Email Blasts: Reach Sandhills Buying Audiences Directly With Your Targeted Message

Word of mouth is great. Delivering a message directly to the intended audience is even better. With Sandhills Global’s email blasts, you can showcase specific assets in your inventory, promote an upcoming auction, or announce a current promotion directly to active buyers from the marketing list for the Sandhills platform you choose. 

“Your email reaches a large audience of active, engaged buyers, increases your inventory visibility to users that might not be familiar with your company, and generates qualified leads and measurable ROI,” says Sandhills Project Manager Laura Thornburg.

Why Use Email Blasts? 

Sandhills email blasts are available in standard and premium options. Both are cost-effective methods for reaching a massive buying audience through Sandhills’ marketing lists for AuctionTime, Machinery Trader, TractorHouse, Truck Paper, and many other brands.

Want to announce a winter parts sale or highlight farm machinery in an upcoming spring auction? When you choose a Sandhills email blast, our marketing and design professionals will create a design specific to your business, inventory, and goals. Once you approve the design, Sandhills will send your email blast to the marketing list you specify on the date you choose.

The Benefits Of Going Premium 

Premium email blasts utilize Sandhills’ powerful AI-driven Buyer Intelligence System. While a standard email blast displays the same assets to all recipients, a premium email blast uses AI to automatically adjust which assets individuals see based on their preferences and purchasing behaviors. Thornburg says this tailored approach “significantly boosts the likelihood of recipients turning interest into action.”

Premium email blasts are ideal for sellers with larger inventories, as AI has a broader choice of assets to select from. Depending on the design, one email blast can include up to 12 pieces, with each linked to its corresponding online listing. Recipients who haven’t logged into the relevant Sandhills trade site or app in three months will see a default set of assets you select, just as with a standard email blast. 

Measure ROI

After sending your email blast, Sandhills tracks email leads, clicks-to-call, watch list additions, and other user events to help measure the ROI of your marketing spend. You can use the WebStats and CallStats apps in the Sandhills Cloud to visualize changes in listing impressions, detail page views, call counts, and other metrics before, after, and on the day that recipients received your email blast.

5 Simple Steps To Sending An Email Blast 

1. Contact your Sandhills representative and provide details and images for assets your email blast will include.
2. Select the marketing list for the Sandhills market your email blast will target, such as Truck Paper.
3. Design - Sandhills marketing and design professionals create your email to maximize its appeal and reach.
4. Review - Sandhills sends a proof for your review. You can approve it or request revisions.
5. Send - Sandhills sends your approved email blast on the date you specify to the marketing list you’ve selected.

Cross-Promote Assets, Auction Sales, Promotions & More With Email Blasts 

Sandhills email blasts are an excellent way to generate maximum visibility and participation with highly engaged audiences of potential buyers—whether you’re looking to promote an upcoming live auction, showcase dozers as part of a fleet reduction sale, or raise awareness for your new parts store. To spread the word even farther, you can have Sandhills send your email blast to multiple marketing lists for Sandhills platforms. 

For example, rather than delivering an email featuring medium-duty trucks coming up for auction to only buyers from the AuctionTime marketing list, Sandhills can also send it to those from the MDTrader.com and MarketBook Canada marketing lists. 

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To extend its reach to potential buyers across the U.S., Canada, and Latin America, this auction company opted to have Sandhills send its email blast to the AuctionTime, Equipmentfacts, Machinery Trader, MarketBook Canada, and MarketBook Latin America marketing lists.

The Elements Of A Strong Email Blast 

Several key elements make email blasts successful. Engaging visuals and clear, concise text help buyers understand what you’re selling, why they should act quickly, and how to obtain more information. Here are some examples of successful email blast elements.

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The email blast example on the left shows how Sandhills email blasts include both the Sandhills and company logos, plus an attractive overall header design to grab readers’ attention and establish credibility. The example in the center shows a clear call to action and allows recipients to click to apply for financing through CurrencyFinance. In the example on the right, the email blast invites recipients to view full details about the aircraft for sale and calls out the fact that the seller has paid for a pre-purchase inspection.

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In the example on the left, the email blast includes logos for the company, TractorHouse, and John Deere, plus an informative subject line. In the center example, the email blast uses several high-quality images, each of which is hyperlinked to the corresponding online listing. In the example on the right, the email blast promotes a live auction, targeting buyers across industries from Sandhills’ Equipmentfacts, Machinery Trader, MDTrader, and MarketBook Latin America marketing lists.

A version of this article first appeared in Sandhills Magazine. You can find current and back issues in the Sandhills Magazine Archive.