Category 46 – Email Marketing (Singular or Series)
New Holland Inventory Search Tool
Personalized Email Sales Summaries that Convert
About this project
By replacing generic acknowledgments with dynamic, data-driven email marketing, New Holland positioned itself as a responsive, customer-first brand. This innovation accelerates the buyer journey, reduces the risk of prospect drop-off, and strengthens dealer lead quality with richer, better-prepared inquiries.
Beyond Dynamic Content:
A Personalized Sales Experience in Every Email
While many email campaigns use dynamic content, New Holland’s automated Pre-Purchase Summary process goes far beyond personalization—it delivers a custom-generated sales document unique to each lead submission. Instead of inserting variable text or product blocks, this system builds an individualized, data-driven PDF that mirrors the exact machine configuration the customer viewed, including real-time pricing, offers, and dealer details. The email becomes more than a follow-up; it’s a continuation of the shopping experience, bridging the customer’s online research directly to the dealer’s sales process. This deep integration of live inventory, finance programs, and lead data transforms what would be a routine confirmation email into a powerful, transaction-ready communication tool for both customer and dealer.
Dynamic Email Features
Personalized Follow-Up Experience
Each customer who submits a lead form receives a personalized confirmation email with a direct link to their Pre-Purchase Summary. This automatically generated PDF details the exact machine they inquired about—complete with live pricing, financing options, and dealer contact information—making every follow-up timely, relevant, and customer-focused.
Seamless Dealer Collaboration
A copy of the same Pre-Purchase Summary is shared with the dealer, ensuring both the customer and sales representative have identical information. This alignment allows dealers to respond quickly with accurate pricing and availability, reducing back-and-forth communication and accelerating the path to purchase.
Enhanced Lead Quality for Dealers
By capturing customer interest at the moment of intent, New Holland provides dealers with high-context leads that include specific models, configurations, and preferred payment types. This ensures sales teams are prepared with the right details from the first interaction, improving efficiency and close rates.
Strengthening Brand Trust & Transparency
The automated delivery of accurate, data-rich summaries reinforces New Holland’s reputation for honesty and innovation. Customers gain confidence knowing they’re viewing real equipment details and current offers—not generic estimates—creating a smoother, more transparent buying journey.
A Digital Experience with a Handshake Finish
Compared to other, more generic forms on the New Holland website, the personalized confirmation emails from the Inventory Tool drove substantially higher engagement, proving that farmers respond to communications that feel personal and useful. Each email delivered a tangible, custom brochure with their selected machine details—something they could print and bring into the dealership. This blend of digital precision and traditional follow-through helped turn online curiosity into real-world conversations.
2-3x higher open rate
versus generic offer interest forms. Customers are far more likely to engage when the message delivers immediate, personalized value tied to the exact equipment they inquired about.
9 in 10 verified contacts qualify as high-intent leads
Verified customer contacts have nearly doubled, with over 90% converting to dealer-qualified hot leads. Personalized follow-up emails and custom brochures strengthen buyer confidence and accelerate the path from online interest to in-dealership action.
Challenge / Opportunity
New Holland’s previous lead forms captured casual interest but provided little value for customers or actionable insight for dealers. The challenge was to create a more valuable, connected experience for both audiences, one that delivered meaningful information to customers and qualified leads to dealers. The opportunity was to turn every inquiry into a meaningful exchange by connecting customers and dealers through the same personalized information. By delivering a custom email and brochure to both parties, New Holland could bridge digital engagement with the trusted, relationship-driven way farmers prefer to do business.
Objective / Desired Response
The objective was to increase customer conviction to purchase by delivering a personalized, tangible experience that connects digital inquiry to in-person action. Each customer receives a customized email and downloadable brochure, something they can print and bring to their dealer to continue the conversation with confidence. For dealers, receiving the same brochure provides instant visibility into the customer’s interests and purchase intent, enabling faster, more informed follow-up and a stronger likelihood of closing the sale.
Craftsmanship / Originality
The campaign leverages dynamic content generation to produce individualized brochures in real time for each machine of interest. Every email automatically reflects the customer’s exact build details, selected features and options, and purchase preference (cash or finance). This level of automation and personalization is rare in agricultural equipment marketing and transforms a routine follow-up into a connected, confidence-building experience that blends modern digital innovation with the traditional, relationship-driven way farmers prefer to buy.
Target Audience
The campaign was designed for two interconnected audiences: farmers actively shopping for equipment and New Holland dealers responsible for managing those leads. For farmers, the goal was to provide a simple, personalized experience that built confidence in their purchase decision—an email and brochure they could print, review, and bring to their local dealer. For dealers, the campaign delivered immediate, high-quality lead intelligence by providing the same personalized brochure, showing exactly which machine the customer viewed, their preferred configuration, and purchase intent. Together, these audiences form a seamless digital-to-dealership journey that modernizes the buying process while preserving the trust and relationships that define how farmers prefer to do business.