Email marketing is a highly under-utilized digital marketing tactic, especially when it comes to the materials handling industry. If done right it can be powerful. You can use it to grow your leads and turn those leads into buyers of materials handling products. There are rules however. It;s not just about blasting email to a big list of potentials. Email has to be used effectively and that requires studying few key and not always intuitive tactics.
Growing your materials handling sales through email marketing will take time and an investment. It’s a longer-term strategy and one that doesn’t show results immediately. (Although, when done right, it can take as little as 90 days.) Plus it can happen quickly and doesn’t have to cost a fortune. When it does pay off it pays BIG.
Email marketing for the materials handling industry:
If you want to super-charge your company’s sales revenue by using email marketing to transform leads into buyers you will need to understand the biggest marketing error that most materials handling companies make.
The No.1 email marketing error
Email marketing needs a specific strategy to be effective. If you do email marketing the way that is most in line with the new email marketing rules, you can produce crazy results. If you don’t, you could damage your brand. You can also hurt your ability to use email to communicate with your industry contacts and customers.
The No. 1 tactic to understand is thatemail marketers use email as a medium to:
1. Create new leads and flip interested people into product and servie buyers
2.Keep existing buyers interested so they are more likely to buy from you again in the future
Many materials handling operations are email blasters and they don’t know it. Email blasters turn people off. In the interest of scoring a few sad sales. Read these definitions to identify which category your business currently belongs to:
Definition of an email blaster: An email blaster uses email to try to get people to buy their stuff. They don’t consider that there are different groups of people with different needs on their list of contacts. The goal of an email blaster is to sell their stuff to whoever will buy it. They send emails with no strategy and no direction. Their email content is all about them. And they send email to anyone that they have an address for.
Definition of an email marketer: An email marketer creates a long-term sales strategy that has a specific end goal. They send emails to various groups of people. The emails offer valuable content that speaks to the subscribers This builds desire, trust, and loyalty. They ask people to buy when appropriate. Their email content shares expertise that is of interest to subscribers.
If you find yourself in the email blaster camp, don’t feel bad, that is where most people find themselves. Why? Email marketing is still a relatively new form of marketing. Especially in the materials handling industry. There are only a handful of highly effective email marketers.
Many B2B companies also overlook the potential of email marketing. Though, they are not necessarily selling a list of products, email can still be used for brand awareness and engagement.
If you follow a few basic steps you can easily create an effective email marketing system that helps you grow your list, generate more sales, communicate directly with your audience, and ultimately, make your company more money.
There are four important steps to follow to implement email into your marketing strategy:
Step 1: Purchase an email marketing tool that is a platform not just a cheapo $50 sending system
Step 2: Setup your email funnels – it should be a process not a one time send
Step 3: Learn how to write great emails that engage the recipient
Step 4: Track your progress and tweak your strategy because that will help you win
These strategies are explained in the book: Digital Marketing Secrets for companies in Materials Handling. To order your free copy of this 60-page book and receive an ebook version for free, CLICK HERE: