Does Email Lead Generation Really Work?

Building an email list takes some work, but your efforts can pay off for your construction company in ways you might not expect. In fact, email lead generation is one of the most effective and time-efficient ways to attract more leads and turn them into clients.

A Reliable Favorite

Some 42 percent of companies find email to be one of their most effective channels for pulling in leads, according to Circle Research, and for B2B companies, that number rises to 88 percent. Email marketing brings in leads more effectively than social media marketing, even though managing your social media can easily take up more of your time. Your email list can bolster your social marketing efforts, too. Your email list readers are three times more likely to post your content on social media than people who find your content in other ways.

For the average business, nearly 80 percent of the leads that come in never turn into customers or clients. The main reason isn’t the leads’ disinterest, but the businesses’ failure to nurture those leads. Email lets you keep in contact so you stay fresh in your leads’ minds and it gives you a way to offer further proof of your expertise to reinforce their trust. That’s especially important in the construction industry where your prospects might spend months selecting a company and arranging financing before they’re ready to get down to business.

Clearer Focus, Better Conversions

How well email lead generation works for your company depends on what you do with your email list. One of the most effective ways to pull more leads from your list is by using triggered campaigns rather than a single general email list.

A triggered email campaign is a specialized series of emails sent when someone takes a specific action, such as downloading a free whitepaper. It’s tailored to the readers’ interests and guides them toward the next step, which might be setting up a meeting or attending an open house.

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