With over 293 billion emails sent in 2019 alone, email marketing can seem like a daunting and almost impossible market to successfully tap into. With the rise of a host of other platforms such as social media, email marketing may seem dated, however with over 3.9 billon users nationwide utilising email it is still a strong organisational tool.
Lynn Lambe, director of Little Lambe Consultancy, Ireland’s only dedicated construction marketing agency, discusses the key tips to ensure you are maximising your email marketing potential for your construction business.
1. Know your sending times
After test running a couple of campaigns, take the time to review the optimal times your subscribers view emails. This is a key element in helping you to gain the optimum engagement rates. The average marketer will routinely send the same email on the same schedule, without showing any improvement in open rates or click rates. Make the most of subscribers’ habits by testing the timings of your campaigns. Typically for a construction organisation, early morning and late evenings are the most optimal, when people have admin time to review emails from the day, post site visits.
2. Testing for Optimal Results
You can also refine your testing even further through A/B testing. To trial this method, two or more variations are sent to a small sample of your recipients, then whichever version delivers the most successful results (whether it be unique opens or clicks) is rolled out to the remainder of your recipients. Our main tip here is to ensure content is relevant to your targeted construction professional. A key success factor here is you can improve the results of the campaign almost instantly, without risking its overall success.
3. The 3 C’s. Check, check and check again
Emails, like all marketing communications, are a direct reflection of your brand and it is therefore vital to leave no room for mistakes. Designing and sending an email can be extremely difficult, compiled up of different elements that are susceptible to going wrong for all manner of reasons. Check your emails across a range of devices, checking your emails helps you ensure that all critical elements in your build are perfected before you hit that send button.
4. Watch out for deliverables
Once your campaign is sent, it may seem that all the handwork is done. However, the higher the volume of emails you send, the more common it is to receive higher bounce rates and thus emails hitting the dreaded spam folder. The reason is that, unless your recipients are engaging with your content, your inbox will deem this as irrelevant and automatically send this to the spam folder. Utilising a successful email service provider can achieve an inbox placement rate of 83%.
“If your focus as a marketer in a construction company is return on investment, email marketing is the proven tool for this” adds Lambe. Once correctly utilised, GDPR complaint and relevant for your target audience the success rate of email marketing is next to none. Get your team involved, invite contributors and spread your construction product news and case studies to your data base of clients, all at minimum expanse. If you are interested in implementing email marketing into your business talk to the team in Little Lambe Consultancy today, email [email protected].
