While on social media promotion, don’t forget about one of the most important and expensive marketing tools available – email. Especially for construction companies, email marketing should still be one of the best ways to spread your message to a wider audience and drive loyalty among existing clients and be a part of your integrated digital marketing strategy. B2B email promotions don’t always focus on achieving instant results but on leadership generation, leadership nurturing and building credibility within your industry. The decision-making process is lengthy and often involves more than one person purchasing a product or service. Like every other part of your marketing mix, email needs a well thought out strategy to be effective. You may have the best database in the world, but very few people will engage with your message if your email content is irrelevant.
“Email marketing requires thorough planning and resources. Email should be considered as a channel to drive traffic to your website and make relevant messages to your audience important to them. “
Nick Paulie – Managing Director
Trusting your customers is one of the most important elements of e-mail marketing. They need to feel that you respect their time and try to provide them with relevant, interesting and valuable content. If you abuse this trust, many will subscribe, (probably go to your competitor instead) to prevent you from blocking their email unless you rebuild their trust. Adjusting your subject line, ensuring the sender’s address is identifiable (and trustworthy), creating valuable content using the correct email title, getting a compelling offer, calling for action, and click-through rates are the key to keeping you open and maximizing social integration. You usually have a few seconds to get your recipient’s attention, count them. Is your creative idea appropriate, making the text easily scan-enabled? Are your calls to action clearly visible? Is the content compelling enough for recipients to click on your links?
Purpose and goal
You need to have clear goals and objectives before sending any marketing material. Why are you sending this email? What do you expect to achieve and how do you measure results? To create the right message, you need to know what it is for. Will this email be removed from your existing database or a new listing? What is the purpose of offering new lead, nurturing existing ones or deepening the client relationship? You don’t send them all the same email, do you? They all have completely different purposes. What kind of email are you sending?
Newsletter – Existing subscribers? What are you trying to get? Is there anything in this newsletter that you can’t find anywhere else?
An offer or discount email – possibilities? Convert their customers?
Event Invitation – Possibility? Customers? Both will require a slightly different approach.
Announce new products or services – Who? Customers bought similar products? Upselling and cross-selling?
Educational / Technical – Are you providing or promoting a whip paper, research results, product guide? Will they care? Will it add value?
You see, it’s not just about blasting the same message to everyone. It takes time to share with your audience and customers and then analyze and understand their needs and requirements.
Create your email list
A centralized, relevant and targeted email list is the basis for promoting your email marketing. To make this list, make sure that prospects can sign up by contacting you at various touchpoints (websites, social networking sites, ads, events). Put your newsletter or technical guide on the homepage of your website. The prospects can exchange your email address with you for free and provide valuable information. Don’t hide sign up pages within your site. Make it easy to find because a newsletter subscriber is usually more valuable than a website visitor. The chances of developing a relationship are significantly higher because they allow you to engage and communicate with them.
Share with your audience
The big change in email marketing is that customer-specific communication and understanding of your target audience is important for B2B marketers. With hundreds of emails sent each day, make sure you know what your audience is looking for, otherwise your email will go straight to the Trash folder along with all the other irrelevant mail. Audience segments divide your customers.