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From Inbox to Impact: The Value of Email Marketing
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By Amanda Gluck, CPSM
DOMAIN 5
Email marketing isn’t just surviving—it’s thriving. For A/E/C firms, it’s one of the best tools you have to communicate your firm’s value, build trust, and reinforce your expertise. In an industry where relationships drive business, email gives you a direct, cost-effective way to stay top of mind and showcase thought leadership.
However, your email list is only as good as the people who actually want to be on it. Buying lists, spamming inboxes, or adding people without permission? Hard pass.
Why Email Marketing Works
Think about it: your clients are busy. They’re not constantly scrolling through LinkedIn or catching every ad. But they do check their inbox. With a strong email strategy, you can make sure your message lands exactly where it needs to be, and that it is in front of the decision-makers who matter most.
Top five ways email marketing helps you build connections:
Direct Access to Decision-Makers
Unlike social media, where algorithms control visibility, email lands directly in the inboxes of your clients and prospects. Whether it’s a project update, a market insight, or a thought leadership piece, email marketing gives you the ability to reach the right people without platform restrictions getting in the way.
High ROI and Cost-Effectiveness
Compared to other marketing channels, email marketing consistently delivers one of the highest returns on investment (ROI) among digital marketing strategies. With minimal costs and the ability to scale, it’s a smart, budget-friendly way to stay in front of people while maximizing impact.
Tailored and Personalized Messaging
Gone are the days of generic, one-size-fits-all email blasts. Today’s most successful email campaigns feel personal. By segmenting your audience based on industry and past interactions, you can send messages that speak directly to their needs, oftentimes building trust and strengthening relationships.
Showcasing Thought Leadership and Expertise
Clients seek partners who understand their challenges and offer innovative solutions. Email marketing is the perfect way to share insights and position your firm as the expert they need. Beyond that, it helps you establish your own credibility and keep conversations going well beyond the initial introduction.
Analytics and Tracking for Continuous Improvement
One of email marketing’s biggest advantages is the ability to measure and refine campaign performance. By tracking open rates, click-through rates, and engagement levels, firms can refine their approach, optimize their messaging, and get better results over time.
The Bottom Line? Build It Right.
A successful email list isn’t just about size, it’s about building real connections, boosting brand awareness, and earning trust. When you grow it the right way, your emails become something people value, not ignore. And that’s how you turn subscribers into long-term fans—and even clients.
In the fast-paced world of A/E/C, email marketing remains a cornerstone strategy for building relationships, demonstrating expertise, and driving results. When done right, it’s not just a marketing tactic; it’s a strategic tool that helps keep your firm top of mind and stand out in a competitive market. Ready to make the most of email marketing? Focus on delivering value, fostering connections, and creating impact—one inbox at a time.
If you want an engaged, high-quality email list that delivers results, you’ve got to build it the right way. Here’s how to do just that.
Dos:
Focus on Organic Growth
Good things take time, and that includes your email list. Start with contacts from networking events, opt-ins on your website, and your existing database. People who choose to hear from you are far more likely to stay engaged.
Prioritize Quality Over Quantity
More subscribers aren’t always better; better subscribers are better. Focus on attracting people who are actually interested in what you have to say. Quality over quantity wins every time.
Segment Your List
Not all subscribers are the same. Group them based on sector, industry, or interests to get content that speaks to them. The more relevant your emails, the better your results.
Make It Easy to Unsubscribe
It sounds counterintuitive, but giving people an easy way out builds trust. If someone doesn’t want to be on your list, let them go. No hard feelings!
Keep Your List Clean
Regularly remove inactive subscribers and invalid emails. If someone hasn’t opened an email in a year, it might be time to say goodbye. Keeping your list fresh boosts your deliverability and engagement rates.
Don'ts
Buy Email Lists
Would you rather have a dinner party with people who actually want to be there, or a room full of strangers who don’t know how they got invited? Buying email lists is like the latter—and it usually ends with low engagement, high bounce rates, and issues with deliverability. Good things take time, and that includes your email list. Start with contacts from networking events, opt-ins on your website, and your existing database. People who choose to hear from you are far more likely to stay engaged.
Send Too Many Emails
Nobody wants to hear from you five times a day. Find a balance that keeps you top-of-mind without being that brand people rush to unsubscribe from.
Rely on One Method
Email marketing works best as part of a larger strategy. Mix in social media, content marketing, and even ads to maximize your impact and reach.
Ignore Data Privacy Regulations
There are a few regulations and laws out there that govern data privacy and protection. Always get consent, be transparent, and protect your subscriber’s data. Trust is everything.
Amanda Gluck is the Founder and CEO of Bytesize Communications, a marketing and communications consulting firm. She specializes in crafting strategic messaging, storytelling, and content that drive results, helping companies build credibility, showcase achievements, and foster strong cultures. Beyond Bytesize, Amanda is deeply involved with SMPS, currently serving as Past President and Communications Chair for the Maryland chapter. She earned the Certified Professional Services Marketer (CPSM) credential and also presented at the 2024 NERC Conference.
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