How To Use Email Marketing For Manufacturing Companies

January 19, 2018 |   4 minute read


How To Use Email Marketing For Manufacturing Companies

Email is an incredibly effective way to reaching larger audiences that's why email marketing for manufacturing companies is a skill you want to master. Even established manufacturing companies can struggle to reach large international markets ,  but email marketing is easy to start, easy to gear towards a potential audience, and cuts down on travel expenses (because you can send them from anywhere). Most importantly, email marketing won’t break your budget.

Know What’s Important To Your Manufacturing Customers 

Before starting any email marketing for manufacturing companies, make sure you understand this important idea: “What’s in it for me?” (WIIFM.) Understand this question from a customer perspective: you need to know what customers want, and then tailor your content to address those needs. This proves to customers that the time they spend reading and watching your content is not going to be wasted. All you need to answer the “what’s in it for me” question is research, a little imagination, and an understanding of your Unique Sales Proposition (USP). A USP is what makes your company unique and sets it apart from the competition.

Buyer Personas=Better Email Marketing For Manufacturing Companies

Once you understand what’s singular about your company, research the reasons customers choose you over the competition. Use this information to develop a buyer’s persona, then target that persona in your emails. With a little practice, you’ll be able to develop custom crafted emails for each buyer persona you wish to attract, using list segmentation. Your readers will be delighted (even if just unconsciously) to realize your email content has been tailored to their particular situation.

The concept of WIIFM is especially important if your company is trying to break into the international manufacturing market. A client in a different country will likely have different needs and wants (and competition options) than the customers you’re used to dealing with. Make sure your email marketing is targeted to each region’s special needs.

3 Secrets To Profitable Email Marketing For Manufacturing Companies

1. Use This Simple Formula For All Your Emails:

Offer + Incentive = Action. Design all your email content around this one, basic formula and the emails will stand a much better chance of staying out of the trash folder.

successful email marketingNo complicated marketing formulas.
Make an offer, even if it’s something small (a deal, savings), +
Add an incentive (a time limit after which the deal will end), =
The action (a sale, or signing up for your newsletter).

successful email marketing follows this formula, in some form or another.

2. Add Calls To Action To Your Emails

Calls to action are the impulse buys of the internet. Adding CTAs to your emails increases the email’s value in a reader’s eyes. CTAs prompt action instead of passive reading. Include links to relevant pages on your website or places that will propel a reader through the buyer’s journey. Plus, add enough useful calls to action. Try to make your CTAs answer buyer questions (they want information; you supply links) and solve their problems (like adding a how-to video to the email). If you achieve these goals often enough, trust will develop between you and your subscribers. Consumer trust will grow your audience and increase sales.

3. Use An Email Marketing Platform

Even though a basic email marketing campaign can be achieved by anyone with an email account, a more effective method is to take advantage of an existing email marketing platform. Constant Contact and MailChimp are two excellent choices (although you don’t have to choose). Many successful email marketing newsletters have been run on both, and more). There are pros and cons to each, but a good email marketing platform at the very least will always offer plenty of good email design templates to help get you started.

Manufacturing companies: you're now ready to get emailing!

If you make sure to base all your email marketing around the concept of offer + incentive = action, add plenty of calls to action to keep buyers on their journey, try out different email marketing platforms to see which one (or ones) works for you. And, make sure you do the legwork to understand what makes your subscribers tick, you’ll develop more leads - and gain that foothold you’ve been looking for in larger international markets.


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