Most of the construction industry trends today touch upon efficiency. I need to be efficient with my time, and I suspect you do too. I can’t afford to waste time, or to allocate more time for a task than I need to.Time for a pause, however. What’s the most important entity in your business? Your customers. Right? And reaching out to them is very important. They need to understand you are on top of their needs, and that you haven’t forgotten about them. And you might actually have something of value to say.
Email is still one the best ways to quickly communicate with your current customers and with your future customers. And how do you do this? Write quick to read, short emails.
Why write short emails:
- Don’t make the mistake of thinking that if you’re verbose, explain in detail, reiterate, be flowery, or share a story about your dog that you’ll be loved and appreciated more. You won’t. Save all that for a luncheon, golf, or a scheduled phone convo.
- That you are reaching out to your customers is way more important than the length of your email.
- Lastly, your customers don’t have the time to read flowery emails and you don’t have the time to write them. So, stop wasting time.
1) Identify and Qualify Your Target Audience
Successful emails are all about audience, segmentation, and personalization. The more you pay attention to these things, the more success you’ll have in open rates and click-through rates.
Common audience possibilities:
- Your entire prospect list. This would be if you need to send an email to everyone. For example, we do website design. When Google rolled out their “mobilegeddon” algorithm, we sent an email alerting everyone that, if they had a non-mobile ready website, they were risking getting de-ranked by Google. It was a big enough announcement that we sent to everyone, even those who had mobile-ready websites.
- Your entire customer list. This could be a monthly email containing news of interest (not just news about your construction company). Perhaps you have an offer that’s applicable to everyone, and you are sharing it.
- A new lead. This is a hot one. Research indicates that if you follow up by email within 5 minutes of acquiring a new lead, you stand a far greater chance of reaching that lead. If you don’t have a playbook on how to reach out to new leads, create one now. It’s important for marketing to reach out to these new leads, access them, and then hand over SQLs to sales.
- A peer or colleague. You may think you can be light-hearted and folksy here, but the rules I’m going to share in the rest of the article still apply.
2) Simplify the Conversation (Write Short Emails)
Put the shoe on your foot. How many emails do you NOT open because the subject line seemed to not apply?
Some emails need only to be a sentence or two long. That’s it. Sometimes they need to be a little longer.
We like emails that are three paragraphs long:
Be clear, concise, business-like, and polite. You sometimes will need more than three paragraphs. Never forget, however, to keep it concise.
Use personalization where you can, and if your software offers it.
The graphic of email template above is a good sample length. Don’t forget to add your signature line, and social icons if you are actively doing social networking.
Keep in mind you’re trying to solve for the customer more so than trying to promote your business. While promoting is important, everyone you’re emailing is more interested in their issue and less so interested in what you’re doing. Sometimes this is a bitter pill to take but this trend has nothing to do with you, it’s that customers’ buying and communication habits have changed.
Key take-a-ways from this blog article:
- With email, you’ll win if you can say it in as few words as possible.
- Before drafting an email, consider your audience.
- Anything over three paragraphs is a long email.
- Use personalization in email but don’t overuse it.