What Should be in a Billboard Email Marketing Campaign
Your current and former advertisers are some of the most valuable relationships you have. They already know your product, understand how billboard advertising works, and have said yes before. That alone puts them miles ahead of cold prospects. Email marketing is one of the easiest ways to stay connected with this group and keep opportunities moving.
When you email current advertisers, you reinforce a partnership that is already active. When you email former advertisers, you reopen doors that never really closed. Timing changes. Budgets shift. Priorities evolve. A former advertiser who paused last year may be ready again today. Often, an email is the simple nudge that brings the conversation back to life.
The content does not need to be complicated. Share available inventory, upcoming openings, or special promotions. Show examples of strong creative currently running on your boards to inspire ideas. Even a quick market update or success story can remind advertisers why outdoor works.
What should be in a billboard email marketing campaign
A strong billboard email campaign focuses on clarity and value but isn’t overtly “salesy”. Start with a clear subject line that sets expectations. Inside the email, keep it visual and easy to scan. Include photos or mockups of live boards, especially ones with great creative. Highlight availability or deadlines so there is a reason to act.
Highlight PSA messages you have posted for the community so your readers can see how your boards support local causes, build goodwill, and make a positive impact beyond advertising. This reinforces that your company is invested in the community, not just selling space, and helps advertisers feel proud to align their brand with boards that give back and show up when it matters.
A “Creative Billboard of the Month” section can showcase a cool ad you’ve done, or just something out of the ordinary or interesting.
Showcase available inventory and what type of business it would be great for. Short explanations work best. Explain why a location is valuable, what kind of audience it reaches, or why now is a good time to run. Maybe offer a deal on multiple faces.
Tips for current billboard advertisers, like: Have you created your holiday or seasonal campaigns yet?
Always include a simple call to action like replying to the email, booking a quick call, or requesting pricing.
Consistency matters more than volume. You do not need to email constantly to be effective. A steady cadence keeps you visible without becoming annoying. Keep the tone friendly, helpful, and human. When email feels like a useful update instead of a sales pitch, it builds trust and keeps your billboard inventory top of mind.
