A responsive email list is one of the most valuable assets your construction firm can have, but not all lists are equally profitable. Knowing how to build an email list of the right people is what will make your email marketing efforts worth while.
Attract The Right Attention
If you expect your email list to be profitable, you’ll need readers who are likely to hire you eventually.
Because your blog and other website content are among your most powerful tools for attracting leads, make sure what you publish is highly tailored toward the needs and interests of your ideal clients.
If you’re stuck for ideas, think about your prospective clients’ most common questions. Answering questions such as “Do I need to work with an architect or structural engineer?” and “Can I install the electrical in my commercial building myself?” will give you plenty of material for client-oriented blog posts.
Extend this approach to your social media accounts and aim to make your posts useful and entertaining for the kinds of clients you want most, while also letting them know about your email newsletter. Promote your list offline, such as through displays at your trade show booths and your office’s front desk.
Choose Your Incentives Wisely
Considering the over-abundance of information online, many of your visitors will be hesitant to sign up for your mailing list without a good incentive. Offering something of value up front in exchange for joining can give them the nudge they need. Try offering a multi-part email course, original building industry data you’ve collected, or an intriguing case study or whitepaper.
Not all incentives will bring you responsive readers. Running contests tends to result in a list of people who signed up only for the chance to win something. Likewise, buying email lists is unlikely to produce any clients.
Learning how to build an email list is largely a matter of focus. Concentrate on attracting the right audience through targeted social media marketing and solution-oriented sign-up incentives, and you’ll build a responsive list you can rely on for sales.
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