The Complete Guide to Email Marketing for Industrial Construction Companies

There are dozens of ways for industrial construction companies to connect with prospective customers, but email consistently ranks at the top. It's simple, easy to use and highly effective at reaching prospects. Unfortunately, some industrial construction companies take the wrong approach when using email. They send the same generic emails to all prospects, only for it to drive few or no sales. If you're experiencing a similar problem, read the following guide on how to perform email marketing for industrial construction companies.

Use Your Construction Company's Brand Name as the 'From' Name for Your Emails

When creating emails to send prospects, use your construction company's brand name as the "from" name. As you may know, the "from" name is the sender name that recipients see in their email software or app. Some construction companies make the mistake of using an unrecognizable name, such as their personal name or a business moniker. Unfortunately, alternative names such as these aren't easily recognizable by recipients. A recipient may assume that your email is spam unless it has a recognizable "from" name, resulting in missed sales opportunities for your construction company.

Include a Video of Your Construction Products or Services

Adding a video of your company's construction products or services to your emails can have a significant impact on the performance of this marketing tactic. According to a report published by SalesLoft, emails with video generate 26% higher reply rates than emails without video. B2B buyers are often hesitant to make a purchase, especially from a company with whom they've had no prior professional relationship. To succeed with your B2B company's email strategy, you must convey the value of your products or services -- something that's easily accomplished using video. Uploading an informative video to your emails shows prospects how your B2B company's product or service works, so they'll feel more confident taking the next step to become a customer.

Aim for 41 Characters in the Subject Line

Avoid creating excessively long, drawn-out subject lines for your emails. If a subject line is too long, the recipient's email service may truncate it. Prospects will still receive your emails, but they won't look right with half of the subject line missing. Therefore, it's recommended that you limit the length of your subject lines. According to a study conducted by Campaign Monitor, 41-character subject lines generate the highest open rates. By staying around 41 characters -- give or take a few characters -- you'll generate higher open rates with your B2B company's emails, which typically translates into more leads and sales.

Value Proposition Before Pricing

A good rule of thumb when using any channel to promote a B2B product or service, including email, is to mention value proposition before pricing. If you talk about the price of your company's product or service before explaining the benefits it offers, you could discourage prospects from reading the rest of your email. As a result, you'll experience greater results from your company's email marketing efforts by including value proposition before pricing in your emails.

Use Text to Display Your Contact Information

You'll want to include your contact information in your emails so that prospects can respond. Granted, prospects can always click the "reply" button, but it's recommended that you display other methods of contact in your emails, such as your phone number, company website URL and social media pages or profiles. Don't just display your contact information as an image, though. To ensure that prospects can see it properly, display this information as text. If you create an image showing your phone number, company website URL and other contact channels, some prospects may fail to see them. This is because certain devices and web browsers -- typically on mobile devices -- don't automatically load and render images in emails.

Design for Mobile Compatibility

Statistics show that approximately 53% of all emails are viewed on a mobile device. Whether it's a smartphone or tablet, mobile devices have become the preferred method for viewing and reading emails. If your B2B company's emails aren't compatible with mobile devices, though, prospects attempting to view them on a smartphone or tablet may struggle to read them. The good news is that most email marketing and automation platforms feature mobile-compatible templates. You can still customize the appearance of your B2B company's emails, but using one of these templates ensures that all prospects, including those using a mobile device, can easily read your emails.

Personalize Emails With Prospect's Name

It shouldn't come as a surprise to learn that personalizing your industrial construction company's emails will increase their performance. According to a report by Experian, personalized emails generate up to 600% more sales than generic emails.

When creating an email to promote your company's industrial construction products or services, address the prospect by his or her first name.

Now that you have the right tools for a successful email marketing campaign, who are you going to send it to? Break your list into three sections:

• Customers
• Prospects who’ve heard from you
• New prospect companies/contacts and new contacts from existing prospects

This will give you a better understanding of who’s opening and clicking through to the landing page so you know who to follow up with.

You have a customer list, and even a prospect list that you’ve used numerous times. But what about a new prospect list?

Here’s how to get the most from a new list working with SalesLeads' Sales & Marketing Intelligence. We’ll work with you to identify your best customer, and their characteristics. Next, we’ll take those characteristics and enter it into our prospect profile, a customizable research tool. Finally, our highly effective researchers utilize sources and tools to verify the contact information. Now that’s a prospect list you can work from in order to get the most productivity.