But there is a big difference between running an email marketing campaign professionally and sticking to inboxes with junk email. A poorly managed propaganda will not only fail to create conversions but on the contrary, can upset and drive people away.
With the competitive boom in the construction industry as companies search for opportunities, a professional email marketing promotion can be a great differentiator. Feeling a bit irrelevant? Uncertain about how to start the process? No worries, below we have provided seven essential email tips that can not only start your communication marketing journey but prove that such an important resource in the professional emailing industry, such as construction, where digital marketing is not an obvious win at first glance.
Know the purpose of your email and newsletter
Compose while sitting before you write an email. After addressing your target audience, ask yourself why are you writing? What information should? Be highlighted for your readers? What are the ideal results for your companies?
An email newsletter, for example. It is a generic piece that is copied and distributed. Multiple times over a period of time. Larger companies tend to risk email promotion, but many smaller businesses today rely on community newsletters.
A newsletter should keep people engaged and indirectly gain their interest in aspects of your organization. Avoid hard pitches, aim to create a message of opportunity without forcing sales.
Suppose you are a safety consultant who monitors and advises on activities at construction sites. If at the monthly break, you sent out a newsletter discussing current safety tips and improvements, your target audience or people interested in engaging / building, will give.
Your email content should be balanced and valuable
Relevant marketing content is not limited to newsletters; Other emails such as company updates and promotions are just as effective. However, about 90% of the content. Your content should be disclosed as information. Not sales related. Call-to-Action (CTA) is the exception, but it’s important to keep your emails out of the junk folder by constantly checking your tone and purpose.
Informational emails, including your newsletter, should always be valued. For example, a construction company may send out monthly maintenance tips.
Time and frequency are important
How often should we? Your newsletters and emails are delivered? A single monthly newsletter with occasional promotional or informational emails is usually a strong start for small companies. If you are a construction or security firm that has just entered the field of marketing, a single monthly newsletter may suffice.
On the other hand, if you are running a large construction company or safety consulting firm, weekly newsletters are a must. Adding value, email frequency should still not be a priority. For potential customers and those who have recently run, you can add value by sending more emails to them proving your interest in the company.
The visuals look great
Written content is probably the most critical team in creating emails and newsletters. But visual presence should be preferred to the latter. Attractive design and organized features like balanced white spaces, bullets, and headers. It can help visitors get involved early and commit. Them to further reading.
When delivering complex information. Its presentation should be structured and enticing. Consider creating a chart, graph, or infographic, visual that can break down and emphasize information in an understandable way. For example, a safety consultant can assemble an infographic, which builds up the ladder of various accidents from the previous year and integrates it with appropriate safety solutions.
Select the right format
It is important to choose the right one from a wide range of email formats. After reviewing your intentions, notice the audience and the sources choose a format. That mirrors the tone of your writing without distracting the reader from your message.
For example, a large construction company might create a digest newsletter. That contains some kind of email content with information from other sources. Content heavy, this firm’s newsletter should avoid rich text and sharp graphics by focusing on organizing the material. It should be attractive and easy to navigate.
On the other hand, an independent safety or construction consultant can focus on a single issue each month. Easy to manage, their content. It can be balanced with a creative template and. A non-technical writing style. With light content, this consultant can inspire a customer or product success story spot