Most manufacturers and industrial companies use email marketing as a way to keep in touch with new leads and existing customers. This usually means sending out a bi-weekly or a monthly email newsletter.
It has been my experience within the industrial sector that these companies rarely use email marketing proactively for lead generation. Here I am not referring to new subscribers to newsletters and free content. To me, those contacts are prospects and not leads. There is a difference. For more on that, refer to my post, “Subscribers to Free Content are NOT Leads.”
How to generate quality leads using email marketing
Email marketing is an effective tactic for generating high-quality leads from an audience of engineering, industrial and technical professionals. However, it does require you to think about emails somewhat differently.