September 2, 2022

What is Email Marketing and How Can You Leverage it for Your Self-Storage Facility?

With the push for new technology and its integration into our society, one piece of tech reigns supreme: email. Email changed the way we communicate. Though it did not replace the mail system entirely, the use of email has been consistent throughout the decades, even with the constant evolution of instant messaging, email has been steady in its usage.

With email as widespread in usage as it is, it makes sense to incorporate it into your digital marketing strategy. Self-storage facilities, like every other industry, can take advantage of email to ramp up your company’s marketing. This post will help explain what email marketing is and how to leverage it for your storage facility.

What is Email Marketing?

Email marketing is the use of email communication to keep in touch with your customers and provide them with content and information that boosts your company’s brand awareness. Email marketing is a consistent strategy in marketing your business.

How Can Email Marketing Boost Your Self-Storage?

A little guidance will go a long way in your email marketing venture. It’s going to take some time and a lot of trial and error, but the payoff is worth it. Conversions through email are effective, and strategically curating your email list and creating content that will push the right buttons will ensure the success of your marketing campaign. Here is a general guideline to help you prepare your email marketing campaign.

Build a Mailing List

You can’t have an email marketing campaign without the people to send those emails to. Curating a mailing list is going to take some time, especially if you’re organically obtaining them through optional signup. You may be tempted to bulk up your mailing list by buying emails, but although this process is faster and super effective, it is highly unethical and illegal in some cases. The natural gathering of email through voluntary signup will be your best bet in a successful campaign, and you don’t run the risk of tarnishing your reputation as a professional business.

Personalize your Email Campaign

Your email marketing campaign should be strategic in its implementation. Personalization of your emails to your brand and message will ring the right bell for the right audience. You will want to research your demographic and target your audience to provide the right information and content to the right people.

If you’ve been in the self-storage industry for some time, recognizing which sort of campaign is most effective at certain times of the year gives you an advantage when coming up with a strategy. You can use a few different strategies in your campaign. Here are a few types of email marketing campaigns that you can use in your marketing.

Types of Email Campaigns:

Informative. Information email marketing campaigns are aimed at focusing on your company’s brand awareness. This is your chance to inform your subscribers about your company and describe your business and its products and services. This includes newsletters, which can keep your customer base up to date on new products, and any other announcements about your company.
Promotional. Promotional emails are aptly named because these are the type of emails that will have promotions, coupons, giveaways, or any other sort of engagement with your brand. Promotional emails are a way to get your customers to interact with your company and will include calls to action. This prompts the audience to inquire further about your company and generate sales.
Engagement. These are the emails that deal with transactions on your website. For instance, in the case of “abandoned carts,” sending out an automated email informing your customers about their carts and creating an urgency in your call to action will prompt your customers to finish their transaction.

Track Your Metrics

Are people actually reading your emails, or are they being deleted automatically without anyone opening them? You want to track your engagement with your emails. If you sign up for any sort of email service provider, most will provide you with metrics to understand your reach and find out who is reading what, what the click-through rate is, and how effective your calls to action were to your audience. Having a handle on how exactly your emails are being consumed will give you a better understanding of your customers and what they want from your company.

Set Up Email Automation

Just like storage is going in the way of automation through contactless technology, email automation is a way in which you can campaign with ease. If your facility is not contactless nor uses contactless methods, read up on our article on the benefits of going contactless.

Don’t let email marketing intimidate you. If you’re unsure of where to start, our expert employees here at The Storage Group have all the information you need. We just happen to be the experts when it comes to digital marketing for your facility. Check out our website today, and see what The Storage Group has to offer.