Email Marketing Still Works. But Only If You Do This First

Tariffs. Pricing spikes. Inventory problems.

Right now, the only thing that’s certain is change.

And when something big happens, you’ll need to let your customers know. Fast.

But if you haven’t been emailing your list regularly, they won’t see it.

That’s the danger of having a cold list.

The truth about email marketing

Email is still one of the most effective sales tools you have.

We’ve seen emails:

• Move aging equipment

• Promote OEM incentives

• Drive RSVPs for open house events

• Generate thousands of dollars in sales

But sales emails only work if you’ve already earned trust.

You have to warm up your list before you need it.

The 4-to-1 rule

Here’s the simple strategy we follow:

• Send 4 helpful emails

• Then 1 sales email

That’s how you stay top of mind without burning people out.

Helpful emails might include:

• Maintenance tips

• Rental planning advice

• Equipment cost comparisons

• Industry updates or safety reminders

When you send useful content, people open your emails.

So when it’s time to sell, they’re still listening.

Now is the time to start

With everything changing—from tariffs to financing to supply chains—you don’t want to wait until the next big thing hits.

Warming up your list now is the smartest move you can make. Sending an email newsletter is a great place to start. 

Need help?

At HighViz Marketing, we help forklift and equipment dealers:

• Re-engage cold lists

• Plan 4-to-1 content calendars

• Create lead-focused email campaigns

• Promote OEM programs the right way

Want to see what that could look like for your business?

• Book a call with me to get started

• Check out the Stay Top-of-Mind Email Newsletter System

• Or read How An Email Newsletter Helps Equipment Sellers Stay Top-Of-Mind

HighViz Marketing is an industrial equipment marketing company. We help the material handling industry with the heavy lift of digital marketing.