How to use email marketing for a more successful specification strategy

How to use email marketing for a more successful specification strategy


Like them or loathe them, emails are entrenched into modern day working life. We have all had those days where we are rooted to our inbox!

With the right approach, email marketing can become a powerful tool to help you develop relationships with your clients, generate new leads, and ultimately grow your business.

In this article, we’ll discuss how to integrate email marketing into your construction business to increase specification:

Understanding the importance of email marketing in the construction industry

Here are two key facts on email marketing:

  • 78% businesses have seen an increase in engagement over the last 12 months.
  • There are 4.3 billion daily email users.

For us an agency within the construction sector, it is one of the best and most cost-effective ways to communicate directly to your audience.

This could mean staying in touch with existing clients, and also reaching out to potential new clients. Importantly you are keeping your brand at the forefront of their minds for when they are ready to buy from you.

With email marketing, you can:

  • Improve client retention and repeat business
  • Generate referrals through word of mouth
  • Showcase your completed projects and expertise
  • Share industry news, trends, and best practices
  • Nurture leads through the sales funnel

Why should I use email marketing for my business?

“But no one reads emails anymore” or “I don’t have time to read emails that come into my inbox” are common thoughts across the industry.

The second statement is a valid point, as the sector is still busy with increasing activity levels across many of the sub-sectors within construction. So not everyone will have time to read promotional emails in their inbox.

But it is importantly to realise that not everyone is in the same situation. And everyone has different habits when it comes to inbox management.

If your email lands in a specifiers inbox and is relevant to them, so it solves a particular problem they are having with an ongoing project, it will be of interest to them and there’s a good chance they will read it and even click through to your website.

If your email isn’t relevant to a specifiers’ day, there is a good chance it won’t be opened.

You could ask “well how do I know when is a good time to reach specifiers?” The truth is, you don’t.

This means you should adopt a consistent approach to your email marketing campaigns. Don’t just send an email out every now and again, send emails out consistently throughout a month.

It doesn’t matter if you send one, two, three or more, send them out in a consistent manner to not only make sure you get into the habit of sending them, but also to get your audience into the habit of receiving them.

Sending out consistent high quality emails to your audience and to specifiers will build trust and credibility. It will help your audience know, like and trust you.

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    Don’t just sell…educate and inspire your audience

    A great way to do this is to communicate case studies or thought leadership content. So feature content around specifiers’ pain points or current problems. If your emails help to solve their problems, they will engage with your emails and build trust in your brand.

    Communicating case studies in emails is a great way to build credibility and authority with specifiers. You are telling specifiers how you have helped your customers, which will resonate much more with specifiers as opposed to simple facts.

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    Consistency is crucial, make sure you send on a regular basis

    As mentioned above, make sure you are consistent with your email send outs. It is rare for specifiers to act on a single email. It takes time for your emails to build credibility and trust with your audience.

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    Work on crafting a subject header that gets attention

    Don’t just send an email with the subject “Newsletter”. Make sure within the subject area and the opening section in your email (where your recipient can usually see it when viewing on a desktop), you are giving value and you are clear in what the email is about.

    It is important to note here no one will ever buy from you or do business with you without trusting you. And the best way to make people trust you is by giving them information that they find useful and valuable.

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    Use your data wisely

    Make sure you have permission to send your emails. The ICO has set criteria and guidelines with GDPR in how you use and manage data.

Time54 works with and has helped many building and interiors companies raise their awareness in the marketplace and increase their specification inclusion through email marketing.

We are a specialist building and interiors marketing agency and help brands to:

  • Increase specification.
  • Influence architects and interior designers.
  • Build authority.

If you are interested in how we can help your business grow with email marketing, get in touch to organise a Power Hour zoom meeting.

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