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EMAIL MARKETING

Email marketing is the perfect way for a paving business to find new customers, promote a new product or launch a promotion. This type of marketing is 40 times more effective at customer acquisition than Twitter or Facebook because it speaks directly to the potential or existing customer.

Increase Brand Awareness and Sales

Email marketing campaigns are becoming more and more popular with paving companies because they are another effective way to communicate with the customer. No digital marketing strategy is complete without email marketing in the mix. This type of communication is able to connect a business with its target audience to increase both brand awareness and sales.

Email marketing campaigns are becoming more and more popular with paving companies because they are another effective way to communicate with the customer. No digital marketing strategy is complete without email marketing in the mix. This type of communication is able to connect a business with its target audience to increase both brand awareness and sales.

What Is Email Marketing?

With email marketing, you are employing a digital marketing strategy that sends promotional messages to people who have already given you their email. By signing up on your website, the potential customer is expecting a response from you.

In years past, email marketing was a one-size-fits-all method that filled inboxes with spammy mass mailings that spoke to a group of people rather than an individual. Now, with email marketing, you are able to connect with potential customers and turn them into loyal customers. Be sure to personalize your email marketing campaigns so they get the attention of the reader. Of course, the most common reason for email marketing is to help generate leads and sales.

Email Marketing Fundamentals

Email marketing is just one step in digital marketing, but it is an important step. This method conveys promotional or informational content that is sent directly to an interested party.

Promotional email marketing campaigns center the content around advertising a product, service, promotion, etc. It will also have a clear call to action (CTA) at some point in the email. The CTA encourages a specific action, like signing up for a blog subscription, a free trial, or to simply visit a webpage. 

Informational emails inform the recipient of special announcements or to offer subscriptions to newsletters, which can help to strengthen connections with the customer. 

How to Win With Email Marketing

The type of email doesn’t really matter if no one opens it. In order to improve email open rates, we ensure that basic fundamentals are followed:

Humanize Your Communication

In today’s digital world, most professional communication is done by email, and inboxes are flooded with spam and junk emails every single day. In order for your emails to stand out, be sure to speak directly to the consumer in every detail of the email. 

Avoid corporate, formal phrasing and use a friendly tone of voice that will speak to readers on a personal level. Write like a friend instead of a corporate marketing company, and the emails are more likely to be opened.

Keep the subject line in scope

An email’s subject line might be one of the most important elements of an effective email marketing campaign. This one particular sentence could determine click rates. 

When crafting an email subject line you should limit it to 50 characters or less, include numbers (if possible), use a friendly, non-corporate voice, highlight products or services, and appeal to a reader’s wants or needs.

Craft engaging content

An email should focus on three key objectives: conversions, brand awareness, and customer loyalty. However, customers are only interested in reading emails that interest them or offer something desirable. If the content isn’t clear and lacks a specific goal, readers will click off of the email and move it to the trash folder. 

Make sure your emails offer actual value to the reader and they could turn into loyal customers. When that happens, these customers are more likely to open an email from you every time.

Focus on benefits

Focus on benefits the readers will be interested in, and they will open the email. In order to accomplish this, the goal of your campaign must be clear. Each email should have a clear goal that either promotes a new product, advertises a special deal, or makes an announcement.

A CTA that captures attention

What’s the point of this without a call to action? Each email should have a CTA that persuades the reader to take action. Of course, the CTA will vary depending on what the email is focusing on. Whether it’s for a blog subscription, a newsletter, a free trial, or an actual sale, a CTA is crucial to an email campaign. The CTA must capture the attention of the reader.

Use color correctly

Believe it or not, design can be just as important as the content itself. Be sure to choose the colors that represent the personality of the brand.

Use high-quality images

Images should be a major focus just like the specific colors used in an email. Make sure the images are high quality that won’t clutter your email. Also, don’t stuff the email with tons of images because this can decrease load times and hurt the deliverability of email. 

Email marketing connects a business with its target audience to increase both brand awareness and sales. By sending a commercial message to a potential or current customer, it could turn into leads or a subscription. With an email marketing campaign you can send advertisements or promote a product directly to an interested party.

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As a paving and excavating business, you must focus on current clients as well as potential clients, and we know exactly how to market your business to gain more potential end users. 

If you are on this website, it’s obvious that you don’t have an internet marketing strategy or aren’t getting what you need from your current marketing company. We would love to schedule a strategy session with you to discuss your options and what strategies are right for you.