by John Wright
A client you completed a kitchen renovation for last year suddenly needs a bathroom remodel. Who will they think of first?
Or that potential client who requested a quote six months ago but wasn't quite ready to proceed. How do you stay on their radar?
In over three decades in construction, I've learned that staying connected with past clients and nurturing prospects is just as important as finding new ones.
Back in my early days in the construction industry, we relied on phone calls and personal visits, and sometimes direct mail, to keep in touch with customers. Today, email marketing offers construction businesses a far more efficient and powerful way to maintain these vital relationships.
But here's the challenge: how do you create email content that resonates with construction clients? What's the right balance between showcasing your work and being too pushy? And how do you manage email marketing while running a busy construction operation?
In this article, I'll share practical email marketing strategies specifically designed for construction businesses. Whether you're a small contractor or a large building firm, you'll learn how to craft compelling emails that keep your company top-of-mind and drive repeat business.
The Benefits of Email Marketing for Construction Businesses
Before we get into specific tactics, let's review why email marketing is such a valuable tool for construction businesses.
Cost-Effective: Compared to traditional marketing methods like print ads or direct mail, email is incredibly affordable. There are no printing or postage costs, and many email marketing platforms offer budget-friendly plans for small businesses.
Targeted: Email allows you to segment your audience and send highly targeted messages based on factors like job role, project type, or stage in the buyer's journey. This personalisation leads to higher engagement and conversion rates.
Measurable: With email, you can easily track key metrics like open rates, click-through rates, and conversions. This data helps you continually refine and improve your email strategy for maximum impact.
Scalable: Whether you have a list of 100 or 100,000, email marketing is easy to scale as your business grows. You can reach a large audience with the click of a button, without any added costs.
Finding the Right Balance in Your Email Marketing
When running a construction business, it's crucial to strike the right balance in your email communications.
Frequency: Aim for consistency without overwhelming subscribers. Monthly newsletters supplemented by occasional project updates typically work well for construction businesses.
Content Mix: Follow the 80/20 rule - 80% informative content (tips, updates, industry news) and 20% promotional content (special offers, direct sales messages).
Tone: Keep it professional but personable. Share your expertise while maintaining the approachable nature of a trusted contractor.
Managing Email Marketing in a Busy Construction Business
Running a construction business demands most of your time and attention, but effective email marketing doesn't have to be time-consuming. Here are some practical ways to manage your email marketing efficiently while keeping your focus on your core business.
Use Templates: Create reusable email templates for common communications like project updates or maintenance reminders.
Batch Content Creation: Set aside time monthly to prepare content for your newsletter and automated campaigns.
Delegate Responsibilities: Assign team members specific roles in your email marketing efforts (e.g., collecting project photos, writing updates).
Automate Where Possible: Use scheduling tools and automation features to minimize daily management time.
Now that we've covered the "why," let's move on to the "how." Here are four proven email marketing strategies for construction businesses:
1. Craft Compelling Subject Lines
Your email subject line is the first thing recipients see in their inbox, and it plays a huge role in whether they choose to open your message. To boost your open rates, craft subject lines that are clear, concise, and compelling. Some tips:
Keep it short and sweet (50 characters or less)
Use action-oriented language (e.g., "Boost Your Home's Curb Appeal with These Landscaping Tips")
Personalise when possible (e.g., "Paul, Your Roof Inspection Report is Ready")
Create a sense of urgency (e.g., "24 Hours Left: 20% Off All Plumbing Services")
Avoid spam triggers like "FREE" or "Act Now!"
2. Send Monthly Newsletters
Consistency is key in email marketing. By sending a monthly newsletter, you can stay top-of-mind with your audience and provide valuable, relevant content on a regular basis. Your newsletter might include:
Company updates and news
Completed project spotlights
Industry insights and trends
Seasonal maintenance tips
Exclusive promotions or discounts
Keep your newsletter content engaging and visually appealing with high-quality images, clear headings, and concise copy. And always include a clear call-to-action (CTA), whether it's to visit your website, request a quote, or follow you on social media.
3. Create Drip Campaigns for New Leads
When someone new joins your email list – whether by filling out a form on your website or signing up at a trade show – it's important to welcome them and educate them about your services. That's where drip campaigns come in. A drip campaign is a series of automated emails that are sent to new subscribers over a set period of time. For trade businesses, a drip campaign might look like this:
Email 1 (Immediately): Welcome to [Company Name]! Here's what you can expect from us.
Email 2 (3 Days Later): Showcase your core services and include a CTA to learn more on your website.
Email 3 (1 Week Later): Highlight a recent project or case study. Explain how you helped the client solve a specific problem.
Email 4 (2 Weeks Later): Provide a helpful resource, like a maintenance checklist or buying guide. Position yourself as a trusted expert.
Email 5 (3 Weeks Later): Offer a limited-time promotion or free consultation. Encourage the recipient to take the next step.
By automating this sequence, you can nurture new leads and guide them closer to a sale, without any manual effort on your part.
4. Share Case Studies
Case studies are one of the most powerful email marketing tools. By showcasing real-life examples of how you've helped clients succeed, you can build trust, credibility, and desire for your services.
When sharing case studies in your emails, focus on the client's challenge, your solution, and the end results. Use specific numbers and data points whenever possible to illustrate the impact of your work. And always include visuals – whether photos, videos, or before-and-after comparisons – to make your case study more engaging.
You can feature case studies in your monthly newsletter, drip campaigns, or as standalone emails. You could even create a dedicated case study page on your website and use email to drive traffic there.
Conclusion
Email marketing is a highly effective way for construction businesses to nurture leads, stay connected with clients, and drive repeat business. By implementing the strategies outlined above – compelling subject lines, monthly newsletters, drip campaigns, and case studies – you can take your email efforts to the next level and see a real impact on your bottom line.
Remember, the key to email marketing success is providing consistent value to your audience. Focus on being helpful, informative, and relevant in every message you send. Over time, you'll build strong relationships with your subscribers that lead to more business and referrals.
Take Action: Plan Your First Email Newsletter
Not currently sending email newsletters? I remember how daunting it seemed when I first started, but breaking it down into simple steps makes it manageable. Set aside just one hour this week to plan your first newsletter using this framework:
Define Your Goals: What do you want to achieve with your newsletter? Common goals include staying top-of-mind with past clients, educating prospects on your services, and driving traffic to your website.
Choose a Format: Will your newsletter be a simple text email, or will it include images and graphics? Consider your audience's preferences and your brand's style.
Decide on Content: What will you include in your first newsletter? Ideas could be a recent project spotlight, a helpful industry tip, or an exclusive offer for subscribers. Aim for a mix of valuable content and subtle promotion.
Set a Schedule: How often will you send your newsletter? Monthly is a good starting point for most construction businesses. Choose a consistent send date, such as the first Tuesday of every month.
Choose an Email Platform: To send your newsletter, you'll need an email marketing platform like Mailchimp, AWeber, or Campaign Monitor. Research your options and sign up for a free trial to get started.
By planning out these key elements, you'll be well on your way to launching a successful email newsletter. Remember, it doesn't have to be perfect. The key is to start somewhere and improve as you go.
Up Next: Pay-Per-Click Advertising
In our next post, we'll dive into the world of pay-per-click (PPC) advertising and how it can complement your existing marketing efforts to drive even more leads and sales for your business. From choosing the right keywords to crafting compelling ad copy, we'll cover everything you need to know to get started with PPC.
Found This Useful?
I hope you've found this guide to email marketing helpful. If you'd like to discuss email marketing and/or your construction company's digital marketing strategy, feel free to email me or connect with me on LinkedIn.
About the Author
John Wright began his construction industry career at Kennedy Builders Merchants in the 1980s, marking the start of a 35-year journey in sales, marketing, and business development within the construction sector.
In 2016, John transitioned into digital marketing as an it'seeze web design franchisee, before founding RBC Marketing in 2022. Today, he combines his deep understanding of the construction industry with digital and traditional marketing expertise to help construction companies build an effective online presence and drive business growth through both digital and offline marketing strategies.
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