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Best Practices


MARKETING STRATEGY         What You Can Learn




Email Marketing Is Key to Your Business


A verified, engaged email list is the backbone of any good marketing strategy. Sending out emails regularly to your customers and prospects is a critical touchpoint. The emails provide information on your products and services, remind customers to purchase, and help you convert prospects into paying customers.

According to a study by the Direct Marketing Association, email marketing on average sees a 4300 percent return on investment (ROI) for businesses in the US. By opting in and choosing to join your email list, a prospect is signaling that they are interested in what you have to offer. Once they're on the list, it's easy to see how engaged they are in a particular email from their activity with opens and clickthroughs. It lays the groundwork to make the sale.


Email Marketing Is Easier Said Than Done
Let's say your business makes the smart decision to communicate consistently and engage with your customers and potential customers through email marketing. What do you do next? First you have to build a list with the contact information for current customers and prospects, next you have to figure out email topics, write the emails, design them, program them, manage your lists, segment your lists, and actually send out the emails on a consistent schedule.

By deciding to send out emails regularly, you've just taken on a massive new task in addition to actually running and operating your business.


Winsby Does the Heavy Lifting
At Winsby, we own the entire process in our comprehensive email program. We take care of everything from constantly adding and verifying new contacts to your email list, to managing your existing list, to writing, designing, programming, and sending out your emails.

The substance of the emails is key here. We build out a six month calendar containing the topics and categories of each email, based on the needs and purchasing habits of your specific customers. We'll then write and design the emails in a way that both informs customers about your latest products and services and encourages them to take action.

By including a mix of highlighting new or seasonally relevant equipment or products, tips and best practices in your company's field of expertise, as well as descriptions of the specific products and services you offer, you're able to establish yourself as an expert in your industry, an expert that people will turn to when they are ready to buy.

To help you capitalize on every email we send out to your customers and prospects, we'll provide a report for each one a week after it is sent. Certain levels of activity indicate interest, and your sales reps can follow up with anyone who opens and clicks on the emails frequently.


Maintaining Your Email List
List expansion needs to be constant. Whether you're updating current employee information for your existing customers or adding new prospects to your list, if you want to grow, you need to update it constantly. That's how you get more exposure, convert more prospects into customers, and make more sales.

The way we consistently build your list at Winsby is by picking up the phone to verify your customers and always maintaining contact. It doesn't matter how many emails you have on your list if the information is incorrect or if the email you have isn't a decision maker. By calling prospects and customers, we find out who is deciding where to purchase what you're selling, and make sure that's who is on your email list.


Staying in Contact with Your Customers
Customers on your email list will purchase more often. It's a fact. Email marketing allows you to stay top of mind and catch the eye of customers who maybe weren't planning on buying something today, but now are reminded that they need that part or that machine or that product or service you offer.

The Winsby email program puts your business in direct contact with the people at other businesses and organizations who make the purchasing decisions. Once prospects buy from you for the first time, we help you maintain that contact and develop a long lasting, productive relationship