To stay in contact with potential customers, your construction-industry organization should be sending informative, “cold” emails bi-weekly to weekly. Cold emails are unsolicited emails sent to your customer contact list. With cold emails, less is more; they should average 100 words if possible.
How to Create Better Emails
Here are ways to create emails they will open and read:
Email Architecture Should Be Sound, Every Time
Follow this format:
- Important information first
- Detailed information
- Information recap/reinforcement
Review. Edit. Rewrite. Repeat.
Pay attention to:
- Grammar – Spellcheck is critical. Unless your target audience is academia, make the ease-of-reading level about 8th grade or less.
- Hierarchy – From the first sentence onward, everything should lead your customers to your call-to-action (CTA).
- Website links – Your blogs, service landing pages…try to include links.
- Value – There’s got to be something you have the reader wants. Ensure it’s in your email.
- Voice/Tone – What you say (voice) and how you say it (tone) is different for every email. Add a sense of urgency for increased results.
- End w/CTA – Include a link to your website’s contact page.
Write Like You Talk
Good grammar; yes. Complete sentences are negotiable. Write it the way you’d say it.
Email Content: Use the Latest Construction Data
Building permits can tell you how much new construction and renovation is planned in your county or state. It’s easy if your sales and service area is one venue: real estate sales, for example.
Your emails to Realtors can blanket your target audience. Residential construction data can cite sales opportunities. You’ll need to change the content for each sector of your demographics.
The residential community under development will need a “show” home, and company information needs to go inside the sales office for potential homebuyers. Interior designers will want to contact architects and contractors immediately.
Knowledge IS Power
Construction Monitor Inc. was founded with the goal of providing construction industry professionals with the most comprehensive, up-to-date information possible. In 2019, our organization was recognized by Bloomberg as a primary source for U.S. building permits and construction data. You’re the reason we try so hard.