Using Email Marketing in Construction: How to Build a High-Performing Newsletter

If you’re in the construction industry, you know that clear communication and strong relationships are the foundation of any successful project. But have you considered how email marketing can help you stay top-of-mind with clients, generate leads, and showcase your expertise? A well-crafted email newsletter is a powerful tool to keep your audience engaged and drive more business.

Why Email Marketing Matters for the Construction Industry

Email marketing is a cost-effective way to reach prospective customers and grow relationships with past customers to gain repeat business. Effective email marketing allows you to:

• Keep your business in front of clients with regular updates.
• Share valuable industry insights and trends.
• Promote special offers, new services, or upcoming projects.
• Establish credibility by showcasing your expertise through case studies and success stories.
• Nurture leads by providing useful information tailored to their needs.

Many construction companies rely on word-of-mouth referrals, but email marketing helps you take a proactive approach to client communication, ensuring your business remains top-of-mind when they need your services. Now, let’s break down the essential steps to building a high-performing email newsletter tailored for homeowners in need of construction and home repair services.

5 Essential Steps to Build a High-Performing Email Newsletter

Step 1: Lay the Foundation with SMART Goals

Before you start drafting your newsletter, you need a game plan. What do you want to accomplish? Whether you’re looking to get more website visits, generate project inquiries, or increase engagement on social media, setting SMART goals (Specific, Measurable, Attainable, Relevant, and Timely) will keep you on track.

For example, a SMART goal for a construction company’s newsletter might be:

• Get 3% of my March newsletter recipients to visit my website by clicking the ‘Get a Free Estimate’ button.

This goal is:

• Specific – It identifies an action (website visits) and a target audience (newsletter recipients).
• Measurable – Email platforms typically provide analytics that shows click-through rates.
• Attainable – Industry averages suggest a 2-4% click-through rate is realistic. (The benchmark for Home & Building Services is 2.46%.)
• Relevant – If your goal is to generate new leads, getting readers to your site is crucial.
• Timely – You’ve set a clear deadline (March newsletter).

Step 2: Build Engaging Content

Now that you have your goals, it’s time to decide what content will keep your audience engaged. Your newsletter should provide value to your readers—homeowners, contractors, or commercial property managers. Here are some content ideas:

• Project Spotlights – Showcase recent work with high-quality images and testimonials.
• Industry Insights – Share industry trends, new regulations, or material innovations.
• Pro Tips & DIY Advice – Offer maintenance tips, seasonal home prep, or best practices.
• Team Highlights – Feature employee spotlights to build a personal connection.
• Exclusive Offers – Promote limited-time discounts or referral incentives.
• Upcoming Events – Announce special events like exhibitions or Meet & Greets.

The most important thing to remember about email content is that it must be relevant and useful. No one wants another email clogging their inbox unless it offers real value. (To learn more about creating valuable content, read Engage Your Target Audience: How to Write the Content They’re Looking For.)

Step 3: Design a Newsletter That Stands Out

Once you’ve nailed down your content, it’s time to focus on design. Your email newsletter should be easy to read, easy on the eyes, and make it easy for your readers to take action. Here are some best practices:

• Keep It Simple – Stick to a 1-2 column layout for clarity.
• Use Bold Visuals – High-quality images of your projects grab attention.
• Incorporate Branding – Use your company’s colors, fonts, and logo. (Check out this blog to learn How to Use Email Marketing as a Strong Branding Tool.)
• Make It Mobile-Friendly – Many recipients will open emails on their phones.
• Include a Strong Call-to-Action (CTA) – Whether it’s ‘Request a Quote,’ ‘Read More,’ or ‘Follow Us on LinkedIn,’ a clear CTA guides readers to the next step.

If design isn’t your thing, don’t worry! Email platforms typically offer customizable templates so you don’t have to start from scratch: MailChimp and HubSpot are two examples. And if you use a CRM, it may have marketing email add-ons you can opt into as well, like Jobber.

Step 4: Segment Your Contact List for Maximum Impact

Not all subscribers should receive the same newsletter. By segmenting your audience, you can send the right message to the right people at the right time. Consider segmenting by:

• Location – Target emails based on the region you serve.
• Service Interest – Residential vs. commercial clients.
• Project Timeline – Leads actively looking for services vs. past clients for follow-ups.

Personalization is key—adding a recipient’s name or referencing their location (“Getting ready for winter in Milwaukee?”) can increase engagement and response rates. To see examples of effective email marketing, read 6 Brands Doing Email Marketing Right.

Step 5: Compliance & Best Practices

Before hitting ‘Send,’ make sure your newsletter follows legal guidelines. The CAN-SPAM Act requires:

• No misleading subject lines.
• A clear sender identity (your company name and email).
• An easy opt-out option.
• A physical address in your email footer.

Additionally, follow these best practices to improve performance:

• Test Different Send Times – Tuesday mornings or Thursday afternoons often perform well.
• Monitor Analytics – Track open rates, click-through rates, and conversions.
• Encourage Social Shares – Make it easy for readers to forward or share your newsletter.

Build Your Business with Email Marketing

Using email marketing in construction and home repair is like a well-executed build: start with a solid plan, use quality materials (engaging content), and make sure it’s structurally sound (mobile-friendly, well-designed, and legally compliant). When done right, an email newsletter keeps your business top-of-mind, strengthens customer relationships, and generates more leads.

Not sure where to start? Keystone Click is here to help. Our team specializes in digital marketing for the construction industry, helping you create email campaigns that deliver results.

Let’s talk! Contact us today to start building a marketing strategy that works for your business.