December 13, 2017
Marketing

A strong email marketing strategy is essential to any successful marketing campaign. Well-executed emails offer prospects relevant content and provide them with subtle reasons to work with your company. The problem starts when you lose subscribers, the lifeblood of any email marketing campaign. Research has actually shown that construction has the highest email unsubscribe rate of any industry. We want to help you change that statistic with a guide to common email marketing mistakes and how to fix them. Let’s start with a big problem…

The Problem: You’re Sending Too Many Emails

Flooding your subscribers’ inboxes with endless emails can quickly drive them away. The first question you need to ask yourself is “how often do we send out emails to our subscribers?” The Direct Marketing Association has shown that the majority of marketers recommend sending emails no more than three times per month. If your email rate is higher than that, you may be doing too much.  At Boston Interactive, we send out one email per month to those who sign up for our newsletter. If prospects further engage with our brand, we’ll send a few more emails their way. The frequency of these additional emails is dependent upon their historical engagement with our marketing emails.

The Solution: Let subscribers choose their own email frequency. Allowing subscribers to control their own frequency will allow them to specify how much content they want to see from your company. This way, you can give them exactly what they want and they can adjust their frequency as the business relationship changes and grows. An example of an email subscribe page that lets the viewer decide how often they receive emails is shown below. You’ll note that with this opt-in page, the viewer is able to select if they get emails from this company daily or weekly, based on their personal preference.

The Problem: You’re Sending the Wrong Content

The average human attention span is 12 seconds, so you have to catch your users’ interest quickly. Bombarding them with “sales-y” information about your company won’t do the trick. Put yourself in their position; if you received only sales pitches from a company via email, would you stick around for long? Of course not! You want content of value that will expand your knowledge, give you solutions and let you make your own decisions based on that information.

The Solution: Send helpful content that’s tailored to your target audience. Each email should include something your subscribers will find helpful; from tips on how to keep a construction project “green” to photos of a newly completed build right down the street from them. Personalizing your messages to readers’ specific interests will ensure they’re receiving content that not only resonates with them, but also positions your company as a thought leader. This, in turn, builds a level of trust between your company and its prospects, allowing you to be seen as more than just another company trying to sell to them.

The Problem: Your emails are ugly.

If your emails look like spam, subscribers are more likely to skip over them, delete them or opt themselves out of receiving them altogether. Using all caps, poor grammar or including unsolicited attachments are surefire ways to get your emails marked as spam. Likewise, if your emails are difficult to follow due to messy formatting, subscribers won’t want to take the time to dissect them. You want to create a simple and easily navigable experience for your user so they can absorb every point you strive to promote.

The Solution: Optimize your email design to appeal to your audience. Jam-packing your emails with images, calls to action and paragraphs of text is overwhelming for the user. Instead, opt for one main call to action per email and build your campaign around that goal. Everything in your email should remain simple and clean, using images and text only to support the main CTA. This will ensure a good user flow and will help you to avoid messy emails. An example of a great construction marketing email is the one below. It shows the viewer a recent project they might be interested in, gives them easy access to the website and offers contact info in case they want to reach out.

The Problem: Your Emails Aren’t Mobile-Friendly

According to MarketingProfs, more than 65% of emails were opened on a mobile device in 2017. This means it’s even more important for your emails to be optimized for mobile than desktop! By sending emails that aren’t readable on mobile devices you’re making the simple task of reading emails harder than it should be for your audience. This challenge will prevent the reader from focusing on your content, and instead, encourage them to focus on how hard it is to see what your content says.

The Solution: Think mobile first. Nowadays, there are resources to help you make sure that your emails are always mobile-optimized. Free tools like Screenfly allow you to test web pages and emails to see what they’ll look like on different devices. Most email service providers also offer pre-designed templates that are mobile-friendly to ensure that images, content and the overall experience of your emails are compatible with all devices. If you look at the example below, you’ll see three different types of emails that can be received on a mobile device. The three mobile email examples show a poor, good and excellent mobile experience.

Conclusion

Losing subscribers is hard, but it happens to every email marketer. In order to enlighten your viewers and keep them coming back for more, you may need to revamp your strategy. Paying attention to your email frequency, content, design and device compatibility is a great start to keeping your subscribers engaged. Whether you’re introducing yourself to new prospects or nurturing long-time clients, taking these tips into consideration will allow you to feel more confident in your emails and encourage your subscribers to stick around for more.

What measures do you take to keep your email subscribers happy? Let us know on Twitter or LinkedIn!

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