Email Marketing for Manufacturers: 20 Easy Tips for Success

Boost sales with email marketing for manufacturers. Discover proven strategies to reach leads, retain customers, and grow your business.

Struggling to reach new leads and connect with existing customers? Email marketing might be your answer.

Why is email marketing crucial for manufacturing companies? It’s the easiest and fastest way to connect with your audience and boost sales.

This guide explains why manufacturing email marketing matters. It covers the benefits, best practices, and gives you actionable strategies.

Ready to make your email marketing efforts work in the industrial sector? Keep reading!

Why Email Marketing Is Important for Manufacturers

Email marketing for manufacturers can amplify your reach, engagement, and sales.

How?

By sending targeted emails. Promote your products, share updates, offer industry expertise, and build relationships.
Why does it matter? Because it works. Plus 👇

• Your Competitors are Doing it: Many manufacturers use email marketing to stay ahead. Be competitive by adopting it, too.
• Easy to Get Started: Email marketing platforms are simple to use. You can set up a campaign in minutes.
• Measurable Success: It’s easy to track and measure your campaign’s performance. See what works and what doesn’t.
• Builds Brand Loyalty: Consistent emails build strong customer relationships. This lead nurturing fosters long-term loyalty.
• Scalable for Growth: Email strategies grow with your business. It can handle more demands and outreach without extra hassle.

Benefits of Email Marketing for Manufacturers

Effective email marketing skyrockets growth. Turbocharges efficiency. Makes you unstoppable.

Ignore it? Watch competitors eat your lunch. Embrace it? Dominate your industry.

Simple as that.

Here are the benefits you can expect:

• Cost-Savings: Email brings a high return with minimal costs. It delivers an average ROI of $42 for every $1 spent.
• Direct Communication: Reach customers in their inbox without delay. Deliver your messages to those that matter at the right time.
• Streamlines Lead Nurturing: Automate your lead outreach process. Keep them engaged and moving through the sales funnel.
• Improves Customer Retention: Regular emails keep customers engaged and aware of your brand. This fosters loyalty and repeat business.
• Measurable Insights: Email platforms offer valuable data. Use these insights to refine and improve your strategies. No guessing!
• Saves Time: Automate repetitive tasks to save time and increase efficiency. It’s like having a free personal assistant.
• Increases Sales: Successful email campaigns boost revenue faster than other channels. Why? Because 99% of consumers check their email daily.

10 Email Marketing Strategies for Manufacturers

Ready to forge unbreakable customer bonds and hammer out bigger profits?

These battle-tested email marketing tips will reshape your outreach and supercharge sales.

1. Choose the RIGHT Email Marketing Platform

An email marketing platform is the foundation of your campaign. Ensure it meets your needs.

Consider these factors to help you pick the best solution:

Integration: Ensure the platform integrates with your existing CRM and other tools. This streamlines data flow and keeps your marketing efforts cohesive.

User-Friendliness: Opt for a platform that’s easy to use. A simple interface saves time and reduces the learning curve. Test a few platforms with free trials to see which one feels intuitive.

Cost: Consider your budget. Some platforms have tiered pricing based on subscribers or emails sent. Compare plans to find one with the best value for your needs.

Features: Look for essential features like automation, segmentation, and analytics.

• Automation sends timely emails without manual effort.
• Segmentation targets specific groups within your audience.
• Analytics provide insights into your campaign’s performance.
• Support: Reliable customer support is crucial. Choose a platform with live chat, email, and phone support options. Also, check reviews to gauge the quality of their customer service.
• Scalability: Ensure the platform can grow with your business. It should handle increased email volume as your list expands without hassle.

2. Know Your Target Audience in the Industrial Sector

Who’s driving purchases in your sector? Uncover the key decision-makers and influential players.

Once you crack this code, tailor messages to meet their needs and interests. This laser precision will multiply engagement and results.

For example, target these potential buyers:

• Procurement Managers: They handle purchasing decisions. Emphasize cost savings, bulk discounts, and reliability to appeal to their priorities.
• Engineers: They influence product choices with their technical expertise. Highlight the specs, metrics, and features to spark their interest.
• C-Suite Executives: They approve budgets and strategic initiatives. Emphasize ROI, long-term benefits, and how your products align with their business goals.
• Distributors: They act as intermediaries selling your products. Give them sales tools, product updates, and promotional materials. Help them market your products.
• End-Users: They’re the ones who use your products. Offer user guides, troubleshooting tips, and support resources. Ensure they get the most out of your products.

3. Set Realistic Email Marketing Objectives

Define specific goals for your email marketing campaigns. Clear objectives guide your strategy and help measure success.

Consider these go-to email marketing drivers:

• Increase Lead Generation: Attract new prospects with valuable content. Offer resources like whitepapers or free downloads in exchange for their contact info.
• Improve Engagement: Drive interaction with captivating content and striking visuals. Include polls or surveys to engage readers and spur participation.
• Boost Revenue: Showcase irresistible deals and must-have new products. Also, craft compelling calls-to-action to turn browsers into buyers.
• Forge Your Brand’s Identity: Broadcast your unique story and values. Showcase wins and milestones to etch your brand into customers’ minds.
• Nurture Leads: Guide prospects through the sales funnel with targeted emails. Address their specific needs and pain points at each stage.

4. Build Your Email List the RIGHT Way

Building an email list is like planting seeds for future growth. You need ethical and effective methods to expand your reach.

Want to grow your email list the easy way? Here’s how:

1. Offer Value: Share helpful guides or whitepapers in exchange for email addresses.
2. Use Sign-Up Forms: Make it easy for visitors to share their info on your website.
3. Pop-Ups: Grab attention with exit pop-ups as visitors leave your site.
4. Attend Industry Events: Network in person. Collect email addresses at trade shows and conferences.
5. Opt-In Methods: Verify interest with a double opt-in to get quality leads.
6. Downloadable Content: Provide valuable eBooks or resources for download.

5. Segment Your Email List for Precise Targeting

Segmenting your email list is like sorting your toolbox. It helps you send the right message to the right people at the right time.

Plus, segmented emails can deliver 30% more opens and 50% more clicks than unsegmented.

Here’s how to segment your list and make your emails more relevant:

• Customer Behavior: Track actions on your site, like clicks and purchases. Use this data to tailor your messages.
• Purchase History: Adapt emails based on past buys. Offer related products or special deals.
• Buyer’s Journey Stage: Address different stages of the sales funnel. Send educational content to new leads and special offers to ready-to-buy prospects.
• Industry Role: Customize content for each role. Engineers need technical specs, while executives need ROI information.
• Product Interest: Focus on specific products that interest each segment. Highlight features and benefits relevant to them.
• Demographics: Segment your list based on age, location, and other demographics. Make your emails more relatable.

6. Create Valuable Content that Resonates

Serving valuable and helpful content keeps your audience coming back for more.

Want to build lasting relationships with your content? Give them these different types of email content:

• Newsletters: Share industry news and updates. Keep your audience informed and engaged.
• Promotional Offers: Highlight deals and discounts. Everyone loves a good bargain.
• Product Updates: Share new products and features. Show how they can benefit the customer.
• Welcome and Onboarding Emails: Greet new subscribers. Show them how to get the most out of your products.
• Product Support: Offer tips, FAQs, and troubleshooting guides. Show your customers how to get the best results from products.
• Helpful Guides: Provide how-to guides and video tutorials. Make complex tasks simple and easy to follow.
• Case Studies and Testimonials: Showcase success stories. Build credibility and trust with social proof.
• Industry News: Keep subscribers updated with the latest trends and developments. Position yourself as a thought leader.
• Re-Engagement Emails: Win back inactive subscribers. Offer incentives or ask for feedback to re-engage them.

7. Personalize Your Emails for Better Engagement

Personalizing your emails is like addressing a friend by their name. It makes the message feel special and relevant.

Customers and prospects will appreciate you making an effort to cater to their needs.

Plus, using personalization in emails may lead to a 28.57% increase in click-throughs.

Want to hike open rates and customer loyalty? Personalize your emails with these simple tips:

• Use Recipient Data: Address recipients by their first name. It grabs attention and feels personal.
• Tailor Content: Customize emails based on past behavior and preferences. Show them products they’ve viewed.
• Dynamic Fields: Insert details like company name or recent purchase info. This adds a personal touch and relevance.
• Behavioral Triggers: Send emails based on actions, like product browsing or cart abandonment. It shows you’re paying attention.
• Custom Recommendations: Offer product suggestions based on past purchases. This increases the chances of a sale.

8. Leverage Email Automation to Simplify Your Life

Email marketing automation is like having a digital assistant for your marketing team. It handles repetitive tasks, saves time, and ensures timely communication.

Want to stay connected with your audience without manual effort? Here’s how to streamline your email efforts:

• Welcome Series: Greet new subscribers without lifting a finger. Introduce your brand and set expectations.
• Follow-Up Emails: Send follow-ups after a sale or inquiry. Keep the conversation going and provide more value.
• Cart Abandonment Reminders: Recover lost sales. Remind customers of items left in their carts. Offer incentives to complete the sale.
• Birthday and Anniversary Emails: Celebrate special occasions with personalized offers. Show you care and keep your brand top of mind.
• Re-Engagement Campaigns: Reach out to inactive subscribers automatically. Offer incentives or ask for feedback to win them back.

9. Integrate with Other Marketing Channels

Integrating marketing email with other channels amplifies your reach. It also creates a cohesive and more effective marketing strategy.

Here’s how to integrate email with other channels:

• Social Media: Share email content on LinkedIn, Facebook, and X. Preview what subscribers can expect. It attracts new leads by showing the value of your emails.
• Content Marketing: Promote blog posts, case studies, and videos in emails. Drive traffic to your site and keep readers engaged.
• Sales Efforts: Align email campaigns with your sales team. Share leads and insights for a unified approach.
• Webinars and Events: Use emails to promote webinars and industry events. Follow up with attendees to keep the conversation going.
• Paid Advertising: Complement your email campaigns with targeted ads. Reach a wider audience and reinforce your message.

10. Analyze Metrics and Optimize Your Strategies

Think of your email campaign as a production line. You wouldn’t run a factory without keeping an eye on the machines, right?

Same goes for your emails.

Here’s the KPI’s to tune up your email engine:

KPI	Description
Open Rates	This is like counting how many people walk into your showroom. Your subject lines are working like a well-oiled machine if it’s high.
Click-Through Rates	Imagine this as customers picking up your products. More clicks mean more interest and sales.
Conversions	This is the assembly line spitting out finished products. It’s people buying or signing up – the real money-maker.
Bounce Rates	Think of these as defective parts. Too many mean your email list needs cleaning.
Unsubscribe Rates	This is like customers walking out. If it’s high, your content might be off the mark.

 

Now, here’s the blueprint:

1. Test different parts: Try new subject lines, content, and send times.
2. Check what works best: Use the numbers to see what’s hot and what’s not.
3. Tweak and improve: Keep the good stuff, fix the bad.

Constant improvement is pivotal. Keep testing, measuring, and watching your email campaign. It will become a lean, mean, converting machine.

10 Email Marketing Best Practices for Manufacturers

Want a successful email marketing strategy? Follow these best practices and examples of email marketing for the manufacturing industry:

1. Mobile-Friendly Design

Ever opened an email on your phone with tiny text and images that don’t fit the screen? It’s frustrating!

Think of your email as a portable assembly line. It needs to run smooth on all devices, especially phones.

Why? Because your busy buyers check emails on the go, between shifts, or even on the factory floor.

Here’s how to build emails that pack a punch on any screen:

• Stick to a Single-Column Layout: It simplifies the design. Multi-column layouts look cluttered and confusing on small screens.
• Pump up the Font Size: Aim for at least 14pt. No squinting needed, even with safety glasses on.
• Make Buttons Finger-Friendly: Big and easy to tap, like those emergency stop buttons. Go bold or go home.
• Use Responsive Images: They should resize like adjustable CNC machinery, fitting all screens.

Example:

You notice 60% of your subscriber’s open emails on mobile devices. But your click-through rate is only 1.5% compared to 4% on desktop.

This can happen if you don’t optimize your emails for small screens. Use a simple, mobile-responsive template to see if it cranks up engagement.

2. Write Email Subject Lines That Work Overtime

Your subject line is like the foreman of your email. It sets the tone and decides if the work gets done.

A weak subject line? Your email gets scrapped before it even hits the production floor.

Here’s how to forge subject lines that demand attention:

• Keep It Short and Snappy: Aim for 6-10 words. It’s the difference between a precision tool and a clunky piece of outdated machinery.
• Use Action Words: Compell opens with verbs like “Discover” or “Save.” These words are the gears that get your readers moving.
• Personalize: Add the recipient’s name or company. Personalized subject lines increase open rates because they feel more relevant.
• Create Urgency: Use phrases like “Limited Time Offer.” Urgency can drive quick responses and make readers feel they must act fast.

Example:

Your email with the subject line “New Product Launch: XYZ Machine” gets a 22% open rate.

You test it against “Surge Efficiency by 40% with XYZ Machine” and see an increase to 35%.

This change tells you your audience responds better to benefit-focused subject lines.

3. Include Effective Call to Action (CTA)

A CTA is the power switch of your email. Make it impossible to ignore and clear what happens when pushed.

Here’s how to build CTAs that rev up results:

• Use Action-Packed Verbs. “Buy Now,” “Download Specs,” or “Book your Demo” tell readers exactly what to do next.
• Visibility. Make CTAs stand out like a yellow safety vest. Use contrasting colors and prominent placement.
• Keep it Simple. A complex CTA is like a complicated machine. It’s more likely to break down and get results.
• Repetition: Include 2-3 CTAs in longer emails. Place them at the beginning, middle, and end of the email.

Example:

You place a single text CTA at the bottom of your email and get a 2% click-through rate.

After adding prominent CTA buttons at the top and middle of the email, your CTR increases to 7%.

This jump shows multiple CTA buttons work better than a single text placement.

4. Use Dynamic Fields to Customize Emails

Dynamic fields pull specific data from your CRM to personalize emails. For example, auto-fill names, companies, and recent purchases stored in your database.

Make your emails more personal, relevant, and effective. It’s crucial for higher response rates, engagement, and stronger relationships.

Here’s how to use dynamic fields in your emails:

• Use the Recipient’s First Name. It catches their eye and makes your email stand out from generic ones.
• Include Their Company Name. Show you know who they are and what they do.
• Reference Recent Purchases. It proves you’re paying attention to their needs.
• Suggest Related Products or Services. If they bought a CNC machine, they may need more tool attachments.

Example:

You send a generic product offer email and get a 5% response rate.

Next, you personalize the email with the recipient’s name, company, and product suggestions. Your response rate jumps to 15%.

This increase shows the power of personalized content.

5. Don’t Forget About GDPR Compliance

GDPR (General Data Protection Regulation) protects EU citizens’ data and privacy.

Compliance avoids hefty fines and builds trust. It shows readers you’re as serious about their privacy as workplace safety.

Your GDPR compliance checklist:

• Get Consent. Ensure subscribers opt in willingly. Use simple language and avoid sneaky pre-checked boxes.
• Easy Opt-Out Options. Make opting out easier than clocking out. Every email needs a clear, working unsubscribe link.
• Protect Customer Data. Use encryption and secure storage. Guard data like your most valuable machinery.
• Be Transparent About Data Use. Explain how you will use subscribers’ data in your privacy policy. Make it easy to find.

Example:

You update opt-in procedures and make the privacy policy easy to find. Spam complaints drop from 0.1% to 0.02%.

This drop shows your audience values clear and honest data practices.

6. Nail Your Email Timing and Frequency

How often and when you send emails matters. Getting this right keeps your audience engaged without overwhelming them.

Send too many emails will send readers to the exit. Send too few, and they might forget about your manufacturing business.

Here’s how to balance frequency and timing:

• Ask Your Audience. Send a quick survey on how often they want to hear from you. They may only want emails once a week.
• Stick to Industry Norms. Research the best days and times to send emails. Open rates might be higher on Tuesdays and Thursdays.
• Test Different Send Times. Track when your emails get the most opens and clicks. Send emails during those optimal times.
• Avoid Spam. Don’t overwhelm subscribers with too many emails. Spamming inboxes leads to unsubscribes or complaints.

Example:

You’re sending four weekly emails but notice open rates declining over time.

To fix this, you send emails only on Tuesdays and Thursdays. Open rates jump from 20% to 35%.

This spike proves timing can boost engagement and keep readers interested.

7. Keep Your Email List Clean as a New Machine

Email list hygiene ensures your emails reach active and interested subscribers.

Regular cleaning also improves open rates and saves money. How? It reduces bounce rates and lowers the likelihood of getting marked as spam.

Your email list maintenance plan:

• Cut Inactive Subscribers. If they haven’t opened your emails in months, it’s time to let them go.
• Check for Invalid Addresses. Ditch bounced emails. Bad addresses hurt your sender reputation and waste resources.
• Group Your Readers. Separate occasional openers from active readers. Then, send re-engagement emails before removing them.
• Do Regular Updates. People change jobs and email addresses. Keep your list current.

Example:

You have 10,000 subscribers, but 2,000 haven’t opened an email in 6 months. To fix this, you remove these inactive subscribers.

Your engagement rates improve by 30%. This move shows the value of a quality email list.

8. Do A/B Testing to Refine Strategies

Use A/B testing to find what works best. It involves sending two versions of an email to see which performs better.

This data-driven approach fine-tunes your strategy and amplifies engagement.

How to run effective A/B tests:

• Pit Subject Lines Against Each Other. See which one gets more opens.
• Test Different Content: Change your layout, images, or copy to see what engages more.
• Try Various CTAs. Alter the wording, color, or placement and measure clicks.
• Analyze Your Data. See which version performed better and use these insights to refine future emails.

Example:

A company like 3M tests two subject lines: “New Innovations in Industrial Adhesives” vs. “Cut Costs with Our Latest Adhesive Tech.”

The first subject line gets a 20% open rate, while the second gets 30%. This difference shows the impact of a strong subject line.

9. Leverage Social Proof to Build Trust

Reputation is gold in the industrial sector. Social proof is like getting a stamp of approval. It builds trust and credibility.

Plus, it’s easy. Show potential buyers real examples of customer satisfaction.

Ways to showcase social proof:

• Feature Customer Testimonials. Actual words from real users reassure potential buyers.
• Highlight Case Studies. Show how your products solved specific problems for other manufacturers.
• Display Ratings and Reviews. High star ratings can sway decisions.
• Share User-Generated Content. Photos or videos of your products in action speak volumes.
• Include Expert Endorsements: An industry leader’s approval validates your credibility.

Example:

You include a customer testimonial in your product email. Click-through rates increase from 3% to 8%.

This CTR hike shows your audience values peer recommendations when considering purchases.

10. Watch Your Email Deliverability Score

Want your emails to reach more people? Check your deliverability metrics. They show if your emails reach inboxes or get flagged as spam.

This step is crucial because poor deliverability means lost opportunities and wasted resources.

Your email deliverability checklist:

• Check Delivery Rates. This shows how many emails reach the inbox. High rates mean better engagement.
• Track Open Rates. High open rates range from 15–28%. Low opens might mean you’re landing in spam or need better subject lines.
• Check Click-Through Rates. CTR measures how many people click your links. High clicks mean your content grabs attention.
• Keep Bounce Rates Low. Remove invalid addresses promptly. High bounce rates hurt your reputation.
• Reduce Spam Complaint Rates. This shows how many people mark your emails as spam. Keep it low to avoid problems.
• Authenticate Your Domain. Use DKIM and SPF to verify your emails. Prevent spam filters from flagging your emails.
• Avoid Spammy Language: Skip phrases like “100% Free” or “Act Now.” They trigger spam filters.

Example:

Your emails keep landing in spam folders. You adjust your content to avoid spammy phrases and authenticate your domain SPF.

Deliverability improves from 73% to 87%. This move shows the impact of proper email practices.

Email Marketing Challenges and How to Overcome Them

Email marketing for manufacturing has unique challenges. Addressing these head-on ensures your campaigns succeed.

Here are the biggest challenges and how to crush ’em:

1. Boring Emails

Boring, generic emails bombard your clients and prospects all day long. You’ve gotta make yours pop off the screen and grab their attention.

• Use eye-catching visuals that stop them in their tracks.
• Write personalized, punchy copy that speaks to them.
• Spice up your content so it’s anything but a snooze-fest.

2. Low Open Rates

If no one’s opening your emails, what’s the point, right? Get people amped to see your messages in their inboxes.

• Craft subject lines that spark curiosity and make them wonder what’s inside.
• Give them a real reason to open. Make the content so good they can’t resist.
• Segment your list and personalize your approach for each audience.

3. Unsubscribes

You don’t want a bunch of dead weight on your email list. Keep it lean and mean, filled with engaged subscribers.

• Make it super easy for people to unsubscribe if they don’t feel it.
• Focus on quality over quantity. Engaged subscribers are way better than a bloated list.
• Clean house every 3–6 months. Remove anyone who’s not opening or clicking.

Ready for an Industrial-Strength Digital Strategy?

Your shop floor isn’t the only place that needs precision engineering. Your digital marketing deserves the same attention.

Gravitate knows how to weld together the RIGHT digital campaigns for your industry. We’ll build campaigns that’ll have leads flowing like molten steel.

Stop relying on outdated marketing methods. Let’s engineer a digital plan to supercharge your sales and leave competitors rusting.