/ Article

Seven Crucial Email Marketing Best Practices for Architecture Firms

For quite some time now, rumours have been circulating about the death of email marketing. As is so often the case, it seems those stories are often exaggerated. Current reports show email remains one of the most influential and cost-effective outlets. That being said, certain measures can go a long way toward maximizing the outcome of your email marketing efforts.

1. Content is the Key to Success

content is king

Content is vital to virtually every aspect of your company from an online standpoint. This is true across the board, from your webpages to off-site elements like your social media outlets and business directory listings. Marketing emails aren’t left out of the mix, either. 

Any information included in the emails you send to clients and prospects should contain useful information that’s relevant to your company or industry as a whole. Possible topics include eco-friendly building materials, rising design trends, and architectural innovations. Of course, these are very general themes. Don’t hesitate to focus on topics on your firm’s particular strengths, specialities, and other more specific matters.

All that being said, most clients and prospects aren’t interested in hearing you drone on about your firm. They want to know more about your industry and topics applicable to their own needs. Successful marketing emails answer questions, offer helpful advice and provide education or special offers while remaining interesting to the reader.

2. Subject Lines are Essential

essential marketing tips for email

No matter how interesting or helpful the information in your emails happens to be, it’s essentially useless if no one reads it. To increase the likelihood of those emails being read, you need eye-catching openers. This is where subject lines come into play.

Subject lines are critical and complex creatures. They should catch recipients’ attention, pique their curiosity enough to persuade them to read further, create at least some sense of urgency, and be sufficiently concise to present a clear message regarding the content to follow. Your chosen subject line should also fit into 50 characters or less because anything past that point gets cut off anyway.

Numerous reports show that including incentives in subject lines greatly increases open rates. With this in mind, you might mention free ebooks or checklists. “How to” subject lines tend to draw a great deal of interest as well. 

Above all else, never leave subject lines blank. They’ll think it’s unimportant and won’t have any reason for wanting to read further. 

3. Use the Right Sender Names

right way to campaign

People are known to respond more readily to names than to generic senders’ addresses. On top of that, they’re more likely to open an email from a familiar name than one they don’t recognize. Because of this, using your first name from an email address belonging to your company is the best option, such as mike@yourfirm.com.

At all costs, refrain from using the ever-popular “no-reply” phrase in your sender address. Doing so has a significant negative impact. For one, it discourages recipients from opening emails because it’s so often used for spam. Secondly, it keeps recipients from being able to heed any calls to action contained in emails and even renders them unable to add you to their address books.

Lastly, using “no-reply” in the sender’s address conflicts with CAN-SPAM regulations designed to protect people from spam emails. Having those two seemingly harmless words in your sender address has negative repercussions from numerous angles. It’s simpler and far more effective to stick with a first name and company moniker.

4. Make It Personal

Personalization applies to various aspects of marketing emails. Be sure to address recipients by name as opposed to using something like “Dear Valued Client” or some other version of “To Whom It May Concern.” When clients and prospects opt into your mailing lists or subscribe to your newsletters, they most likely provide their names. Use that information to create personalized emails.

At the same time, consumers want to feel as though they’re receiving communiques from people rather than automated systems or eager marketers even though most are savvy to the ways of technology these days. To make your approach more personable, it’s best to sign the email from a specific member of your teams, such as your founder, design engineer, or lead architect. 

5. Keep It Short and Simple

simple marketing tips
Kirei Email Designed & Developed by Bizop Media

Research shows readers generally respond better to short bursts of text rather than emails that drone on forever. In most cases, emails containing no more than 200 words elicit higher click-through rates than lengthier ones. Consumers also respond more positively to emails containing three different fonts or less because they appear less cluttered and complicated.

6. Tailor Emails to Their Recipients

Not all email recipients are looking for the same types of services. Viewers also fall into different areas of your conversion funnel. Sending the same email to prospects who’ve just opted into your list and established clients who’ve already hired you for numerous projects wouldn’t be prudent. It would be a waste of time and resources and would most likely alienate recipients. 

Make sure the emails you send match the needs and statuses of their recipients. Create different emails for each segment of your target audience. Though it may take a little extra thought and effort, it’ll be well worth the investment in the end. 

7. Use Automation to Your Advantage

email marketing Advantage

Automation software has certainly made the world of email marketing much simpler and more efficient. Today’s alternatives allow for ultimate customization and targeting while offering a wide range of options tailored to the unique needs of businesses and their respective industries. Still, some automation software can harm click-through rates and conversions. It’s important to be selective when choosing and utilizing such tools.

Pro tip – we like MailChimp, Hubspot, and ActiveCampaign.

In a Nutshell

Email isn’t likely to fade away any time soon. Analysts expect the number of email users to surge to more than four billion over the next couple of years. This means companies that utilize email marketing stand to gain many benefits. Of course, there’s a right and wrong way to approach the matter. Incorporating these best practices into your email marketing campaigns can help ensure you reap the full benefits of this outlet.

/ article by

Nathan is a Bizop co-founder and marketing director who specializes in marketing consultation, creative strategy, and web project direction.

Popular articles.
How to Establish Content Goals For Your AEC Company
/ Marketing
The best content plans seamlessly integrate with a company’s marketing strategies. In the architecture, engineering and construction (AEC) industries, the content creation […]
Brand Building: How To Create More Engaging Project Pages
/ Marketing
Brands are built through powerful, authentic stories. Whether you’re a designer or manufacturer in the AEC industry, investing in quality content drives […]
Owned Media: 10 Ways to Build Your AEC Blog
/ Marketing
Great content speaks for itself, but only when it’s shared. Creating high-quality content keeps brands top-of-mind and relevant with clients, but also […]
AEC Ethics: Marketing, Advertising and the Changing Tide
/ Marketing
Design and manufacturing are built on relationships. These connections are built over time, and in turn, shape how we practice. Across the […]
Building Identity: How Social Media Is Reshaping Design and Storytelling
/ Branding
Social media has dramatically transformed what we create and produce, but also how spatial experiences and culture are designed. Each day, we […]
21 Design Podcasts You Should Be Listening To [2020]
/ Industry / Press
With a lifestyle buzzing with constant hustle and bustle, design podcasts have become progressively popular in recent times. It is attracting more […]
Bizop Media Awarded a Top Spot as Marketing Industry Leader
/ Industry / Press
Fort Collins, Co – Sep 28th, 2020 The international ratings and reviews platform Clutch named Bizop Media a top B2B marketing industry […]
The 7 Best Architecture Websites [2020 Edition]
/ Branding
Within the realm of architecture and urban design, a clean-cut, organized portfolio is always a step in the right direction. Strive for […]
How Web Design Can Put You at the Top of the Interior Design Industry
/ Branding
Are you an interior designer looking to boost online visibility? Whether you already have a website that needs upgrading or you need […]
5 Ways a Good Website Can Improve Your Architecture Business
/ Branding
In 2019, the architecture industry had a revenue of almost 300 billion.  These numbers show how in-demand architecture is around the current […]
Top 10 Interior Design Tools [2020]
/ Industry / Press
Wouldn’t it be nice to conceptualize your room designs without the physical hassle? You know you’ve got the vision in your head––all […]
Digital Marketing for Architecture Firms [2020]
/ Marketing
Online marketing has proven to be one of the most efficient ways for design companies to reach prospective clients, and digital marketing […]
Office Design Inspiration [Top 6 Inspo Sources for 2020]
/ Industry / Press
Commercial office design has come a long way from the traditional cubicle farms. It’s been a steady wave of innovative, thoughtful, and […]
Social Media for Architects [Top 5 Platforms for 2020]
/ Marketing
Integrating social media into your business practices is a great way to drastically improve your brand exposure. It’s extremely cost-effective and can […]
SEO for Architects [2020 Ultimate Guide]
/ Marketing
Today I’m going to be teaching you about SEO for Architects and how to increase the organic search traffic to your firm’s […]
Top 10 Best Blogs for Architects [2020]
/ Industry / Press
As a beginner architect, it’s only natural to seek out inspiration that will ultimately define your footing. Upon entering the design industry, […]
Building Industry Firms Find Success Through More Personal Marketing Efforts
/ Marketing
Personalization is no longer a marketing strategy that’s nice-to-have, it’s a must-have. We are currently living in a world where people want […]
How Building Product Firms Land More Projects Through B2B2C Marketing
/ Marketing
Business to business selling is quickly changing as companies realize that the end consumer has more power than they previously thought. Marketing […]
Top 5 Best Interior Design Websites [2020]
/ Branding
In the design world, a stylish, professionally laid out website is an essential asset, not to mention a great avenue for building […]
10 Ways Social Media Can Supercharge Your Marketing Campaigns
/ Marketing
Social media is a network of apps and websites that let users create and share information and take part in social networking. […]
7 Key Mistakes Instagram Influencers Make [And How to Avoid Them]
/ Marketing
Sometimes the desire to have more followers, more likes and engagement, leads Instagram Influencers to make some mistakes.  If you are an […]
How to Develop a Lead Generation Funnel for Building Product Manufacturers
/ Marketing
What is a lead generation funnel, and why should you develop one for your building product?  You may have heard of a […]
How to A/B Test Your Social Ad Campaigns Like a Pro
/ Marketing
Have you ever run social ad campaigns with many different ads, only to have most of them perform poorly – with maybe […]
How Social Media Is Failing Interior Designers and How to Build It Back Up
/ Marketing
Interior designers often struggle to find new clients. Believing social media is the answer to this challenge, they turn to these platforms […]
Why Social Media Can Be a Powerful Marketing Tool for Architecture Firms
/ Marketing
Social media for architects and architecture firms can be extremely powerful. When applied correctly, this marketing tool impacts an architect’s business in […]
Content Marketing for Architects [6 Key Ways to Boost Traffic]
/ Marketing
Whether you are an independent freelancer or working for a well-established firm, a common theme for everyone within the architectural industry is […]
Optimize Your Pinterest SEO with These 3 Fast Fixes
/ Marketing
Inspired by a conversation with a client earlier this week, here are three quick and quality steps you can use right now […]
7 Key Pinterest Marketing Tips for Architects
/ Marketing
The architecture industry is growing exponentially by the day. It’s no surprise that Pinterest marketing for architects has become the ideal tool […]
Top 5 Interior Design Blogs to Follow for 2020
/ Industry / Press
In the sea of home and interior design, it’s almost effortless to find quality interior design blogs and inspiration online. From visual-based […]
Interior Design Social Media [Top Channels of 2020]
/ Marketing
Social media is one of the first essential marketing efforts any interior designer should take in successfully creating an online presence. It’s […]
SEO for Interior Designers [10 Quick Tips to Boost Traffic]
/ Marketing
What are you doing to bring in new clients to your interior design business?  If you’re solely relying on referrals and word […]
How to Find the Best SEO Keywords for Architects
/ Marketing
Properly optimizing your website for a boost in Google rankings is essential for any architecture firm. If you are already familiar with […]
10 Amazing Interior Design Instagram Accounts to Follow
/ Industry / Press
Instagram has risen to be the perfect platform to draw inspiration from––with its highly visual content and engaging community, it’s never been […]
3 Steps to Get Better Engagement on Instagram [$1.80 Strategy]
/ Marketing
Growing an audience on saturated social platforms such as Instagram can be easy. With the use of hashtags in posts and following […]
8 Key Interior Design Marketing Strategies to Grow Your Firm
/ Marketing
Within the interior design industry, it’s all about first impressions and maintaining a reputable firm. With so many marketing channels available, you […]
How to Plan a Website for Interior Designers
/ Branding
As an interior designer, you should already be familiar with the importance of aesthetics and functionality. Your working and living spaces are […]
Consistency is Key to AEC Social Media Marketing Efforts
/ Marketing
It’s only human to adapt a daily routine. From your morning routine to your evening routine, people typically follow a pattern of […]
Establish Trust in Your Firm with Social Media
/ Branding
Let’s face it–– it’s not always easy to trust people you meet on the internet. It’s only natural to approach online users […]
Why Your AEC Firm Needs A Value Proposition Statement
/ Branding
To meet the demands of today’s world, it’s important to be focused on what your clients may need. With a compelling AEC […]
Bizop Bot Voted One of Hubspot’s Best Business Bots
/ Industry / Press
The Hubspot bots have voted, and according to them (and us!) – Our Bizop bot is a smashing hit! We are proud […]
Website Best Practices for Interior Designers
/ Branding
The days of compiling high-quality photos into a lookbook and carrying around a bag of sketches are quickly fading as we turn […]
Why You Should Add Instagram Stories Into Your Marketing
/ Marketing
We all seem to be falling in love with stories. Many businesses are using Instagram stories as a part of their marketing […]
Keeping it Real on Social Media [Importance of the Human Touch]
/ Branding
Social media is one of today’s most powerful tools, and any designer should take advantage of the benefits that social media has […]
6 Key Email Marketing Tips for Interior Designers
/ Marketing
Email continues to be one of the most profitable digital marketing channels available for 2019, so it’s no wonder so many interior designers are […]
The Role of the Student [Wanted Design Brooklyn 2019]
/ Industry / Press
Last month, our team had the opportunity to attend WantedDesign in Manhattan and Brooklyn. A teeming hub of budding designers, WantedDesign was […]
How Can Architects Rank High On Google [SEO Tips]?
/ Marketing
Like most architects out there, you are probably trying to figure out the most effective way to get your work noticed. You’ve […]
How to Improve Bounce Rate for Your Interior Design Website
/ Branding
Your website seems to generate a lot of traffic, but for some reason, that traffic doesn’t end up sticking around for very […]