(Email Marketing Advice for Manufacturers Who Want to Build Trust, Not Just Traffic)
You could have the best plating line on the East Coast or the tightest tolerance capabilities in your category… but if your emails aren’t getting opened, your customers may never know.
We hear it all the time:
“We tried email once. Didn’t really see a response.”
“Feels spammy.”
“Nobody wants more emails.”
And sure—if your inbox looks like ours, it’s full of junk you didn’t ask for.
But that’s not what we’re talking about.
We’re talking about emails your customer wants to open. Emails that feel more like a trusted colleague checking in than a vendor pushing a sale. Emails that show up, offer something useful, and slowly build a stronger relationship. No one wants to send spam. And nobody wants to receive it either.
That’s why so many manufacturers hesitate when it comes to email marketing. They worry about being annoying, irrelevant, or worse—ignored. And it’s a fair concern. Your customers are busy, their inboxes are flooded, and they don’t have time for fluff.
But here’s the thing: when your email starts with something your customer actually cares about—something they’ve wondered about, struggled with, or wished someone would explain—you’re not bothering them. You’re helping them. And it all begins with the subject line.
The subject line is the email’s front door. If it’s vague, generic, or sounds like a corporate memo, most readers won’t even bother opening it. That’s not because they’re rude. It’s because they’re overwhelmed. They’re scanning for anything that helps them solve a problem, do their job better, or make a decision with more confidence.
What gets noticed? A subject line that sounds like the beginning of a useful story. One that speaks to a specific question or challenge they’re facing—like:
-
“Why your finish might be failing (and how to fix it)” -
“3 common mistakes we see in coating specs” -
“Should you plate before forming—or after?”
That kind of subject line doesn’t feel like a sales pitch. It feels like someone is about to hand you a piece of advice you wish you’d heard last week. And that’s what gets the open.
From there, your job is simple: keep the conversation going. Deliver a clear, short insight. Explain a mistake they can avoid, or a smarter way to approach their next job. Maybe offer a checklist or a link to a longer guide. And then, if it makes sense, show them how to take the next step—without pressure.
When an email starts by respecting your customer’s time, and ends by making their work easier, they’re not annoyed. They’re grateful. And they’re more likely to open the next one you send.
Let’s break it down—and tailor it to manufacturers who want to get this right.
Why Most Emails Don’t Get Opened
It’s not because your customers don’t care.
It’s because your subject line gave them no reason to.
They’re scanning hundreds of messages. Their inbox is a battlefield.
If your subject line is generic—“Q1 Capabilities Update,” “News from XYZ Company,” or the classic “Newsletter”—you’re toast.
The goal isn’t to be clever.
It’s to be clear. Helpful. Human.
If you want someone to open your email, you have to give them a reason to be curious. That’s where most manufacturing emails fall flat. They treat the subject line like a file name instead of an invitation.
Think about the emails you get. The ones you open usually pose a question, hint at a problem, or offer a solution you didn’t know you needed. They create a little bit of tension—just enough that you feel compelled to find out what’s inside.
That’s what makes a subject line work. It opens a loop in the reader’s mind that says, “Hmm, I’d like to know more about that.”
Now, let’s put that into your world.
If you run a metal finishing company, your customers aren’t searching for inspiration—they’re dealing with real technical problems. Maybe they’re fighting with adhesion issues after forming. Maybe they’re unsure which coating will meet their customer’s spec. Maybe they’ve been burned by a supplier who promised RoHS compliance and didn’t deliver.
Your subject lines should reflect that reality.
Not:
“Q3 Capabilities Update” But rather: “Are you plating before forming? Read this first.” Or: “Why adhesion fails on complex stampings—and how to prevent it.”
The goal is to reflect something they’re already thinking about and invite them to see what’s on the other side of the click. It’s not about being clever. It’s about being relevant. That’s what gets opened.
Subject Lines That Actually Work in Manufacturing
Let’s say you provide coating for metal stampings. What’s your customer worried about?
- Will the finish hold up?
- Will it delay forming?
- Will it pass inspection?
Here’s what a weak subject line looks like:
“Our Coating Services – Learn More”
Here’s a better one:
“Avoid Flaking After Forming? Here’s What You Need to Know.”
Or:
“Before You Plate That Part… Ask This One Question.”
You're not selling. You're setting the hook.
What to Do After the Click
Let’s say the subject line works. You’ve earned the open.
Now what?
Don’t waste the opportunity.
Your customer gave you a moment of their attention. So keep your promise.
Get to the point. Address their concern. Teach them something they can use—on the floor, in a quote review, or in a meeting with sourcing.
Here’s a simple format that works wonders:
- A short story or scenario that sets up a common problem
- A quick insight that reframes how to think about it
- A suggested next step that builds trust, not pressure
You don’t need to sell. Just serve.
The Real Goal: Build Trust, Not Traffic
So let’s get honest for a second. Why are we even sending marketing emails?
It’s not to hit a quota. It’s not because someone in the office said, “We should probably do some marketing.” And it’s definitely not to shove promotions into inboxes and hope for the best.
The real reason we send emails is to build relationships. The kind that earn trust over time—not with flash, but with consistency.
You want to be the company your customer remembers when the next spec drops on their desk. Not because you were the loudest or the cheapest, but because you’ve been showing up—quietly, reliably, and helpfully—for months.
When your emails consistently teach something useful, or make your customer’s job a little easier, or help them feel more confident in their decisions, you stop being “just another vendor.”
You become familiar. Trusted. Preferred.
And when the opportunity comes around—because it will—they’re not starting their supplier search from scratch. They’re starting with you.
Think about the kind of customer you want:
- They know what you do
- They believe you’re good at it
- They remember your name when a new spec lands on their desk
That’s what consistent, clear, helpful email does.
It earns trust when you’re not in the room—so that when the opportunity comes, you’re already the safe bet.
Real Examples of Great Email Content for Manufacturers
This isn’t just about theory. Here’s what makes a great manufacturing email:
A short story from the floor
“Last month, we helped a customer reduce flaking by switching to electroless nickel. They were forming after coating, and the previous supplier never asked about that. Here’s what we did differently.”
A small but valuable insight
“If your team is plating parts before forming, ask your supplier what they know about bend testing. If they can’t give you a straight answer, you may be heading toward delamination.”
A gentle nudge forward
“We wrote a short guide on coating selection for formed parts. Want a copy?”
You’re not pushing. You’re proving. You’re showing up with real value—and it only takes a few paragraphs.
Don’t Worry About Fancy Software
This doesn’t have to be complicated. You don’t need a CRM or a huge email list to do this well.
You can start with:
- Mailchimp or Beehiiv if you want something simple and clear
- ClickDimensions or Dynamics CRM if you're already using those systems
Whatever stack you’ve got, the principles are the same:
- Be relevant
- Be consistent
- Be helpful
And remember—what you say matters more than how it gets sent.
What’s at Stake?
If you’re not emailing your customers regularly, someone else eventually will.
And they won’t need to be cheaper than you. They just need to be more familiar.
More top-of-mind. More trusted.
The manufacturers who keep showing up with clarity, usefulness, and empathy will be the ones who win the next project—whether or not they had the best price.
Your customer doesn’t want to be sold to. But they do want to be helped.
If your email can do that?
They’ll open the next one. And the one after that.
Want us to write and send these kinds of emails for you?
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The Right Horse builds and manages done-for-you email content that manufacturers are proud to send—and their customers actually want to read.
