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bp emails dealers

Equipment Dealer Marketing: Why You Need to Send Out Emails

Email marketing is a key part of a business’s overall sales strategy. Consistent, well crafted emails allow you to teach leads and prospects about your company, let them know about your full line of products and services, and remind them to purchase from you. On top of that, email marketing for equipment dealers is much less expensive than traditional marketing methods like print materials and direct mail.

Why emails are key for equipment dealer marketing

When it comes to the best bang for your buck, there is no better marketing tool than sending emails. There are about four billion people around the world who use email, and most of them will check their inbox at least once a day. They give you a direct line of communication to your customers and prospects, and, unlike with direct mail, you can see how they interact with your email.

Emails give your marketing and sales teams valuable insights:

  • Know whether or not your email was viewed
  • Understand what people are clicking on (e.g. if they click on a parts feature then follow up with them about parts)
  • See which types of deals or specials are most effective based on which ones receive the most engagement
  • Easily track how many sales are generated by the emails
How dealers can do email marketing

Any equipment dealer can send out emails, but not every company will do it right. Sending out marketing emails is not worth your time or effort if they are not going to show your company in great light and compel readers to take action. The two most important parts of email marketing are ensuring they look and read professional and sending them out consistently.

The first step is to come up with content to fill out the email. You want to show your full range of services, so customers and prospects understand everything that you offer. Include information on your parts department, service department, types of services you offer, the equipment brands you carry, the latest machines you have, and any deals or specials. Plus, feature best practices to establish yourself as the expert in your market, as well as customer testimonials to establish credibility.

Build a content calendar

As with all equipment dealer marketing methods, having a plan and sticking to it are critical. Build a monthly calendar that includes how many emails you’re going to send, the topics of the emails, and the target dates for sending them out.

After developing the schedule, you have to write, design, and program your emails to send out. If you don’t have an in house team, then it’s best to hire writers, designers, and programmers rather than doing it yourself to ensure that your emails look professional and well done.

What’s the benefit for your dealership?

Sending out emails does wonders for equipment dealer marketing and is one of the best ways to use your limited resources.

Here are some of things that we see at Winsby with our equipment dealer clients once they start sending emails:

  • Customers on an email list buy two to three times more often than those who are not receiving marketing emails.
  • Prospects learn about your company through the emails, including everything you offer in addition to selling equipment.
  • Sales reps can follow up with anyone who is opening emails consistently.
  • Sending out emails provides an average return on investment of about 4,300%.

At Winsby, we handle the entire equipment dealer email marketing process, from creating calendars and developing topics, to writing, designing, programing, sending, and tracking the results.

Contact our team to start boosting your revenue with emails today!

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CUSTOMER RETENTION
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EMAIL MARKETING
EQUIPMENT DEALER MARKETING
KEY METRICS
Key Metrics Reports
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MARKETING FOR MANUFACTURERS
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Ask a Question

ListExpansion

Email List Expansion Services

Email lists are never static. People leave companies, change positions, or simply stop engaging with your emails. Your list needs to adapt and mirror those changes if your email marketing is going to continue to be effective. It’s also important to constantly add new companies to your list. That means finding people who are in a position to make decisions and purchase your products or services.

Email list expansion is how you can keep putting your brand and offerings in front of more and more people who matter.

Why expand your email list?

Email list expansion is a critical piece of your marketing strategy, because as many as 20% to 30% of the emails on your list go bad each year. That means that up to nearly a third of your recipients may no longer be viewing your marketing emails. And when you are spending scarce time and resources creating and distributing those emails, you don’t want them to be wasted on people who can’t or won’t act on them.

Constantly verifying and growing your list is the only way to ensure your emails get in front of the right people. It’s the best way to make your emails far more powerful.

How email list expansion works

It’s important not just to expand your list, but also to check and see if the email addresses currently on your list are still valid and relevant. Start by reviewing your customer list to identify anyone who doesn’t have an email on file, then call them, find the decision maker, and add their email to your list. You can also call companies who have stopped engaging with your emails to see if there is a different email that you should be sending to.

Once you’ve worked through your current list, the next step is to find 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. Build a list of potential customers, then call them to find out who the decision maker is for your products and services. Talk to them, ask them about their current needs, and get permission to start sending them emails.

What’s the benefit for your business?

The benefit of these activities is to add your customers and new prospects to your email list. Your list will then become an ever growing and improving tool for moving people through your sales funnel. Customers on your list who receive marketing emails typically purchase two to three times more than customers who are not on your list.

Consistency is the most important part of email list expansion. After adding someone to your list, you need to check regularly to see if they are still at the company. Also, set aside time for adding new companies to your list, to replace ones that are no longer engaging with your emails or sales team.

At Winsby, we handle the entire email list scrubbing and expansion process for you. Contact our team to start growing your email list today!

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EMAIL MARKETING
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B2B email

B2B Email Marketing Services

B2B email marketing is a critical piece of a business’s overall sales strategy. But you have to do it well. Any company can send out emails, but not every company can send out emails that will be read or that will compel the reader to take action. Below are the basics of marketing emails for your business.

Why send out B2B marketing emails

Consistently sending out emails to your audience provides information about your company, the products and services you offer, and why they should work with you instead of someone else. On top of that, marketing emails remind your customers and prospects to purchase from you. There is no better way to improve customer retention and increase sales at a cost that is much less expensive than conventional marketing methods like direct mail and print media.

There are around four billion email users worldwide and growing. Most people check their email about once a day. That means that sending emails gives you a direct line to your customers and prospects and allows you to put your brand right in front of them at least several times a month.

How to do B2B email marketing

The two keys to sending out marketing emails are consistency and ensuring they look and read professional. Your first step is to come up with content ideas. Talk about your products and services, any specials or deals you’re offering, customer interviews and testimonials, and tips and best practices for your industry. Your emails should highlight the benefits of your products, the unique value you bring over your competitors, and establish your company as the go to expert in the field.

The next step is to develop a monthly calendar that includes how many emails you’re going to send, the topics of the emails, and the target dates for sending them out. Once you have your schedule, you have to write, design, and program your emails to send out. If you don’t have an in house team, then we recommend hiring writers, designers, and programmers rather than doing it yourself to ensure that your emails look professional and cast your business in the best light possible.

Once you start sending emails out, track your open rate, click through rate, which types of features are clicked on most often, and how many sales are generated by them. Use this information to tweak and improve your email content and process.

What’s the benefit for your business?

Creating and consistently sending out emails can be a lot of work and uses some of your already scarce resources. So what’s the benefit for your business? The answer is that B2B email marketing has the power to take your business to the next level, greatly increase revenue, and boost customer retention. Here are some of things we see with our clients once they start sending emails:

  • Customers on your email list purchase two to three times more often than customers who are not receiving emails.
  • Prospects learn about your company through the emails.
  • Sales reps can follow up with anyone who is opening emails consistently.
  • Sending out emails provides an average return on investment of about 4,300%.

At Winsby, we handle the entire B2B email marketing process, from creating calendars and developing topics, to writing, designing, programing, sending, and tracking the results.

Contact our team to start boosting your revenue and retention through emails today!

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CUSTOMER RETENTION
CUSTOMER SATISFACTION SURVEYS
EMAIL MARKETING
EQUIPMENT DEALER MARKETING
KEY METRICS
Key Metrics Reports
LEAD GENERATION
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MARKETING FOR MANUFACTURERS
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Email Mistakes 01

Email Marketing Mistakes to Avoid

Emails are the most influential source of information for B2B audiences in today’s digital landscape. They are a highly effective method for businesses to reach out to their customers, inform them about their product and service offerings, and convince them to buy. Plus, customers who receive B2B marketing emails spend on average 138% more than those who do not.

But email marketing is not easy — and results come only when it’s done right. Let’s explore some common email marketing mistakes to avoid if you want to maximize the effectiveness of sending emails to your customers and prospects.

Sending too many emails

Customers do not appreciate being bombarded with B2B marketing emails. Sending out too many is nothing but an invitation for recipients to click the ‘unsubscribe’ button. Though the ideal number and frequency of emails varies for each industry, limiting the number of times you remind your customers to buy from you is smart; two to four emails per month is ideal for most B2B companies.

Sending emails with an unclear call to action

Without a clear call to action (CTA), the recipient isn’t sure what the next step is. Always add a primary action for the reader to take in each feature for your B2B emails. Your CTA should be very easy to find and simple to understand. Readers need to be drawn to it in your emails. It’s best to include prominent buttons to let your customers know “what’s next?”.

Using misleading subject lines

“Clickbait” subject lines have gone mainstream as a strategy to increase email open rates. However, they inevitably result in frustrated customers. Your main goal is to build trust with your audience, so you should never send emails that do not deliver on the promise, as it can lead to the recipients’ unsubscribing from the email list. Hook the recipient with a compelling subject line that offers them something or makes them want to learn more, but make sure it’s straightforward and relevant to the email content.

Sending out unprofessional emails

Unprofessional B2B marketing emails can turn your customers off and make them hesitate when deciding to work with you or not. Though your emails can be conversational and engaging to fit your brand voice, they should look sharp and professionally created with high quality images and eye catching designs. They also need to be grammatically correct.

Using hard-to-read language

Sending emails consistently is pointless if your customers do not understand the information. Only clear, concise, and direct B2B email copy will produce the results you want. Clearly explain how you understand your audience’s pain points and how you can help. Focus on the value and specific benefits you offer with a straightforward approach.

Not making emails mobile friendly

Many of your customers read emails on mobile devices, so if you don’t optimize the responsiveness of your emails, you are losing out on possible sales. Emails that aren’t mobile friendly will also look unprofessional. Therefore, make your B2B marketing emails fully responsive, so that anyone viewing them on a small screen can read them easily.

Not testing emails

Remember, you cannot change anything once you click the “send” button — that misspelled word or broken link will never be corrected! To keep mistakes out of your final emails, always send yourself and your team test versions before sending to your customers. Review the copy, links, and mobile responsiveness

Sending emails to an outdated list

Sending B2B emails to invalid email addresses is the biggest email marketing blunder you can make. Every year about 20-30% of the email addresses on your list expire. Therefore, keep your email list clean by removing bounced and inactive emails, and add fresh contacts and confirm existing ones by calling the businesses on your list and ensuring you have the correct contact information for the person with the target job title.

If you want help improving your B2B emails or expanding your list, contact the Winsby team today!

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EMAIL MARKETING
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EmailList

How to Build Your B2B Email List

Building your B2B email list is a crucial piece of successful lead generation. Over 200 billion emails are shared worldwide every day. If you consider the number of internet users, on average each one handles between 100 and 200 emails daily. What that means is that your potential customers will most likely be using email to receive and send information, and there is a large opportunity to turn email into an effective lead generation tool.

A high quality list of emails and a successful email sending strategy will allow you to move leads through your sales funnel, garner trust for your brand, and establish your company as the go to expert in your industry. Once you manage to convert your leads into customers, the email list will give you a direct communication channel to encourage and increase purchases, along with the sale of additional products.

Components of a quality B2B email list

Make a relevant offer

You must provide users with an attractive offer so that they give you their contact information. You need to think about your ideal client, what problem they’re trying to solve, and tell them how your product or service is their solution. Whether it’s through your website, social media ads, or other channels, you need to create unique content that is professional, attractive, and delivers value to your visitors. This type of content will increase the likelihood that they will subscribe to your email list. These are some of the tools you can use:

  • Ebooks
  • Manuals
  • Whitepapers
  • Webinars
  • Podcasts
  • Infographics
  • Free certifications

Use an effective call to action

The call to action is essential to get the user to subscribe or enter the information that will feed your email list. There are different formats to achieve user action, but they all need to be compelling. Focus on the value the lead will gain by signing up, and make sure your call to action is short and sweet. Test out different alternatives, and evaluate which one gives you the best results.

Put multiple channels to work

You need to test out and determine the best strategies for capturing your particular types of leads. On your website you can use banners, pop-ups, and form fills. You can write a blog post, then invite them to learn more on the topic by downloading a free ebook. And you should also use social media posts and paid ads that encourage people to give you their contact information and grow your B2B email list.

Another method is calling, which is still an extremely effective way of identifying decision makers at companies. Find businesses that are similar to your current customers, and call to find out who the decision maker is for the type of products and services that you offer. Ask them if they would like to receive information about what you offer, including exclusive specials and promotions.

Trust the experts!

If you want assistance in creating your B2B email list, we are ready to support you. Our list building strategies are tried, tested, and proven across a wide variety of industries. Let us provide you with a customized solution that will boost your business and your profitability.

Contact Winsby Today!

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CUSTOMER RETENTION
CUSTOMER SATISFACTION SURVEYS
EMAIL MARKETING
EQUIPMENT DEALER MARKETING
KEY METRICS
Key Metrics Reports
LEAD GENERATION
LIST EXPANSION
MARKET RESEARCH
MARKETING FOR MANUFACTURERS
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img email marketing agency chicago

The 4 Reasons to Hire an Email Marketing Agency in Chicago

Email marketing is one of the most powerful tools for lead generation & conversion. It’s a means of communication that all internet users have access to and nearly everyone uses for both business and personal communication. For B2B companies, email is an excellent opportunity to call attention to your products, build customer relationships, and convert new sales.

However, few businesses take advantage of this tool’s B2B marketing potential. That’s why if you want to gain a competitive advantage from email marketing, the wisest thing to do is to hire the services of a specialized top-of-the-line agency.

What are the advantages of hiring an email marketing agency in Chicago?

1. You have someone proactively getting your emails out on time with features your customers are interested in

The benefit of having a digital marketing agency specializing in email is that you can apply different strategies to attract, convert, and retain your current and potential customers. An agency will also ensure your emails are sent out consistently and on schedule. The first step is to capture the attention of users and turn them into regulars of your brand.

To do this, the specialized agency will design email campaigns that keep the reader’s attention and help them recognize your brand. By providing valuable information and products and building brand recognition, you will gain authority over your target audience in your industry, and you will be able to better influence their purchase decisions.

After the initial purchase, a good email marketing agency will develop strategies to cultivate brand loyalty and expose the customer to different products, encouraging repeat buying and long term profitability. They can also help you develop special email offers that will catch your customers’ attention and keep them coming back.

2. A process of building quality lists will be part of your strategy

An email marketing agency has the knowledge and expertise to know how to segment your email list, group similar customers together, and then craft emails specifically for those groups. Doing so increases the effectiveness of your emails and makes customers more likely to purchase. Having high quality email lists means that your marketing budget will go much further and you’ll see a greater ROI.

3. Content that is relevant to your customers will assure them that your business understands theirs

Just like your website, content is the king of email marketing. Specialized email marketing agencies will help you define the type of material you will share with users, depending on your activity and industry. They will then design and program professional looking emails that will captivate your audience and help turn them into paying clients.

4. Customers on your email list purchase 2 to 3 times more often than those that are not on your list

Customers on your email list purchase more frequently. The average ROI on an email campaign is 4400% or $44 for every $1 spent. The catch is that you need to consistently send out high quality emails to your audience with features they are interested in. When done right and handled by an email marketing agency, your emails can produce fantastic results.

Rely on the Experts!

If you want to gain a competitive advantage over your competition, then email marketing is the way to do it. And working with an experienced agency is your best option. That way you can focus on your business and products and have the experts put those products in front of the right people.

Contact Winsby Today!

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EmailList bloghero

Email Marketing Is Key to Your Growth

Sending out emails through a regular email marketing program will produce results and is crucial to any successful marketing strategy. Email marketing is one of the primary drivers of traffic to your website, and it is how you provide information on your products and services, remind customers to purchase, and help you convert prospects into paying customers.

If emails are key to your marketing strategy, then list building is key to successful emails. You can put in all the effort and take all the time in the world to develop email topics, write great copy, and design professional looking emails, but if they aren’t being sent to the right people, then it may all be for nothing. This is why having an engaged list of customers and prospects who are interested in your products is so important.

What is an email list?

A company’s email list is simply a list of emails, names, and possibly other information that they have gathered from customers or prospects who have opted to receive updates, discounts, information, and other details about the business.

Lists are important because email marketing is the best way to connect with customers and potential customers. 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 click throughs. It lays the groundwork to make the sale.

You have to continually build your email list

It’s important to constantly build and develop your email list. That’s how you get your products in front of more potential customers, and how you ensure your emails aren’t just bouncing around the same people who have already purchased, or who aren’t interested in purchasing. But how do you continually add new people to your list?

Email list building seems like a simple concept on the surface. Just get more people to sign up and opt to receive information from your company.

The difficulty with this, however, is twofold. First, how to actually convince a customer, lead, or prospect that signing up for your list will be valuable to them. Second, how to make sure that when people choose to join your list, they actually care about what you are sending them and aren’t just going to have 50+ unopened emails from you sitting in the Promotions tab in their Gmail account.

Many companies will take a more passive role when it comes to overcoming these two difficulties. They will have an opt in form on their website asking people to sign up to receive news about deals and specials. Or they have a form where people give their contact info in the process of requesting information. Some companies will take it a step further and offer a free download, something tangible that the lead can gain value from just by signing up for the list.

How Winsby builds your email list

Although the strategies outlined above do help you build your list and should be a part of your email list building process, at Winsby, we also think you should take a more active role. That’s why we use calling to both verify your existing list, and to help you grow the list with interested, engaged prospects who are looking to buy now, or will want to buy in the future.

To do this, we first review your customer list, identify prevalent industries, and provide a list of those industries for your review. Next, we develop a script based on our success in verifying contact information and generating leads with similar companies in your industry. We then reach out to the company, get in touch with the person who makes the purchasing decisions, and add their information to your email list.

By reaching out, speaking with an actual person on the phone, and verifying who the proper person at the organization to receive your emails is, we help ensure your emails are not falling on deaf ears.

Expand your list, expand your customers

List expansion needs to be constant. Whether you’re updating current employee information or adding new prospects to your list, if you want to grow, you need to update your list constantly. A lot of work goes in to producing high quality emails that convert leads into sales. To ensure you are making the most out of that effort, you need to make sure your list has the right people on it. The people who make decisions and who are in the market for your products. That’s where Winsby comes in.

Contact Winsby Today!

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EMAIL MARKETING
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KEY METRICS
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3 Ways

3 Ways to Boost Your Email Open Rates

You always want to maximize the impact of sending emails to your customers, because it takes a lot of time and planning to put them together for distribution. Remember that even if someone doesn’t open the email, at least they are seeing your company’s name as the sender. Of course it’s better if they open it, but you are creating exposure just by sending it.

Craft a great subject line
First, you need to get through the spam filters for the email providers. To avoid having the emails trapped by the filters, avoid words like “sale”, “free”, or “deal”, and never use all caps or exclamation points. These words can automatically trigger your email to end up in the junk folder.

Share something in the email that will appeal to your customers. Offer them value for their time by helping to solve a problem they may be experiencing. Subject lines that pose a question or indicate there is helpful information in the email will have much higher open rates. Adding urgency can also help you stand out, so don’t be afraid to mention limited time offers.

Provide a tip or a best practice that will be useful to your customers and prospects. They will begin to view you as an authority and will be more inclined to go to your company when they need the products and services you offer.

Vary the times you send your emails
There is no perfect time to send an email. In fact, you can leverage the time that was spent developing the emails by sending it out to everyone, then resending it with a different subject line at a different time and different day to anyone that didn’t open it the first time.

People have their own habits, depending on their workloads. We find that the group of people that opens emails on Tuesday mornings isn’t the same group who opens them on Friday afternoons, yet the open rate can be very similar. There is no magical time to send emails, but you may find there are better times for your audience. Just keep experimenting!

Vary the content and make sure it looks professional
There’s no easier way of burning through your list than sending out the same email repeatedly. It won’t take long for your audience to stop opening emails.

Is it easy to develop emails? Well, all the email services say it is, but it sure can be obvious when an email was put together by someone who didn’t know what they were doing. The information can be valuable, but if it looks unprofessional, chances are the value will not be recognized. Invest a little more by having your emails professionally developed. The content and design will be better, and your response rate will improve, too. The result is that your customers will buy more often, so the investment will be recouped many times over.

Another common mistake is to send only promotional emails. Informative, interesting emails may not directly sell your products, but they are promoting your company and its credibility. If your customers come to trust your advice, they will think of you when it’s time to purchase the products and services you offer.

Personalized emails are a great way to sound less formal and reach your customers on a more emotional level. Use the proper code to automatically insert your customer’s first name at the beginning of an email. Test the emails before you send them to make sure the “from” line is properly coded to display your company name. Also, test your emails on mobile devices before they are delivered, to see whether they are showing up correctly on phones and tablets, too.

Do you need help developing effective emails and sending them on schedule?

Contact Winsby Today!

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CUSTOMER RETENTION
CUSTOMER SATISFACTION SURVEYS
EMAIL MARKETING
EQUIPMENT DEALER MARKETING
KEY METRICS
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bp email goalsforcontentmarketing

Goals for Content Marketing

What you should strive for on every piece of writing

Be Engaging
The most elegant writing in the world isn’t going to do your business any good if no one is reading and thinking about the content. Here are a few ways to best engage your audience.

  • Help Your Customers—Tips or best practices can be a great way to entice readers to click through and share your content
  • Try Different Formats—Play around with various types of content to see what works best. Lists are a great place to start, as well as Q&As and how-to’s.
  • Focus on Headlines—An enticing headline is the first step to reaching audiences. Spend the proper time crafting an interesting, intriguing or fun headline. Don’t go overboard, though. Too much cheese can dissuade users, and misleading text will hurt your credibility in the long run.

Be The Expert
Content marketing is the best way to position your company as a thought leader in the field. An impressive catalog of tips and resources on your site and social networks will give potential customers confidence that you’re the right company for them.

  • Look for Shared Experiences—If you notice a pattern in successes or failures among your customers, there’s a good chance other companies are facing the same issues. Touching on these topics is a great way to show them you understand where they’re coming from.
  • Don’t Be Afraid of Research—Vague, general statements aren’t going to convince many people that you’re an expert. Use numbers to support your argument. If you need to use outside sources as references, that’s fine. If you have your own internal numbers and research, that’s even better.

Need more help on crafting content marketing for your company?

Contact Winsby Today!

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5 Ways

5 Ways to Grow Your Email Distribution List

Email is recognized as the number one marketing tool to grow your business and expand your reach. So what happens when your email list stops growing or starts shrinking? Follow these five simple tips to help keep your list going in the right direction.

  1. Make it easy to subscribe–Web page form fills are a simple way to gain new customers who are already interested in your products. Keep a simple link on your website with limited fields that allows your visitors to enter an email quickly, and watch your list grow.
  2. Offer deals–Potential customers are more likely to provide their email if special deals or savings are offered. Provide them an incentive to sign up by promising email specials, and then follow through to keep them engaged.
  3. Use business cards–Customer business cards can be a great source for additional email addresses. Require your sales team to collect business cards when networking, at industry events, or during sales calls, then give these cards to a designated person at your company to enter the information into your email list.
  4. Collect emails when taking a payment–Customers who have purchased a product from you are great candidates for your email list. Collect their emails when you gather payment information, but be sure to indicate they are opting in to receive future emails from you.
  5. Appear at industry events–Attendees of large conferences rarely have time to learn the ins and outs of your business and products. Offer them an easy way to learn more by collecting their email address. In addition to following up after the conference, you can add them to your general email list.

Want to learn more about how email lists can help grow your business?

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