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Email remains a primary communication channel for B2B manufacturers. Product announcements, back-in-stock notifications, trade show invitations, and technical updates all reach buyers through email. But creating effective campaigns takes time, from writing copy to designing layouts to selecting the right audience.
Shopify Sidekick can help generate email campaign content directly within Shopify Messaging. This guide covers how manufacturers can use Sidekick to create B2B email campaigns, from initial setup to sending.
Sidekick assists with multiple aspects of email campaign creation within Shopify Messaging.
Sidekick can generate and edit email text:
Sidekick can create images for your emails:
Sidekick can modify design elements:
Sidekick can help with targeting:
Before creating campaigns, configure your sender settings.
Email authentication improves deliverability and ensures your emails don't get flagged as spam.
If verification fails, double-check that the DNS records match exactly what Shopify provided. Don't remove any CNAME records that Shopify adds for Shopify Messaging.
Configure the "From" address customers see:
Use a recognizable sender address that matches your domain. Something like "orders@yourcompany.com" or "sales@yourcompany.com" works well for B2B communications.
Here's the workflow for building an email campaign using Sidekick.
In the To field, select your recipients:
For B2B manufacturers, consider segments based on:
Enter a subject line and optional preview text. These significantly impact open rates.
For B2B emails:
While editing the email, use Sidekick to generate and refine content.
Here are prompts tailored to common B2B manufacturing email campaigns.
New product launch:
> "Generate email text announcing our new [product name] for industrial customers. Highlight [key features] and include a call to action to view specifications."
Product line expansion:
> "Write an email announcing we've added [new variants/sizes/materials] to our [product line]. Target distributors who sell to [industry]."
Single product:
> "Generate email text for a back-in-stock announcement for [product name]. Keep it brief and direct."
Multiple products:
> "Create an email announcing that several popular items are back in stock, including [product list]. Include urgency about limited quantities."
Specification changes:
> "Write an email notifying customers about updated specifications for [product line]. Emphasize that existing orders are unaffected."
Compliance updates:
> "Generate email text announcing our products now meet [certification/standard]. Explain why this matters for [industry] applications."
Trade show presence:
> "Create an email inviting customers to visit our booth at [trade show name]. Include booth number and mention we'll be demonstrating [product/capability]."
Webinar invitation:
> "Write an email inviting customers to our upcoming webinar on [topic]. Include registration call to action."
Price list update:
> "Generate email text announcing our updated price list effective [date]. Keep it professional and direct."
Catalog availability:
> "Write an email announcing our new product catalog is available. Include options to download PDF or request printed copy."
Sidekick can generate images, though B2B manufacturing emails often benefit from product photography or technical images you already have.
Seasonal or promotional campaigns:
> "Generate a hero image for a year-end clearance sale in a clean, industrial style."
Event announcements:
> "Create a banner image for a manufacturing trade show invitation with a professional, technical feel."
Abstract headers:
> "Generate a minimal header image with industrial/manufacturing theme in blue and gray tones."
For most B2B manufacturing emails, consider using:
These build credibility with technical buyers who want to see real products.
Customize email appearance to match your brand.
> "Change all buttons in this email to be rectangular with square corners."
> "Make the main call-to-action button larger and change it to [brand color]."
> "Change the heading fonts to a more industrial, bold style."
> "Make the body text larger for better readability."
> "Update the color scheme to match our brand colors: [primary color] and [secondary color]."
> "Change the background to white and use dark text for a cleaner look."
> "Add more white space between sections."
> "Move the product specifications section above the call to action."
Targeting matters for B2B email effectiveness. Different customers need different messages.
Create segments for:
Each group responds to different messaging and offers.
If you tag customers by product category:
For customer tagging strategies, see Target Industrial Buyers Smarter: Segment Manufacturing Customers by Product Category.
Consider segments based on:
Ask Sidekick to help create segments:
> "Create a customer segment for customers who have purchased [product category] in the last 6 months."
> "Recommend a segment for this back-in-stock announcement."
Manufacturing emails differ from consumer marketing.
B2B buyers want specifications:
Many buyers check email on phones:
Common email campaigns for B2B manufacturers:
New products, line extensions, or updated versions. Include specifications and ordering information.
Back-in-stock notifications, low stock alerts, or discontinued product notices.
Specification changes, safety notices, compliance updates, or application guidance.
Facility expansions, capability additions, certification achievements, or leadership changes.
Trade shows, webinars, training sessions, or facility tours.
Year-end promotions, seasonal product highlights, or industry event tie-ins.
Payment term updates, catalog distribution, or account management changes.
Connect email campaigns with your broader operations.
Trigger emails based on customer actions:
For automation setup, see Automating Back-office Processes with Shopify Flow.
For B2B:
Monitor campaign performance:
Use insights to refine future campaigns.
Begin with a straightforward campaign:
Sidekick accelerates content creation, but review everything before sending. Generated content should match your brand voice and technical accuracy standards.
For more Sidekick capabilities, see How B2B Manufacturers Can Automate Complex Order Workflows with Shopify Sidekick.
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