Email newsletters are one of the oldest forms of online marketing, but that doesn’t mean they’re out of date. If managed well, a newsletter can help build the credibility and trust you need to turn your construction prospects into clients.
Your prospects sign up for your newsletter expecting information that will help them with the specific project they’re planning. The better you can focus on each type of client‘s needs, the more you can help them.
If you’re targeting widely different markets, such as home renovation and commercial office construction, it’s worth running separate newsletters for each. Try to appeal to both groups in one newsletter and you’ll end up with superficial content that doesn’t benefit either. With separate lists, you can offer content that delves into the details and provides actionable information. Beyond this, consider segmenting your email list for different stages of the buying cycle. You might have one home renovation newsletter for new prospects and another, more in-depth version for prospects who’ve scheduled a consultation with you.
Make it Valuable
Concrete value is what keeps your subscribers reading your newsletters. Offer information that will save them money or time, make their building project go more smoothly or help them further develop their ideas. Share data that shows renters pay more for commercial office space with an on-site gym and your readers will be happy they subscribed.
When you can, include special offers that aren’t available to non-subscribers. That could be a planning session with you, an invitation to an event you’re holding or a discount to the home renovation expo you scored for them. Make 80 to 90 percent of your content something that benefits your readers with the remaining space left for more sales-oriented content.
Keep it concise. Around 200 words is enough. Use your newsletter to tempt your readers back to your website to learn more about the topic or to encourage them to get in touch with you.
For more on generating leads to include in your email newsletter list, contact us at Construction Monitor.