How to Create Your First Email Campaign as a Manufacturing Company

Saphyte Team

4 min read

Updated: May 17th, 2022

Email marketing is a great way for manufacturing companies to convey the value of their products and services to prospective buyers. It can help them reach their target audience fast, show them available products and services, and encourage prospects to make their first purchases. But these can all get slow and dragging— especially if companies are unable to personalize their messages according to prospects’ manufacturing preferences.

So how do you guarantee that your prospects would read your emails? How do you turn your emails into lead generation machines? How do you launch a successful email campaign as a manufacturing company? Read on to find out how.

What you should know:

An email campaign (or an email marketing campaign) is a planned series of emails that is designed to increase sales. It is done by engaging audiences and turn them into customers over time.

Around 92% of manufacturing companies implement an email marketing strategy to generate leads, improve customer retention, and overall manage customer relationships.

Manufacturing companies often use tools such as CRMs and email marketing software to launch email campaigns.

What is an Email Campaign?

An email campaign (or an email marketing campaign) is a planned series of emails that is designed to generate interest, turn audiences into leads, and convert them into customers over time.

It is usually sent to multiple recipients at once, based on schedule (such as every Monday of the week) or set of conditions (such as when a prospect clicks on a Call-To-Action (CTA) button). Tools such as CRMs and marketing automation software enable businesses to launch campaigns with ease. These tools are designed to send emails to specific audiences (or segments) automatically, based on schedule or upon triggering certain conditions.

Overall, they help companies achieve their marketing objectives without the need to hire more manpower or exhaust more resources.

Role of Email in Manufacturing Industry

Having an email campaign isn’t new in the manufacturing industry. According to reports, around 92% of manufacturing companies implement an email marketing strategy. Often emails are sent via marketing automation tools or CRMs to help prospective customers research and accelerate the buying process.

In 2020, it was estimated that the manufacturing industry’s use of CRM was worth $3.31 billion globally. For the MENA region, it was worth $414 million in the same year. Most companies report using CRMs for their marketing and sales automation features, as well as for customer management, lead generation, and customer retention purposes.

How to Create an Email Campaign for Manufacturing

Launching an email campaign can be confusing and intimidating to beginners. But you can follow these six easy steps to launch your first campaign without breaking a sweat:

Identify your goal

Build your list from scratch

Determine the type of campaign you’re launching

Launch it

Measure results

Adjust accordingly

Let’s first start with the most important step— identifying your sales goal.

2. Identify your goal

Just like in any other campaign, the most important part of this strategy is identifying the reason why you’re doing it and what you want to achieve at the end of the campaign.

There are a number of goals a company may have— increasing monthly sales, improving the daily lead generation rate, enhancing sales conversion rates, or improving yearly customer retention rates, among others.

The goal that you will be setting from the start will determine what actions you will take afterward.

2. Build and segment your list

The next step, which is building and segmenting your list, will depend on your sales goal. But regardless of your goal, you must consider the following:

Importing a list of known contacts

Adding to your list newly generated leads

You can incentivize your existing customers to provide their contact information such as their email address. You can then import these email addresses into your CRM to build and segment your list. Segmentation can be done according to the stages of the pipeline such as new leads, warm leads, existing customers, or customers with repeat purchases, etc. Or you can segment customers according to their demographics such as their sex, age, or job titles. Again, the lists you’ll be creating along the way will be entirely dependent on your sales goal.

You can also set up your websites to pull information from visitors and migrate the information they’ve provided into your CRM so you can start sending them emails as part of your email campaign.

CRMs make it easy for companies to launch email campaigns and turn website visitors into long-term customers.

3. Determine the type of campaign you’re launching

Below is a list of campaigns that manufacturing companies commonly launch:

Newsletters

Marketing offers (Latest services, discounts, and special offers)

Announcements

Event invitations

Newsletters are emails that are regularly distributed to a wide audience. They are generally about one main topic of interest and may contain news and updates and anything useful for the reader. Manufacturing companies usually would like to keep in touch with their existing customers and use newsletters to maintain their business relations. This type of email campaign will keep the sender’s brand top of mind and drive customers back to the sender’s website.

Emails may also contain marketing offers such as the latest service options added by the company or discounts and other promotional offers that may benefit existing and new customers. Remember to always think from the perspective of your recipients— how will your email benefit them and what is its added value?

4. Launch it

After finalizing the design and content, there’s nothing left to do but to launch your first campaign. But before that, take note of the following:

Make sure your email is easy to read

Use images to boost engagement

Personalize your emails

Add easy-to-spot CTA buttons

Strategically schedule your emails

5. Measure results

Get any data as much as possible regarding the results of your campaign. Check out the following:

Open rates

Unique open rates

Click rates

Bounce rates

Abuse reports

Unsubscribes

6. Adjust accordingly

Based on the data gathered above, adjust your strategy accordingly. Did you send the email too soon? To the wrong person? Was the content irrelevant? Or just plainly bad? The numbers that you have gathered from measuring the results will tell a story— what types of emails to continue and what to avoid sending again to your target audience.

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Level up as a manufacturing company and start generating leads for your business now through automated emails. Book a demo with our sales team now and see how our CRM can help you grow.