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Creating B2B Email Campaigns That Convert (Part One: Building Your List)

Posted by IndustrySelect on Monday, August 5, 2019


Email marketing has been around a long time, and social media has grabbed the eyes of the world. Many companies use the latter quite successfully to market their products and services to consumers.

How about business-to-business marketing? When it comes to marketing to manufacturers, the older choice is also the more effective one.

This three-part series is designed to help you reach out to your business customers through a successful email marketing campaign.

It will cover the steps leading up to your launch and beyond. You'll receive tips on marketing to manufacturers and learn how to write copy that converts to sales.

Email: The Cornerstone of Marketing

On the average, email recipients open one in five marketing emails. Of those, they may click through on 3.57 percent of them. That may not seem like much until you compare it with the 0.07 percent rate for Facebook.

More than half of internet users check their email first thing in the morning, even before checking Facebook or the weather.

Almost 90 percent of internet users check their email at least once a day. That's a lot of attention, but how much of it converts into sales?

Vital Design reports that for every dollar spent on an email campaign, you get a return on your investment of $44. According to Convince and Convert, "People who buy products marketed through email spend 138 percent more than people who do not receive email offers."

This illustrates how an email campaign can drive your sales.

The open rate for emails sent in North America is even higher than the average, at 34.1 percent.

An email recipient doesn't need to be behind a desk. Fifty percent of Americans check their emails while in bed, whereas 18 percent of drivers check while behind the wheel. Send an email, and the eyes of the nation are upon you.

A B2B email campaign is a solid place to start to build your client list without breaking the bank. The customer base that you establish will enable you to widen your marketing efforts as your business expands.

Sending out emails one by one to potential customers is a waste of time and resources. Fortunately, email automation is well developed and easy to access.

This system of tools helps you maintain ongoing conversations with your customers to keep up their interest. If you operate a website, it can generate a welcoming follow-up to a visit.

If a purchase has been interrupted, it can yank the potential buyer back. Your emails will assure that your customers feel cared for and wanted.

So how do you get started? First, it is essential to ask this one simple question: Who is your audience?

In the first part of this series, we will take a look at the nuts and bolts of understanding your target audience and building the right list.

Cultivating the right audience is at the heart of any successful email campaign.

Part One: Building Your List

There are both challenges and opportunities unique to every geographic area.

For instance, the stringent environmental laws in California make it more difficult to set up businesses such as metal finishing, which may entail emissions to both air and water.

The same rules also create the need for monitoring and control systems. Oil-producing states such as Texas and Oklahoma can provide an enthusiastic market for equipment designed to operate in harsh conditions.

Areas hosting fulfillment and distribution centers will have a continuing need for packaging materials. Plants and warehouses located where the cost per square foot is high require storage equipment to best utilize every inch.

Facilities built where they can sprawl are positioned to purchase material-handling vehicles to transport goods quickly and efficiently.manufacturing executives

A thorough understanding of the businesses in a given location will yield new inroads for your campaign. Segmentation is a scheme for categorizing business and industrial customers to guide your strategy in decision-making.

Its goal is to identify the differences between current and potential customers. Rather than choosing a shotgun approach that may impact a potential customer at random, your resources can be martialed to implement a well-constructed plan.

Segmentation allows your business to identify firms that will best respond to your pricing structure, products and services.

Government agencies use Standard Industry Code (SIC) and the North American Industry Classification System (NAICS) codes to categorize industries and gather statistical information on businesses.

By employing these codes, you will be able to further home in on just the companies that you need to reach.

During the gold rush, prospectors sifted through pan after pan of silt looking for the shiny flecks of precious gold. Thus, the process of sifting through the mass of data in this age of information to find the nuggets that represent your potential buyers is called prospecting.

The rich vein that you are seeking is a database of potential customers who are most likely to respond to your campaign.

Essential Tools for Targeting Your Best Prospects

Your picks and shovels are ideas to understand your target audience better. Eight of these are listed here. Although Bing xRank is no longer in operation, the others can serve you just as well.

If your company operates a website, another powerful - and free - tool is Google Analytics. Google will require some primary data from you before signing up. Once you do, you will receive a tracking code that you can paste on your pages so Google can determine when visitors view your site.

Within a few hours, you'll start seeing data about your website. One of many options that you can use is segmentation of your visitors, enabling you to target a campaign at just the users you want to reach.

Open Web Analytics (OWA) is open source software available for download. Adding it to your site is not as straightforward as using Google Analytics, but it comes with built-in support.

Open source software often offers a multitude of features, and OWA is no exception. It contains some options that Google Analytics does not.

Even if you don't have a website or the resources to use analytical data, an IndustrySelect subscription will still help you reach those hidden pockets of gold.

You can build a list of prospects based on highly specific criteria to help you create highly targeted campaigns.

IndustrySelect is an essential marketing tool that will help you locate precisely the business targets that your campaign needs to hit. IndustrySelect is a live interactive database of 400,000 manufacturers and 1 million executives.

It is available by subscription for prospecting sales, marketing and business development.

You can customize and search business profiles according to geographic location, distance from your facility or even ZIP code. The choice by the number of employees, square footage, types of executives, distribution and more will be at the tips of your fingers.

IndustrySelect files are updated on a weekly basis and exportable, so you'll never be working with obsolete data.

With IndustrySelect Premium, you will also receive access to direct executive emails. You can export these to reach the people with the decision power to transform interest into a sale.

As a case in point, if your company provides tax seminars to businesses in the auto industry, you can search for manufacturers located in an auto-centric area such as Grand Rapids, who has annual sales up to $100 million, who would have a keen interest in your services.

You can export a list of just the contacts that you seek in precisely the area that you wish to target.


Some examples of the data available on IndustrySelect are:

• 4,907 manufacturers that have reported sales growth in the past year.
• 15,161 manufacturers that have reported employee growth in the past year.
• 294,380 headquarters.
• 99,753 manufacturers that distribute internationally.
• 42,563 manufacturers that import raw materials.
• 8,159 women-owned companies.
• 34,243 manufacturers with $10 million or more in annual sales.
• 110,074 manufacturers operating in the Midwest.

You can also search by SIC and NAICS codes and even the type of decision-making officer whom you wish to contact.

Now that you have an idea what a B2B email campaign can do for you, let's get you started down the road to marketing success.

Building the right list is one of the most important steps, especially when it comes to contacting manufacturers. Be sure to check out how IndustrySelect can supercharge your email marketing campaigns by helping you build a powerful list of contacts. Click here to learn more.

A well-crafted email should create more leads, increase conversion rates, increase the number of subscribers, and ultimately lead to more sales. Next, we e are going to show you how to craft a message that will do just that in Part Two of this series: Crafting Your Message. 



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FREE eBook:
Surefire Email Marketing Campaigns Made Easy
Surefire Email Marketing Campaigns Made Easy
A must-have guide for sales, marketing, & business development executives!
Almost 90% of internet users check their email at least once a day and more than 59% of marketers say email is their biggest source of ROI. Email marketing is hands down the most effective way to promote your business, but how can you tap into this lucrative marketing technique? IndustrySelectís free eBook will introduce you to B-to-B email marketing. Expert advice to help you:
  • Build a surefire message in 5 easy steps
  • Learn the most effective methods for building a targeted email list
  • Explore how to execute and measure the success of your campaign
  • Access 11 powerful tools for getting the most out of your email campaigns

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