A well-managed email list has the potential to be one of your most profitable sources of construction clients. Following some proven email marketing best practices will help you better connect with your readers and turn them into paying clients.
Take Time to Customize
The more closely you tailor your emails to your prospects’ needs, the more likely those prospects are to see the value in working with you. Dynamic content, which changes based on the end user, is an efficient way to accomplish this. This can be as simple as including the reader’s first name or as advanced as basing the email’s content on the topics the reader has been exploring on your blog.
Get a Little Personal
Write in a conversational tone that lets readers feel like they’re communicating with a person rather than a faceless company. When the opportunity arises, share personal experiences that tie in with your services. You might talk about how much a friend of yours loves his newly renovated kitchen or how a news story you read reminded you of the safety issues involved in multi-family housing construction. Strategically mentioning the obstacles and even failures your firm has faced is another of the email marketing best practices to follow to make your firm more relatable and likeable.
Prospects interested in your services enough to join your email list are often the most willing to provide feedback. Make the most of this by occasionally asking your readers for suggestions on:
- The topics they’d like to read more about
- The challenges they’re facing
- And the goals they’ve set
Run polls that let them offer their opinions with one click. Share your clients’ successes to motivate readers to write in with their own. Remember to include a link back to your website and encourage your readers to contact you. On your unsubscribe page, give the reader a chance to tell you why they’re leaving.
Today’s email marketing best practices don’t take much time, but they can make all the difference in how profitable your list becomes.