Is Email Marketing Still Effective?
Email has been a major way people have used the internet since the very beginning. The ease of sending and receiving messages has kept the practice around even though almost every other aspect of the internet has changed. Most people check their emails at least once every day. And many people check their email multiple times throughout the day.
This has led many companies to make use of this habit by targeting people’s email inboxes for marketing communications. This practice has been around for a long time, but is it still relevant? Pop up ads were used with extreme frequency in early iterations of internet usage, but they have been scaled back because many users found them annoying.
Is the same true for email marketing?
Many thought social media would spell the end for email marketing. People changed the way they used their email accounts because they could now share messages, articles, and pictures through their social media.
However, these predictions were incorrect. In fact, email marketing continues to be a great means of directly communicating with potential customers. Customer retention, notification of promotions, and consumer follow-up are just a few of the ways email marketing can benefit home builders.
What Makes A Successful Home Builder Email Marketing Campaign
Not every email marketing message will convert the recipient into a customer. The difference between effective and ineffective marketing messages have a direct relation to the content that is sent out. Does your message contain relevant information that your potential customer can use?
There are many reasons a person signs up for a mailing list. Aligning your messages to address these reasons will create a connection with the recipient that can likely translate into — at the very least — a visit to your website.
The heart of a successful campaign can be summed up in a sentence: Create quality content on subjects that interest your customers.
How to Build a List
This leads us to the methods you can use to create a mailing list. Compiling contact information for your customers can have a wide range of positive effects. However, not all mailing lists will yield the same results. You want to be sure the people receiving your messages are not only interested in the content, but also have the potential to use your services.
Create a newsletter that includes useful information relating to your industry and promote it on social media.
Offer what’s known as a lead magnet. These are items such as ebooks or PDFs that are offered after the recipient inputs some information such as their email address. They receive the information and you have another interested party on your mailing list.
Include CTAs at the end of your blogs and sporadically throughout your website inviting the visitor to stay up to date on your offerings.
Tips for Home Builder Email Marketing
Get to the Point
Emails are generally skimmed for important information. This isn’t the time to be verbose. Keep your copy between 50 and 125 words. Include a link to your website to flesh out the subject if you feel it needs to be further explained.
Pictures and videos engage readers much more than simple blocks of text. Not only does it attract readers to your message, it helps them to spend more time on it. And the longer a reader spends with your message, the more likely they are to click on the CTA at the end.
Engage With New Information
Your emails should have a certain subject that they address. And that subject needs to be of interest to your readers. This could be something such as notification of a new service or location of your business, but it could also be an explanation of an aspect of the industry they might not have previously known.
Personalize the Messages
There are numerous reasons for a person to sign up for a mailing list. You want to be sure to address these specific reasons. You can create a quick questionnaire after a person signs up to find out their interests. A multiple choice form with a few options can separate these customers into overarching groups. Incorporate messages directly targeting these groups to keep them engaged.
Content Emails Solidify Authority
Are you creating blog content for your website? If so, you are likely addressing various aspects of the home builder industry. This content can be very useful to your customers. And it can also be useful to your company because it helps your customers view you as an authority in the industry. Create emails that accompany your blogs so they are aware when you post more information for them to read.
Always Include CTA
The goal is to get the reader to visit your website. Include a call-to-action in every message that creates urgency and directs them back to your website. A CTA combined with applicable and interesting content will raise your rates of engagement with your customers and possibly lead to an increase in sales.