According to the DMA (Data & Marketing Association), the average ROI of email marketing is €42 for every €1 invested — the best ratio of all digital channels. Yet in construction, fewer than 5% of tradespeople have an active email list.
Step 1 — Build your list legally
In compliance with GDPR (CNIL), collect emails with explicit consent. Sources: contact form on your website (add a checkbox "Receive our renovation tips"), free PDF guide in exchange for an email (e.g. "The 5 mistakes to avoid before renovating"), paper form given at quote stage.
Step 2 — Choose your tool
For under 500 contacts: Mailchimp (free up to 500 subscribers). For a more advanced list: Brevo (formerly Sendinblue), a French GDPR-compliant solution, free up to 300 emails/day.
Step 3 — The automated welcome sequence
Email day 0 (immediate): welcome + delivery of the promised guide.
Email day 3: "Your renovation project — the 3 questions to ask yourself before getting quotes".
Email day 7: a recent project with before/after photos and a client testimonial.
Email day 14: offer of a free audit or quote within 48h.
This automated sequence generates an average of 2 to 4 qualified contacts per 100 new subscribers.
Step 4 — The monthly newsletter
1 email per month to your whole list: 1 practical tip + 1 project of the month + 1 current offer. Average open rate for well-segmented construction lists: 28 to 35% (vs 21% cross-industry). Each send generates an average of 1 to 3 quote requests for our clients with lists of 200+ contacts.