The first step to any successful email marketing strategy is creating an email list. The list is the foundation of your strategy, and although it may be tempting to simply purchase a list, you're not going to build a successful strategy this way.

It may take longer, but you're much better off putting in the time to build a list the old-fashioned way than you are buying one.

That's because email marketing only works when the people on your email list actually want your emails. If they don’t, they’re not likely to even open your emails, let alone convert.

Not all of your roofing leads and clients have the same needs or will benefit from the same email content. That’s why it’s a losing strategy to send the same email to everyone on your email list.

In order to get the most out of your email marketing strategy, you need to segment your list so that you can send more personalized content to your recipients.

This will allow you to nurture leads into clients and get more repeat business from your existing clients. By segmenting your email list, you can send the right message to the right people at the right time, maximizing your impact and your ROI.

Email marketing tends to work best when it's personal.

By using dynamic content in your emails, you can easily personalize things like the first name of the recipient in your emails, making them more effective and a better driver of leads for your business.

Emails that are personalized are more likely to be opened, read and acted on than those that aren't. Even something as simple as including the name of the recipient can greatly increase the effectiveness of your email marketing campaign.

Like any marketing channel, if you want your emails to convert, you need to include clear calls to action (CTAs).

CTAs tell your recipients what to do next.

Whether it's to visit your roofer website to learn more, sign up for a consultation or schedule regular maintenance for their roof, including a call to action makes it clear what the reader should do next in order to take you up on your offer.

Make it a point to include a clear call to action in every email you send to leads and clients.

If you had to manually craft every email and determine on your own which recipient it went to, email marketing would take forever and it would never be worth the investment.

But, one of the reasons why email marketing has such a high ROI is the ability to automate it with the right email marketing software.

By crafting email journeys or campaigns, segmenting your email list and scheduling out your emails, you can make sure that your marketing message gets to the right person every time at the right time.

Plus, if you use an email marketing software, like the Marketing 360 Nurture app, designing your emails is quick and easy.

Start with a customizable template that does the design work for you. All you have to do is customize it for your roofing company. You're good to go.

Rarely does anyone send the perfect email the first time.

You'd be surprised at what a difference using a different word or including a more concise call to action can make in the effectiveness of your email.

In order to send better marketing emails and get a higher return on your investment, you should make sure that you're keeping track of your performance and making any necessary adjustments.

By letting the data guide you, you can make a bigger impact with email marketing, nurture more roofing leads into paying clients and book more roofing services.