How to Make Email Marketing Design a Priority for Your Construction Business

Email marketing is a crucial part of any business, but especially for construction firms.

The design and planning stages of your next construction project will be stressful enough without worrying about sending out dozens of emails to your customers and prospects. After all, you’ll be too busy sweating over the designs to spare any attention for routine email correspondence.

But all that stress is completely unnecessary. You can take control of your email marketing and make sure it’s done right. Here are some tips on how to make email marketing a priority for your construction business.

Set Up A CRM System

A CRM or customer relationship management system will help you keep track of all your customer and prospect information. It provides you with a central location to access all your contact details, and the ability to send personalized emails based on what you know about your customers. You can use tools like Mailchimp or HubSpot to set up a CRM.

These systems will be particularly useful for your sales team. If they can’t find all the contact details for a certain lead or customer in one place, it becomes much more difficult to send out a follow-up email to track their progress. Alternatively, if your sales team is inundated with leads, it can be difficult to follow up with each prospect. A CRM will help you prioritize your follow-up activities and eliminate the overwhelming task of maintaining a list of emails to send out.

Use Template Email Campaigns

Email marketing done right means using a clickable email template that leads to a landing page or call to action (CTA).

Email templates serve two purposes. First, they make it much easier to send out identical emails to hundreds of customers or prospects. Second, they make it easier to write emails that cut through the clutter and are likely to be picked up by your audience.

Make sure you tailor your email templates to match the type of content your target audience is likely to value most. For example, if you’re sending an email to promote your new product or service, you might want to consider using a poll or quiz as a subject matter to draw in your audience. You can also use an email template to announce a special offer or promotion that your company is running.

Personalize Your Subject Line

Your email subject line is the small bit of text that appears at the top of your email. It’s vital that you choose a compelling, concise subject line that encourages recipients to open your email.

Even if you use a pre-written email template, you’ll still want to personalize it by putting your own spin on the subject line. Consider using a combination of your company name, the product you’re promoting and any other keywords or phrases you find relevant. Include a call to action (CTA) at the end of your subject line to indicate what your email contains.

Decide On The Metaphor You’re Going To Use

Your email marketing strategy is only as good as you think it is. You can’t expect to get great results if you’re not presenting your target audience with the right message. A metaphor is commonly used in marketing to describe the way you’ll present your ideas to your audience. For example, you might want to consider using the “move closer to home” metaphor to encourage prospective homeowners to contact you for project ideas.

Some businesses will use an ad agency to help craft their brand identity, marketing material and email marketing campaigns. When it comes to email marketing, the role of the agency will be to craft a compelling subject line and to design a professional-looking email that supports the ideas you introduce in your subject line. They might also provide you with samples of previous work.

Measure The Success Of Your Email Marketing Efforts

You can’t expect to get good results from an email marketing campaign if you don’t measure them. To that end, you should have in place a means of tracking the success of your email marketing strategy. This could be as simple as looking at the open rates for your emails or analyzing the number of times your company name and website are mentioned in social media posts. You can also consider using a tool like Google Analytics to track the performance of your web pages.

Whatever you choose, make sure you have a way to track the effectiveness of your email marketing strategy. With so much competition, it’s essential that you can prove the value of your efforts. Otherwise, you may find yourself completely inundated with new leads, while your existing customers continue to browse your website, unaware that you’re trying to contact them.

To make email marketing a priority for your construction business, consider using one or more of these tips. To get started, simply follow the instructions provided by the email platform you’ve chosen to work with.

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