Best Construction Email Message

In an effort to connect with owners, architects, and subcontractors at the end of the year, CBG sent out an electronic holiday card summarizing what the company accomplished in 2018. Inspired by interactive annual reports and infographics, this scrolling year-in-review engaged viewers with eye-catching design elements and company-wide statistics on completed and on-going projects, donations and volunteering, news and awards, and social media successes. Beyond creating a touchpoint with clients, the goal of the e-card was to demonstrate not only what CBG contributed in terms of quantity and quality of multifamily housing nationwide, but also to show how CBG gives back to the communities in which it works.

The email was distributed via MailChimp to a list of 500 clients and partners curated by CBG upper management and project leads. Learning from CBG’s previous holiday e-card, the marketing team found that few clients clicked through to view the video content from last year; the 2018 card aimed to remove any barriers-to-entry to the information and required no clicks. The email did contain social media links at the end, corresponding to the social media graphic, if the clients were interested following or in learning more about CBG. The email received an 18.8% open rate, with 85 people opening the email a total of 164 times; our social media links received 18 total clicks.

Contributors:

Marketing Associate:	Eryn Ratcliffe
Senior Marketing Manager:	Steph Amateis

CLARK REALTY CAPITAL

Location: USA