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A Comprehensive Email Marketing

Manual for Manufacturers


For manufacturers, there are a myriad of obstacles that come with the territory. Between supply chain issues, global competition, labor shortages, and sustainability concerns, to name a few, the last thing they want to deal with is complex email marketing software

But the industry demands effective, clear, and efficient communications. At Benchmark Email, our goal is to empower our users with the tools and insights to not only reach their target audience effectively but also to foster lasting relationships and drive tangible business growth. And we know how to accomplish this in a way that is simple and easy. What could be better?

In this guide, we’ll provide some practical email marketing advice, strategies, and best practices tailored specifically to the manufacturing industry. From building and segmenting your email list to crafting compelling content and analyzing campaign performance, let’s get into it!

Why Do Manufacturers Need Email Marketing?

Manufacturers need email marketing for several compelling reasons, as it serves as a vital tool to enhance communication, build relationships, and drive business growth.


Email marketing is essential for manufacturers because: 

Email marketing provides a direct line of communication with customers, suppliers, and partners. This allows manufacturers to share important information, updates, and announcements effectively.


It facilitates feedback and surveys.

Manufacturers can utilize email marketing to
solicit feedback from customers and gather valuable insights, which can inform product development and improve customer

promote products

I can promote products.

Email campaigns can effectively promote new products, special offers, or services, driving sales and revenue growth.

Crucial Email Marketing Tips for Manufacturers

Just knowing you need email marketing isn’t enough. You also need to know how to use it so you can be effective with your communication and grow your business.

Let’s explore a variety of crucial tips and tactics, from crafting compelling content and personalizing your messages to optimizing your email campaigns for maximum engagement and conversion.

1. Segment Your Audience

Divide your email list based on certain criteria. Doing so allows for more targeted and relevant communications, which can help you reach your audience and increase conversions.

Some audience segments can include:


Industry type


Company size


Engagement level


Job role




Industry type


Product interest


Lead source

2. Personalize Your Messages

Use the recipient's name and tailor the content to their specific needs or interests. This shows your audience that you understand their unique needs and pain points.

Some ways you can personalize your emails are:


Using the recipient’s name


Tailoring content to the recipient's role


Leveraging purchase history


Including relevant product information


Sending location-specific content

3. Create Valuable Content

Share content that is informative, educational, and relevant to your audience. It’s important to create content that is focused on resources your audience craves.

This could include:


Industry news


Product updates


Best practices


Industry trends


Tutorials and how-tos

4. Use a Clear Call-to-Action

Clearly state what you want the recipient to do next, whether it's to download a resource, request a quote, or visit a webpage.

Use action-oriented verbs like "Download," "Subscribe," "Buy," or "Learn More."


5. Optimize for Mobile

Ensure your emails are mobile-friendly, as many users check their emails on mobile devices. This is especially important for the manufacturing sector because of its demand for supply chain coordination.

The manufacturing industry relies heavily on precise coordination across various stages of the supply chain.

Mobile-optimized emails ensure that crucial information related to inventory levels, shipment updates, and production schedules can be accessed and acted upon in real time, preventing delays and ensuring smooth operations.


6. Include Visuals

Use images or videos to break up text and add a visual element to your emails. Ensure any visuals are relevant and add value. Some visuals manufacturers should consider including in their emails are:


Product Images:

High-quality images of the products being manufactured, showcasing them from different angles and in various use-case scenarios.



Visual representations of data, processes, or timelines that help to simplify complex information related to manufacturing processes, product life cycles, or industry trends.


Behind-the-Scenes Photos:

Images showing the manufacturing process, giving recipients a glimpse into how products are made, the technology used, and the people involved.


Video Clips:

Short videos that could provide a virtual tour of the manufacturing facility, demonstrate how a product is made, or feature employee testimonials.


Diagrams and Schematics:

Visuals that outline the design and functionality of a product or that detail specific manufacturing processes.

7. Follow Up

Appropriate follow-up is crucial in email marketing. Follow-up allows manufacturing professionals to maintain customer relationships, clarify and confirm details, manage expectations, establish quality control, and facilitate payment and invoices.


8. Comply with Regulations

Manufacturers have customers all over the world, so ensuring you are complying with all the email marketing laws and regulations is important. Some regulations to adhere to are:

Product Images:

This act sets rules for commercial email, establishes requirements for commercial messages, and gives recipients the right to have a business stop emailing them.

Manufacturers must ensure their emails have a clear and conspicuous way for

recipients to opt out of future emails, include their physical business address, and avoid using deceptive subject lines or sender information.


General Data Protection Regulation (GDPR) (EU):

If manufacturers are emailing recipients within the European Union, they must comply with GDPR, which requires explicit consent to be obtained before sending marketing emails and provides recipients with the right to access their data and request its deletion.


Canada's Anti-Spam Legislation (CASL):

For manufacturers sending emails to Canadian recipients, CASL requires express or implied consent to send commercial electronic messages and necessitates a clear and easy unsubscribe mechanism in all emails.


Australian Spam Act:

In Australia, the Spam Act requires consent from recipients for sending marketing emails and also mandates that emails include a way for recipients to unsubscribe.


Data Protection and
Privacy Laws:

Manufacturers must ensure that they are protecting the personal data of their email recipients in accordance with applicable data protection and privacy laws, which vary by country and region.


Email Authentication:

To help prevent email spoofing and phishing attacks, manufacturers should implement email authentication protocols such as SPF, DKIM, and DMARC.

9. Monitor and Analyze Performance

Regularly monitor your email campaigns' performance and analyze the results to identify areas for improvement. Some email metrics to keep track of include:


Open Rate


Unsubscribe Rate


Conversion Rate


Click-Through Rate

10. Use a Professional Email Platform

When you utilize a professional email marketing platform, like Benchmark Email, it makes adhering to the other aforementioned tips super easy. A platform like Benchmark Email will help you manage your campaigns, track performance, ensure deliverability, and abide by certain regulatory requirements.


Why You Should Choose Benchmark Email for Your Manufacturing Company

Benchmark Email is a comprehensive email marketing solution that offers a range of features and benefits tailored to meet the specific needs of manufacturing companies. Here are some reasons why manufacturing companies should consider choosing Benchmark Email for their email marketing needs:


Simplicity and Ease of Use:

Benchmark Email provides an intuitive and easy-to-use interface, allowing manufacturing companies to quickly create and send professional-looking emails without needing advanced technical skills.


Responsive Email Design:

The platform offers a wide variety of responsive email templates that automatically adjust to different screen sizes, ensuring that emails look great and are easily readable on any device, which is crucial for reaching busy professionals in the manufacturing sector.



Our software is up-to-date with the latest in email marketing. With our Smart Content feature powered by OpenAI, writer’s block is a thing of the past. By just providing a prompt, Smart Content will create personalized and engaging content. It’s your built-in email copywriter.


Dedicated Support Resources:

Benchmark Email offers dedicated customer support and a wealth of educational resources, including webinars, guides, and blog articles, to help manufacturing companies make the most out of their email marketing efforts.


Compliance and Security:

The platform ensures that all email campaigns comply with international email regulations such as CAN-SPAM, GDPR, and CASL and provides robust security measures to protect user data.



With its competitive pricing and range of features, Benchmark Email offers a cost-effective email marketing solution for manufacturing companies, whether they are small businesses or large enterprises.


Get Started with Email Marketing

Ready to take your manufacturing business to the next level with email marketing? Get started today and see how our easy-to-use software helps you drive sales and maintain relationships with your key customers.