The internet has made it virtually impossible not to be able to find the name, email address and professional title of the person you’re emailing.
Whether you’re following up on an architect or contractor, spend a couple of minutes on LinkedIn to find out who you’re speaking with.
Examples of a ‘lazy greeting’ would be ‘To whom it may concern’ or ‘Dear Sir or Madam.’
Mistake #4 Not Formatting Correctly
Think for a moment how architects might be opening their emails. It’s highly likely that they’ll be accessing them via their mobile.
With that in mind, consider how you format your emails. Emails that contain eight-sentence long paragraphs will put people off from reading it.
Instead, make your sentences short and snappy and include bulleted lists where possible. This makes your writing a lot easier to digest and comprehend.
Mistake #5 Sending Emails Late At Night
We get it. If you’re a start-up or a small building products company, you won’t always have time to send and respond to emails straight away.
However, emailing outside of work hours (8am-6pm) will give the perception that you’re understaffed, you’re not great with time management, or you’re desperate for business.
You don’t want to be sending out this message to your contact list of architects and specifiers. There’s nothing stopping you from composing emails during evenings and weekends, but we recommend that you schedule them first thing in the morning during the working week.
Mistake #6 Not Including A Signature
Signatures serve a multitude of purposes. Firstly, they provide that little bit of extra information about who you are and your company, without cluttering up the body of the email.
A simply detailed signature will also save you time. It means that you won’t have to spend time introducing yourself with a long introduction before your prospects are ready to learn more about you.
A well-crafted signature also gives off a certain level of authority which will establish you as a slick, professional representative of your building products brand.
Mistake #7 Having No Call To Action
Think about the purpose of your email. Is it to showcase your products? Is it to take you to a landing page to retrieve a discount? Every email you send should have a purpose and a request.
Not only does this encourage your audience to interact with your offering further, but it also provides you with measurable data to analyse later on.
How many clickthroughs did your email achieve? This measurable data will give you insights on how well certain CTAs are performing.
Mistake #8 Using A Creative Font
You’re a building products business. Architects and specifiers want something that is clear and to the point.
Simple fonts such as Times New Roman or Arial are proven to be easier to read. To analyse this further, fonts like these use a heavy serif design with contrasting line weights. They guide the reader’s eye from one letter to the next.
When emailing your list of prospects, you should always aim to give off the best impression of your brand. Architects are inundated with emails on a daily basis, so nurture them with personalised and clear messages.
And avoid making the mistakes outlined above.
For more information on how you can create personalised and effective email campaigns, get in touch today.
InsynthMarketing is a leading UK construction marketing agency based in Shifnal in the West Midlands.
Theyuse the latest inbound marketing techniques such asconstruction inbound marketing, to support buildingproduct companies to grow their business by proactively driving sales lead generation activity.