Sandy Bassi
You’ve probably heard that email marketing is dead. However, I’m here to tell you that it’s very much alive, in fact, it’s kicking.
Here are some interesting facts for you,
- 81% of B2B marketers say their most used form of content marketing is email newsletters
- 99% of consumers check their email every day and it is by far the preferred way to receive updates
- 78% of marketers have seen an increase in email engagement over the last 12 months
Read on to discover how you can adopt digital to utilise email marketing for your building products business…
Key Considerations For Email Marketing
When adopting digital, it’s important to remember that you’re a guest in your customer’s inbox. With the time, effort, and research that goes into your email, you may think that your email is special. However, your email likely looks the same as the rest.
So, it’s important to stand out with your content, subject line, and preview text by speaking their language.
For example, if your construction email marketing is about gutter cleaning don’t start with how your company is great and how your service is so fantastic because everyone else will be doing this.
Start by answering their problem. Their problem may be that their blocked gutters are making their house look rubbish compared to their neighbours so a subject line and preview text could go along the lines:
Subject line: Blocking gutters ruining your house reputation?
Preview text: Don’t let your neighbour win, it’s time to unblock your dirty gutters
This will work to stand out from all the noise your customers receive in their inbox as it speaks to your customers on a personal level, in their language.
How To Get Subscribers
Sending an email is much more complicated than drafting a message and hitting ‘send’. A healthy, clean contact database is at the heart of any successful email marketing strategy, so it’s essential to look at your mailing list first.
A tip is to offer free opt-in access to gated content. If a visitor to your site is presented with the option of downloading a free eBook or whitepaper, you’re much more likely to obtain an email address.
However, this content is not limited to just eBooks and whitepapers, you can give a free sample of your product in exchange for an email address too.
It’s key to make it easy for potential leads to subscribe to your list, so don’t hide your subscribe box at the bottom of your page, give your potential leads multiple opportunities to sign up.
With the right email marketing software, you can look into how well your list performs. It’s important to remove any unengaged contacts, lists that have high bounce rates, and those email addresses that are undeliverable as this will provide you with a cleaner list.
Email Marketing Automation Software
When it comes to adopting digital for email marketing, there must be a starting point. Your job with email marketing will become much more challenging without effective software in place.
Yet, the email software you decide to use will depend on your budget, contact list size, and desired features.
As HubSpot partners, we recommend HubSpot as they have many features at play. It aligns your sales and marketing, allowing you to access features all in one place. Though, there are a variety of resources out there to cater to your needs and budget. Active Campaign, Constant Contact and Sendinblue are some of the most popular.
Conclusion
Considering that 99% of consumers check their email every day and it’s a preferred way to receive updates, email marketing is not something to miss out. When adopting digital, understanding, and utilising email marketing is crucial for high open and click-through rates.
Email marketing is critical for building relationships with your construction prospects, leads, current customers, and even past customers because it gives you a chance to speak directly to them, in their inbox, at a time that is convenient for them.
ABOUT INSYNTH
Insynth Marketing is a leading UK construction marketing agency based in Shifnal in the West Midlands.
They use the latest inbound marketing techniques such as construction inbound marketing, to support building product companies to grow their business by proactively driving sales lead generation activity.
As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.