By Debbie Frakes, Guest Blogger, LearningWithoutScars.com
Email marketing is a vital component of an equipment dealer’s strategy. It’s an efficient method to consistently present your brand, products, and services to customers. The advantages of email marketing include reminding clients of your offerings, encouraging purchases, and establishing yourself as the go to expert for customers and prospects.
To fully leverage the benefits of email marketing for equipment dealers, proper execution is key. We’ve compiled the most important components to include in your emails for effective equipment dealer marketing.
What Dealers Should Include in Marketing Emails
The steps listed here are a road map for you to follow.
Highlight your full range of services
It’s crucial to highlight all your capabilities because everyone is not always in the market for new equipment. You need to highlight all the things you offer in your email campaigns. All equipment owners purchase parts, service, and rentals a lot more often than they buy a new machine.
Continuously update your email distribution list
About 20% to 30% of the email addresses on your list will go bad every year. That means that nearly a third of your contacts may not be receiving your marketing emails. To address this problem, regularly verify your contacts’ information and add new leads and new customers as they come in.
Provide a clear call to action
Make it straightforward for recipients to take desired actions. Each email section should have a visible next step. For instance, include a scheduling option for preventive maintenance discussions or a link for more information about new equipment.
Create honest subject lines
To maximize the benefits of email marketing, recipients must trust you. While “clickbait” subject lines have become common to boost open rates, they often lead to customer frustration. Instead, craft compelling subject lines that offer value or pique interest, but ensure they accurately reflect the email’s content.
Optimize for mobile viewing
Ensure your emails are mobile friendly. People check emails on their phones as much as, if not more than, on desktops. Emails that don’t display well on mobile devices can harm your company’s image. Assess your emails across various browsers and devices to ensure consistent appearance.
