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email for manufacturing

A Deep Dive into Statistics on Email for Manufacturing

Jacob Brain


How often do you check your email? How about your professional account? Your personal one?

As new marketing technology evolves, many marketers are tempted to ditch the old in favor of the new. There have been rumors that email marketing is dying since 2016. But, when you take a look at recent email marketing statistics, you’ll see that email is here to stay.

Email is a great tool no matter the industry. When it comes to email for manufacturing, you’ll find that it can be especially powerful for the B2B professional audience that you need to reach. Take a look below to see how email stacks up.

Email is Growing

When new technology appears and audiences move on, you’ll start to see user numbers drop as people embrace the saying, “out with the old and in with the new.” Just the opposite is happening with email.

Whereas there were 3.7 billion recorded email users in 2017, there are now 4 billion users with another .1 billion people expected to sign on by 2022. In the past 4 years, just Gmail accounts have grown from 900 million to 1.5 billion users.

But not only are new accounts created on email platforms, but business professionals are using them. 269 billion emails were sent in 2017. By 2021 that number is expected to rise to 319 billion. Companies are capitalizing on this with just under half of all companies in all industries using email automation to reach out to their customers.

When it comes to email for manufacturing, take a moment to think on your audience. Who are you trying to reach? Who is using your product?

Considering nearly half of the world’s population has an email address, it’s likely that your audience is out there, waiting to see one of your emails pop up in their inbox.

You Need to Optimize for Mobile

When it comes to the real estate, construction, and buildings industries, almost half of the audience uses mobile devices to check their email. As a matter of fact, the industry with the lowest mobile device usage is Education, but they still have a usage rate of 38.2 percent. As of 2016, the mobile open rate for B2B industries was between 30 and 35 percent.

Let’s break that down. If you’re in the B2B manufacturing industry with an email list of 1000 accounts, but you’re not optimizing for mobile, you could be missing out on between 300 and 330 email opens.

That’s a lot of missed opportunities.

If you’re handling email for manufacturing, best practice would be to optimize your email accounts for mobile. Remember, the screen on a mobile device is much smaller than your average laptop, desktop, or tablet. Keep your emails simple with concise wording and condensed images that will load easily on a mobile phone. Use a large button for your CTA that will be easily pressed on a small screen.

Email Personalization Works

Have you ever received an email with your name in the subject line? No, someone didn’t send you a personal email. But automated software has been able to use your contact information to personalize the subject line or body content. While this practice can feel a little creepy when you’re on the receiving end, the data backs it up.

For example, emails with personalization have 27% higher click through rates and 11% higher open rates than emails without personalization. Even better, personalized email marketing generates a return on investment of up to 122%.

Does your email platform make it easy to insert personalization? If not, it might be time to switch. With an ROI like that, personalization is an easy to change to make that could have a huge impact on your email open rates and click through rates.

Email for manufacturing could take advantage of personalization by placing tokens in subject lines or greetings in the email copy itself.

Automated Emails Help, not Hurt

Overall, marketing automation can increase sales productivity by 14.5 percent and reduce marketing overhead by 12.2 percent. When applied to emails, automated transactional emails have eight times more opens and clicks than your average email and generate six times more revenue. Campaign monitor even claims that automated emails generate 320 percent more revenue than your average email.

Email automation can help by creating nurture drips and automatically reaching out to customers who have filled out forms, downloaded ebooks, or otherwise given you their account information. Many companies send welcome emails for those who subscribed to a newsletter.

How could you use automation for email for manufacturing?

Manufacturers could take advantage by setting up nurture campaigns that periodically reach out to contacts who visit your site. These campaigns can be extremely targeted with emails tailored to the buyer’s behavior on your website. For example, if someone is looking into manufactured USB cables an automated email can be sent out with more information on those specific cables.

Your Demographic is on Email

Who do you think is on email? A common misconception is that the email demographic is skewed towards an older audience. In direct contrast to this myth, the demographic with the most email users is actually the 25 to 44 year old audience. 93.4 percent of all 25 to 44-year-olds use email. As a matter of fact, more than 90 percent of all ages from 15 to 64 use email. The only generation that has a usage rate of lower than 85 percent is 65 years and up.

Marketers who are focused on email for manufacturing are most likely trying to reach a business to business audience. According to Small Biz Trends, 84 percent of small business owners are between 35 and 88-years-old. How can you reach that audience? Through email marketing.

If you’re trying to reach a B2B demographic, you can find your business owner, c-level executive, or employee of any level on email.

You Need Great Email Marketing

While email marketing is clearly useful and a great tool to have in your toolbox, it also needs to be executed well. New North is experienced with email for manufacturing with a successful history of using email marketing for lead generation.

With New North’s email marketing, you’ll receive:

  • Thoughtful consideration and review of your lists
  • Custom template design and usability testing
  • Content creation services
  • Full metrics and reporting for each campaign
  • Marketing automation planning and execution

No matter what type of email marketing campaign you decide to launch, let New North help you make it successful. After all, you deserve a well-crafted, thoughtful email campaign that reaches your demographic.

Learn more about New North’s email marketing services here.

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