August 25 - 2023

4 Types of Key Email Marketing for B2B Businesses

Email marketing campaigns may be one of the most effective ways to generate leads for manufacturing businesses. Emails are not randomly sent but apart of strategic and calculated marketing campaigns. Creating an email marketing campaign that targets your buyer persona could build relationships and grow revenue.

There are 3.9 billion daily email users. However, emails are often viewed once and disregarded or may not even be opened at all. Not only does the type of email matter, but the subject line is important as well.

 View -> 5 Tips To Effective B2B Email Subjects Lines For manufacturers

To help tailor your email marketing strategy accordingly, we have highlighted some different types of email marketing you can use.

Types of Email marketing manufacturers can use

1. Welcome Emails

Welcome emails are certainly one of the more polite ways to introduce your company to a prospective client. The client already has some information on who you are at this stage, but it’s the perfect opportunity to educate them on your brand. In the welcome email, you can highlight valuable information that the recipient can expect to receive.

Welcome emails are a great way to kickstart and explain how everything works! 


  • More clicks!: Welcome emails tend to have a higher click through rate.

  • Start of a Partnership: Welcome emails are great to send to start building a relationship with potential prospects.

Tips to writing an Effective Welcome Email:

  • First impressions are important, so make sure you nail it right to your target buyer persona.

  • Tell your brand story! Telling your brand story in a welcome email will showcase your brand value to the reader.

    Welcome email

2. Newsletters/Subscriptions

31% of B2B marketers say email newsletters are the best way to nurture leads. Many organizations and businesses use email newsletters. Email newsletters are perfect for keeping recipients informed. Email newsletters can even be the foundation of your manufacturing business. Subscription-based newsletters are great because they can be used as a tool for product updates or educating your list.

Newsletters can be mistaken for campaigns. However, you can set up email newsletters just as regular communication between your customers.


  • Diverse Content: Newsletters can have a diverse range of content to send.

  • Scheduled: Newsletters can be scheduled, creating anticipation for readers, whether it is in the form of a daily, weekly, or monthly newsletter.

Tips to writing an Effective Newsletter:

  • Design your newsletter in a format where the reader can easily follow your key points.

  • Don’t overwhelm your prospects with tons of calls to action in each newsletter. It can come off as being spam, and people won’t want to read your newsletter anymore.


3. Offer/CTA Dedicated Emails

Dedicated emails are meant to be sent to specific people or specific groups about information relating to them. Dedicated emails should contain around only one offer as you wish for the recipient to acknowledge your main point. Dedicated emails are fantastic to send to people who are not on your mailing list because they feel important and as if the email was handcrafted to them.

Dedicated emails can help manufacturers who wish to grow their mailing list by sending handcrafted personalized emails.


  • Focused Call-To-Action: In these emails, you’re able to focus on driving people to your call to action as that is the goal.

  • Easy to Get Your Point Across: Offer/CTA emails get the point across very quickly.

Tips to writing an Effective CTA Email:

  • Introduce context before the primary call-to-action.

  • The call to action should typically relate to your business and why you send it to this specific audience.

Call to action dedicated handcrafted emails

4. Transactional Emails

35% of marketers send their customers 3-5 emails per week. Transactional emails can be a very effective way to get prospects to view your email. Transactional emails have a high engagement rate. Transactional emails are triggered by specific actions such as signing up for an industry webinar.

Transactional emails can also be a thank you to consumers for their recent purchases.


  • High Click-Through-Rate: As transactional emails help recipients complete an action, they tend to open and click on them. You could leverage this statistic and take advantage of it.

  • Thank You: Transactional emails can serve as a thank you email, improving your brand image.

Tips to writing an Effective Newsletter:

  • Send transactional emails to people you think would benefit from; otherwise, the recipient may not open your future emails altogether.

  • Customize your transactional email, so it is appealing to your target audience.

Optimizing your email marketing strategies may be the gateway to increase lead generation your manufacturing company needs!

Learn More -> Lead Gen Strategies Every Manufacturing Business Should Know