Why Manufacturers Should Use Email Marketing
(Even When There’s Nothing to Sell)
If you’re like most manufacturers, the idea of sending marketing emails might make you uneasy.
It feels pushy. Salesy. Maybe even a little spammy.
But here’s the thing: it’s only spammy if you’re relentlessly asking for a purchase. That’s not marketing—that’s shouting into an inbox.
Real email marketing—the kind that builds long-term trust and loyalty—isn’t about pushing. It’s about showing up. Teaching. Being helpful. Staying in your customer’s line of sight in a way that makes them glad you’re there.
And yes—it can grow your business. But it starts by showing up for your customers before they ask you to.
Why Bother Sending Emails if There’s No Quote on the Table?
This is the question most industrial companies ask when they consider email:
“If they’re not buying, why would I email them?”
The answer is simple: because marketing isn’t just about selling. It’s about staying connected.
Right now, your buyers are:
- Managing dozens of open projects
- Making supplier decisions based on trust and familiarity
- Being asked to hit deadlines and avoid risk
If you’re not consistently reminding them that you’re a reliable partner—someone who understands their work and helps them make smarter decisions—you’re losing mindshare to someone else who is.
Marketing emails help you stay in their world even when you're not in their inbox because of a transaction.
That’s not spam. That’s good business.
What Makes Email So Valuable for Manufacturers?
Email marketing might not be new—but for manufacturers, it’s still underused and underappreciated.
The biggest value? Trust.
Sending useful, well-timed, well-written emails helps your customers see you as more than just a vendor. You become a guide. A steady presence. A company that helps them get their job done—even when there’s nothing in it for you this week.
Over time, that kind of presence leads to something powerful: preference. When it's time to choose a supplier, they go with the one who's been helpful all along—not the one who shows up last-minute with a quote.
“But What Would We Even Say?”
You don’t need a newsletter full of fluff or product announcements no one reads.
What you do need is a way to talk about the things your customers care about—not just as buyers, but as professionals trying to do their jobs better.
That might mean:
- Explaining a coating process they’ve never fully understood
- Showing how your service helps reduce rework on their floor
- Helping them spec the right finish for a challenging part
- Clarifying what sets a good vendor apart from a risky one
You already know this stuff. You answer these questions every day in quotes and phone calls.
Email is just a way to put those answers where more people can see them—consistently, clearly, and helpfully.
Email Builds Loyalty (Even When You Don’t Ask for Anything)
Here’s the part most companies miss:
Your best customers aren’t just looking for a supplier. They’re looking for confidence.
They want to know they’re working with someone who gets it. Someone who knows the job, understands the stakes, and helps them avoid problems.
A good email helps them feel that.
And you didn’t have to pick up the phone to say it.
Over time, those emails don’t just remind your customers who you are—they remind them why they trust you. And that’s what keeps the relationship strong.
Even a short email—sent once or twice a month—can make a lasting impression.
You Don’t Need a Fancy System to Start
You don’t need automation. You don’t need a big list. You don’t need a marketing degree.
You just need to:
- Know who your customer is
- Understand what they’re dealing with
- Say something helpful every now and then
That’s it.
If you’re just starting out, a tool like Mailchimp or Beehiiv will do just fine.
If you’re already using Salesforce, HubSpot, or Dynamics, you can get more advanced later.
But don’t wait for the perfect tool. What matters most is that you start showing up—regularly, thoughtfully, and in a way that makes your customer’s life easier.
If You Don’t Stay Top of Mind, Someone Else Will
The companies who win the next RFQ won’t be the ones with the flashiest pitch.
They’ll be the ones who’ve already earned the trust.
Email helps you do that—quietly, steadily, and affordably.
It’s not spam. It’s not noise.
It’s a way to keep the connection alive.
And when your competitors are still relying on trade shows and cold calls, you’ll already be in the inbox—providing value, building trust, and making it easier for your customers to say yes.
Want to stay top-of-mind with your best customers—without chasing or guessing?
👉 View Packages & Pricing
The Right Horse builds and sends done-for-you emails that help manufacturers stay relevant, trusted, and chosen—week after week.
