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.

Building An Email List The Right Way

building an email listA responsive email list is one of the most valuable assets your construction firm can have, but not all lists are equally profitable. Knowing how to build an email list of the right people is what will make your email marketing efforts worth while.

Attract The Right Attention

If you expect your email list to be profitable, you’ll need readers who are likely to hire you eventually.

Because your blog and other website content are among your most powerful tools for attracting leads, make sure what you publish is highly tailored toward the needs and interests of your ideal clients.

If you’re stuck for ideas, think about your prospective clients’ most common questions. Answering questions such as “Do I need to work with an architect or structural engineer?” and “Can I install the electrical in my commercial building myself?” will give you plenty of material for client-oriented blog posts.

Extend this approach to your social media accounts and aim to make your posts useful and entertaining for the kinds of clients you want most, while also letting them know about your email newsletter. Promote your list offline, such as through displays at your trade show booths and your office’s front desk.

Choose Your Incentives Wisely

Considering the over-abundance of information online, many of your visitors will be hesitant to sign up for your mailing list without a good incentive. Offering something of value up front in exchange for joining can give them the nudge they need. Try offering a multi-part email course, original building industry data you’ve collected, or an intriguing case study or whitepaper.

Not all incentives will bring you responsive readers. Running contests tends to result in a list of people who signed up only for the chance to win something. Likewise, buying email lists is unlikely to produce any clients.

Learning how to build an email list is largely a matter of focus. Concentrate on attracting the right audience through targeted social media marketing and solution-oriented sign-up incentives, and you’ll build a responsive list you can rely on for sales.