When meeting with Dealers to talk about marketing, I usually ask if they are using email marketing. Often, they aren’t—despite having a decent list of names and email addresses. The truth is, email marketing is a powerful tool for strengthening relationships with customers.
Here’s why email marketing should be a key part of your strategy:
1. It’s Direct and Cost-Effective
Email marketing offers a direct line to your audience at a fraction of the cost of traditional advertising. Unlike social media, where algorithms control visibility, emails land directly in the inboxes, with a higher likelihood that your message is seen.
2. Showcase New Products and Promotions
Builders are always looking for ways to save time and money. Email campaigns allow you to highlight new products, exclusive promotions, and seasonal discounts, making it easier for your audience to stay informed and act on limited time offers.
3. Educate and Build Trust
Providing valuable content—such as installation tips, design trends, or maintenance advice—positions your business as an industry expert. When builders see you as a trusted resource, they’re more likely to choose your products and recommend you to others.
4. Drive Sales
Well-crafted emails with clear calls to action can drive traffic to your website, encouraging customers to explore product catalogs, request quotes, or visit your business. And because many dealers aren’t using email marketing, it offers you an advantage to winning business.
Getting Started
Getting started with email marketing is easier than ever, thanks to user-friendly platforms like Constant Contact and MailChimp. Designed for small businesses, these tools provide ready-made templates and helpful training to streamline the process. Before uploading your contact list, ensure it is clean and accurate for the best results. Plan a well-structured schedule with content that will be most valuable to your audience. Be mindful of your email frequency—sending too many messages can overwhelm subscribers and lead to higher unsubscribe rates.
Need additional assistance? Connect with your Sales Rep or reach out to the marketing team here.
Written by: Jill Carroll, Director of Marketing
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