Business

A guide to email marketing for construction companies

Graphic depicting email marketing through colorful letters swiping out of a tablet

Email marketing is as essential to construction marketing strategy as nails and hammers when building a house.

This return on investment is impressive – and it’s the result of personalized and helpful messages directly reaching a prospect’s inbox. In fact, the cost is too great to not take advantage of strategic emails.

Buildertrend graphic

(Emails see a greater return on investment per dollar spent when compared to other traditional marketing tactics)

Let’s dig a little deeper.

Why should construction companies use email marketing?

Construction companies need marketing tactics and tools as much as any organization. After all, there are potential home buyers to contact, subs to keep informed and already established customers to reach out to.

All of these groups want a personal touch when being targeted. Personalized communication reigns supreme here. This can be achieved through spot-on marketing messages and email sequences that apply directly to an audience’s wants and needs.

But how does that happen easily? You certainly don’t have time to write emails all day, every day. Expert email newsletter software can help. These platforms carry tools to help you with your personalization and segmentation efforts, as well as your email marketing and lead generation actions in general.

An email marketing and marketing automation platform helps you write a personalized email. This powerful tech can distinguish microscopic patterns and craft a message that interests your audience without any fluff content.

Email marketing, especially when personalized and optimized, helps organizations boost their ROI and brand awareness. It also helps establish your company as an undeniable authority in the residential construction industry. Plus, it’s the most foolproof way to keep your messages out of the spam folder and minimize your unsubscribe rate.

Software is just the start. Here are the steps you should take for email success.

Step 1: Create a list of valuable leads

Creating an email list from scratch isn’t easy –  but it’s essential. Sending emails to just any and everybody hurts your deliverability rates and results in your email marketing strategy being way off budget.

An email list with interested leads can start with optimized landing pages and subscription forms on your construction website. Make sure to create these lead generation tools in a way that will feel logical and intuitive to users:

  • Ask for their name and company email
  • Focus on gathering accurate data
  • Create short forms and use interaction on your landing page – the more time a user spends on it, the better
  • Ensure your audience can access your landing page and form through various touchpoints
  • Optimize for mobile; in 2022, users choosing mobile more than desktop devices is the norm

Before doing that, though, you’ll need to ensure you know your audience and optimize right for them. Consider the following: As a construction company, who would want to do business with you? Think of a potential customer’s geographic location, budget, whether they want a custom build or not, etc.

After figuring out which leads make up your ideal audience, use expert CRM tools – like the features in Buildertrend construction software – to manage relationships with potential customers. Buildertrend’s CRM tool is paramount if you want to automate sales, reach your marketing goals, figure out where each customer stands in the funnel and send email content that nurtures a specific segment.

Super pro tip: If you use brochures, handouts or signs to promote your business, add a QR code for all those materials. That way, users who haven’t yet found you online will be able to access your landing page or subscription form and sign up for your email list.

Step 2: Craft intriguing subject lines

An email subject line is as important as a strong first impression. It can undoubtedly be considered the make-or-break point of your email marketing campaign. Attracting their attention is the end goal here.

Even with that in mind, you’ll want to steer clear of words and phrases like “URGENT” or “Save $$$”, as these can mark you as a spammer. Instead, opt for email subject lines that use elements like emojis. Emojis are fun, engaging and allow the reader to understand what the email could be about, even with a brief amount of text.

Of course, as with anything, you’ll need to be mindful of the number of emojis you’re going to use. In other words, make sure not to overdo it. Too many emojis could trigger spam filters and harm your click through rate.

You can spark curiosity and engagement through clever wording, too. An email subject line that is cryptic – but not too cryptic – could do the trick. Audiences are more inclined to open something if they believe the content inside can solve a problem or offer value. And if you can personalize the message with a name, that’s always a win.

Step 3: Offer valuable content and include a clear call to action

The next step is a little trickier, as your content needs to keep users interested enough to click through to your website or complete another action. Email newsletters are not just about offers. You can create various actions that keep potential customers engaged throughout the sales funnel.

A home buyer who’s ready to do business with you needs content that differs from a lead who just first discovered your company. For example, a testimonial video is more effective for someone about to sign with you, while a blog post on interior design trends appeals to those who aren’t yet ready to purchase.

Use actionable verbs in your email content, and make sure your readers can easily understand what their next move is supposed to be. 

Also, use bold typography when needed and images where necessary. Too much text or too many images will make your email look like it belongs in the dreaded spam folder.

Key takeaway

Using email marketing as a construction company comes with many benefits, but the issue lies in doing it correctly.

If you’re not sure of the most effective messaging or call to action, try different versions and use A/B testing methods to track what makes the greatest impact. Never forget to make great use of your data.

This can help eliminate the possibility of errors and ensure great results in every email marketing campaign.

About The Author

Téa Liarokapi

Téa Liarokapi Téa Liarokapi is a senior content writer for Moosend, an email marketing and marketing automation platform, and an obsessive writer in general. In her free time, she’s always on the pursuit of new books, content ideas and cats to play with.

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