Email marketing is a type of market communication that allows businesses to send out mass emails to customers, potential customers, or members that fit into a group of people with similar interests. These messages can be short notes about new product announcements, discounts, special offers, etc. or they can be longer promotional messages. It is a very cost-effective way to communicate with customers, especially as more and more construction businesses turn to online marketplaces to find workers and contractors. With fewer overhead costs and less need to spend on printing, postage, and delivery, online marketing through email is a popular choice. It allows businesses to keep in touch with their audience and encourages prospective customers or members to consider the business in the future.
If you’re looking to implement email marketing into your strategy, keep reading. Here we’ll discuss how to do so effectively, how to measure its impact, and how to optimize the funnel so you can get the most out of your efforts.
Why Use Email Marketing In Construction?
As a business owner, manager, or engineer you are always searching for the best ways to improve productivity while spending less money. One of the best ways to achieve that is through effective marketing. Email marketing can help you do just that. Here are just some of the advantages.
Cost Effective
Marketing through email is a relatively low-cost method of marketing. Depending on the size of your database, you’ll spend about $2 to $5 per day per person on email marketing. Compare that to the $5 to $15 per day that you might spend on a TV ad, and you can see that email marketing is a viable option for small businesses.
If you keep up with the latest trends in digital marketing you’ll also notice that the cost effective of marketing through email continues to drop. With the use of artificial intelligence (AI) and machine learning (ML) increasing, the cost of marketing via email will continue to go down as platforms like HubSpot and Marketo make it easier for businesses to deploy effective marketing campaigns. These platforms make it easy for businesses to target and engage with their audience without needing to hire a large agency. They also provide a clear metric to measure the success of a campaign.
Targeted
The growth of mobile devices and the rise of digital marketing have led to a major shift in consumer behavior. People are increasingly using their phones and tablets to access the web rather than traditional desktop or laptop computers. As a result, marketers are finding that targeting specific audiences through mobile devices is the way forward.
Email marketing allows businesses to target their audience by connecting with them on their mobile, so it is well suited to this new digital landscape. The fact that people are already using their mobile phones to access the internet makes connecting with them through email easy.
The growth of mobile devices has also led to a rise in the use of inboxes. Inbox analysis has revealed some fascinating stats. For example, Gmail users check their email an average of 23 times per day.
Businesses that implement email marketing into their strategy can take advantage of this by targeting specific groups of people based on their interests or demographics. With the right targeting you can ensure that your message is delivered to the right audience and that you make the most out of your email marketing campaign.
Personal
Personal emails are less likely to be ignored or deleted than commercial ones. This is partly because they are more relevant to the recipient as they are usually related to a personal or private matter. In addition, individuals often respond more positively to personal emails than they do to commercial ones. This makes email marketing a more personable and, therefore, more effective method of marketing.
Engagement
People are more inclined to listen to and act on messages that are directly offered to them rather than ones that are disguised as marketing pitches. This makes business to business (B2B) marketing more effective as you can connect with prospective customers using a personal touch rather than a uniform message.
If you’re using email marketing to target consumers, they are more inclined to engage with your message if you’ve signed your email with your personal brand. Even if you’re using a mass email marketing platform, you can still use your personal email to connect with your audience and engage with them. The key is to find your own unique way to sign your emails and to make sure that you do so consistently.
Measurable
It is easy to measure the success of an email marketing campaign. With email marketing, you have a clear indicator of how many people opened the email, how many clicked on a link, and how many people actually performed an action (such as making a purchase or requesting more information). These numbers can then be used to determine the success of an email marketing campaign.
If you’re looking to measure the success of your marketing campaign, whether you implemented it through email or not, you can use tools like Google Analytics to track its performance. This way you can determine what is and isn’t working and make necessary adjustments to improve future campaigns.
One of the major reasons why email marketing is such a popular choice amongst businesses is because it is so easy to measure. You don’t need to be a trained market researcher to determine the success of an email marketing campaign. You simply need to keep up with the latest news and trends in digital marketing to make sure that you’re using the best practice methods to grow your business.
How To Use Email Marketing In Construction
With all the advantages that email marketing has to offer, it is clear that it is a must-have tool in any business arsenal. However, implementing this useful tool into your construction business can be tricky. Here are some of the best tips and tricks for getting the most out of your email marketing campaign.
Set Up Your Email Marketing System Correctly
To get the most out of your email marketing campaign, you need to set up your email marketing system correctly. Depending on how experienced you are in using email marketing, you can pick up the skills in no time at all. However, if you’re new to implementing email marketing into your strategy, take the time to learn how to do so correctly. Start by setting up a campaign management system that can track all your campaigns regardless of whether they are run via email or another means (such as social media).
Once you’ve done that, you can set up a mail server and create a database of contacts that you can use for your campaign. Setting up these things will make it much easier to send out your emails and track their results. In addition, if you run your email marketing campaigns via a tool like HubSpot, you can ensure that every aspect of your campaign, from the email content to the design of the email, is consistent. This will help avoid any problems with unsubscribe rates or deliverability problems. It also makes it much easier to monitor and review the results of a campaign.
Use The Right Metaphors And Images
The success of an email marketing campaign depends on many factors, but the main one is the content of the email. Without good content that is relevant to the recipient, you won’t get very far. To grab someone’s attention, you usually need to use strong imagery and evoke an emotional response through metaphor.
For example, if you are marketing a new product or service and you want to encourage people to try it out, you can write a short email with helpful information. But instead of just including facts, you can add a touch of humor and a compelling metaphor to make your point.
In the example below, the business tries to promote an air purifying unit by using an image of an attractive young woman wearing a fancy suit standing next to a giant air plant.
The metaphor of the woman standing next to the plant evokes an image of elegance and success in a corporate setting in a way that a plain list of product benefits cannot.
Use Keywords Wisely
Keywords are important. Without them, your website content will not be easily found by those searching for it. When building your keyword list, try to include both common and uncommon words that your target audience might use when searching for content. Using a keyword tool like Google Keyword Planner is a great way to find the best keywords for your projects. Don’t just look for the most popular keywords, but also the ones that are less commonly used so that your messages will be more easily found.