Campaigns
Campaigns: stay in your customers' heads without pestering them
Most trades businesses send nothing for two years, then blast the whole list with a promotion. Both extremes lose customers. Lienzor is built for the opposite: a small number of messages, to a chosen slice of your list, when there is a real reason to write.
The problem is not the tool, it is having nothing to say
Email software is easy to find. What is hard is having a reason to write that your customer cares about. Without that, you end up sending a discount because it is the only idea left, and discounts train people to wait for the next one.
Sending to everyone means being relevant to nobody
Discounts are the last resort disguised as a strategy
Send too often and you get unsubscribes; too rarely and you are forgotten
Nothing feels worse than writing a message you know nobody asked for
How it works
You pick a slice, not the whole list
Past customers, one type of work, one area. Relevance starts with who receives it.
You write once
Short, plain, in your own words. Lienzor helps with the draft; it does not write in place of you.
It goes out from your address
Not a marketing domain nobody recognizes. It comes from you, and replies come back to you.
You see who replied
Answers land in your inbox. What matters is the conversation, not an open rate.
Try it: build a campaign
Pick the occasion and watch the message, the audience size and the tone change with it. Nothing can be sent from this page.
Destinataires : 84 clients— hors liste « ne jamais relancer »
Avant les premiers froids
Hi, Seasonal heads-up: a furnace check before the cold sets in is what keeps you off the emergency list in December. I still have slots open the second half of October. Mike — Dupont Remodeling
No discount, no invented urgency. The scarcity is real, which is exactly what makes it efficace.
Pick the occasion and both the message and the audience size change. Nothing goes out without your approval, and every send carries an unsubscribe link.
The message exactly as it goes out
A campaign that works does not look like a campaign. This is what to aim for.
Objet
Before the first freeze
Hi,
Quick heads-up rather than a sales pitch. The forecast is turning and the calls I get in the first cold week are almost always things that could have been caught in October.
Two things worth checking yourself: outdoor faucets and anywhere a pipe runs through an unheated space.
If you would rather I looked, reply and I will get you on the schedule while there is still room.
Mike — Dupont Remodeling
Why it works. The value is delivered before anything is asked for. The reader gets something useful even if they never reply, which is precisely why they open the next one.
The principle is the same everywhere
Whatever the service, Lienzor prepares and you decide. The message is written, dated and ready. You read it, you edit it, you approve it. Or you let it run on its own, once you trust it.
The public demo shows this on estimate follow-ups, but the approval mechanism is identical for reviews, campaigns and referrals.
Four things that ruin a campaign
Writing when you have nothing to say
A message sent to hit a schedule reads exactly like a message sent to hit a schedule. Skip the month.
Sending to the entire list
Relevance starts with who receives it, not with how the message is worded.
Hiding the unsubscribe
Beyond being required by CAN-SPAM, a buried unsubscribe just converts into a spam complaint, which is far more expensive for you.
Sending from a marketing domain
An address the customer does not recognize is an unopened email. Send from your own.
When campaigns are worth it
When your list is large enough that talking to everyone individually stops being realistic, but you still have things worth telling them.
- Several hundred contacts and no way to reach them all by hand
- Your work has a seasonal rhythm your customers care about
- You want to fill a slow period you can see coming
- You keep meaning to stay in touch and never do
Quand ce n'est pas utile. Under a hundred customers, write to them one at a time. It works better and takes about the same amount of effort.
What stays under your control
Nothing is sent without you seeing it
Unsubscribes are honored immediately and permanently
Your do-not-contact list applies to every campaign
Frequency limits are yours to set, and Lienzor holds you to them
Frequently asked questions
How often should a contractor email past customers?
Far less than marketing advice suggests. A handful of times a year, when there is something worth saying, beats a monthly newsletter nobody reads.
Do I need to worry about CAN-SPAM?
Yes, and it is not complicated: identify yourself honestly, do not use misleading subject lines, include a real physical address, and honor unsubscribes promptly. Lienzor is built around those requirements rather than against them.
Will my emails land in spam?
Sending from your own address to people you have actually done business with is the single biggest thing in your favor. Buying a list is the fastest way to ruin it.
Can I send text messages instead?
Texting a customer is far more intrusive than emailing them, and the rules around it are stricter. Email is where Lienzor starts, on purpose.
Works well alongside
Lienzor services all work off the same customer list, so switching this one on makes the next one more useful.
The first job you win back pays for years of Lienzor.
Gratuit pendant le lancement, sans carte bancaire. Rien ne part sans votre accord.