Email Marketing

‍Say the right thing. To the right people. At the right time.

If email still works in 2025, it’s because it actually works—when done with strategy, skill, a sprinkle of personality, and a keen understanding of your audience. And yes, we take it seriously...but not too seriously.

We’re Vernacular, headquartered in Portland, Maine, specializing in marketing for architects, builders, tradespeople, designers, and shelter pros. We know what your clients look for in an email—and what turns them into inquiring clients.

Why Email Still Matters (Even More Than You Think)

Email is direct, measurable, and scalable. It’s not just newsletters. It’s smart segmentation, automation flows, and personalization—real personalization—built to nurture leads, convert browsers, and build relationships over time. Whether you're emailing past clients, prospects, or trade partners, we make every message feel intentional.

What Makes Vernacular’s Email Marketing Different

Strategy First
We begin with who you want to reach and why—and build out sequences and templates that reflect the cadence of your work (think project launches, seasonal updates, or workshop invites).

Segmented, not generic
Your architecture practice isn’t all things to all people—and your emails shouldn’t be either. We help you build segments based on location, project type, audience type, or engagement level, so each campaign lands with purpose.

Contextual Personalization
Not just “Hi Sarah,” but “Hi Sarah—the barn addition you asked about is finally done.” We layer in user behavior, preferences, and dynamic content to keep emails relevant and alive.

Automation That Works
Welcome flows, post-project feedback loops, monthly newsletters, re-engagement campaigns—we set them up, launch them, and optimize so you can scale your communications without manual overhead.

Design and Deliverability
Clean, responsive templates built to look sharp—and work on mobile, tablets, desktops. Everything is optimized for deliverability, accessibility, and brand consistency.

Who Benefits Most

• Architecture firms announcing project completions or events
• Builders or custom trades sharing seasonal updates, new service offerings, or client stories
• Designers using email to build repeat business and referrals
• Shelter specialists or materials experts with a niche audience looking to stay top of inbox and mind

What to Expect When We Work Together

Discovery & Audience Mapping
We dig into your audiences: clients, leads, partners. How they prefer to hear from you, and what actually inspires action.

Content Planning & Tone
Together, we outline your campaign calendar and write copy that feels like you—real, confident, local.

Template Design
On-brand, mobile-first templates for campaign emails and automated sequences.

Build & Implementation
We set up your platform (Mailchimp, Klaviyo, Brevo, etc.), map out automation flows, schedule sends, and ensure everything lands clean and clear.

Training & Handoff
We show your team how to send, tag, and maintain campaigns. And yes, we’ll still be nearby when you need help.

Ongoing Optimization Options
Analytics, A/B subject-line testing, open and click analysis—and strategy adjustments based on what moves the needle.

Typical Deliverables

• Email campaign calendar & segmentation plan
• Branded email templates (campaign + automation flows)
• Set-up in chosen email service provider
• Walkthrough training session for your team
• Optional support packages: quarterly audit, ongoing automation updates, re-engagement sequences

Made in Portland, for Shelter Pros Near and Far

We live where cedar meets coastline. We know your world: joist sizes, zoning codes, clapboard siding—and that clients trust craftsmen not because you’re flashy, but because you deliver.

Working with Vernacular means emails that feel like your firm—grounded, expert, and ready to work hard for your next referral-ready inquiry.

Ready to build better inbox relationships together?