The Importance of A/B Testing Your Email Campaigns

a/b testingIn the construction industry, where a single client can bring you thousands in profit, even a minor improvement in your email response rate can make a difference in your company’s success. A/B testing helps you find out what your email subscribers respond to best, so you can optimize your campaigns to pull in clients.

Fine-Tune Your Campaigns

A/B testing, also known as split testing, lets you compare the results of two different versions – version A and version B – of any part of an email. When you know which version garners more interest, you’ll have a better idea of how to write your future emails. Among the elements you can test are:

  • Subject lines
  • Layouts and design
  • Images
  • Personalization
  • Body text
  • Calls to action
  • Specific offers
  • Mailing times

Most email marketing platforms provide built-in tools for A/B testing. Running a few tests might show you that an offer of a free strategy session on educational facility construction gets more interest than a downloadable case study on the same topic or that your prospects respond better to Thursday emails than to Monday ones. Adjust your future campaigns to reflect this, and you can bring in new clients you wouldn’t have seen otherwise.

Back Your Hunches with Data

If you’ve been in the industry for a while, it’s only natural to assume you have a good feel for what your prospects will respond to. Without data to back up your assumptions, though, you could be making mistakes that are costing you clients. A/B testing gives you hard data on the open rate and click through rate of your emails, and can even track the conversion rate of your readers once they reach your website.

You’ll know for sure if including several photos in your home improvement newsletter really gets the best results or if a single great photo actually works better. When you do see an improved response, you’ll have proof of what caused it so you can reproduce your results.

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.

3 Offline Methods to Capture Construction Email Leads

offline lead generationEmail gives you a convenient and unobtrusive way to nurture your construction leads, but your website isn’t the only way to collect the email addresses of potential clients. With a little preparation, you can efficiently build your email list as you talk with people out in the real world.

Create a Counter Display

Everyone who comes into your main office is a potential new addition to your mailing list, but a few sign-up forms laying on the counter is unlikely to grab anyone’s attention. To help your offer stand out, create an eye-catching counter display that promotes the benefits of signing up for your newsletter, information packet or other free offer by email. Direct your receptionist to mention your offer to visitors and explain the advantages of signing up. Keep your sign-up forms simple. A name and email are all you really need at this stage.

Ask Over the Phone

If you do much cold calling, you know not every prospect will be ready to schedule an on-site sales call the first time you talk, even if they are interested in your services. Instead of just following up with a call later or worse, letting those undecided prospects slip away, ask for an email address. Putting a prospect on your mailing list not only keeps you at the top of their mind, but it also gives you a chance to build trust and familiarity. This way, when you make that follow up call, your prospect will be more amenable to meeting with you.

Host an Event

When planned carefully, an event can quickly build your email list with highly qualified construction leads. For the greatest appeal, aim to provide a clear benefit to the people in your target market, whether they’re developers or homeowners planning renovations. There are countless ways to do this, including lunch and learns, tours of in-progress or recently completed building projects, and just-for-fun events such as family mini-golf days. Collect emails during registration or as your guests enter the event.

For more tips on bringing in construction leads offline, contact us at Construction Monitor.

 

Nurturing Your Leads: How To Drive Conversions Without Annoying Your List

lead nurturingWhen you’re managing a lead nurturing list, it’s not always easy to find the line between building profitable relationships and coming off as pushy. By following a few guiding principles however, you can consistently lead your prospects toward sales while still keeping up your good rapport.

Always be Useful

There’s no such thing as too much valuable information. When you create your emails, think from your readers’ perspective and aim to provide some practical benefit in everything you send out.

While it’s nice to share news about new hires and partnerships, it doesn’t really help your readers. Too much of this and they’re likely to unsubscribe. Instead, consider the types of questions your prospective clients often ask and aim to answer them. Offer tips, how-tos, and insight that will help them reach their goals.

If you target two or more types of clients, such as homeowners looking to remodel and commercial real estate investors, segment your email lists. This lets you send each group information that’s tailored to their needs.

To ensure you always have something of value to say and for easier time management, develop an editorial calendar. In most cases, a monthly or bi-weekly newsletter is enough.

Pay Attention to Your Funnel

To be receptive to your sales messages, your prospects must be in the right mindset. Knowing where a prospect is in the sales cycle gives you insight into how they’re thinking so you can provide information that truly speaks to them.

With a lead nurturing list, focus on the needs of those still early in the sales cycle. Educate them on what you can offer and how you outperform your competitors. Encourage them to engage with you by emailing, calling or coming in to talk over the specifics of their plans. At this point, you can work on converting them to clients.

Segmenting your lists helps here, too. You might have one list for new leads and another for those who have taken action towards becoming a client.