Cleaning up your email approach may just be the thing you need to have your introductory emails get noticed rather than deleted…

First time communication with prospects can be an exercise in trial and error.  Sure, you may have a few tried-and-true sales techniques that have proven to be successful, but the truth is that what works for getting one contact to respond to an email may force another to flag you as “spam”.  When making initial (or even second) contact by email, first impressions are important, and there are a few key improvements that can be made to maximize this opportunity for engagement:

1. Be Clear – It is easy for those of us who are in the industry to get technical and describe details that may not make sense to the consumer. When formulating an introductory email, your approach should be direct and serve as more of a lure for more information rather than a detailed guide or comprehensive list of your services.  Be clear on what you offer and how the lead can reach you and take next steps.
2. Be Personal – It is easy to follow a template and create one email and “Bcc” hundreds of contacts, but that won’t make you stand out from the crowd. Take the time to look at the permitting data and history on file with HBW to truly assess what your lead needs and how you can offer products or services that provide solutions rather than unnecessary extras.
3. Be Concise – Now that you have done your research, looked at their permitting data and know their needs, be concise on your offerings. Think of your first email as an upgraded elevator pitch.  Yes, you can add contact information and links to your website and social profiles, but try to limit the text to 20 seconds or less.
4. Be Clean – While you may have several product sheets, brochures and color samples, adding them to your message as attachments makes for one bulky email. Many filters will flag unknown contacts that have large file attachments which will increase the likelihood of your email never even making it to the “inbox”.  Instead, consider using cloud-based storage for sharing links to your brochure or service list rather than attachments.  This also allows the recipient to easily share your information with other decision makers in the household or business.
5. Be Focused – What products/services will speak most to this potential client? What is your call to action?  Do you want them to respond to the email, click on a link or call you directly?  The more focused you are on your offerings and next steps, the easier it will be for your lead to respond.

First time touchpoints usually have a level of uncertainty, but by making your approach more personal, concise and clear, you have a higher likelihood of engaging and opening the door to a new customer.

For more information on construction business and marketing tips, stay connected with the HBW Blog.  To get ahead of construction activity and gain access to the latest permitting data in Florida, Texas, Georgia, Alabama and Oklahoma, contact HBW for more information on construction data reports and industry leads.