Email marketing is fast becoming a key step in how building product manufacturers market their products. It can generate lots of clicks to your site, downloads of information and sales. A lot of building product manufacturers do not use email marketing campaigns to their full advantage. This will help them to do so.
The 4 types of email’s you will use
- The main reasons why a building product manufacturer would want to create effective email marketing campaigns are:
- New Product Launch – great for generating awareness of a new product
- On-going awareness campaign – ideal for educating the target audience on new legislation and how you can help
- A regular newsletter – Keeping your clients and potential clients in the loop on what is happening
- One off promotions on special deals – Promote that special deal or competition.
Design outlines for the 4 types of email:
New Product launch email campaigns
These emails should be a call to action start them off with an eye catching headline, if this can tie in to a piece of legislation all the better. After this have a prominent and good picture of the product, this can be a direct product shot or a cad image. Highlight the benefits of the product in as concise and brief a way as possible. At the top and bottom of the email ensure you have a link to the literature download page on your site for the new product, make this clear and prominent.
If you can create a landing page for this information this is even better. If you have any testimonials on trials of the product or great sound bites include them below the highlighted benefit. Do not give too much information away, just enough to entice the user to click on those links.
On-going Awareness email campaigns
This will usually sit around a new piece of legislation, a building regulation change or an emerging trend such as BIM or the amendments to part L 2013. These types of email should be much less a sales pitch and more structured as a technical piece to inform the reader about the changes and things they should know. This type of email campaign is a great way to inform your readers, this makes you the authority on a subject so they will hopefully come to you for advice (products) to help them. It’s also a great way to highlight the need for a CPD event you’re looking to run.A regular newsletter email campaign
This is all about informing your clients about what is happening in the company it’s a regular drip feed of information reminding them of your existence and what you do. These emails should be more professional in appearance on a white or corporate background but nothing too garish. It’s also a great way to showcase projects and case studies and also any events or exhibitions you are attending, hopefully they will come along for a chat.
One off promotions and special deals
These emails should be bright and bold with a definite call to action, 15% off, Free CPD or Free white paper when you join our newsletter list. Shout about the promotion give detail and a special code just for them so they feel special. For Example:
AS ONE OF OUR MOST VALUED CLIENTS WE ARE OFFERING YOU 12% OFF OF YOUR NEXT ORDER AS LONG AS IT’S PLACED BY NEXT WEEK.
This is a call to action with a deadline attached, the deadline on this type of email is very important, if this is going to be a regular promotion then please stick to the deadline, if you just want to shift some old product as you have a new one on the way then this is not as important.
“These are the four main uses of email campaigns, if you get the right feel for each type you are half way there”