Each article out there makes construction email marketing seem like a simple and easy strategy.
But when you don’t know where to start, it can all seem a little overwhelming.
Construction email marketing can present your business with many opportunities that word of mouth or marketing in your community can’t.
On 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.
Email 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.
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Why you should consider email marketing
First, let’s look at the benefits of using email marketing:
- Email marketing is a low-cost way to generate leads
- Nearly 9 out of every 10 (87%) marketers use email marketing to distribute content organically.
- According to a study by Barilliance, 17.75% of clicked emails result in a purchase.
As 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.
Let’s take a closer look at why email marketing is particularly important for construction companies.
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The importance of email marketing for construction companies
As 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.
If only there was a way to contact each of these groups with an adequate and personalized message…
This is exactly where email marketing can become your greatest ally.
Having 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.
Whatever the reason is behind your company’s need to communicate, email marketing is a powerful way to do the following:
- Maintain connections with vendors and subcontractors
- Increase brand awareness in the communities you serve
- Reach customers in real-time with project updates
- Generate leads for future projects
- Drive new client relationships
- Measure the results of your marketing efforts
- Stay ahead of your competition
How do you achieve this? What’s the secret?
6 tips for creating a successful email marketing strategy for your construction company
Here are some of the best tips to help you get the ball rolling.
1. Grow your email list
Start your email marketing journey by focusing on one important part: generating a healthy list of contacts.
A healthy list of contacts is made up of real people who are interested in your services.
On the other hand, you may have heard about buying contacts. The internet is crawling with these types of websites.
While 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.
Instead, 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).
If 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.
Pop-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.
Who should you have on your email list?
That really depends on who your audience is.
Real 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.
Remember, there’s always a necessity to grow your list continually. That way, you’re giving yourself optimum opportunities to engage with new folks.
2. Use a CRM software
What is CRM? It stands for Customer Relationship Management, and it’s exactly what it sounds like.
CRM 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.
If used correctly, CRM boosts your business performance and helps you excel in four main areas:
- Search to sort and qualify leads
- Rationalize and prioritize follow-up activities
- Follow-up on sales opportunities systematically
- Increase the target reach rates faster
If you’re not already doing this, you’re doing your contact management wrong.
3. Come up with epic email subject lines
Epic subject lines will land you high open rates. In fact, the email subject line is the most important part of the entire email.
Your 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.
Here are some types of email subject lines that have proven to work:
Email subject lines with emojis
Emojis 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.
🚧 👷 🔨 🧰 🏗️ 🏘️ ⚙️ 🪓 📐 ⛏️ ⚡ 👷🏾♀️
Emojipedia offers emojis that you can copy and paste straight into your subject line.
Be 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.
Use them wisely.
Email subject lines that provoke curiosity
Have you ever received an email and had no idea what it was about?
…Has what happened?!
The temptation to know is just too much to handle.
As 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.
Once the problem is presented to the reader, your CTA should follow. We’ll go over a CTA in a bit.
Personalized subject lines
Personalized email subject lines make the receiver feel like you sent the email with them specifically in mind. It helps build trust with your contacts.
To personalize the subject lines, consider including the following:
- Their name or business name
- Their birthday
- An interest they’ve identified
- A transaction history
You can even use an email automation tool that sends personalized emails for you.
How do you know which kind of subject line works best for your business?
Having 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.
You should never trust industry data without testing it yourself, and testing subject lines is a great way to start testing your emails.
In most tools, you’ll have the option to test two subject lines and see which one performs better.
Subject 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.
4. Deliver compelling and relevant content
If you’ve gotten as far as getting your email opened, congrats!
That’s a big step.
Now it’s time to maintain your reader’s interest and attention.
Let’s say you’re a roofing company that works with several home builders in the area.
If 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.
To 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.
Text-heavy emails with few images and irrelevant paragraphs make readers YAWN. Not only that, but they won’t read your newsletters again.
As a follow-up from your subject line, get right to the chase.
Remember, you only have a few seconds of your recipients’ time before they move to the next email in their inbox.
Here are some tips to keep your emails on track:
- Follow a logical structure
- Keep paragraphs short
- Include one main idea per paragraph
- Don’t over-explain
- Have a clear call-to-action (more on this in the next section)
Your 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?
Remember all of the spam messages that filled up your inbox in the earlier days of email marketing?
Many of those emails were legitimate. However, the bulk of spam emails were much more heavily image-based.
Although 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.
5. Use a clear call-to-action (CTA)
Your call-to-action (CTA) is the perfect chance to motivate your subscribers to take real steps toward becoming your customers.
Your CTA language, color, and location are deciding factors between a lead and a conversion.
Here is one of Hubstaff’s CTAs:
CTA location: Construction industry page
CTA button: Book demo
Why 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.
Ignoring the power of a CTA is a rookie mistake that could halt your email momentum.
You have to test different CTA buttons to determine which type works best for you.
- Are small buttons effective?
- What text should these include?
- Where should CTAs be positioned throughout your email?
- How many times?
- Do some of the button colors perform better than others?
These questions can only be answered through testing.
The generic CTA copy most brands use work for a construction company.
However, we encourage you to go big, as it’s hard to miss an outside-the-box call-to-action.
Keeping content fresh and intriguing is a key factor in keeping an audience engaged, and this includes your CTA text.
6. Make mobile-friendly email designs
Did you know 85% of people open emails on a smartphone?
Sending mobile-friendly emails is an essential email marketing strategy for your construction business.
Mobile-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.
A 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:
- Decrease the length of your subject line
- Use pre-header text
- Keep the copy concise
- Prepare for blocked images by being extra descriptive
- Place CTAs front and center
- Make the buttons big enough to click
- Test your emails across multiple mobile devices
Many email service providers make building mobile-friendly emails easy by providing a drag and drop builder and responsive email templates.
Best email marketing tools for construction
The 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:
- Integration capabilities
- Ease of use
- Depth of functionality
It’s important to research each email marketing platform to see which one fits your company’s requirements best.
Here are some ideas to get you started.
HubSpot software empowers you to manage and analyze your email marketing campaigns efficiently, all in one place.
Although HubSpot’s initial focus was an all-in-one CRM, it has grown into an email marketing tour de force.
You can easily build email, social, and ad campaigns to leverage automation and streamline processes, and report on your campaigns with their powerful analytics reports.
With 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.
You can enjoy features such as list segmentation, A/B testing, smart send times, and personalization tokens using any information available in HubSpot’s CRM.
Mailchimp is one of the most accessible email marketing platforms currently, with over seven million users.
If your goal is managing weekly/monthly newsletters, alongside regular campaigns, then this tool might be the right fit.
Regarding analytics, this platform integrates with WordPress, Salesforce, and Google Analytics.
The platform also works seamlessly with Facebook, Hootsuite, Pinterest, Twitter, and Instagram. It allows you to customize emails, automate templates, and add designs with ease.
GetResponse 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.
You can create fully integrated, interactive campaigns, even if you have limited technical knowledge.
GetResponse 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.
How to further scale your email list marketing strategy
You’ve now got the basics down. What’s next?
Let’s take a look at a few ways to take your email marketing even further. Analyze emails from the receiver’s point of view.
Send out a test email and ask yourself:
- Is the information you provide relevant and engaging?
- Does it teach your readers anything?
- Does it address or solve your potential customer’s problem?
- Do you feel like it’s worth your time to click on the links?
Track and improve based on email results
Analytics and A/B testing are highly valuable. But without proper human analysis, each test you run won’t tell the full story.
Some of the key metrics you need to track and analyze are:
- Open rates
- Clickthrough rates
- Bounce rates
- Unsubscribe rates
- Opens by device
- Spam score
- Conversion rates
- Overall return on investment
A conscious analysis is a final step in crafting and sustaining a strong email marketing strategy.
Automate your emails
We 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.
The last thing you want to think about is sending emails one-by-one to your email list.
Thanks 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.
Time, however, isn’t the only benefit. By automating your emails, you cut costs, boost traffic, better segment, keep email lists clean, and so on.
Transform features into benefits
It’s easy as a business owner to list the features you offer because they are just so damn good.
The interesting thing is that generally, customers don’t care about the features. They care about the benefits.
If 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.
Don’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.
Make it simple to unsubscribe
Since 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.
Don’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.
If 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.
Get started with email marketing
These 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.
Remember that email marketing is one of the most powerful strategies to market your business, create engagement, and build and maintain strong customer relationships.
By now, you should have an idea of where and how to get started. Good luck!