REACHING NEW CONSTRUCTION CLIENTS WITH EMAIL

While you may begrudge the ever-accumulating number of emails in your inbox, email marketing is one of the most successful methods of online marketing. In fact, companies who use best email marketing practices see as much as a $41 return for every $1 invested. That's a pretty respectable ROI. Wouldn't you like to get in on that kind of profitability?

REACH NEW CONSTRUCTION CLIENTS USING BEST EMAIL MARKETING PRACTICES
Interestingly, email is an exemplary of the catch phrase, Oldie but Goodie; it has been around before the advent of other social media platforms, including blogs, Facebook and even websites. Well-crafted emails have more impact than other social media channels, especially if your company has done its marketing research.

Here are some best practices your company can use to start - or hone - email marketing campaigns. First, a brief tutorial on Email Marketing Terms for Newbies.

Email Marketing. These are thoughtful email newsletters (they can also announce upcoming company or industry events, special offers, etc.) sent to a carefully curated list of email contacts on a fairly regular basis.
Acceptance Rates. These numbers refer to the number of emails that made it to the recipients Inbox, rather than being spammed.
Open Rates. The number of emails that were actually opened by your recipients, rather than being automatically deleted or spammed.
Click-Through-Rates. The number of URLs (hyperlinks) that were clicked on after the emails were opened. Higher rates show your prospects and clients are engaging, which is a good thing!
List Segmentation. A process by which you intentionally segment email contacts by their buyer personas, interests, etc. Your emails shouldn't take a one-size-fits-all approach. The emails you send vendors vary from the emails you send customers interested in remodels, or building a new home, those closer to retirement or those who are just starting out. The more personalized and persona-specific emails are, the more business they'll generate.
There are plenty more terms, which you can research here, but these five are enough to get you started. Now, for the tips that will help to improve the ROI for your email marketing campaigns and land you the exciting new clients who keep your company growing.

Create a Database of Email Contacts. In the old days, you could buy email lists. It's tempting because it gives you hundreds, or thousands, of potential contacts. The bad news is that people do NOT like unsolicited emails (do you?) and spam filters have been super-charged as a result. Formerly prospective clients that do get your email, especially if there are any inaccuracies between their real name and the name on the list (i.e. "Hi, John Smith..." when her name is actually Joan) discredits your company, and that's exactly what you don't want.

Instead, curate your lists in a responsible manner. The more you use best website, blogging and social media practices, the more contacts you will add to your list on a regular basis. As you create your list, segment it so you send relevant emails. This will increase your open- and click-through rates significantly and continues to make your brand more credible, which is exactly what you do want.

Be Thoughtful about Their Design. Looks and content matter. Your emails should be design attractively, using the same tips you've learned about website design: great images, plenty of white space, easy-to-read fonts, mobile-friendly, etc.

The content also needs to be thoughtful. What do people want to know more about? What interesting things can you teach them? What solutions do you offer? What offers entice them to contact you, engage or learn more? These are some of the questions that should drive your email content creation. Then, there are some scientific tricks that help:

Create interesting, stimulating, funny, surprising, etc. subject lines to increase open rates.
Integrate email content with social media accounts so it's easily shareable.
Use effective Calls-to-Action (CTAs) at the beginning, middle and end.
You goal should be to create emails subscribers and contacts look forward to receiving.

Don't be Afraid to Use Surveys. Surveys are a great tool. Use them to learn what your customers want from you. Finding out what they want to read means you can deliver it, and that makes contacts feel valued. Odds are your survey respondents reflect the same sentiments and ideas your non-respondents are feeling and thinking.

Use A/B Testing. There are plenty of "How-To" articles out there but only your customers will show you which subject lines or phrases generate the most opens or which types of emails have the highest click-through-rates or ROI. Use A/B testing and find out what your contacts prefer so you can work on cultivating your own secret sauce.

Just think, the increased ROI generates from successful construction email marketing means less money you'll need to spend on other marketing channels.


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