Every marketing company will try to be the first to tell you what you need. You need a website (duh). You need SEO. You need social media. You need mobile analytics. You need video marketing. You need this. You need that. You NEED everything under the whole gosh darn sun.
While we agree that you need a website (I mean, that’s kind of our specialty), we also agree that your commercial construction company needs email marketing. Email is the marketing category generating the highest return on investment (ROI) for marketers. For every $1 spent, email marketing generates $38 in ROI. It also gives marketers the broadest reach of all the channels available to them.
Marketing today involves doing more with less. Marketers need to connect with their audience in a highly personalized way, while staying on budget. The marketers that do this will be successful in delivering ROI and revenue back to the business.
So, why is email marketing the most powerful to the modern marketer in commercial construction?
According to Radicati, the total number of worldwide email users was nearly 2.6 billion in 2015. And by the end of 2019, that number is supposed to increase to over 2.9 billion. It’s expected that over one-third of the worldwide population will be using email by the end of 2019.
Now compare email’s numbers to Statistica’s numbers on social media. The mere 1.55 billion monthly active users on Facebook and the 307 million monthly, active users on Twitter don’t stand as much of a chance against email.
Email is the currency of the web. Think about it! When you sign up for something online, what’s one of the first things you have to fill out in the form? Your email address. When you sign up for social media, including Facebook and Twitter, what do you absolutely have to have? An email address. Even social media platforms send you emails whenever you’re tagged in a post. Anyone who is online has an active email address.
If you’re a welder that travels all over the U.S. with your trade, think about how easy email makes it to contact potential customers. Next time you are working in New York on a job, and you’re looking for a job in Colorado, remember that email has a much wider reach than any other medium!
If you’re trying to pick up another framing job before your current job is finished, you’ll want your message about job availability to be seen. Obviously.
So why can’t you just post it on social media and call it good? According to Ogilvy & Mather, only 2% of your Facebook fans see your posts in their news feed. BUT Forrester reports 90% of email gets delivered to the intended recipient’s inbox. It’s very obvious which channel allows your message to be more seen.
Also, your email subscribers have explicitly told you they want to hear from you when they signed up for your email list. If you’re emailing a prospect or customer, it’s because they gave you permission to.
So, if you want your message to be seen about an opening for a framing job, you better send it out in an email!
Email marketing yields an average 3,800% ROI for businesses, and for every $1 spent on email marketing, the average ROI is $38, according to Campaign Monitor.
That statistic shows how cost-effective email marketing is as a channel for marketers, but why does it perform so well? Personalization.
When you put out a Facebook message, that message is the same for every person that sees it. It’s just a general status for every follower regardless of their location, interests and purchase history. With email, you have the power to be hyper-targeted with your communications.
When your plumbing business decides it’s going to have a special discount for new customers, you aren’t going to send that email to existing customers. You want to send it to potential customers who have showed an interested in your company but never fully committed to your service. They’re the ones that will benefit the most from your email, instead of just sending it out to everyone.
Plus, the more you reach your target audience, the more of a chance you have of them actually interacting with the email, rather than on social media. The average click through rate of an email campaign is around 3% (of total recipients), while the average click-through rate from a tweet is around 0.5%. That means you’re 6 times more likely to get someone to click-through your website via email than you are from Twitter.
When you get on social media you’re most likely there to see what your friends are up to, how your extended family is doing, what your ex girlfriend from high school is up to, really it’s just mostly anything of a personal matter. But when you get on your email, you expect to see professional information about products and services from companies.
MarketingSherpa reports 72% of people prefer to receive promotional content through email, compared to 17% who prefer social media.
We use our email marketing to promote our blog posts and any special events or contests we have. Your commercial construction company can do the same! Come back to our blog in a couple weeks and you’ll learn the ins and outs of making your own commercial construction blog for your company. Before you know it, you’ll be an email marketing master!