A construction marketing e-mail campaign is more essential than ever
With the continuing COVID-19 crisis, the limits on in-person meetings have made one of the prime lead generation tactics for contractors, networking, difficult. For this reason, a construction marketing e-mail campaign has become an even more critical marketing tool.
Defining a construction marketing email campaign
A construction marketing email campaign is an inexpensive technique to keep in front of customers and prospects. Email marketing involves sending a commercial message to a group of targeted people using opted-in emails. It is important to remember that you need to have been permitted to email the recipient your information. If you haven’t, then you are violating the CAN-SPAM Act and can be subject to fines.
The CAN-SPAM Act and construction email marketing campaign
The CAN–SPAM Act sets the requirements for commercial email, allows recipients to stop emails, while providing penalties for violations. To ensure you comply with the CAN-SPAM Act, use your customer and prospect list or purchase an opt-in list.
E-bulletin versus an email
At Conach, we recommend that clients utilize e-bulletins in a construction e-mail marketing campaign. We design our e-bulletins to match each clients’ brand and message to get more attention than a standard email. It is a technique that encourages the recipient to open it. We use Constant Contact as our platform to manage lists, design the e-bulletin, and send it. However, you could use other e-marketing platforms, such as Zoho or MailChimp.
Your construction email marketing schedule
When you engage in construction marketing email campaigns, be careful not to irritate recipients. Generally, we find a monthly schedule works best. In addition, e-marketing studies show the best times are Tuesday through Thursday between 8 am and 10 am to blast your e-bulletin.
The content of your construction marketing email campaign
Developing content for your construction email marketing can be the most challenging part of the campaign. We often link to a blog on the website to drive traffic to your website to read the article for our clients. Other topics we have used include project case studies, company events and milestones, promotions or hires, and new equipment or service additions.
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.