Email marketing for architects and engineers: How to connect and win more work
According to Hubspot in 2023 the return on investment (ROI) for email marketing stands at an impressive $36 for every $1 spent, so many businesses, particularly built environment ones in my opinion, are leaving money on the table.
There's so much untapped potential for email marketing for architects and engineers, as it is a relatively low cost form of marketing.
Email marketing helps you to maintain client relationships and stay front of mind with clients, which means that when they are looking to hire someone, you're the first person they think of.
It also helps you to showcase your expertise and talk about your work, your product, project, your process, and your beliefs.
What is email marketing?
Email marketing is the act of sending a commercial message, typically to a group of people, using email.
Why is email marketing important?
As well as the high ROI, email goes directly to the person you are sending it to. This is unlike social media such as Instagram, which is governed by algorithms which dictate who sees your content.
What can you easily do to make a difference?
Commit to sending some regularly. And remember your emails don’t have to be long soliloquies but can be short and sharp direct emails even talking about one single thing.
Email Marketing Tips
Send your emails from a named person:
People do business with people after all and don’t want emails from faceless organisations.Not all emails have to be long or highly stylised:
They can be short and focus on one thing.Personalisation and segmentation:
Emails can be personalised with your recipient's name. By segmenting and tagging your email subscribers, you can send particular content that really resonates with each individual subscriber's needs (e.g., residential vs. commercial projects etc).Focus on forming an engaging email subject line:
Your email subject line is crucial in determining whether an email gets opened. It should be engaging, clear, and spark curiosity that the receiver JUST has to open.Create value-driven content:
Emails should lead with value by offering practical and useful content to the reader. Although, this doesn’t mean that you can’t use emails to promote your products or services. You just need to strike a balance between being informative and promotional.Tell stories to paint a picture:
It’s how we connect and how we remember information.Have a clear call to action:
Every email should include a clear call to action, telling your reader what to do next, whether it’s clicking a link, replying, or booking a call or meeting.Measure success and adjust your strategy:
Monitoring metrics like open and click-through rates will help you to understand what content resonates with your audience, and help refine your approach and improve engagement over time.
Get in touch
I’m Ayo and I’m a built environment and infrastructure (particularly rail) nerd. I’m a marketer by trade who loves to create thought proving plans and content for firms who want to make a positive impact. Do DM me if you want to talk about how I can help your firm. ayo@abbasmarketing.com.
