2
Segment your contacts
Many A/E/C firms send their entire list of contacts the same email blast, often in the form of a company eNewsletter or press release. Unfortunately, this approach creates what I call the “boy who cried wolf” syndrome, because it’s highly unlikely that the content of the newsletter is relevant to the entire list. And if your emails are consistently irrelevant to many of your contacts, they’re likely to grow accustomed to ignoring your emails altogether. This means when you do actually send them something valuable and relevant, they’ll ignore it because of your previous track record of sending them irrelevant emails.
So don’t make this mistake! Instead, segment your email contacts to target different groups so you can send them more relevant information. Consider segmenting your lists by category (clients, teaming partners, prospects, etc.), market (Commercial, Healthcare, Higher Ed, Municipal, etc.), service (site engineering, landscape architecture, interior design, etc.) or buyer persona (owners, influencers, etc.).