humanistic, beyond-business relationship with users and created a cult-like relationship with their brand. It's a big tribe, everyone is one of them. You're part of the brand."

Staying consistent in your brand is the best way to ensure your clients don’t click on your email and immediately click off. It also shows them your company is authentic and will offer what you promise.

End Your Email with a Call to Action.

Every email you send to your clients must have a purpose, and it’s to do one thing, tell them why they’re there. A client opens your email not only to receive your valuable content but to find out what you want from them. Your clients’ desire to know your email’s end goal may sound as if they’re skeptical, and maybe they are, but this isn’t a bad thing. If they’re looking for your company’s offer, it’s your responsibility to give them a call-to-action well worth their time.

Call-to-actions are known to make small business owners uncomfortable and nervous. Why? Because more than likely, you’re asking your clients to spend their hard-earned money on your business. If you want your company to grow and receive more profits, the best way to do so is to end your email with a way for your clients to work with you. 

You’ve spent the entire email telling them about your upcoming discount, new venue, or new product. Now it’s time to ask your clients to take a step further by renting the new event area, sharing about the latest product, or not missing out on your limited discount.

Email marketing shouldn’t cause you and your company stress—this form of marketing is about growing your business with ease and simplicity. Though there are plenty more tips and tricks you could use for your company’s email marketing strategy, the goal of this article is to help you understand the value of email marketing and help you send them to your clients and possible clients. If you focus more on worrying if every email is perfect, then you’ll forget that you’re not striving for perfection. You’re seeking relationships that will take your company to another level.