If you've successfully managed to convince visitors to subscribe to your mailing list, you've already tackled a major part of your inbound marketing campaign.
As a building materials company, keeping in touch with prospects and customers is an important part of the sales funnel in a number of ways. At the top is informing and educating your audience on the benefits behind of your type of building supplies.
Then, you want to stay in communication with leads so you can take them through to the conversion phase. First impressions are everything so to get started you should create a welcome email that gives them an introduction to your brand.
While this type of format isn't new, you can approach it in refreshing ways that never fail to capture attention. It all has to do with headings, how you welcome your audience, telling them what to expect, and social media buttons.
Here's some tips on crafting the perfect welcome email for your building materials mailing list.
A Catchy Heading
One thing you'll notice from the top companies is that their email headings are always catchy. A particular characteristic is giving a salutation in big letters at the top. Many use the phrases "Thank You" or "Welcome Aboard" as a way to capture attention.
Saying something positive in recognition the lead took an essential step is a great way to get an email started. However, you don't want to get overly generic. Try thinking of a heading unique to your building supplies company. By using a phrase that differentiates you from others, you already give some branding in your introduction.
Make sure the phrase is clever and not overly trite. It doesn't mean you have to stick to a two-word salutation either. A short phrase giving a warm welcome or encompassing your brand keeps your audience reading. Also, personalize the intro with the business owner's first name.
A Friendly Welcome Paragraph
A lot of the best email welcomes are no more than one or two paragraphs. Beyond that, they do something to maintain interest; they provide enticing elements.
It's always effective to give a quick summary to your readers about what they are going to read in the email since you want to prepare them and hold their attention. Even so, save the details for the upcoming section. You'll want to create a few paragraphs to talk about what your audience can expect after signing up for your emails.
What Things Should You Tell Your Audience?
You should always discuss the benefits your customer is going to receive rather than features. This is about how they'll benefit from reading your emails rather than talking about every building product amenity.
One thing you can tell them about is the problems you can successfully solve. For example, a contractor or builder want to know which products can solve construction challenges.
The same goes for telling them about discounts they can receive on your products as a complimentary gift. Don't hesitate to provide some kind of gift to your audience for subscribing.
Next, you might want to give a tip on how to use your type of building materials to make a task easier. Making this a teaser is important since your future emails may give them further tips on how to make the most of your type of product.
Using Social Media Buttons
In the final part of your email, be sure to use social media buttons to encourage sharing the content. Evidence shows sharing emails on social media gives a 115% better click-through-rate.
With social buttons, the customer can instantly share content with others in the building industry, hence getting more word out about the quality behind your building materials brand. It also encourages engagement with your content for other prospects and customers in your target.
Creating a welcome email is one small, crucial step to managing the experience your prospects will have when they interact with your brand. Don’t miss the opportunity to set an expectation that your company has a high standard and intends to stay in touch.