5 key considerations for effective email marketing for manufacturers

All articles | Marketing
Published Jul 05, 2023 | Written by Jeremy Knight

In a world of videos, podcasts, blogs and vlogs, email marketing remains one of the best ways to attract and retain customers. People use their phones non-stop and check their email multiple times a day, every day. So it's no real wonder that email marketing should sit at the heart of a successful inbound marketing strategy.

Contract manufacturers should take note. In a booming market expected to be worth up to $2 trillion by 2030, you simply can't afford to ignore such a powerful component of modern marketing.

The benefits of B2B email marketing

Email marketing offers several benefits for B2B companies, including contract manufacturers:

Targeted reach - Email marketing allows you to directly reach decision-makers and key personnel within companies that may require contract manufacturing services. You can segment your email list based on specific criteria such as industry, company size, location, or job title, ensuring your messages reach the most relevant audience.

Cost-effectiveness - Unlike traditional marketing methods, email marketing is a cost-effective way to communicate with potential clients. It eliminates the need for print materials or postage costs associated with direct mail campaigns. Additionally, email automation tools can streamline the process and save time for your marketing team.

Personalisation - With email marketing, you can personalise your messages based on the recipient's needs and preferences. You can use dynamic content and personalisation tokens to address each recipient by name and tailor the content to their interests. This level of customisation helps establish a personalised connection and increases the likelihood of engagement.

Lead generation and nurturing - Email marketing can be a powerful tool for lead generation. By including compelling calls-to-action and strategically placed links in your emails, you can drive recipients to landing pages or contact forms where they can express interest or request more information. Moreover, through lead nurturing campaigns, you can stay top-of-mind with potential clients, build relationships, and guide them through decision-making.

Metrics and analytics - Email marketing platforms provide detailed analytics and metrics that allow you to track the performance of your campaigns. You can monitor open rates, click-through rates, conversion rates, and other valuable data. These insights enable you to measure your strategies' effectiveness, identify improvement areas, and optimise future campaigns.

Brand building and thought leadership - Consistent and well-crafted email campaigns help build your brand's reputation and establish your contract manufacturing company as a thought leader. By sharing relevant industry insights, case studies, success stories, and educational content, you can position your company as a trusted and knowledgeable resource, fostering credibility and trust among your target audience.

Five things to consider for effective email marketing

1. Keep it simple

More than 306 billion emails are sent and received every day. With limited time to read every word, keeping B2B email content concise and impactful is crucial. Here are some tips for keeping it simple:

  • Keep it short: Aim for 50-125 words
  • Use bullet points or numbers for easy scanning
  • Incorporate visuals, like videos, to simplify complex ideas
  • Craft catchy headlines that reflect the email's content accurately
  • Use simple language and avoid unfamiliar jargon

Also, ensure every email has a clear purpose - knowing what you want your readers to get from the email will help you determine what content to include. You may wish to report company news, new services, links to blog posts or industry insights to nurture them and increase time spent with your brand. Or you can share stories about company activities that don't relate directly to the business, such as charity projects, staff achievements or ESG activity, that can help give your company a human face.

A newsletter that regularly delivers interesting and engaging content can become as habit-forming as reading a weekly business magazine.

Read the Guide to Developing and Using Buyer Personas

2. Calls to action matter

Your email should guide the reader to take action, so it's vital to communicate what they should do next if they're interested in what you're offering. That's where a compelling ‘call to action’ (CTA) comes in.

After all, your email is essentially an intermediary, a middleman if you like - there to channel the recipient towards your website, whether to read a blog post or download a piece of content.
Illustrating your CTAs with bold text, images, and buttons can increase click-throughs sending recipients directly to the content you want them to engage with.

3. Design is important

Email design plays a crucial role in the effectiveness of your email marketing campaigns. Here's why it's important:

Grabbing attention - A well-designed email with an appealing layout, eye-catching visuals, and a compelling subject line can capture the recipient's attention and entice them to open and read.

Branding and consistency - Consistent and visually appealing email design helps reinforce your brand identity. Using consistent colours, fonts, and imagery that align with your brand creates a cohesive experience for your subscribers, fostering recognition and trust.

User experience - 
A thoughtfully designed email improves the overall user experience. Clear and organised content, easy-to-read typography, and intuitive navigation make it easier for recipients to consume your presentation information. A positive user experience encourages engagement and increases the chances of conversion.

Mobile responsiveness - With many people accessing emails on mobile devices, responsive email design is essential. Ensuring that your emails adapt to different screen sizes and load quickly on mobile devices provides a seamless experience for recipients and avoids frustration or abandonment.

CTA optimisation - 
Effective email design strategically places CTAs in a prominent and visually appealing manner. By using contrasting colours, bold buttons, and clear instructions, you can encourage recipients to take the desired action and improve your conversion rates.

Deliverability and reputation - 
Good email design practices, such as proper formatting, optimised code, and minimal use of spam-triggering elements, can positively impact email deliverability. Adhering to industry standards and best practices makes your emails more likely to reach the recipients' inboxes.

Investing in thoughtful and appealing email design helps you create engaging and impactful emails that drive higher open rates, click-through rates, and conversions, leading to the success of your email marketing campaigns.

4. Be Social

Social media may allow us to communicate quickly and concisely, but email remains a more comprehensive and targeted way of communicating and should be part of every company's digital marketing strategy.

But in this 24/7 world, some news just can’t wait until the next ‘weekly’ email newsletter but can be ‘teased’ on social media, which can encourage people to sign up for your newsletter to learn more.

Embed social media share links, likes and opt-ins into your emails, and you will help grow your network and extend your reach, gaining new subscribers each time you send.

5. Know who you are targeting

They say that information is power, and it's true. In fact, some even claim that "data is more valuable than oil"! When it comes to email marketing, having good data is absolutely crucial. The success of your campaign relies on how well you understand your audience and the market you're targeting. However, all that knowledge will go to waste if your content doesn't resonate with your ideal customers.

The beauty of email marketing lies in its measurability and accountability. It helps you gain insights into the type of content that engages your customers and allows you to target different markets based on specific criteria like location or purchase history.

It's important to employ data mapping while setting up your data to make the most of this opportunity. Additionally, consider creating different lists based on recipient activity. This way, you can better target your readers with relevant content that speaks directly to their interests and needs.


For contract manufacturers, embracing email marketing is crucial. Ignoring this powerful component of modern marketing would be a missed opportunity.

By leveraging the benefits of email marketing, including targeted reach, personalisation, lead generation and brand building, contract manufacturers can establish themselves as trusted industry players and drive business growth.

Remember, content relevance, compelling calls to action, thoughtful design, integration with social media, and a deep understanding of your target audience are key considerations for effective email marketing. By implementing these strategies and continually refining your approach based on data insights, you can harness the true potential of email marketing to connect with your ideal customers and achieve your marketing objectives.


Editors note: This blog post was originally published in November 2011 and has since been updated for optimal relevance and accuracy.

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Published by Jeremy Knight July 5, 2023
Jeremy Knight