Email Marketing


Email marketing for manufacturing uses electronic mail (e-mail) to communicate directly with members of a target audience. It’s much more than that, however. According to the Rule of Seven, a classic marketing adage, a prospect needs to see or hear your marketing message at least seven times before they take action and buy from you. With industrial or technology sales, the process can take longer if the dollar value is higher. In short, email marketing is a way to make yourself known.

Brand Awareness and Email Marketing for Manufacturing

Realistically, you shouldn’t expect a multi-million dollar sale to happen on the eighth email. What you want from email marketing is brand awareness. Crafting each email properly is extremely important. You’ll need to create a catchy subject line and incorporate personalization. If your email platform supports the use of emojis, make sure to use those digital images, too. There’s nothing like an icon that expresses an emotion in otherwise impersonal electronic communications.

If you don’t have a list of email addresses, then building one is a prerequisite to any of the activities that are described above. And if you’re engaging in blogging or other content marketing efforts without an email list, then you’re not getting the most for your marketing spend. The ideal content creation strategy uses email marketing to push the content that you create to a targeted audience. Pushing content via social media is valuable, too, but do you know who’s getting your messages?

Your salespeople can’t follow-up with unknown website visitors, but don’t let them play a passive role in your email marketing efforts. If your salespeople are employees, then they have a book of business even if your company lacks a customer relationship management (CRM) system. If your salespeople aren’t employees, they can still send the emails that you want (but on their dime). So who’s going to write the communications that you want your customers to read? You need Thunderbolt.

Thunderbolt and Switzerland: Net Neutrality and Inbound Marketing

Thunderbolt Business Services can create, execute, manage, and report on email campaigns using any number of tools. Like Switzerland, we pride ourselves on our neutrality – at least as far as email platforms are concerned. If your marketing dollars are tight, we recommend MailChimp or Constant Contact. Another company that we like, Informz, provides a higher-end solution but for more money.

Your options don’t end there. If you’re ready for inbound marketing with outbound features, we recommend Act-On. We can also send emails from HubSpot and use many of its other capabilities (including social media). If you need a HubSpot certified partner to get started, we can connect you with one, too.

The Rule of Seven doesn’t end in a magical Eight Email, but Thunderbolt provides the email marketing that you need for the real-world. To get stated, request a free consultation.