Email marketing is a foundational element of any well-rounded digital marketing campaign. It’s a way to engage, to build your brand, and to create meaningful interactions with an audience who’s interested in what you have to say.
Email marketing for manufacturers is even more important.
Manufacturers have highly-specific target markets
Manufacturing clientele are always excited to learn more about the industry
Emails are an excellent way to highlight a nuanced product or service
Let’s break down the steps for successful email marketing to your manufacturing audience.
Step One: Create a Strategy
Occasionally sending out emails to people you know is not an email marketing strategy! Before you do anything, spend time deciding on a strategy; remember it’s okay to have more than one email marketing campaign running at the same time! Ask: What’s the goal of this campaign? Are we targeting our whole audience or just part of it? What value-add are we going to offer? Once you have a plan you can put the ball in motion.
Step Two: Build Your List
A business’ list of contacts is worth its weight in gold. For an email campaign to work, you must have somewhere to send the emails! If you don’t already have a list of contacts from in-person sign-up sheets or migrated over from a CRM, build one. How? By incentivizing likely customers to provide you their email address. “Gated” content, eBooks, newsletters, social engagement…there are dozens of ways to get your audience to sign up if you angle your message correctly.
Step Three: The Roll-Out
A robust email marketing plan implements several strategies at once. Most begin with a “Welcome Email.” When someone signs up, a quick email telling them what to expect from the relationship is a good way to get off on the right foot. From there, the content delivered to their inbox should depend on who they are, where they are in the purchasing funnel, and what you have to offer. For example, someone who signs up for your emails at a product convention after talking to your saleswoman is a pretty warm lead – they should receive more targeted, specific emails than someone who added their name to your email list when they found your business on Facebook.
Step Four: Create Good Content
Step four is the most important and it’s also never-ending. Your email content will change and grow with your customers. Email marketing always involves a lot of trial and error and a lot of emails that never actually get opened! Remember, it’s a numbers game. You don’t need the most opened emails, you need opens by the people who ultimately buy. All the opened emails in the world aren’t worth too much if they don’t eventually translate into sales.
Most manufacturers don’t have the time or know-how to effectively manage an active email marketing strategy. That’s okay! A great digital marketing firm can help.
Synchronicity specializes in digital marketing services for manufacturers, particularly email marketing. Whether you’ve got you sights set on building a great newsletter or simply need help adding to that contact list, we’re ready.
Reach out to Sync to talk about an email marketing plan for your business.