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.

Best Practices For Email Marketing Today

email marketingA well-managed email list has the potential to be one of your most profitable sources of construction clients. Following some proven email marketing best practices will help you better connect with your readers and turn them into paying clients.

Take Time to Customize

The more closely you tailor your emails to your prospects’ needs, the more likely those prospects are to see the value in working with you. Dynamic content, which changes based on the end user, is an efficient way to accomplish this. This can be as simple as including the reader’s first name or as advanced as basing the email’s content on the topics the reader has been exploring on your blog.

Get a Little Personal

Write in a conversational tone that lets readers feel like they’re communicating with a person rather than a faceless company. When the opportunity arises, share personal experiences that tie in with your services. You might talk about how much a friend of yours loves his newly renovated kitchen or how a news story you read reminded you of the safety issues involved in multi-family housing construction. Strategically mentioning the obstacles and even failures your firm has faced is another of the email marketing best practices to follow to make your firm more relatable and likeable.

Invite Interaction

Prospects interested in your services enough to join your email list are often the most willing to provide feedback. Make the most of this by occasionally asking your readers for suggestions on:

  • The topics they’d like to read more about
  • The challenges they’re facing
  • And the goals they’ve set

Run polls that let them offer their opinions with one click. Share your clients’ successes to motivate readers to write in with their own. Remember to include a link back to your website and encourage your readers to contact you. On your unsubscribe page, give the reader a chance to tell you why they’re leaving.

Today’s email marketing best practices don’t take much time, but they can make all the difference in how profitable your list becomes.

How To Convert Leads Into Customers: Email Do’s And Dont’s

do's don'tsIt’s always encouraging when a prospective construction client contacts you, but between that first email and a signed contract, there’s a lot you need to do. By honing your ability to convert leads to customers, you’ll get more ROI out of your marketing and close deals faster.

Don’t: Let emails sit for more than 24 hours.
Do: Reply promptly. If you can’t provide the information your lead wants immediately, let them know you’re working on it. Activate e-mail notifications on your phone so you can reply when you have a spare moment. To save time, prepare templates for your most common responses.

Don’t: Send the same information to every lead.
Do: Nurture each email lead in a way that’s appropriate for where they are in the buying process. If they’re just trying to get a handle on what services and unique benefits you offer, take a low-pressure, educational approach. If a prospect knows exactly what they want, then a more sales-oriented approach is warranted.

Don’t: Give up too soon.
Do: Follow up two or more times. There are a thousand reasons a genuinely interested prospect might not get back in touch with you, so it often takes persistence to convert leads to customers. It’s enough to send a quick note reminding your prospect you haven’t heard back and you’re looking forward to talking with them.

Don’t: Do it all manually
Do: Automate your follow-up and lead nurturing process by creating a series of emails designed to educate your prospects and gradually lead them toward closing a deal. Develop a series for each type of potential client, such as home remodeling prospects or commercial real estate investors. Use an email marketing service to send emails automatically.

Don’t: Over-rely on email.
Do: Set up a phone call or in-person meeting with your leads as soon as you can qualify them. These more personal interactions help build the trust and rapport your clients need to feel before they’ll decide to work with you.

3 Effective Email Lead Generation Methods

email lead generationEmail gives you an effective and convenient way to nurture your leads until they’re ready to do business. While there are dozens of ways to go about email lead generation, a few methods work particularly well in the construction industry.

Publish a Truly Valuable Newsletter

A weekly, bi-weekly or even monthly newsletter lets you stay in contact, demonstrate your expertise, and build trust and rapport. To really reel in leads with your newsletter, you need to provide information that benefits them in an immediate, tangible way. Plan your content around solving the problems your ideal clients face and keeping them up to date on issues critical to their success.

To attract more signups, give your newsletter an appealing title, such as “Commercial Real Estate Insider” or “Condo Investment Advisor.” Create a page to “sell” your visitors on the benefits of signing up and add eye-catching signup forms to the bottom of every blog post.

Gate Your High-Quality Content

Gated content is content, such as reports, videos or tools, which your visitor can access only after giving you the lead information you want. It might be a set of helpful templates they can download in exchange for their name and email or a white paper they can access after answering a few lead qualification questions. If the content solves an urgent problem or offers valuable, hard-to-find information, your visitors will be happy to pass along their contact information for access.

Don’t gate all your good content, though. Freely accessible high-quality content shows your visitors what you’re capable of, which gives them the confidence to sign up for more.

Encourage Sharing

Getting your prospects and clients to pass your content on to people they know is a more effective method of email lead generation than hunting for leads online yourself. To encourage this, at the end of your newsletters, free reports, and other emailed content, directly ask your reader to share the material. You can take this a step further by including social media buttons and “tweetable” quotes in your emails.

For more insights on effective email lead generation, contact Construction Monitor.