Marketing Tip: Email Marketing Content

When it comes to an email marketing program (such as an email newsletter) builders and remodelers often get hung up on the content … so much so that after just one or two issues, their newsletter publishing schedule becomes sporadic and inconsistent.

The truth is that although content is important, even more important is a consistent publishing schedule.

Email newsletters don’t have to be complicated. Keep the content simple.

Here’s how you can create a nice, easy-to-read and friendly email newsletter in three steps.

Step #1 – The welcome message. This simply introduces your newsletter content – and maybe what you’ve been working on since last issue. 2 or 3 paragraphs is all you need.

Step # 2 – The feature article. This is one article that your homeowners would like to read. Remember, it is interest content that they want to read about home-related topics. They don’t want to read about your company picnic. It is about them, not you.

Step #3 – The call to action. Always be sure to tell readers what you’d like them to do next. Some examples could be:

• “If you know someone thinking about building or remodeling their home, please pass our name along to them. We greatly appreciate it.”
• “Are you considering an addition or renovation project? Give us a call at ____ so we can set up a no-obligation appointment with you.”
• “Like us on Facebook at ____.”
• “Need tips to spruce up the outside of your home this summer? Check out our 60-second Home Tip videos on our website at ____.”

Finally, keep in mind that it is better to start your email marketing program with less than more – meaning just get it out the door with consistency. Over time you can certainly expand the amount of information you are sharing, but when starting out, don’t over-think it. Just keep it simple.

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