Fine-tuning your building product email marketing campaigns will increase deliverability and return on investment.
Statistics continue to show that email is the preferred mode of communication for the majority of consumers. How successful are your email marketing efforts compared to your other building product marketing activities? Being able to create, deploy and track email campaigns that work takes a lot of practice. I’ve assembled five steps to help you get the most out of your email marketing efforts.
Step 1: Have a robust online presence. Sounds like a no-brainer, right? You’d be surprised the number of building product organizations that still have a ho-hum web presence. Make the most out of your website because a great one can do the job of 100 salespeople. While you’re at it, add an email submission form on your home page to help build your list.
Step 2: Maintain a clean and current email list. Create a list based on people who’ve already expressed an interest in hearing about your building products. In order to keep your list clean of bounces and unsubscribes, you need to routinely remove the people on your prospect list who no longer read your emails. The quality of your list is more important than the quantity of prospects on it.
It’s also important to keep lists current. People’s addresses change, as do their interests. If you aren’t sending to your list at least quarterly, then you may be at risk of getting blacklisted or blocked. Once that happens it’s very hard to get your emails delivered. Sites like Barracuda, Spamhaus, Spamcop, Spamcannibal or Lashback can be searched using your domain and IP address to see if you may be blacklisted.
Step 3: Engage your audience with content. To really connect with your building product customers and prospects, provide them with insight that they can turn into action. How do you do this? By publishing research and engaging external experts to validate those ideas are great ways to engage with prospects.
If you’re needing help assembling a content strategy, you may want to check out What’s the One Key Ingredient Your Building Product Content Marketing Needs?
Step 4: Test your campaigns. Divide your lists and test campaign content using A/B or split-test functions to get a better understanding of what works and what doesn’t.
Step 5: Track campaign performance. Use data such as open rates and click-through rates to track growth and success. It will provide insights into the type of content and subject lines that are resonating with your building product audience and can help improve your approach.
Photo credit: Donald Judge via flickr