Driving Dealer Digitisation through Targeted Email Marketing
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Overview
Founded in 1917, Barrus has been working with marine dealers and leading marine brands for over 50 years. Over that time, they’ve built an enviable reputation for trust and innovation.
So, when they wanted help engaging their dealer network using a new series of high-performance messaging geared at increasing conversions on their long-standing online marine equipment trade portal – MyBoat247.co.uk – they came to Webmart.
Historically, Marine dealers interacted with Barrus through printed catalogues, telephone orders, and representative visits. Following the launch of its new dealer portal, MyBoat247, Barrus sought to overhaul its email workflows designed to encourage digital registration, log-ins, and online ordering.
The Webmart team was brought in to activate a performance-focused email programme designed to increase portal usage, drive first-time and repeat purchase conversions, and re-engage lapsed users.
The Challenge
Barrus needed to transition marine dealers from traditional ordering habits to a new online portal. The objectives were clear:
- Increase the rate of dealers signing up and logging in to MyBoat247
- Improve first purchase conversions via the portal
- Stimulate repeat orders
- Reactivate lapsed dealer accounts
- Maintain a clean, accurate and high-quality database
However, there were several operational obstacles:
- Data accuracy across multiple sources
- A changing total addressable market
- Increasing the incentive proposition to motivate trade sales
The Solution
To drive meaningful digital adoption, Webmart built and managed a structured, insight-led email programme across the Marine dealer network.
1. Campaign Development
- Produced a series of 10 targeted email campaigns
- Segmented and refined the database to ensure maximum relevance
- Scheduled multi-touch journeys nurturing dealers from login > first purchase > repeat purchase
2. Continuous Engagement
- Delivered monthly newsletters to keep the dealer audience warm, active and aware of portal benefits
3. A/B Testing & Optimisation
- Short-form content consistently outperformed longer content (+660% revenue, +100% CTR)
- Savings-themed subject lines (+9% open rates)
- Savings-driven calls to action (+6.2% open rate uplift, +100% CTR)
4. Operational Improvements
- Ongoing database cleaning to maintain deliverability
- Manual reconciliation supported the Mailchimp/portal non-integration gap
The Results
Across a nine month period, the programme delivered strong performance across all core KPIs:
INCREASED DEALER LOGINS 187 → 700
Achieved: 851 logins
121% of target delivered
6.6% CLICK THROUGH RATE
Strong engagement, contributing to a healthy pool of active Marine dealers
97% DELIVERY RATE
…across campaigns, indicating a clean and highly relevant contact base
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Our Work
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