Email marketing remains one of the most powerful and cost-effective tools for building product brands looking to connect with customers, nurture leads, and drive repeat business. Despite the rise of newer channels, email continues to deliver a staggering ROI—up to 3,800% in some studies—making it an essential strategy for any building materials manufacturer or supplier.
But to see real results, email marketing needs to be executed strategically. Below, we’ve updated our guide with 2025 best practices to help you reach more customers, build loyalty, and grow your sales pipeline.
Provide Real Value in Every Email
Your subscribers didn’t join your list to be sold to nonstop. They’re looking for value—industry tips, product guidance, updates, or exclusive opportunities. By focusing on useful, relevant content, you’ll increase open rates and keep your brand top of mind.
What value looks like for building product brands:
- Exclusive discounts on seasonal products or new releases.
- Installation guides or spec sheets for contractors and pros.
- Project case studies or inspiration galleries for architects.
- FAQs and how-to tips for residential customers tackling DIY renovations.
Also, make your emails feel human. Use the recipient’s name, send from a real person (not just “info@”), and write copy that feels like a one-on-one conversation. Personalized subject lines and dynamic content can significantly increase engagement rates.
Build and Segment Your Email List the Right Way
Not all email lists are created equal. The most successful email strategies begin with ethical list-building—no purchased lists, ever.
Recommended list sources:
- Website opt-ins with valuable lead magnets (e.g., free downloads, sample requests, product catalogs).
- Past customers who’ve opted into marketing.
- Event attendees, showroom visitors, or tradeshow contacts.
Once you’ve built your list, segmentation is key. You should not speak to architects the same way you’d speak to homeowners. Segment by role, interests, purchase history, or product category.
Examples of smart segmentation:
- Commercial buyers looking for bulk quotes or specs.
- Residential customers interested in renovation ideas.
- Prospects who’ve never purchased from you before.
Segmented campaigns consistently see higher open rates and better conversion results.
Polish, Test, and Refine Your Emails
Email marketing success doesn’t come from “set it and forget it.” You need to continuously optimize your approach.
Anatomy of a successful email:
- Subject Line: Clear, curiosity-piquing, and under 60 characters.
- Preview Text: Supports your subject line and invites the open.
- Body Copy: Easy to scan, benefit-driven, and relevant to the segment.
- CTA: Clear next step—whether it’s “Request a Quote,” “Download the Guide,” or “See the Product.”
- Responsive Design: Looks great on both desktop and mobile.
A/B testing is essential. Try out different subject lines, sending times, layouts, and CTAs. Use your platform’s analytics to monitor click-through rates, bounce rates, and unsubscribes. Then use that data to refine your approach.
Send Emails That Match the Customer Journey
Not all subscribers are in the same place. Some are just discovering your brand, others are ready to buy. Your email content should reflect this.
Examples:
- Top of funnel (TOFU): Educational blog posts, buyer guides, or checklists.
- Middle of funnel (MOFU): Product spotlights, testimonials, case studies.
- Bottom of funnel (BOFU): Promotions, limited-time offers, consultation requests.
You can use marketing automation to build workflows that match the customer journey. For example, someone who downloads a product catalog might be added to a 3-email drip campaign highlighting key products and a CTA to “Book a Consultation.”
Keep it Legal and Easy to Unsubscribe
Respect your audience. Always follow anti-spam laws like CAN-SPAM or GDPR, depending on your region.
Best practices include:
- Getting clear opt-in consent.
- Including a visible unsubscribe link.
- Honoring opt-outs promptly.
A clean, permission-based list isn’t just legally required—it also performs better.
Email Still Wins—If You Do It Right
For building product companies looking to engage contractors, designers, and consumers alike, email is still an unbeatable marketing tool. With the right segmentation, content, and testing, you can drive serious ROI and long-term loyalty.
Not sure where to start? Our team specializes in helping manufacturers build and execute effective email marketing campaigns tailored to the construction and building materials industry.
Need help optimizing your email strategy? Reach out today to schedule a consultation.
