Let the Data Drive Your Sales: Essential Tips for Dealer-Distributors
Email marketing has long been an essential sales and marketing channel in the dealer-distributor space. And while it remains a lucrative mainstay among business tactics, the best practices for effective email marketing are constantly evolving alongside market and consumer trends.
As consumer preferences continue to prioritize engagement and experience, tactics like personalization, localization, co-branding, and dynamic content creation have become crucial for enhancing the effectiveness and ROI of email campaigns. Dealer-distributors who leverage these emerging strategies can enjoy streamlined customer journeys, deeper connections with their target audience, and increased activity, engagement, and sales at the local level.
The process of gathering, storing, securing and monetizing data is what every manager is looking to find out about their existing customers or potential customers. The power that data holds, and what we can do with it is literally endless.
Thinking a marketing campaign is successfully driving clicks, views and deals is simply not enough. We have to bring our data to back it up. At PowerChord we have taken the steps to drive local sales with dynamic email marketing, helping our dealer-distributor partners succeed in an increasingly competitive marketplace.
The Engagement-Boosting Power of Dynamic Content
Data capturing, behavioral analysis, and list segmentation advancements have paved the way for the emergence of dynamic content. This strategy tailors email content to a recipient's previous behaviors, preferences, and other relevant data points.
By utilizing dynamic content based on behavioral data, businesses can structure their email marketing campaigns to empower customers to create their own journeys, leading to increased email engagement.
While we are on the subject of data, let’s let our numbers speak for themselves- Our clients, who used this approach, enjoyed a 297% boost in engagement and a 20.8% improvement in email marketing outcomes YoY compared to clients who relied on non-behavioral email strategies.
And just when you think it doesn’t get better than that, it does! Dynamic content also sets the stage for strong brand loyalty, leading to improved sales at the local level and helping brands edge out their competitors to capture a larger market share.
Three Tips for Turning Customer Data into Compelling Email Campaigns
Using captured data to guide your email marketing campaigns is essential for maximizing engagement and revenue generation. While more businesses recognize this reality, few know how to implement effective dynamic content in their campaigns. But we do!
First thing you need to know is that capturing customer data is only the first step. To truly drive engagement and sales, it's crucial to know how to use that data effectively.
While we can’t completely share the secret sauce with you, here are three of our email marketing expert’s favorite strategies (that you can try today!) for generating exceptional engagement and skyrocketing sales for our dealer-distributor partners.
1. Nurture Specific Interests
One of the best ways to effectively engage consumers and drive action at the local level is by leveraging behavioral data to identify customers' specific interests.
What does that mean?
By closely monitoring how consumers interact with emails, browse products, fill out forms, download lead magnets, and engage with other content, brands can gain valuable insights into customers' interests.
So what do you do with this information?
Armed with this information, you can then develop targeted email campaigns and personalized messaging that resonates with your audience, increasing engagement and driving action.
Our interest-led content progression strategy led to a staggering 399% increase in engagement for our email marketing clients during the holiday season–a notoriously competitive, high-stakes time for email marketing.
2. Highlight Hyper-Relevant Products
Dealer-distributors can create more effective email campaigns by using a combination of trending, behavioral, and location data to segment their audience by region and seasonality.
By tailoring email content to the immediate issues and challenges in specific areas, brands can ensure that customers receive product promotions that are both relevant and helpful.
(In other words, it's important not to try to sell ice in Alaska or sand at the beach!)
Leveraging regional and behavioral data can make your customer base feel seen and understood, which can lead to a valuable uptick in engagement and brand loyalty at local levels. In fact, when deployed effectively, this potent combination can lead to an engagement increase of more than 1,000%!
3. Personalize Your Email Content
Personalization is crucial for cultivating and maintaining high levels of customer satisfaction, as evidenced by the fact that 71% of consumers say they expect personalized interactions and experiences from companies.
Fortunately, personalization efforts offer an outsized return on investment. Digital marketing experts polled about the effects of email personalization shared the following:
- 82% said personalization increased email open rates
- 75% said personalized emails boosted click-through rates
- 58% said customer satisfaction increased in response to personalization
- And 56% said they saw an increase in sales following personalization efforts.
By leveraging customer data to personalize email content and laser-focus campaigns, brands can build stronger relationships with their audience and improve the performance of their email marketing efforts.
Driving Local Dealer Traffic, Engagement, and Sales
In 2023, dealer-distributor brands that want to ensure strong growth must prioritize driving sales at the local dealer level. Dynamic content provides an easy path toward improved local outcomes by shortening and simplifying the customer journey from top-of-funnel browsing to conversions within your local dealer network.
For example, co-branding marketing and sales emails with your regional and local dealers' information - such as addresses, contact information, and other relevant details - streamlines the process for customers to take the next step after receiving your sales email. We’ve come a long way since phonebooks, wouldn’t you say?
As mentioned earlier, tailoring your email content based on region, seasonality, and weather can have a similar effect. Implementing dynamic content into your strategy ensures every email you send maximizes engagement with your brand and drives conversions across your dealer network.
Interested in Learning More?
If you haven’t realized it yet, dynamic email marketing is a powerful tool for dealer-distributors looking to boost engagement and drive sales at the local level.
By implementing a dynamic content approach that leverages behavioral data, interest-led content progression, hyper-relevant product highlights, and personalized messaging, brands can build stronger relationships with their audience and improve the performance of their email campaigns.
Contact us today to learn more about how PowerChord can help your dealer-distributor brand succeed with professionally managed dynamic email marketing. Our team of experts can help you implement these essential strategies and achieve goals for engagement, conversion, and revenue growth.