What is Email Marketing for Architects?
Email marketing is a key part of any marketing strategy for architects. This is where you send updates or information to your potential, existing and or past clients in the form of an email. Email marketing helps you to build and nurture relationships with your clients.
The phrase ‘email marketing’ sounds a bit salesy, and we certainly don’t want any of our emails to come across that way. However, if we approach email marketing from the correct angle, we can use it to become a valuable part of our business strategy.
Why is email marketing important for architects?
We all have email addresses, and we check our emails daily, if not hourly! So, of all the ways to connect with a potential client, social media etc, you can be pretty sure that if you are sending good, useful emails to your clients, you will get your message into their inbox and be sure that they will see your email. Posting updates on social media on the other hand, are less personal, and can also be missed as people are not always on their social media accounts.
Having this personal contact with your clients allows you to get to know them and what they are looking for in their project, how they might use your services, etc – so it is a really valuable tool to understand your clients better, and as a result, serve them better.
You can easily track and measure your results with email marketing, and you can use it to drive traffic to your website.
Will email marketing take up all my time?
Setting up an email marketing strategy does take time, there is no question. However, once you have everything set up, you can significantly reduce the amount of time you need to invest in email marketing. Many email systems can be automated, to enable easy broadcast emails, with plenty of segmentation and tagging options (which is a little more advanced) giving you plenty of control and functionality to your email marketing strategy.
Is it expensive?
Marketing budgets can often be limited, especially for a smaller architecture studio. Interestingly, email marketing really doesn’t have to be expensive at all. There are a number of different email platforms that offer different pricing plans for different needs. Some even offer a free starter plan for a low amount of email subscribers.
Once you have an email address of a potential client, you can reach out to them as regularly as you like and continue to build a connection. You own this email list of clients and customers which means you will never lose that asset.
If you rely on social media to forge connections and keep in touch with clients; that communication stream is never really yours. A social media company could change their systems, algorithms, and suddenly you have lost all of your new business leads and relationships you have built over time. With email marketing this cannot happen as you have control over the email list.
What kind of emails do you send?
The content of your email marketing strategy will vary from practice to practice. However, you want to be consistent in your communication. By that I mean that you want to send regular emails, that follow a certain format so that your subscribers know what to expect from you.
Share the progress of your business, what projects you are working on, but always consider how and why this might be interesting to the people that are subscribing to your email list.
Show your subscribers behind the scenes of your practice. This is a nice touch to give people a snippet of hidden parts of the practice that other people don’t see.
Send out tips or information about architecture and design that you think might be useful to your subscribers.
Send out client testimonials. It is always nice to hear a bit about other customers experiences and what they thought of working with your practice.
Give clients information about the services you provide and process of architecture. Let your potential clients know what to expect when they work with you.
There are so many other things you can include in your email marketing content strategy, but those few suggestions give you something to get started with.
How can you build an email marketing strategy?
The Email Marketing for architects course in the Archipreneur Academy, will guide you through the entire process of setting up an email marketing strategy for your architectural studio.
Once you have learnt the fundamentals, you will start to create a list building system, learn about lead magnets, optin forms and landing pages, and much more. The Academy also has a course workbook and an email marketing checklist that you can work through the process.
Introducing the Archipreneur Academy
The Archipreneur Academy is an e-learning platform and training community for architects. It contains step-by-step guides to build your own architectural marketing system, in depth training courses, tutorials, workbooks and checklists. Plus a supportive community of like-minded architects to connect with and get feedback from.
Email Marketing for Architects Course
The course “Email Marketing for Architects” will walk you through the steps to creating your own email marketing strategy.
This module is just one of many valuable parts of the Archipreneur Academy. For anyone looking to start their own practice, or improve on and scale their existing practice, the Academy is for you.