Just set up a Mailchimp campaign targeting facility managers I've collected business cards from over the past few years. Planning to send one email per month with a short tip about utility billing and a soft CTA to schedule a free bill review. Has anyone had success with email marketing? What's your open rate looking like?
Email Drip Campaigns - Anyone Using Them?
I've been running a monthly email for about 18 months. Open rates hover around 22-25%, which I'm told is decent for B2B. Click-through to my website is about 3%. I've gotten maybe 6 leads directly from the emails, closed 2 of them. Not life-changing but the ROI is positive since the cost is basically just Mailchimp at $30/month.
The real value of the drip campaign isn't direct leads - it's staying top of mind. I had a facility manager call me 14 months after our first meeting because he'd been getting my monthly email the whole time. He said I finally have budget approval to look at this. That one client was worth $28K in fees. Without the drip, he would have forgotten my name.
What kind of content do you put in the emails? I'm worried about running out of things to say.
I rotate between a few formats: a quick case study with real numbers, a did-you-know about a common billing error, news about utility rate changes in my territory, and seasonal tips like summer peak demand is coming here's what to watch for. There's honestly endless content in this industry.
Email marketing is solid for auditors. The key is consistency - send it every month, rain or shine. And keep it short. Nobody wants to read a 2,000 word newsletter about tariff structures. Three paragraphs, one insight, one call to action. That's it.