Email Marketing For Manufacturing Companies: 4 Tips to Generate Leads

Email | Strategy

Through disruptions and changes in the marketing and advertising landscape, email continues to be a steadfast way for companies to reach their target audience. Consumers are ultra-connected, especially in the wake of the pandemic, which completely changed where and when people work. The email inbox has become the gateway to not only an individual’s interests but also to their social and business life. Manufacturers who are keeping up with the trends know that engaging audiences through email is a marketing strategy worth implementing. Here are 4 ways email marketing can help B2B manufacturers generate leads.

To start, below are a few ideas of the types of emails that would be impactful for those in the manufacturing industry. Remember to deliver strategic messaging that targets your audience’s needs. 

  • Newsletters with relevant event information
  • New product or service announcements
  • Product support, guides, and how-to materials
  • Case study and testimonial emails

Let’s walk through 4 tips for using email to nurture your email marketing list and help generate leads.

1. Re-Engage Previous Connections

Email is a great way to communicate with consumers that have previously connected with your company. These people could have been connections from an industry tradeshow, or those who interacted with your website in some way (contact us form or product inquiry.) A well-crafted manufacturer email template can remind recipients about the company’s products, and provide an easy way for them to contact you.

2. Segment and Personalize Every Email

Take the time to segment your contacts into separate lists based on specific criteria like purchase history, location, industry etc. Instead of sending mass emails to your entire database, segmentation, and personalization allows you to speak directly to each audience member’s needs and deliver messaging that provides real value. In a sea of emails, make sure yours will stand out against the rest and speak directly to your potential customer’s pain points. 

3. Showcase Industry Expertise 

Email marketing is also a consistently strong option for showcasing your company’s industry expertise. Due to the longer buying cycle in B2B and specifically the manufacturing industry, your potential customers are often conducting much more research prior to making purchasing decisions. By staying “in front” of them by consistently nurturing with email, they are more likely to think of your brand and offerings as an answer to their needs.

Pro-Tip: Share assets like case studies or client testimonials in email correspondence to showcase your expertise within your industry. Shining a light on success stories helps build confidence in your brand and services for potential clients. 

4. Communicate Consistently

As I mentioned above, the decision-making journey for buyers in manufacturing can take months due to the amount of research performed before making a purchase. Email marketing provides a way to consistently communicate with an audience over a long period of time. Through continuous email communication, your company is sure to come to mind when they’re ready to make a purchase decision.

When thinking about creating an effective manufacturer email template, make sure to incorporate micro conversion points such as downloading a whitepaper, along with macro conversion points such as requesting a free sample. These conversion points can help generate interest and convert leads.

Once your initial efforts are in place, the amount of work to maintain your email marketing strategy is completely manageable. Email is a marketing strategy worth implementing, as it can be a top channel to generate leads and revenue. 

If you need help building or improving your email marketing strategy, Top Floor can help. We have supported other manufacturing companies in implementing email marketing to generate more leads for their business. Contact us to learn more.