Successful construction business due to email marketing.
Trudi Holden
September 14, 2023

Best Practices For Nailing Construction Business Email Marketing

Let’s cut to the chase! You’re in the construction business, you’re busy and you want to know why on Earth you need to care about email marketing, right? Well, let us share our secrets to the best practices for construction business email marketing.

Here’s the scoop: email marketing is the secret sauce to levelling up your construction game. It’s like your friendly neighbourhood builder who always has your back, helping you foster strong relationships with your clients, keeping them in-the-know about your latest projects, and yeah – driving a whole bunch of revenue your way.

In today’s digital world, if you’re not leveraging email marketing strategies for your construction business, you’re leaving a lot of money on the table.

So, buckle up as we drill down into the nitty-gritty of best practices for construction and email marketing for construction. Trust us – it’s going to be a gamechanger!

Successful Construction Business Due To Email Marketing.

Understanding Your Audience

First and foremost, let’s chat about one of the cornerstones of effective email marketing: identifying and segmenting your email list.

Picture this: You wouldn’t give the same PPE to a bricklayer and a surveyor, right? They have different needs, so they require different equipment. The same rule applies to your email recipients. They’re diverse folks, each with their own interests and needs.

By segmenting your email list, you can send more personalised content that speaks directly to these unique needs. And, let’s be real – who doesn’t love a bit of personalised attention?

Now, how do we go about this segmentation business? It’s not rocket science, we promise. Another brick in the wall of successful email marketing strategy and success is data.

By collecting relevant data about your subscribers – think job roles, project interests, location, you name it – you can group them into different segments. This way, you’re not bombarding your residential homeowner subscribers with emails about large-scale commercial projects, or vice versa. Smart, right?

But wait, there’s more! Segmentation doesn’t just make your emails more relevant. It also helps boost those all-important engagement rates.

When your email hits their inbox with content that resonates with their needs and interests, your subscribers are much more likely to click through and take action. That means more website visits, more enquiries that generate leads, more conversions, and ultimately – more business for you. So get out there and start segmenting, folks!

Screenshots Of Top Performing Construction Emails | Best Practices For Nailing Construction Business Email Marketing

Crafting Engaging Content

Alright, now that we’ve got our target audience all figured out and sorted into neat little groups, let’s dive into the juicy part — crafting that killer email content. This is where you roll up your sleeves and let your creative juices flow.

But hey, don’t worry! Even if you’re more comfortable with a hammer than a keyboard, we’ve got you covered.

When it comes to email marketing in the construction business, it’s all about getting your message across in a clear, direct way.

Think strong headlines, engaging copy, and a solid call-to-action. And, just like a well-constructed building, your marketing email content needs to have a firm structure — a beginning, middle, and end.

Start with a punchy intro that grabs your recipients’ attention, follow up with compelling body content that delivers value, and round it off with a CTA that’s as irresistible as a cold brew after a long day on site. Sounds good, right?

Tips for Creating A Compelling Email Subject Line and Body Content

  1. Keep it relevant: Just like you wouldn’t use a sledgehammer to finish fine carpentry, your subject lines and email content should be tailor-made for your audience. Keep it relevant to their needs and interests to grab their attention right from their inbox.
  2. Make it snappy: Your subject line is your first impression, so make it count! Keep it short, sweet, and straight to the point.
  3. Create a sense of urgency: A limited-time offer or last-chance warning can really up the ante and motivate your readers to take action pronto.
  4. Personalise it: Got data? Use it! Personalised subject lines and content can increase open rates and engagement. It’s like addressing your client by their first name — it shows you care and gets their attention.
  5. Deliver value in the body: Your email’s body is where you really get to shine. Show off your latest projects, share customer testimonials, or offer special discounts. Whatever you do, make sure it’s something your reader will find valuable.

Remember, folks, email marketing isn’t just a fly-by-night trend. It’s a powerful tool that’s here to stay. So make the most of it, and watch your construction business grow!

Eye-Catching Construction Email Marketing Campaign

Personalisation and Automation

Alright, folks, it’s time to talk about the big P – Personalisation! Imagine receiving an email that’s been tailor-made just for you; it addresses you by your name, it knows your likes, dislikes, and it even remembers what you were interested in the last time you visited the website. Feels special, right?

That’s exactly what personalisation in email marketing does. It makes your subscribers feel like they’re not just another email address in your list, but valuable members of your community. Personalisation in email campaigns can range from something as simple as including your subscriber’s first name in the subject line to something as advanced as sending emails based on your subscriber’s behaviour or preferences.

This isn’t just a neat trick to impress your subscribers — it’s a proven strategy to improve your open rates, click-through rates, and overall engagement with your emails.

Now, let’s move on to email automation. Picture this: you have a new subscriber. You want to welcome them, introduce them to your business, keep them in the loop with regular updates and notifications… but manually sending them these emails every time a new subscriber joins contact list can be tedious and time-consuming.

That’s where email automation comes in! By setting up automated emails, you can schedule specific emails to be sent at certain times or triggered by certain actions. This not only saves you time but also ensures that your subscribers receive timely and relevant content from you. Talk about hitting two birds with one stone!

So, how do you put personalisation and automation together? By using personalized data to trigger automated marketing emails, that are tailored for each segment of your subscribers. This way, you can keep your subscribers engaged with relevant content, while also saving time and effort on manual tasks. That’s what we call a win-win situation!

Diverse Construction Team Celebrating Email Success.

Optimising for Mobile

Alright, let’s talk mobile optimisation, folks! In today’s world, where we’re more likely to be glued to our smartphones than sat in front of a computer, it’s crucial that your construction email marketing campaign is mobile-friendly.

Why’s that, you ask? Well, think about it. Your contacts are likely on-site, managing projects, up to their elbows in plaster, or out and about hunting for the next big opportunity. They’re not chained to a desk — they’re checking their email on their phones, on the go.

So let’s paint a picture. Your carefully crafted email lands in their inbox. They excitedly open it, ready to see what amazing content or offers you have for them. But oh no! The images are too big, the text is too small to read, and they can’t even find your oh-so-important call-to-action button. Frustration sets in, and with a sigh, they close your email, possibly missing out on that fantastic deal you were offering.

Let’s avoid this scenario, shall we? By designing your emails to be mobile-friendly, you ensure a seamless user experience, no matter the screen size. This means legible text, appropriately sized images and clickable buttons that your busy construction contacts can easily tap with a thumb. The easier it is for them to engage with your email, the higher the chance they will take the desired action. So whatever you do, don’t let your hard work go to waste – optimise for mobile or risk getting left in the desktop dust!

Crafting A Compelling Email For Construction Clients.

Monitoring and Evaluating Success

Alright folks, let’s dive into the nitty-gritty of monitoring and evaluating the success of your construction company and email marketing campaigns. A well-oiled construction business doesn’t just build great stuff – it also knows how to measure the right things. Just like you wouldn’t ignore a wonky wall in a building, you shouldn’t ignore the metrics in your email marketing. Here are the key metrics you should keep your eye on:

  1. Open Rate: This is the percentage of recipients who opened your email. It’s the first hint at how well your subject line worked.
  2. Click-Through Rate (CTR): Now, this is the percentage of recipients who clicked on at least one link in your email. A high CTR means your content is engaging and relevant to your audience.
  3. Conversion Rate: This is the percentage of recipients who clicked on a link and completed a desired action, like filling out a form or making a purchase. This is the money metric, folks!
  4. Bounce Rate: This is the percentage of emails that couldn’t be delivered. If this number is high, it means you may have some incorrect email addresses or your content may be seen as spam.
  5. Unsubscribe Rate: This is the percentage of recipients who opted to stop receiving your emails. If this number starts climbing, it’s time to reassess and tweak your email marketing strategy.
  6. Forward/Share Rate: This is the percentage of recipients who shared your email with others or forwarded it. This one’s your word-of-mouth metric, telling you how much your content is resonating with your audience.

Remember, folks, these numbers give you the pulse of your email marketing performance. So keep your eye on them just like you’d keep your eye on a nail gun – with keen attention and a determination to get the job done right!

Compliance and Best Practices

Alright mates, let’s chat about the not-so-fun, but oh-so-important stuff: GDPR and other email marketing regulations. GDPR, or the General Data Protection Regulation, is a European Union law that went into effect in 2018, but it impacts us all.

This big bad law affects the way we collect, use, and store our contacts’ data. In the construction industry, we gather information from a variety of sources; from potential customers inquiring on our website to connections we meet at trade shows. Under GDPR, we need explicit consent from these individuals to add them to our mailing list. No more adding contacts willy-nilly! They must know what they’re signing up for, and they must actively agree to it.

All these might sound like a headache, but trust me, it’s worth it! Respecting these laws not only shields us from some pretty hefty fines, but it also builds trust with our contacts. They’ll know that when they share their data with us, we’re taking all the necessary steps to protect it.

So, as you gather contact details for your construction email marketing, remember to explain clearly what they’re opting into, provide an easy way to opt-out, and above all, respect their data as if it’s your own. After all, in the world of construction marketing, we know the importance of building on a strong and trustworthy foundation, don’t we?

Construction Team Discussing Email Strategies.

Construction Business Email Marketing Agency

So there you have it, folks — your one-stop guide to acing construction email marketing! We’ve drilled down into the importance of segmenting your audience, optimising for mobile, monitoring key metrics, and adhering to GDPR rules.

Remember, it’s all about sending the right message, to the right people, at the right time – and on the right device. The world of construction is always on the move, and your email marketing strategy should be no different. It needs to be as dynamic, robust, and adaptable as the buildings you create. So, go on then, put these tips into practice and watch as your business grows brick by brick, email by email.

And remember, folks, there’s no such thing as a self-made skyscraper — if you need a hand with your email marketing efforts, don’t hesitate to reach out. We’re here to help you build!

Trudi Holden

Head of Digital Engagement and the face behind our social media. Trudi leads our social media strategy and content development, with a particular passion for increasing intuitive engagement.