Stay Top of Mind With Your Best Prospects Through Email Marketing

Every day your target audience is bombarded with marketing that steals their attention away from you. Getting into their email inboxes helps keep you on their minds, but just showing up isn’t enough. Earning top-of-mind awareness as the company they can trust with their construction project takes the right kind of communication.

Meet Their Needs

Turn your email newsletter into a source of genuinely useful information and readers will remember your name. Review building permit data to discover trends your readers might want to get in on. Examine the stats on top companies to see what their customers are interested in. Then use what you learn to create content that provides concrete value and helps your clients accomplish their construction goals.

Consider segmenting your list to provide more relevant content to each audience you target. If you offer mortgage and construction financing services, you might publish a separate newsletter for your first-time home buyers, your real estate investors, and your commercial property developers.

Go Beyond Newsletters

A regular newsletter gets you repeated exposure, but it’s also easy for recipients to overlook. Occasional surprises keep them paying attention. Congratulate readers on their six-month sign-up anniversary and offer a bonus for their loyalty. Send special greetings on holidays and remind them of what you can offer this season. If you sell light fixtures to home remodelers, a Thanksgiving greeting is the perfect time to recommend lights for the upcoming winter.

Triggered emails help you automate the process of maintaining contact. You might create a follow-up email to be triggered when a website visitor downloads something or visits the same page several times. In the email, offer more in-depth information, a phone consultation or anything else that will draw them closer to becoming a paying client.

If a reader hasn’t opened your emails in a while, send a “We’ve missed you” email offering a special white paper, case study or other tempting benefit that will encourage them to take action.

For more ideas on using email to stay top of mind with your prospects, contact Construction Monitor.

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