5 Email Sequences That Convert: A Guide for Logistics & Manufacturing Sales Teams
Email outreach is a powerful tool for driving new business and maintaining strong client relationships, especially in the logistics and manufacturing industries.
Yet, many sales teams struggle with low engagement rates and ineffective messaging. The key to success lies in well-structured email sequences tailored to industry-specific pain points and buying behaviors.
Here are five tried-and-tested email sequences that can help 3PL sales teams connect with potential customers and close more deals.
1. The Cold Outreach Sequence
Purpose: Get your 3PL services in front of potential customers who may not know you yet.
Email 1: The Attention-Grabbing Opener
Personalize it: use their name and company.
Call out a key industry challenge (rising shipping costs, supply chain inefficiencies, etc.).
Offer a quick solution or unique value.
CTA: Offer to share more details
Email 2: Social Proof & Case Study
Share a success story from a similar company.
Highlight a before-and-after impact (e.g., "Reduced freight costs by 20% in 3 months").
CTA: Ask if they’d like to learn how you made it happen.
Email 3: Overcoming Common Objections
Address common concerns (pricing, integration, contract terms, etc.).
Provide a simple, clear response that puts their worries to rest.
CTA: Offer a free consultation or logistics audit.
2. The Nurture Sequence
Purpose: Stay on your prospects’ radar until they’re ready to make a move.
Email 1: Industry Insights
Share a relevant industry report or trend.
Keep it short but valuable.
CTA: Ask if they’d like to discuss how these trends impact their business.
Email 2: Educational Content
Offer a blog post, webinar, or whitepaper about optimizing supply chain efficiency.
CTA: Encourage them to download or register.
Email 3: The Soft Ask
Follow up with a friendly, personalized note.
Reinforce how your services fit their business needs.
CTA: Suggest a no-pressure call or demo.
3. The Follow-Up Sequence
Purpose: Re-engage leads who showed interest but didn’t respond.
Email 1: Quick Reminder & Recap
Reference your last conversation or email.
Restate the key benefit of your solution.
CTA: Ask if they’re open to revisiting the discussion.
Email 2: Fresh Angle or Offer
Present something new (updated pricing, seasonal discounts, a fresh case study).
CTA: Suggest a follow-up call.
Email 3: The Breakup Email
Lightly acknowledge that they haven’t responded.
Offer an easy opt-out while keeping the door open.
CTA: "Would it be worth a quick chat to see if there’s a fit?"
4. The Referral Request Sequence
Purpose: Get happy customers to introduce you to new leads.
Email 1: A Simple Thank You
Express appreciation for their business.
Highlight a positive result they’ve seen from working with you.
Email 2: The Referral Ask
Ask if they know anyone who could benefit from your services.
Sweeten the deal with an incentive (discount, free audit, referral bonus, etc.).
Email 3: Follow-Up
Gently remind them about your referral request.
Reinforce how your services bring value.
5. The Re-Engagement Sequence
Purpose: Win back inactive or lapsed customers.
Email 1: "We Miss You"
Acknowledge their past engagement.
Share any new offerings or improvements.
CTA: Ask if they’d be open to reconnecting.
Email 2: An Exclusive Offer
Provide a time-sensitive incentive (e.g., "20% off your first shipment back").
CTA: Encourage them to take action.
Email 3: Final Outreach
Ask if they’d like to stay on your list.
Keep it casual with a no-pressure CTA: "Hit reply if you’d like to chat."
A strong email sequence can make all the difference in getting prospects to engage and convert. The trick? Keep it personalized, provide real value, and strike a balance between persistence and respect for their time.
Want to make your outreach even more effective? Ubico can help you automate and optimize your email sequences for better results.
