Equipment dealer marketing

Equipment Dealer Marketing: Why Expand Your Email List

Your email lists are constantly changing. The people you're sending emails to change jobs and switch roles, so it's important to keep your list up to date in order to keep reaching your target customer effectively. This process never stops!

The best method for effectively expanding your list is to find people who are in a position to make key decisions and purchase your products or services. That way, you can be sure your brand and offerings are in front of the people who matter most for your business./p>

Why equipment dealers need to constantly expand their list

Email list expansion is crucial for any equipment dealer marketing strategy, because as many as 20% to 30% of the email addresses on your list go bad each and every year. What that means is that up to about a third of your recipients may no longer be opening and looking at your emails. For your emails to be most effective, you need the people receiving them to be those who can and will act on them.

If you are consistently verifying contacts and adding new ones, then your emails will be far more powerful for your sales and business growth.

How equipment dealers can expand their lists

The first step is to check and see if the email addresses on your list currently are still relevant and valid. Start by reviewing your customer list and then calling anyone who doesn't have an email on file, in order to add it. Make sure you're not just adding the email of the first person you talk to, you want to determine the decision maker and add theirs. You should do the same for companies who have stopped opening or clicking your emails. Call and ask if there is a different email you should be sending to.

After working through your current list, the next step for your equipment dealer marketing email strategy is finding new companies to add. Identify your target customers by analyzing your list in terms of SIC codes or NAICS codes. Then find other companies that are similar to the ones you're currently working with.

Develop a list of potential customers, then call them to ask about their current needs, and ask for permission to start sending emails.

What's the benefit for your dealership?

The primary benefit of these activities is to build your email list into an increasingly effective marketing tool. Customers on your list who receive marketing emails typically purchase two to three times more than customers who are not on your list.

After adding a new person to your list, you should be checking regularly to see if they are still at the company. You should also dedicate time for adding new businesses to your email list, so you can replace the email addresses that go bad. That way, you have customers and prospects that are engaged and ready to do business with you.

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