Volvo Construction Equipment N.A. Inc. sells a wide array of new and used construction machinery through its network of 70 North American dealers. These dealers sell everything from Skid Steer Loaders, to Pipelayers, to Highway Pavers. And these machines are used in a variety of industries including construction, forestry and waste management. The dealers also take trade-in equipment that is refurbished and re-marketed to other customers.
Like other construction equipment companies, Volvo started to see sales slowing over the past year due to the recession. That’s when John Johnston, Manager of eBusiness Marketing, decided to take a look at how the company could begin using email marketing to help its dealers move used equipment off their lots. Selling used machines not only improves dealer cash flow, it also provides an opportunity to attract new customers to the dealership.
Using focus groups and surveys, Johnston got input from Volvo dealers and customers. He also studied the latest research on email marketing best practices for the construction equipment industry. Then, Johnston worked with ExactTarget’s Design Services team to redesign the company’s B-to-B e-newsletter for dealers to make it more engaging and improve response.
In addition, Johnston began using ExactTarget's content syndication feature to automate production of Volvo’s email program for used equipment remarketing. Using ExactTarget’s content syndication, Johnston captures the HTML from its online inventory Website and automatically populates its email marketing messages without having to manually enter inventory data or other information.
The results?
- Volvo’s redesigned email newsletter for dealers generated 15% more click-throughs on articles.
- Using ExactTarget’s Content Syndication feature, Johnston reduced overall build time of Volvo’s remarketing emails for end-users by more than 50 percent.
Karen Bannan of BtoB Magazine recently interviewed John Johnston about Volvo Construction Equipment’s email marketing strategy. You can read her article at BtoB Online.
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