How to create an outreach campaign for manufacturing (+ email templates)

We've run cold email campaigns for over 50 manufacturing clients, and what stands out is that strategies that work elsewhere often don't cut it in this sector.

Manufacturing outreach involves conveying complex technical ideas and engaging with decision-makers with different technical backgrounds. In addition, there's limited space for creativity when crafting fresh and catchy messages.

Through trial and error, we figured out what really drives conversions in email outreach campaigns for manufacturing. We'll also walk you through a successful campaign that landed 52 appointments within 3 months, explain the tactics that drove conversions, and share effective email templates.

What makes manufacturing outreach campaigns perform well

To ensure your campaigns perform, you must first align with your manufacturing clients' unique needs.

Here’s a breakdown of each key point to supercharge your campaign:

ICP-centered hook in your templates

Normally, manufacturing contacts don't have an urgent need for a product and already work with another supplier. Get straight to the point and give them a reason to read this email.

There are 3 types of hooks we use at Belkins for our manufacturing clients:

1. Referral hook: Leverage connections within the prospect's organization to establish relevance and credibility.

Example: Based on my research, it seems you may be involved in stormwater management at {{Company}}. Am I correct, or is {{Referral_Name}} a go-to person?

2. Face-to-face (F2F) meeting invitations: Encourage more personalized interaction, which is particularly effective for building trust.

Example: I see {{Company}} hasn't found a cost-effective feed mill analysis solution yet. As we're based in {{City}} too, I thought about inviting you for coffee to discuss how you can significantly cut costs on laboratory analysis.

3. Pain point-related questions: Target specific challenges the prospect faces, positioning your solutions as relevant and beneficial from the first lines. This strategy works really well in manufacturing. Companies' typical issues are efficiency improvements, cost reductions, and compliance challenges.

Example: How does {{Company}} sort mixed plastic types and prevent contamination of single-material waste streams?

Also, including a {{Сompany}} variable with a question as the first sentence of your email usually leads to a 2x better opening rate (e.g., Hi {{FirstName}}, has {{Company}} considered switching to PET plastics?).

When you’re reaching nonexecutive roles (e.g., a buyer or supply chain analyst), you might start with a brief company introduction.

When going for senior roles like director of purchasing, cut to the chase. Senior people get a ton of emails, so they won't have time for a lengthy intro — get straight to the good stuff. Skip the company intro and focus on how you can improve their processes. Be specific about your offer, approaches, and prices.

Specific solutions in value prop that others can’t provide

Make sure your email gives enough reasons why clients should switch from current suppliers. These could include faster turnaround times, higher durability under specific conditions, or advanced customization options that competitors lack.

• Prove each point with specific data and numbers:
• Sustainable plastic —>  HACCP-certified PET plastic
• On-time delivery —> 98% on-time delivery
• Tailored bottle production —> tailored bottles with your logo and design
• Saving costs on bottle filling —> cutting 10% on your bottle-filling costs

💡 A quick tip: After doing A/B testing, we noticed that recipients often skipped or skimmed over bulleted lists. Although they make emails look tidier, consider writing concise paragraphs instead.

A simple open-ended question in the CTA

Keep the CTA at the end straightforward. Based on our experience, the best approach is yes/no questions. Usually, C-level manufacturing prospects don’t have enough time for open-ended questions.

Many manufacturing companies still do things the old-fashioned way, so they might prefer phone calls over email conversations. As a relevant CTA option, consider asking for their phone numbers so you can follow up with a call.

For instance:

• How about a 10-minute phone chat to explore how you can benefit from our technology?
• If you prefer a brief phone call, I'm totally available. Just let me know your number and your availability. 

We don't recommend adding your phone number to your email signature, at least not immediately. It could trigger spam filters and send your emails straight to a junk folder, making it tough to track how prospects interact with your emails.

The tone of voice adapted to the prospect’s position

To speak the prospect's language, the tone of voice must match the person you're talking to and change from one campaign to another. 

For example, if you are reaching engineers, opt for jargon-heavy language that dives into details. Technical prospects usually want to avoid hearing some random platitude about why you are the best. These guys are looking for specifics.

Executives are different — they're more interested in an overview that discusses ROI and how it affects the bigger picture. In this case, it's best to skip the technical details they might not be aware of and focus on what matters most to them.

Quantifiable results with case studies and real-world applications

Manufacturing prospects are often convinced by practical, real-world examples demonstrating quantifiable results. Case studies showcasing how your product has improved efficiency, reduced costs, or solved specific problems for similar companies are powerful tools. Referencing well-known clients or industry leaders can further build credibility. However, when client names are under NDAs, a soft-pitch approach works well; invite prospects to explore additional materials with technical specifications instead.

Aligning your outreach campaign with all these elements can enhance engagement, establish credibility, and drive more conversions.

Outreach campaign example for battery systems manufacturing

Context

We crafted this campaign for our client (let’s call them Company X) specializing in high-power lithium-ion battery systems engineered for demanding and harsh environments. It has positioned itself as a leader in the battery technology sector, offering custom, application-specific solutions that prioritize safety, reliability, and high energy density. With advanced manufacturing facilities in Silicon Valley, Company X targets industries that need robust, long-lasting power sources, such as heavy-equipment manufacturers, aerospace companies, and sectors with extreme operational conditions.

The cold outreach campaign aimed to connect with decision-makers in these industries and set up high-value appointments.

The initial outreach campaign brought 52 appointments for our customer.

4-wave outreach campaign with templates

Wave #1 goal: To introduce Company X as a potential provider for the prospect's battery needs, establish credibility, and initiate contact with low pressure, use open-ended CTA to gauge interest. The template's structure is simple, but it perfectly explains how the company can benefit.

Wave #2 goal: To remind the prospect of the initial offering, add further details about Company X’s high-energy battery benefits, and make it easy to schedule a meeting by suggesting a specific date. This wave reinforces Company X’s capabilities by focusing on the particular requirements of companies that rely on durable battery solutions.

Wave #3 goal: Introduce new information tailored to the prospect’s perspective. The email also emphasizes respect for the prospect’s expertise by inviting their professional opinion, making them feel valued and inclined to respond. This approach leverages the idea that people enjoy discussing their experiences and insights, creating a more engaging and prospect-centered interaction.

Wave #4 goal: Make a final attempt at engagement by offering multiple response options that require minimal effort. This email provides a clear path forward while showing continued interest in the prospect’s needs without pressuring them for a meeting.

How we approach manufacturing outreach campaigns at Belkins

Finally, we’ve asked our content strategists to share what the template-creation process looks like at the best manufacturing lead generation companies.

Analyzing the info provided by clients and account managers

Our experts start by analyzing ICP and value proposition to understand the target audience and each client segment.

Conducting additional research

For products that involve intricate technical details, we use tools like ChatGPT to simplify terminology and clarify industry-specific concepts. If necessary, we arrange additional client interviews to ensure a comprehensive understanding of the product.

Evaluating past campaigns (if any)

We analyze similar projects that have either performed well or failed to identify exactly what worked and what didn’t. This helps us avoid past mistakes and replicate successful strategies.

After gathering insights, we determine which information will be primary (core value propositions and pain points) and secondary (supporting details and case studies).

Structuring email sequences

We carefully plan each email wave, ensuring a coherent and consistent narrative from start to finish. Each wave is designed to progressively advance the conversation, with follow-ups acting as reminders, clarifying questions, or introducing new information, such as case studies or industry trends.

Writing and reviewing the templates

Our content strategist drafts each email, ensuring the messaging is clear and engaging and progresses logically from one to the next. We read the entire sequence to confirm it aligns with the client’s voice and avoids repetition. We then run each email through tools like Grammarly to catch typos or redundancies. In addition, we have a professional editor who verifies the flow, adjusts any overly complex sentences, and polishes emails.

Finally, the account manager reviews the email sequence, providing feedback and suggesting any final adjustments before the campaign is launched.

Belkins’ approach to manufacturing campaigns ensures that each email maximizes engagement (with over 30% reply rate), provides value, and moves prospects down the pipeline to connect them with your sales team.

If you struggle with creating outreach campaigns, consider hiring expert cold email services for consistently successful cold email outreach sequences that will generate up to 200 opportunities yearly.