Overview
Have callers asking product-specific questions? Of course, you do. B2B industrial email marketing delivers tailored messages to targeted buyers. No distractions. Send them answers directly. Here’s a company that did just that and is reaping the benefits ($$$$).
This manufacturer makes ground protection track mats made with 100% recycled polyethylene. Their products protect the ground from heavy-duty equipment and foot traffic. A leading global provider, they deliver stability, durability, and safety to industries like construction, landscaping, and outdoor events.
Challenge
The company’s customer service department kept receiving questions concerning product specifications. After auditing calls through our call tracking platform, we discovered two trends— most calls were about durability and sustainability. Prospective customers wanted to know how much the truck mats could hold and the materials they used.
Solution
To get the word out, the OuterBox email team created two campaigns in Klayvio. One covered durability and performance. The other spoke to the company’s sustainability efforts. With two targeted campaigns, we looked to achieve one goal: to answer interested buyers’ questions to accelerate decision-making.
Results
The company saw a significant increase in engagement compared to other email campaigns running at the same time (non-OuterBox campaigns, to be clear!). The campaigns also drove traffic to product pages, providing a better user experience for prospective buyers.
Strength Meets Sustainability
The first campaign addressed both questions in one message. Called “By the Numbers”, it showcased performance metrics plus materials. Keeping it simple, the design was clean but packed with the specs buyers wanted to know. Why not let the innovation come from the product details versus the design?
Using Klaviyo’s segmentation capabilities, a customer group at the discovery stage was targeted. The message resonated with folks mulling over their needs, increasing their chances of conversion. The campaign drove users to their product page for more information.
Campaign 1 Results
33.17%
Open Rate
6.45%
Click-Through Rate
63%
Engagement Rate
Proving Their Mats Are Tough Enough
The second campaign was called “How Much Can Our Mats Withstand?” Letting the product speak for itself, the campaign detailed how many tons the mats can handle, industry applications, and their weather resistance. This also drove to the product page so users could get more details.
Campaigns like this tell a customer you’re listening. A call tracking tool like CallRail aided our understanding of buyer requirements and questions. Listing product specs on your website is obvious, but an email can drive users to those product pages.
Campaign 2 Results
36.35%
Open Rate
8.33%
Click-Through Rate
32%
Engagement Rate
Finding More Ground to Cover
Industrial companies have customers with specific intent. That’s why templated or cookie-cutter approaches don’t work. Looking for those trends in customer questions to create campaigns that generate leads—that’s what makes the difference.
They ask. You listen. You answer directly. Now your phone lines are clear for sales, not questions.
