Best Construction Email Message

CBG Building Company sought to connect with its clients, partners, and subcontractors during the holiday season, but didn’t want its message to get lost in the mix of dozens of holiday greetings. To mitigate being one of many, CBG’s internal marketing team created a unique electronic greeting, thanking everyone for making 2017 its most robust year yet. Incorporating messaging, a GIF, and an animated video, CBG’s card stood out and made a lasting impression.

The marketing team chose MailChimp to deliver this email message. Completely customized in the CBG brand, the template contains buttons to click to CBG’s Twitter page and CBG’s website. The focus of the email is the GIF, which serves as a teaser for what’s to come. Clicking on the GIF takes the viewer to CBG’s Vimeo, where the holiday card’s year in review video is hosted. The marketing team art directed a third-party animator to design the video, inspired by unwrapping a package. The untied ribbons reveal a video montage of CBG’s 2017 portfolio, team building events, volunteer days, and interns in the field.

The email message reached over 700 recipients and had an open rate of 75 percent and a click rate of 50 percent, which includes clicking through to the video hosted on Vimeo, CBG website, and CBG Twitter. Therefore, CBG’s holiday card successfully engaged its audience. Shortly after the email message delivered, a client reached out to CBG and suggested the two companies collaborate on more projects in the new year.

Contributors:

Creative Director:	Stephanie Anderson
Marketing Associate:	Emily Rebh
Marketing Associate:	Gabby Migliara

CRC COMPANIES

Location: United States