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.

Stay Top of Mind With Your Best Prospects Through Email Marketing

Every day your target audience is bombarded with marketing that steals their attention away from you. Getting into their email inboxes helps keep you on their minds, but just showing up isn’t enough. Earning top-of-mind awareness as the company they can trust with their construction project takes the right kind of communication.

Meet Their Needs

Turn your email newsletter into a source of genuinely useful information and readers will remember your name. Review building permit data to discover trends your readers might want to get in on. Examine the stats on top companies to see what their customers are interested in. Then use what you learn to create content that provides concrete value and helps your clients accomplish their construction goals.

Consider segmenting your list to provide more relevant content to each audience you target. If you offer mortgage and construction financing services, you might publish a separate newsletter for your first-time home buyers, your real estate investors, and your commercial property developers.

Go Beyond Newsletters

A regular newsletter gets you repeated exposure, but it’s also easy for recipients to overlook. Occasional surprises keep them paying attention. Congratulate readers on their six-month sign-up anniversary and offer a bonus for their loyalty. Send special greetings on holidays and remind them of what you can offer this season. If you sell light fixtures to home remodelers, a Thanksgiving greeting is the perfect time to recommend lights for the upcoming winter.

Triggered emails help you automate the process of maintaining contact. You might create a follow-up email to be triggered when a website visitor downloads something or visits the same page several times. In the email, offer more in-depth information, a phone consultation or anything else that will draw them closer to becoming a paying client.

If a reader hasn’t opened your emails in a while, send a “We’ve missed you” email offering a special white paper, case study or other tempting benefit that will encourage them to take action.

For more ideas on using email to stay top of mind with your prospects, contact Construction Monitor.

Business Is Booming – But Don’t Slow Your Marketing Efforts!

When you’ve got all the business you can handle, it seems reasonable to cut down on marketing to keep your schedule sane. Do that, though, and you’re liable to fall into a cycle of feast or famine. By working on long-term marketing instead, you’ll always have a construction project in the pipeline.

Build Your Email List

When a prospect joins your email list in the early planning phase of their construction project, you’ll have months to demonstrate your expertise and build rapport. By the time they’re ready to hire a construction company, you’ll be far ahead of anyone they come across later through a casual online search. Start connecting with prospects early by contacting landowners who’ve recently applied for a building permit. Get in touch and offer a free guide, white paper or other lead magnet as an incentive to join your email list. The insight you gain from their building permit will help you choose a lead magnet they’ll be motivated to sign up for.

Stay Up on the Trends

Just because you have a good thing going now, that doesn’t mean it will last forever. By staying on top of declining and emerging trends, you won’t be left without clients when the winds shift. Construction industry data can help you do that. If you specialize in commercial construction and notice a dropoff in the number of building permits granted for small commercial buildings, but an increase in permits for larger facilities, you might want to change your focus in the future. If you’re a building materials supplier and notice more homes being built with outdoor living spaces, it might be worth adding more decking material to your product line.

Polish Your Public Relations

Good PR gets your company’s name known in the community, and builds your credibility and positive reputation. Knowing the current market trends can help you understand what matters most to your ideal clients so you’ll know where to focus your PR efforts. If eco-friendly building materials, solar panels, and green roofs are trending, it makes sense to target your PR efforts towards environmental causes.

The Art of the Perfect Email Pitch

email pitch

Even if you think you’ve found the perfect potential client, you still need to convince them you’re the contruction firm for them. With a skillfully crafted email pitch, you can set yourself apart from other firms and give your prospect a reason to connect with you.

Start Strong

If you want your prospect to open your email at all, you need an intriguing subject line. Go for something simple and direct rather than a vague “click bait” style title. A subject line such as “Help with your next spa hotel project” or “Future-proof hospital renovation with minimal disruption” will stand out to a prospect who’s looking for exactly those services.

Then start your email with a personal greeting that explains how you found the prospect. Use their name and tell them you’ve read their LinkedIn profile, social media posts or blog. If something genuinely impressed you about their work, say so, but don’t worry about shoehorning in flattery.

Make Your Point Clearly

After your intro, move on to explaining what you’re offering. Three or four sentences is enough here. Follow up by stating the value your company offers and why you think you’re a good fit for this prospect’s next project. Tell them how you can renovate their out-patient clinic without disruptions that could cost them business or how the eco-friendly building materials you use in your hotel projects will be a great selling point for eco-conscious, high-income travelers. Again, keep it to three or four sentences.

One of the most effective methods for catching a would-be client’s attention is to research their competitors and explain how you can help them beat the competition. For example, maybe you can build features into your multi-family residential projects that will draw renters to your client and away from their competitors.

Finish with a quick thank-you and an offer to set up a call or discuss options further by email. You might still need to send a quick follow-up a week later.

 

How to Build Your Email List in the Off Season

grow your email listBy using your off-season downtime to build your email list, you’ll have a group of warm leads at your fingertips when the construction season starts up again. The slow season is also a great opportunity to use list-building methods you might not otherwise have time for.

Appeal to Advance Planners

During the off season, your ideal clients are likely to be planning their next project. To grab their interest, create lead magnet content that answers the questions they might have in the early stages of planning. If you do home renovations, you might offer your prospects guidance on how to budget or how to develop a realistic timeline.

Host Webinars

Free webinars let you target specific groups, such as luxury home owners or multi-family housing investors, and help you build rapport be letting your audience hear your voice and interact with you through live chat. Because webinars carry a high perceived value, they also give your prospects solid motivation to join your email list for access. The main downside is that they take time to host and listen to. That’s why they’re perfect for the off season, when free time is more plentiful for both you and your potential clients.

Guest Blog

Having your writing published on the blog of a complementary business is a highly effective way to reach a new audience. For example, if you build warehouses, you might write something for an apparel retailer blog on the most useful warehouse features for clothing storage. Finding guest blogging opportunities and writing your posts, however, takes time you might not normally have.

So when you have a little extra time during the off season, search online for terms such as “guest blogger” and “guest poster,” and when you find a blog that accepts guest posts, shoot them some ideas on topics you could cover for them. In your guest post bio, invite readers to your website to grab a related free download and join your email list.

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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.