Why An Architect’s Email List is a Vital Resource
Winning better projects is an ongoing quest for professional architects and interior designers. Cutting through all the industry rivalry and standing out in this crowded field can be challenging. But it doesn’t have to be a constant struggle. So, how do you attract the ideal prospects you want with projects you love and transform them into clients? Believe it or not, email marketing for architects is key. An architect’s email list, as traditional and under-used as that may be, holds the answer.
The design field is competitive. You need to find a way to distinguish yourself and build rapport. Show why you are the ideal designer for a potential project. Consistent email marketing for architects is an excellent way to stay in touch with your leads and turn them into paying customers. You can also nurture your current clients. Keep them coming back with each new build, renovation, or project―happy to refer you to their friends and colleagues.
When you feel out-of-sight and undervalued, you can stay top of mind with email marketing. This way, when the prospect decides to proceed with the project, you’re the go-to designer they hire. You might think that posting on social media will win you projects (with proper scheduling, sometimes it does). However, consistently delivering your message directly to their inboxes is much more effective.
Email is far from dead. In fact, according to Neal Schaffer, 99% of us check emails daily, with some checking them as many as 20 times a day. And 58% of us check it first thing in the morning (likely on our phones, which we take nearly everywhere).
Strategic email marketing has a high return on investment, with email marketers making $42 in sales for each $1 spent sending emails. Email is nearly 40X more effective in obtaining new customers than social media, and an email is 5X more visible than a Facebook post.
Here’s how email marketing can work for your firm. Implement the strategies in this guide to keep your audience engaged, nurtured, and ready to hire you as their designer. As a result, you’ll be properly seen, heard, and appreciated.
Email marketing can keep your audience engaged
Communicating with your audience on an ongoing basis is essential. It allows you to share valuable news, which informs your prospects and clients and overall builds your credibility. Your emails might include design trends and case studies that position you as a thought leader. Provide your audience with a behind-the-scenes look at your work, demonstrating your authority as an expert.
Since emails go directly to their inboxes, you can foster ongoing communication. Your message doesn’t get lost in the social media feed. Rather than be a passing thought, you can build a lasting relationship with each contact on your list. Apps more easily allow users to flag or star emails, whereas social media posts that pique one’s interest can more easily get lost in one’s scrolling.
You discover your prospects' issues through engagement. By providing solutions to what keeps them up at night, you become their trusted guide clearly in tune with their pain points.
Such constructive conversations also motivate segmenting an architect’s contact list, sending more tailored information to a specific audience. For example, you might design for both homeowners and commercial projects. Segmentation will permit you to send more targeted email messages to each audience so that your message will resonate better. Finding a proper virtual home with a prospect looking for you to create a custom home (or workspace) just for them and theirs.
Offering tips in design and construction (without giving away too much free advice), you maintain consistent dialogues infused with meaning. You nurture leads, foster loyalty, and create more business opportunities for your architecture or interior design practice.
And it doesn’t have to feel like a chore. “Hurricane Jane” Frederick, who then became the 96th president of the AIA, presented her firm’s multifaceted success at one of our live events. While some members of the audience questioned how much time it takes to do all this marketing, Rene Clawson of Clawson Architects pointed out how uplifting it can be: “Because I am the one in the office that puts the marketing campaigns together, I am always happy … because I just spent the afternoon writing about how great we are.”
Benefits of email marketing for lead nurturing
Meanwhile, AMI Mastermind alumnus Roderick Anderson, principal of SARCO Architects. has become the king of email marketing. Staying in touch with prospects and former clients, his award-winning, luxury modern home firm in Costa Rica is regularly top of mind amongst the ideal fish (clients) in the pool (network) of prospects he swims in. Upon applying AMI email marketing for architects' strategies, he shared the following success story with our Mastermind group:
“Hey everyone. Proof that email marketing and newsletters do work… I got this email today as a response to the newsletter we sent earlier this week:
Dear Sir,With much interest, I have been reading your mailings for the last year because one day I will take the decision to develop a lodge complex on my farm close to Tortuguero. That moment has come and in order to explore the real opportunity and business case I will be in Costa Rica next week. You are offering a first meeting to assess the case together. I would be interested to discuss my plans with you next week Friday. I will be in San Jose then. It’s also possible to meet on-site in Tortuguero.
I would be glad to hear from you.
Kind regards,
Arthur”
Fellow Mastermind member Peter Twohy, principal of 2e Architects dubbed the Top 5 of Best Maryland Architects, responded to Roderick from the States (US):
“Hey, this may sound a little too complimentary – but this is a key point – your email chain always either meets or exceeds your clients' expectations AND because it is very well crafted and written it never ‘rings untrue.’ The net result is that time and again you are educating your potential client and they feel great every time the receive an automated email from you. VERY well done, sir!”
Interactive engagement, like calls to action such as invitations to schedule a consultation or download a free resource, encourages your leads to take the next step in the sales process. This increased engagement generates more qualified leads and, ultimately, more conversions. Email marketing for architects is a winning strategy for effectively nurturing leads and converting them into loyal clients.
Maintaining a strong connection with your audience through emails keeps your clients, potential customers, and industry peers engaged and informed. Fear not coming off as “too sales-y.”
Marketing for architects is primarily education, not selling
Each piece of digital mail allows you to develop rapport. Taking the client relationship “toward the personal” is helpful in business because it builds liking and trust.
That said, it takes time for a prospect to decide whether you are the right designer for their project (and for you to discern how well this client fits into your process). Rather than propose to your prospects before courting them, nurture the leads with a personalized touch. Craft your content to ensure that your messages resonate on an individual level. Establishing yourself as a reliable partner by using segmentation to personalize your emails, your email can be more accurate about a specific client’s desires since you can seemingly read their mind. Discerning from a distance, explore their distinct dreams as you would during an in-person consultation.
Email marketing also keeps you top-of-mind with your leads throughout the sales funnel. Per a series of well-timed and informative emails, you can educate your audience, address their pain points, and gradually guide them toward wanting to hire you as their designer. This consistent communication increases the likelihood of conversion since your clients get to know you, like you, and, most significantly, trust you to design spaces that can transform their lives.
Why measure the results of an architect's email list
Another key advantage of email marketing for lead nurturing is its measurability. Email platforms provide detailed analytics to track performance and gain insights into the reader’s behavior. Analyzing metrics of open rates, click-through rates, and conversion rates can help you optimize your strategies and refine your messaging.
“AMI’s email strategy brought my leads back to life. I sent out 8 emails, after a 4 week lapse in communication … and got 3 calls the next morning. Not a bad return on leads I thought were dead!” -Jacek “Jake” Krokowski, LEED AP, RLA, principal at JWK DESIGN
Automation is a powerful feature of email marketing as well. Automated email sequences ensure your leads receive the correct information at the right time without needing constant manual intervention. This saves you time and resources and provides a seamless experience.
By leveraging email marketing's personalization, consistency, measurability, and automation capabilities, you can effectively guide your leads through your funnel to convert them into clients.
More success stories from our members
Roderick “had an interesting inquiry come in which made me realize how important all the different components of the marketing system really are: 1) The client saw one of the Facebook ads that I have running here over the high season, 2) Downloaded the Monkey’s Fist and signed up to the mailing list, 3) Started receiving and reading our automation emails.
“One of the emails that [the prospect] received had the offer for the Next Steps Call and he clicked on that. Then, he arrived at the website and the chat service popped up,” Roderick says. “In the chat, he indicated DIRECTLY that he wanted to talk to me (mentioned me by name) about several pieces of land that he owns locally (he is Canadian and owns around 100 acres of land here [in Costa Rica]) and that he wants to develop — he felt the chat service was a more direct way to reach me. I already spoke to him and he is very interested in our services and we have agreed to meet face to face.
“Interesting how we can see here Facebook Ads, Website, Landing Page with effective story, Monkey's Fist, email automation, different offers (the Next Steps Call), the website chat service, etc. all working together …”
To which Peter, enthusiastic about uniting AMI strategies into one cohesive system, responded: “This is GREAT news that when a marketing system is developed — over time — and integrated such that each piece of the system is working harmoniously together — on brand so to say —that it creates an atmosphere where the right kind of client feels comfortable reaching out to you. BRAVO. Bravo to you, your work, your marketing, and also to your potential client who saw something right for him and took action.”
Types of Email Marketing Campaigns for Architects
Now that you know about the benefits of email marketing, how can you create emails that generate sales indirectly, albeit successfully? The answers lie in writing strategies to nurture your prospects, revive relationships with past clients and encourage them to refer you.
Nurture prospective clients through education
Nurturing campaigns allow you to build trust and position your architecture firm as a leading authority.
These campaigns focus on providing prospective clients with valuable, educational content that addresses their pain points and showcases your expertise. When you share design trends, industry insights, or case studies, you highlight your problem-solving abilities and display the impact of your work.
By consistently delivering high-quality information, you can gradually guide your leads through the sales funnel. As a result, you'll be positioning your firm as the preferred choice when they're ready to move forward with a project.
In Building a Storybrand: Clarify Your Message So Customers Will Listen by Donald Miller, an educational email is called a Nurturing Email. It offers your subscribers valuable advice as it relates to your services.
An effective email campaign would be weekly, three nurturing emails followed by a sales email with a call to action. The prospect may not say “yes” for three weeks or several months, but your ideal client will say YES down the road.
The Nurturing Email Formula from Storybrand
Here's the formula:
- Talk about a problem.
- Explain a plan to solve the problem.
- Describe how life can look for the reader once the problem is solved.
- Optional: P.S.
While writing, consider the following questions:
- What is a common problem your prospects are facing?
- What question are they asking (or should ask) that you can answer?
- Then they need a plan. Give them enough advice that they will still need to call you when they are ready. How could you solve the problem?
- How would life look once the problem is solved?
Remember that you, the architect, are the prize. Becoming your ideal client’s first choice also brings forth interactions with not-so-ideal clients. When this happens, consider that the Money is in the No’s.
While the Nurturing Architect persona attracts clients, the Assertive Architect embodiment helps prospects understand your process and each of you to discern whether you’re an ideal fit. Building strong client relationships who understand your value is essential to your firm’s success.
Reactivate connections with your past clients and be top of mind
Maintaining strong client relationships is vital to your firm's long-term success. Reactivation campaigns reconnect you with these valuable contacts, and, to stay top-of-mind, you should provide genuine value and demonstrate your continued commitment to your clients' needs. Share updates on your latest projects, highlight new services or capabilities or offer exclusive insights and resources to benefit their current or future endeavors.
Reach out to past clients with a personalized and helpful message to reignite their interest in your services and encourage them to reconnect. Doing so effectively maintains existing relationships and opens the door for potential repeat business or referrals. Try out the tried-and-true Win Back Question: “Were you still interested in [fill in the blank]?”
Referral request campaigns
Indeed, existing client relationships are a powerful source of new business opportunities in the architecture and design industry. Referral request campaigns help you capitalize on your connections.
When crafting your referral request campaigns, it's essential to strike the right balance between expressing your appreciation for support and making a clear, compelling ask. Personalize your messages, highlighting how you've helped your clients and the value you can bring to their network.
Additionally, consider offering incentives or rewards for successful referrals or exclusive access to new offerings. This may motivate your clients to share your firm with their colleagues and contacts.
The Referral Email starts very simply:
Hi (Name),
As you well remember [or similar friendly opener] we completed your project in (month) [check your records carefully on that one].
There were three main highlights of your project for me:
Now, eager though you are to dash off the next few lines, let’s breathe for a moment…marketing is about building community. Even though you claim to be, and are, listing the highlights for you, make sure that these will have been highlights for the client as well. Now, go ahead and list them as you (collective) rather than as you (singularly) fondly recall them. Then, authentically, in your own words, express gratitude. Acknowledge that this former client is one you most enjoyed working with and the kind you’d like to attract, selectively, moving forward. “I’m wondering you could do me a favor…” can go a long way. Communicating in a friendly tone will invite them to sit back, smile, and remember to refer you in the future.
How effective email marketing for architects invites testimonials
Sustaining email correspondence with former clients can organically welcome quality testimonials, too. AMI SIX member Ana Williamson who is the principal of her eponymous award-winning full-service architecture firm based in Menlo Park, California, shares how she received a testimonial from an ideal client through consistent, relationship-building conversation:
“Just got this email from a client who sold the house we designed for them 3 years ago and relocated to another area:
Ana and Joe,
We wanted to thank you and the AWA team for helping us create such a unique and sellable home. Our house was only on the market for about 8 days, and we ended up with 4 offers and sold for well over our asking price. There was one open house weekend which drew over 300 visitors, multiple showings before and after the open house, and somewhere in the neighborhood of 15000 views on the various online listing sites. Our agent said she’s never seen that much interest in a house even in the hot selling markets.”
You can enrich your portfolio all you want, but nearly nothing beats the impact you make in the words of a client. Further, by implementing these three types of email marketing campaigns, you can effectively engage your past clients, educate and inform prospective clients, and leverage your existing relationships to drive sustainable growth and win better projects.
How to write compelling email campaigns
Even with the benefits of emails, awareness of the statistics, and knowledge of types of campaigns, you still need to write a compelling email.
Key elements for a successful email
Consider memorable and inspirational emails you have read. To make an exciting email, include these key elements: storytelling, value for the reader, personalization, expressive imagery, and a clear call to action. Remember: Whoever tells the best story, wins.
“A client ‘woke up’ after my email story on the Spain trip. He’s moving forward with our contract. However, because he has ‘champagne dreams on a beer budget,’ he decided to go with the basic package, one of several I offered him (this was a first). Based on AMI’s strategy, I was also then able to upsell him to the middle package because of a slight discount … and he quickly said yes!”
Mastermind alumnus Roderick Anderson, CEO & Design Director, SARCO Architects
Storytelling is a way to highlight your expertise without saying you are an expert (a writing/editing service our content team provides exclusively for our Mastermind members). “Show, don’t tell,” as the writer’s well-known narrative technique goes. You can describe a client’s problem and how you guided them through the challenge by providing a specific solution. Write about the before and after. Illustrate the transformation for your client. The reader can see how your design practices and skills make the process less stressful. As a result of working with you, if they choose and are given the opportunity, they will receive beautiful, aesthetically pleasing spaces that function efficiently.
A compelling email provides value. Share insights on industry trends and innovative solutions, demonstrating your firm's architectural knowledge and thought leadership. Offer helpful resources, guides, or tips that address your audience's pain points such as advice on working with architects or navigating the design and construction process. Free resources can be available via a landing page.
You can make the reader, as part of the architect’s contact list, feel the email was written exclusively for them. Tailor your messaging to your target audience's needs and interests. Through segmentation, you can send homeowners one email and commercial clients a different version (read more on specializing in multiple niches here).
Supplementing written content with a picture is worth 1000 words. You can break the email text by incorporating multiple visuals so it’s easier to read. Include captivating imagery, renderings, and videos to make the email more appealing.
Calls to Action
Most importantly, be sure to include clear Calls to Action. What would be the next step on the journey? What would you like the recipient to do? Encourage them to take action, such as scheduling a consultation, requesting a quote, or visiting your website.
As you craft your message, ensure your email campaigns align with your firm's overall branding, tone, and visual identity to reinforce your unique positioning in the market. Use conversational language: avoid acronyms and words readers may not understand. Not everyone knows what HVAC stands for. For clarity, you can include the text's explanation of heating, ventilation, and air conditioning (HVAC).
Leverage automation by implementing automated email sequences to provide your audience with a seamless and personalized experience.
Using key elements in your email marketing strategy, you can effectively engage your target audience and drive opportunities for your firm.
Subject line writing strategies that capture the attention of an architect’s email list
Another element of an intriguing email is the subject line. With the many emails in your prospect’s inbox, you’ll want yours to capture attention.
Craft subject lines that pique the recipient's curiosity and compel them to open the email to uncover more information. Evoke emotions such as excitement, urgency, or a fear of missing out (FOMO). Personalizing the line with the recipient's name or other personalized details makes it more relevant and engaging.
Keep the subject line concise, aiming for under 50 characters to ensure it’s visible in mobile and desktop previews. Start with strong, action-oriented verbs to encourage the recipient to act immediately. By incorporating numbers and data, you capture attention and provide a clear expectation of the email's content.
Experiment with A/B testing, trying different subject line variations to determine what resonates best with your audience. Avoid spammy language, excessive exclamation points, all-caps, and overly promotional text. Be authentic since you’re writing to your future clients to gain and maintain their trust.
Guidelines for CTA’s that encourage client engagement and action
You’ve written an irresistible email with a stellar subject line, but your prospects and clients must have a call to action (CTA).
Drive the reader to your website where they can learn more about you and your services. Your site could have valuable content such as industry insights, design trends, or project stories/case studies. Examples include “Learn More About Our Latest Design Innovations” or “Explore Our Portfolio of Award-Winning Projects”.
A CTA could prompt recipients to take the next step in the sales process such as “Schedule a Consultation” or “Request a Quote”. This helps convert leads and nurture relationships.
You may want to highlight exclusive resources that will give valuable information about your design process. For example: “Download Your Free Guide to Sustainable Design” or “Download Your Project Planning Pack to Design Your Dream Home”.
As you craft your CTA, ensure it aligns with your overall branding, messaging, and visual style for a cohesive and enjoyable client experience.
Strategic email marketing for architects and designers
A marketing strategy is essential for your design firm's success. If you’re an introvert or ramping up your sales and marketing efforts brings you anxiety, rest assured that email marketing is a pivotal tool for architects in today's digital landscape. Hone this powerful and cost-effective way of connecting with potential clients. Nurture existing relationships.
Increase growth for your architectural practice in an organic, authentic way that doesn’t force interactions but gently fosters them through consistent communication.
Targeted outreach positions your firm as a trusted authority in the industry. Leveraging personalized automated campaigns regularly informed by detailed analytics elevates your message to the right audience with whom it resonates, delivering measurable results.
Email marketing is not a standalone strategy but a crucial component of a well-rounded digital marketing approach. Seamlessly integrating your email efforts with other online channels like your website, social media, and advertising, creates a cohesive and impactful brand experience.
Whether you're looking to nurture leads, promote your latest projects, or strengthen relationships with past clients, email marketing adapts to your versatile business needs. You can cultivate a following by consistently delivering valuable content that nurtures meaningful connections and positions your architectural firm as the preferred choice.
Embracing the power of email marketing is a strategic imperative for architects seeking to thrive in today's competitive landscape. Doing so can elevate your brand, drive more business opportunities, and ultimately achieve sustained growth.
Imagine going from winning the occasional marvelous project to having your boards full of dream portfolio-worthy projects, with bigger fees for your ideal clients who appreciate the incredible designs you create. Discover the potential of email marketing for architects and integrate it seamlessly into your overall digital strategy to design your dream life, professionally and personally, and help clients do the same.
FAQs (Highlights on Email Marketing for Architects)
How can an architect educate prospects without giving away too much free advice?
Provide clear examples of problems that keep your ideal client base up at night and solutions you can provide. Keep the stories concise. Share case studies as well as design trends and some industry insights. Overall, set an intention to highlight your expertise’s impact―beyond its aesthetic. This approach will build trust and liking, positioning your firm as the #1 choice in your target market.
How can email marketing for architects nurture leads?
Engagement invites prospects to act by scheduling a consultation, downloading a resource, or taking the next step in your sales process without coming across as too sales-y. Sustaining interactive engagement generates more qualified leads and later conversions into clients who appreciate the valuable content that takes the relationships to the personal.
What's the format for a nurturing email?
When writing a nurturing email: 1) Present a problem, 2) Explain a plan to solve the problem, 3) Describe how life can look for the reader once the problem is solved, and 4) Consider adding a P.S.
How does an effective referral email typically start?
Begin a referral email by reminding the former client of the project you worked on with them and its completion date/month followed by the three main highlights of the project. This will create a headspace for the client to happily reminiscence, pondering why they are continuously grateful for your work’s impact on their life.
How can an architect write a compelling email?
The elements of a compelling email include the following: 1) storytelling showcasing your expertise, 2) value for the niche audience, 3) personalization, 4) expressive imagery, and 5) a clear call to action. Remember: Whoever tells the best story, wins.
What's the benefit of staying in touch with past clients?
Reactivating client relationships offers opportunities for former clients to give you testimonials, repeat business, and referrals. Write to past clients with project updates, new services, insights, and resources that may benefit their current or future endeavors and likely those of one of their friends who may be an ideal new client for your firm.
What are some qualities of an appealing subject line?
A catchy subject line piques curiosity. It evokes urgency or excitement. An appealing subject line may include the reader’s name without going over 50 characters so that it’s both thoroughly personalized and visible in mobile and desktop previews. Include action verbs and consider incorporating numbers and data. Compare different subject line variations with A/B testing. Refrain from spammy language, unnecessary exclamation points, all-caps, and overtly sales-focused text.
What makes a good Call to Action (CTA)?
A Call to Action prompts a next step. To educate early prospects on your design process, invite them to click on something like “Learn More About Our Latest Design Innovations”, “Explore Our Portfolio of Award-Winning Projects”, “Download Your Free Guide to Sustainable Design” or “Download Your Project Planning Pack to Design Your Dream Home”.
When the prospect is ready to take the next step in your sales process, converting from a lead to a client, they can take a more proactive step such as clicking on links that lead to webpages titled “Schedule a Consultation” or “Request a Quote”.
As you craft your CTA, ensure it aligns with your overall brand making it authentic for you and enjoyable for the client.