Direct email campaigns have become one of the most important aspects of any business’s marketing department, and in an ever-developing digital world, making your emails stand out has become an increasingly tough task. 

For construction and fenestration companies especially, you need to make sure your campaign is laser-focused and hits all the right notes with potential customers. 

It is the small details that often count for more. 

However, at Insight Data, deliverability, open rates and lead generation are all very high. This is in part down to our dedicated email marketing team, who manage entire campaigns from design to delivery. 

An email marketing campaign for construction companies can help you to target potential customers, increase leads and sales, and improve your overall marketing strategy. So, our team of experts have shared a few tips on how to create a successful campaign:

Define your target audience

The first step in any email marketing campaign is defining your target audience. Who are you trying to reach with your company’s email campaign? Are you looking to attract new customers or retain existing ones? Once you know who your target audience is, you can start creating content that appeals directly to them. 

The best way to reach these inboxes is to use prospect data, allowing yourself to correctly target your audience through gaining email lists.  

Using a company such as Insight Data to obtain this information will ensure your emails are going to the correct recipients and avoiding and spam folders or returning as bouncebacks.

Develop a strong subject line

Your subject line is one of the most important aspects of your email marketing campaign. It’s what will determine whether or not someone opens and reads your email. Construction company subject lines should be short, to the point, and attention-grabbing. Avoid using industry jargon or terms that may not be familiar to your target audience. Often, making a subject line personal or relevant to the recipient can trigger a reaction. 

Create an email marketing landing page (CTA)

Creating a great email marketing campaign is only part of the equation. You need an equally effective landing page for recipients to land on after clicking links in your email, with powerful CTA’s (calls-to-action) and a lead capture form. These landing pages and micro-sites dramatically increase enquiries and response rates. Alternatively, certain CTA’s could end the user to social media platforms such as Facebook, or even a blog. 

Track analytics and lead generation

Email marketing is an ongoing process, so it’s important to continuously test, track, and analyze your campaigns. Pay close attention to metrics like open rate and click-through rate to see how your construction company’s email marketing campaign is performing. This will allow you to understand what times are best to send such material, ensuring that they are more likely to be interacted with. You can therefore make changes that are needed to improve results.

Email Newsletters

Email newsletters (e-newsletters) differ from regular email marketing campaigns. They are a powerful way of sharing a number of news stories, information or advice to build your brand and promote products and services. Email newsletters often have multiple landing pages, one for each story, with a curtailed synopsis or excerpt of each story. 

These offer another aspect of storytelling and marketing, whilst not coming across as a ‘direct sales email’. 

Insight’s Campaign Management 

Digital marketing within the construction industry can be a tricky task, which is why here at Insight Data we offer email campaign management. 

Our email marketing experts plan and analyse every element of your campaign’s look, feel and content to produce staggering results. 

Sending millions of emails each year, our team use advanced techniques such as spam-scoring, split-testing and inbox testing across multiple email clients such as Outlook and Gmail. 

We will also carefully consider your landing page or help you design a new online lead capture area. This ensures recipients enter certain pages after clicking links in your email, with powerful calls-to action and a lead capture form. We build engaging landing pages and micro-sites that dramatically increase enquiries and response rates. 

Alongside the design and creation of such emails, Insight can guarantee that your promotions are being delivered to the widest and most specific audience possible. 

To find out more about how email marketing can benefit your construction or fenestration company, please visit call 1934 808 293 or email hello@insightdata.co.uk.