Email Marketing for Manufacturers

With Thomas as your partner, we take a big picture view of your email marketing efforts to ensure we are moving the right needles — boosting lead generation, reducing cost-per-acquisition, and improving retention, just to name a few. Also, we ensure your email marketing strategy is aligned with your overall inbound marketing strategy too — so you’re everywhere your buyers are. That’s what really counts. Here’s how:

Putting Together A Targeted And Segmented Email List

You may have great content, but if your emails aren’t reaching the right people, you won’t be garnering any new leads.

We'll spend some time cultivating a well-thought-out email recipient list, one that includes current customers, users who have provided their contact information on your site, valuable LinkedIn and other social media connections, and industry professionals with whom you’ve had meaningful interactions.

Through marketing automation and persona targeting, we'll tailor your messaging and personalize it so that it stands out in your prospects’ inboxes. We also create different email types — newsletters, promotional emails, personalized sales engagements — to best meet the needs of your prospects and customers, no matter where they are in their buying process.

It’s better to send an email to a smaller group of carefully chosen people than it is to bombard a huge group of users who likely don’t have any need for the content you’re providing.

We'll experiment with different emails for different groups of people — emails for procurement managers, for instance, or emails directed at designers — and gauge the response.

We'll also try out A/B testing, in which one group of people receive an email formatted in a different way than another group, in order to determine what your audience is looking for.  

Including Captivating Content

We speak the language of manufacturing, industrial, engineering, and procurement, and this knowledge imbues all the copy in our emails, from click-worthy subject lines to body copy that makes people take notice — and take action. We'll take the time to ensure you’re reaching out to the right audience with directly useful, informative content.

Has your company added a new capability to its list of services? Have you just purchased some new cutting-edge equipment? Do you have a list of valuable tips to help industry professionals succeed in their jobs?

We'll make sure your content and emails showcase exactly that.

Creating A Well-Designed UX

Creating a positive user experience (UX) is just as important as offering valuable content. If your email formatting is confusing, outdated, or just plain boring, you run the risk of quickly losing readers’ interest.

On average, recipients spend just 51 seconds reviewing an email campaign, so it’s critical to make a lasting, positive impression.

There’s an art to email marketing, and we know how to wield a digital paintbrush. We create emails that are easy to scan, engaging to read, and, most importantly, encourage conversions. Our email marketing campaigns avoid garish, overwhelming colors and fonts, and keep an eye on graphics and image sizes. 

Users can spot sloppy or lazy formatting, and an unprofessional or outdated image will only detract from your content.

We'll only use images that speak to your brand and relate to the content you’re offering. 

Ending With A Relevant Call To Action

Emails won't help you sell if they don't include an action item for your prospect to complete. All our emails include a specific call to action (CTA) toward the end of your email; these serve as a way for potential customers to stay in touch with your business once they’ve finished reading your email.

For example, if you’re pushing a new eBook, you may include a CTA encouraging users to download it. Or, if you’re announcing a new website design, you may simply direct people to your site.

Most CTAs are designed as buttons containing the given copy, but there’s a lot of opportunity for experimentation here.

CTAs are essential for analyzing whether your email was successful; various software options allow for easy tracking of user interaction with your emails, and changes and improvements can then be made for future campaigns.

Helping to drive your potential customers down the marketing funnel, CTAs can play a major role in converting your subscribers to customers.

Reporting Your Email Marketing Results

For many agencies, email marketing runs on autopilot. But not with Thomas. We continually evaluate your email marketing performance, perform A/B tests, and stay attuned to the latest changes in the marketplace in order to continually improve your results.