Drill Manufacturer Wants to Dig Deep for Their Customers
As the old saying goes, having the right tool for the job is priceless. When drilling through terrain for cables, pipes, or service conduits, it certainly pays to have equipment that works well for the conditions you’re in—and can stand up to the pressure.
If you’re a driller, the last thing you want to deal with is drill bits and reamers that break down and need replacing way too often. You want something durable that keeps digging no matter what, in whatever substrate you encounter.
That’s where Melfred Borzall comes in—the world’s leading innovator and manufacturer for horizontal directional drilling (HDD) equipment. Their signature red tools are engineered for peak efficiency and durability, and are developed by a company that’s been making big impacts in the world of drilling for most of the last century. From an independent start-up founded in 1946 to the HDD Hall of Fame and a sprawling global enterprise, this all-American manufacturer knows the ins and outs of drilling. With three generations of drillers and dreamers, they’re dedicated to providing their customers with the best tools possible.
They Hit a Rock and a Hard Place
As Melfred Borzall grew into the global marketplace of the 21st century, they began to see the need to communicate with their customers in a new way. Though licensed distributors now spread across the United States and even span five continents, they wanted to be able to send branded, targeted email marketing messages directly to customers and provide access to tools in places without local distributors.
Just as they were nailing down their plans for future campaigns, the COVID-19 pandemic spread around the world, closing down entire countries for months on end. Now more than ever, it was vitally important to be able to communicate with distributors and customers with a one-to-one digital campaign. They knew they needed expert advice—like they provided to their customers—and that led them to meet with Email Broadcast.
Email Marketing Was a Hidden Treasure
Melfred Borzall knew we could help them turn their email marketing platform into a fully-fledged customer contact campaign. They had several clear business goals in mind at that first meeting:
- Grow contact list
- Convert contacts to sales
- Drive repeat business
- Onboard new customers
- Improve brand visibility
Rather than wait to develop their own infrastructure to accommodate an ever-changing digital marketplace, Melfred Borzall entrusted us to generate a carefully targeted, fully branded email marketing campaign that would enable their customers to shop for the best HDD equipment in the industry—even from the comfort of their quarantine zones.
A Light at the End of the Tunnel
The experts at Email Broadcast had the answer. After taking us on a deep dive to learn the ins and outs of the drilling industry, we developed a strategy for Melfred Borzall that consisted of several hard-hitting elements engineered to lead a great campaign:
- A SuperCollector™ with a 75th anniversary giveaway to celebrate their years of success
- A tailored welcome seriesto teach new contacts about the Melfred Borzall story, their signature tools, and more
- Targeted sales series to show customers all they have to offer
- Segmented monthly messages with creative content and consistent messaging to stay top-of-mind and showcase groundbreaking new tools
- Clear branding with a custom, flexible template
Unearthing an Email Marketing Gold Mine
What Melfred Borzall has uncovered is a treasure trove of sales conversions. Their onboarding series has average open rates above 75%, and the customized sales series is over 50%. For monthly messages, open rates are as high as 26%, with click rates up to 6.20%. Along with their powerful new SuperCollector—which virtually tripled their entry rates—Melfred Borzall now has an email marketing powerhouse that works just as hard as their tools.
Engineering Your Success
In an increasingly global marketplace, email marketing is still the ultimate tool in the arsenal of digital marketing—and can grow your business like nothing else. If you’re interested in harnessing the power of an expert email campaign for your company, we’ll engineer a tailor-made solution that will help you dig up the good stuff.
How It Works
Transform your email marketing in three easy steps:
Win More Business
This is where we execute a world-class email campaign to help you win more business while you celebrate, breathe a sigh of relief, and move on to your next project.
Book an Appointment
Schedule your free 20-minute consultation to see if your business can profit from expert email marketing.