10 ways to improve email marketing for construction businesses

Despite what you may initially think, email remains a powerful tool for businesses in the UK construction industry to connect with clients, prospects, and partners. Businesses in and around construction can use email marketing to increase repeat business from present customers, and remind past customers how great it was working with you!

Author: Liz Clarke

However, getting recipients to open your emails and engage with your content can be a challenge.

To help you overcome this hurdle and maximise the potential of your email campaigns, here are ten proven strategies to improve your email open rates. Let’s dive in!

1. Craft Irresistible Subject Lines

Subject lines are your email’s first impression. To capture attention, make them concise, compelling, and personalised. Experiment with techniques posing questions, construction trends or incorporating numbers to create curiosity, urgency and encourage opens.

2. Segment Your Email Lists

Sending generic emails to your entire database can lead to disengagement. Segment your lists based on criteria like commercial electricians, commercial gas engineers, commercial floor installation firms, or by construction industry professionals i.e. PMs, QS, labour supply companies or past interactions with your business. Tailoring your content to each group’s specific needs and interests enhances relevance and increases open rates.

3. Personalise Your Emails

Personalisation goes a long way in capturing recipients’ attention. Address them by name and leverage dynamic content to provide tailored information. Utilise past purchase history or recent interactions to create personalised recommendations or exclusive offers.

4. Have a Clear Call-to-Action (CTA)

What do you want your reader to do once they’ve opened the email?

A well-crafted CTA encourages the recipient to actively engage with your email. It prompts them to take the desired action, such as visiting your website, downloading a resource, requesting a quote, or scheduling a call. By providing a clear and compelling CTA, you guide the recipient towards the next step in their customer journey.

5 Optimise for Mobile Devices

Did you know that, in the UK, 85% of emails are now opened on mobile devices?

Which means it’s critical your emails are mobile-friendly, Use responsive designs, short paragraphs, bullet points and large, easy-to-click buttons. Providing a seamless user experience on mobile devices enhances engagement and encourages opens.

6. Experiment with Send Times

Identify the days and times when your audience is most active and likely to engage with your emails.

We find mornings between 10am-11am Tuesday, Wednesday and Thursday as well as lunchtimes between 12pm-2pm are best. It;s typically best to avoid early morning as trades people often start early. We’d recommend avoiding Monday and Fridays too as emails can be overlooked. Testing different send times can reveal optimal periods for maximum open rates.

7. A/B Test Your Emails

What is A/B testing I hear you cry? It is a way to test variations of the same content to see which one resonates the most. You can test various elements such as subject lines, calls-to-action, or content layouts. Split your audience into smaller segments and test different versions to identify the most effective strategies.

8. Include Compelling Visuals

Utilise high-quality images and videos to captivate your audience and make your emails visually appealing. Visual content can effectively convey information, evoke emotions, and encourage recipients to engage with your email.

9. Monitor and Analyse Results

Regularly review your email analytics to gain insights into open rates, click-through rates, and conversions. Identify trends and patterns and make data-driven decisions to refine your email marketing strategy further. Continuous monitoring and analysis helps you optimise your campaigns for better results.

10. Maintain a Clean Email List

Regularly cleanse your email list by removing inactive or bounced email addresses. This practice improves deliverability and ensures your emails reach the right audience, resulting in higher open rates and engagement.

Need help getting email marketing up and running for your construction business?

Email marketing can be a powerful tool for construction businesses to connect with their target audience. By implementing these ten strategies, you can significantly improve your email open rates, increase engagement, and ultimately drive business growth.

If you need help getting started, or have any questions about email marketing for your construction business, please get in touch.

Happy emailing!

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