Losing touch with your construction company’s email list is all too easy to do, but it doesn’t have to mean losing the potential clients among your readers. By making the effort to re-engage with them, you can still win their business. To avoid falling foul of the spam filters, though, you’ll need to plan ahead.
Go in With a Plan
Before you send out that first email, have a strategy for producing valuable email content consistently. Consistency earns you the trust and loyalty you need for your readers to consider working with you. It’s better to send one or two mailings a month on a regular schedule than email whenever you happen to have time. To stay on schedule, plan your email list content one to three months ahead.
If possible, segment your list by interest. For example, if your email list platform lets you see which readers signed up after downloading your home remodeling guide and which came via your whitepaper on soundproofing in commercial office spaces, break those subscribers up into separate lists. This helps you provide each type of prospect with relevant content and makes planning your emails easier.
Stay Out of the Spam Folder
Shooting off an ordinary email to readers who might have forgotten about you is a good way to get your emails marked as spam. When that happens, the deliverability of your whole list suffers. Low open rates also increase the risk of your emails landing in the spam folder.
If you have data on your past engagement rates, delete subscribers who’ve never opened any of your emails so you’ll only contact interested readers.
In your email’s “From” field, clearly state your business name and your specialty. In the first email you send, re-introduce your company and remind your subscribers how they’ll benefit from staying subscribed.
Consider creating a valuable free offer, such as a tips sheet or strategy session, and mentioning it in the subject line to give your readers a little extra motivation to open the email.