Each article out there makes construction email marketing seem like a simple and easy strategy.\nBut when you don’t know where to start, it can all seem a little overwhelming.\nConstruction email marketing can present your business with many opportunities that word of mouth or marketing in your community can’t.\nOn the same note, the possibility of being able to automate some of your growth and start working smarter rather than harder must be on your radar.\nEmail marketing is one of the most efficient and affordable business growth techniques. It doesn’t require constant care, it can grow your business, and it provides a strong ROI.\nWhy you should consider email marketing\nFirst, let’s look at the benefits of using email marketing:\n\nEmail marketing is a low-cost way to generate leads\nNearly 9 out of every 10 (87%) marketers use email marketing to distribute content organically.\nAccording to a study by Barilliance, 17.75% of clicked emails result in a purchase.\n\n\nAs statistics show, email marketing is a massively beneficial strategy for all kinds of companies. And, it’s only expected to grow in the coming years.\nLet’s take a closer look at why email marketing is particularly important for construction companies.\n\nLooking for more tools to help you manage construction projects?\nGet our free construction management bundle and level up.\n\n\n\n\nThe importance of email marketing for construction companies\nAs a construction company owner, you probably have a long list of vendors and subcontractors that you need to communicate with often. You likely also have lists of past, prospective, and current clients.\nIf only there was a way to contact each of these groups with an adequate and personalized message…\nThis is exactly where email marketing can become your greatest ally.\nHaving an up-to-date email list you communicate with regularly can help you stay at the top of everyone’s mind when they need construction services.\nWhatever the reason is behind your company’s need to communicate, email marketing is a powerful way to do the following:\n\nMaintain connections with vendors and subcontractors\nIncrease brand awareness in the communities you serve\nReach customers in real-time with project updates\nGenerate leads for future projects\nDrive new client relationships\nMeasure the results of your marketing efforts\nStay ahead of your competition\n\nHow do you achieve this? What’s the secret?\n6 tips for creating a successful email marketing strategy for your construction company\nHere are some of the best tips to help you get the ball rolling.\n\n1. Grow your email list\nStart your email marketing journey by focusing on one important part: generating a healthy list of contacts.\nA healthy list of contacts is made up of real people who are interested in your services.\nOn the other hand, you may have heard about buying contacts. The internet is crawling with these types of websites.\n\nWhile buying contacts quickly gives you a full email list, don’t be fooled. These contacts aren’t always guaranteed to buy your services. In the end, it’s just an expensive way to show that you have contacts, and not get anything in return.\nInstead, focus on capturing real emails. You can do so by ensuring prospects can sign up to receive communications from you at various touchpoints (website, ads, social networking sites, events).\nIf you capture emails on your website, adding a pop-up makes your signup form impossible to miss. You’ve likely seen one while browsing web pages before.\n\nPop-ups offer flexibility in terms of design. They aren’t embedded in your website and are displayed on top of your content. More creativity and a clear benefit for entering an email address are likely to bring you more leads.\nWho should you have on your email list?\nThat really depends on who your audience is.\nReal estate dealers, brokers, interior designers, architects, sales agents, vendors, and clients are a few industries who may want to be kept up to speed with construction news and business developments.\nRemember, there’s always a necessity to grow your list continually. That way, you’re giving yourself optimum opportunities to engage with new folks.\n2. Use a CRM software\nWhat is CRM? It stands for Customer Relationship Management, and it’s exactly what it sounds like.\nCRM software helps structure your organization, and it can keep everything related to managing your customer relationships — notes, data, metrics, and so much more — in one place.\nIf used correctly, CRM boosts your business performance and helps you excel in four main areas:\n\nSearch to sort and qualify leads\nRationalize and prioritize follow-up activities\nFollow-up on sales opportunities systematically\nIncrease the target reach rates faster\n\nIf you’re not already doing this, you’re doing your contact management wrong.\n3. Come up with epic email subject lines\nEpic subject lines will land you high open rates. In fact, the email subject line is the most important part of the entire email.\nYour targeted recipients receive many emails every day, so you need to make sure that your emails stand out from the crowd and draw attention. Otherwise, your emails could consistently be left unread, or even worse, be marked as spam.\nHere are some types of email subject lines that have proven to work:\nEmail subject lines with emojis\nEmojis fall into the category of emotional marketing. Emojis also give the reader an idea of what the email is about without even reading the subject line. There are plenty of construction-related emojis that can be used.\n🚧 👷 🔨 🧰 🏗️ 🏘️ ⚙️ 🪓 📐 ⛏️ ⚡ 👷🏾♀️\nEmojipedia offers emojis that you can copy and paste straight into your subject line.\nBe aware that using too many emojis can cause more harm than good. They can make your email look like spam, which may land you in the spam folder.\nUse them wisely.\nEmail subject lines that provoke curiosity\nHave you ever received an email and had no idea what it was about?\n\n…Has what happened?!\nThe temptation to know is just too much to handle.\nAs a construction business, you could use the subject line above and present a problem in the email body. Perhaps it could refer to getting a nail stuck in your shoe, or buying a house with a ton of problems.\nOnce the problem is presented to the reader, your CTA should follow. We’ll go over a CTA in a bit.\nPersonalized subject lines\nPersonalized email subject lines make the receiver feel like you sent the email with them specifically in mind. It helps build trust with your contacts.\nTo personalize the subject lines, consider including the following:\n\nTheir name or business name\nTheir birthday\nAn interest they’ve identified\nA transaction history\n\nYou can even use an email automation tool that sends personalized emails for you.\nHow do you know which kind of subject line works best for your business?\nHaving run a significant number of A\/B tests throughout our time as email marketers, we’ve found that no two companies see the same results.\nYou should never trust industry data without testing it yourself, and testing subject lines is a great way to start testing your emails.\nIn most tools, you’ll have the option to test two subject lines and see which one performs better.\nSubject line testing can tell you more about your audience and what they react to than any other single test you can perform in your email marketing program.\n4. Deliver compelling and relevant content\nIf you’ve gotten as far as getting your email opened, congrats!\nThat’s a big step.\nNow it’s time to maintain your reader’s interest and attention.\nLet’s say you’re a roofing company that works with several home builders in the area.\nIf you send out a monthly newsletter to discuss safety tips and trends related to your area of expertise, your target audience will view you as a trustworthy and competent source.\nTo do this, you need to decide on what you will share along with how you will present the information. Both the message and the way it’s designed play a big part in the success of your email marketing.\nText-heavy emails with few images and irrelevant paragraphs make readers YAWN. Not only that, but they won’t read your newsletters again.\nAs a follow-up from your subject line, get right to the chase.\nRemember, you only have a few seconds of your recipients’ time before they move to the next email in their inbox.\nHere are some tips to keep your emails on track:\n\nFollow a logical structure\nKeep paragraphs short\nInclude one main idea per paragraph\nDon’t over-explain\nHave a clear call-to-action (more on this in the next section)\n\nYour text-to-image ratio should follow the 60\/40 rule, where text comprises roughly 60% of your email, and images make up roughly 40%. Why can’t you include more than 40% images?\nGreat question.\nRemember all of the spam messages that filled up your inbox in the earlier days of email marketing?\nMany of those emails were legitimate. However, the bulk of spam emails were much more heavily image-based.\nAlthough there are additional reasons today why we adhere to this ratio, the basic idea remains. Image-heavy emails with little text have a higher chance of causing deliverability issues, leading to low overall program engagement and a long road back out of the spam folder.\n5. Use a clear call-to-action (CTA)\nYour call-to-action (CTA) is the perfect chance to motivate your subscribers to take real steps toward becoming your customers.\nYour CTA language, color, and location are deciding factors between a lead and a conversion.\nHere is one of Hubstaff’s CTAs:\n\nCTA location: Construction industry page\nCTA button: Book demo\nWhy it works: Just above the CTA button, the copy puts your mind at ease by letting you know it’s free and that Hubstaff will be there “every step of the way.” The button is easy to see with the white lettering and box. The picture is of a real Hubstaff customer service lead, which establishes trust.\nIgnoring the power of a CTA is a rookie mistake that could halt your email momentum.\nYou have to test different CTA buttons to determine which type works best for you.\n\nAre small buttons effective?\nWhat text should these include?\nWhere should CTAs be positioned throughout your email?\nHow many times?\nDo some of the button colors perform better than others?\n\n\nThese questions can only be answered through testing.\nThe generic CTA copy most brands use work for a construction company.\nHowever, we encourage you to go big, as it’s hard to miss an outside-the-box call-to-action.\nKeeping content fresh and intriguing is a key factor in keeping an audience engaged, and this includes your CTA text.\n6. Make mobile-friendly email designs\nDid you know 85% of people open emails on a smartphone?\nSending mobile-friendly emails is an essential email marketing strategy for your construction business.\nMobile-responsive emails automatically adapt to the size of the phone’s screen. This way, your email has a functional layout, looks great, and is easy to read regardless of your readers’ screen size.\n\nA mobile-friendly email doesn’t just create itself. Here’s what you need to do to ensure the email looks and functions as flawlessly on mobile as it does on a desktop:\n\nDecrease the length of your subject line\nUse pre-header text\nKeep the copy concise\nPrepare for blocked images by being extra descriptive\nPlace CTAs front and center\nMake the buttons big enough to click\nTest your emails across multiple mobile devices\n\nMany email service providers make building mobile-friendly emails easy by providing a drag and drop builder and responsive email templates.\nBest email marketing tools for construction\nThe email marketing tool you choose mostly depends on your contact list size, budget, and individual requirements. When selecting your platform, three main things you must consider are:\n\nIntegration capabilities\nEase of use\nDepth of functionality\n\nIt’s important to research each email marketing platform to see which one fits your company’s requirements best.\nHere are some ideas to get you started.\nHubSpot\n\nHubSpot software empowers you to manage and analyze your email marketing campaigns efficiently, all in one place.\nAlthough HubSpot’s initial focus was an all-in-one CRM, it has grown into an email marketing tour de force.\nYou can easily build email, social, and ad campaigns to leverage automation and streamline processes, and report on your campaigns with their powerful analytics reports.\nWith HubSpot, you can generate leads for your sales team, and they will be able to use the same CRM for converting your leads into customers.\nYou can enjoy features such as list segmentation, A\/B testing, smart send times, and personalization tokens using any information available in HubSpot’s CRM.\nMailchimp\n\nMailchimp is one of the most accessible email marketing platforms currently, with over seven million users.\nIf your goal is managing weekly\/monthly newsletters, alongside regular campaigns, then this tool might be the right fit.\nRegarding analytics, this platform integrates with WordPress, Salesforce, and Google Analytics.\nThe platform also works seamlessly with Facebook, Hootsuite, Pinterest, Twitter, and Instagram. It allows you to customize emails, automate templates, and add designs with ease.\nGetResponse\n\nGetResponse is a scalable email marketing tool that offers a great return on investment, but your price plan depends on the number of contacts you have at the time of sign up, as well as the size of your company.\nYou can create fully integrated, interactive campaigns, even if you have limited technical knowledge.\nGetResponse has been praised for its tutorial user seminars and 24\/7 customer support. It allows you to export files from various formats and offers in-built analytics, including cart abandonment rates and best-performing emails.\nHow to further scale your email list marketing strategy\nYou’ve now got the basics down. What’s next?\nLet’s take a look at a few ways to take your email marketing even further. Analyze emails from the receiver’s point of view.\nSend out a test email and ask yourself:\n\nIs the information you provide relevant and engaging?\nDoes it teach your readers anything?\nDoes it address or solve your potential customer’s problem?\nDo you feel like it’s worth your time to click on the links?\n\nTrack and improve based on email results\nAnalytics and A\/B testing are highly valuable. But without proper human analysis, each test you run won’t tell the full story.\nSome of the key metrics you need to track and analyze are:\n\nOpen rates\nClickthrough rates\nBounce rates\nUnsubscribe rates\nOpens by device\nSpam score\nConversion rates\nOverall return on investment\n\nA conscious analysis is a final step in crafting and sustaining a strong email marketing strategy.\nAutomate your emails\nWe know you are busy. Running a business is no walk in the park. You need to attend to clients, keep track of your crew and job sites, and get to numerous other important tasks.\nThe last thing you want to think about is sending emails one-by-one to your email list.\nThanks to email automation, you can write the email once and have the platform do the sending for you. That way, you can focus your productivity where it’s needed most.\nTime, however, isn’t the only benefit. By automating your emails, you cut costs, boost traffic, better segment, keep email lists clean, and so on.\nTransform features into benefits\nIt’s easy as a business owner to list the features you offer because they are just so damn good.\nThe interesting thing is that generally, customers don’t care about the features. They care about the benefits.\nIf you’re used to flaunting the features offered by your business, there is a way the features can transform into benefits: by simply telling your audience how that feature will benefit them in the long run.\nDon’t get rid of features entirely. They still play a crucial role in selling a product. Features often act as proof of the benefits, giving credence to your product claims.\nMake it simple to unsubscribe\nSince the beginning of email newsletters, brands have made it a challenge to unsubscribe. The unsubscribe button is at the very end of the email, written in the smallest letters possible, and blends in with the rest of the email. Even with a magnifying glass, it’s hard to locate.\nDon’t be one of those brands. Make the unsubscribe button easy to see and click on. Why would you want to do that if you want to keep subscribers? Because you’re giving them a better experience with your company. They may enjoy your services, but don’t read your newsletters.\nIf it’s tough for them to get off your email list, they may associate a negative experience with your brand, or worse, go to a competitor.\nGet started with email marketing\nThese few quick tips on email marketing for construction companies are easy to utilize as part of your overall marketing plan. This is also a good place to start if you haven’t explored other marketing channels yet.\nRemember that email marketing is one of the most powerful strategies to market your business, create engagement, and build and maintain strong customer relationships.\nBy now, you should have an idea of where and how to get started. Good luck!