Making the Most of Your Email Marketing Campaigns

Email marketing campaigns

Email cuts through the clutter of marketing messages online by reaching your prospect directly, but getting your prospect’s attention is only half the battle. To gain new construction buyers from an email marketing campaign, you’ll need something more than generic emails.

Target Your Readers

Running a successful email campaign starts with giving your readers information that’s directly relevant to their needs. If you’re a general contractor specializing in both light commercial and residential construction, you’ll get better results creating separate campaigns for each group than by sending generic emails to everyone. Take advantage of construction market data to tailor your content. If local building permit data shows you a lot of small office buildings are in the works, create a campaign focusing on your office construction experience.

Further segment your list by points in the planning process. A reader who downloads your guide to choosing an architect for their office building has shown they’re ready to get serious with their project. Instead of keeping them on your general informational campaign, move them to a list with more hard-sell content that encourages them to set up a call to discuss your design-build services.

Get Straight to the Point

When your prospects open your email, it isn’t the only thing in their inbox waiting for their attention. Overload your reader and they’ll leave in confusion to go read someone else’s newsletter. Keeping your layout simple and your copy succinct helps get your point across quickly. Stick with around 200 words and one or two highly relevant images. Offer a plain text version, too.

Set a single goal for each email. If you’re running a campaign to promote your sustainable building materials to new home builders, one email might focus on AshCrete foundations and walls with the goal of getting the reader to click through to an article on the benefits of this material. Include a clear call to action that tells your reader exactly what you want them to do.

For more tips on using construction industry data to develop effective email marketing campaigns, contact Construction Monitor.