In today’s fast-moving business world, especially in industries like steel trading where competition is tough and customer loyalty is easily lost, staying visible to your customers is critical. For small steel trading companies, this can be a challenge. Often, you don’t have large marketing budgets or dedicated teams like big corporations. But there is one powerful, cost-effective tool you can use to boost sales and maintain relationships: email marketing.
Whether you're trying to bring back customers who haven’t placed an order in a while or reach out to new leads, email marketing can help you stay top of mind, drive repeat purchases, and grow your business sustainably.
Why Customers “Forget” About You
It’s a common scenario in B2B industries: a customer places a few orders, seems happy, and then suddenly disappears. In many cases, they haven’t had a bad experience—they just moved on to other suppliers or simply forgot about you.
Why does this happen?
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Lack of ongoing communication: If you only speak to a customer when they order, you risk being forgotten.
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No reminder of your value: Out of sight is often out of mind, especially when buyers juggle multiple vendors.
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No visibility of new offerings: Customers might not know you’ve added new products or services unless you tell them.
This is where email marketing comes in.
The Power of Email Marketing for Small Businesses
You don’t need a huge budget or sophisticated tools to get started. With a simple strategy and a well-maintained list of emails, you can:
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Nurture potential leads by introducing your company, your values, and your product range.
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Re-engage dormant clients by reminding them of the quality and reliability you offer.
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Promote special deals to encourage ordering during slower periods.
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Showcase your expertise to build trust and long-term relationships.
Let’s look at how to make this work for your steel trading business.
Step 1: Build and Segment Your Email List
Before sending any emails, you need to organize your audience. You likely already have a list of customers and contacts. Break this list into two primary segments:
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Potential new customers: Leads collected from industry expos, referrals, website inquiries, or networking.
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Dormant existing customers: Clients who haven’t purchased from you in over a year.
Segmenting your email list allows you to tailor messages to each group more effectively.
💡 Tip: Always ask for permission before emailing someone. Use opt-in forms on your website or confirm by phone if needed.
Step 2: Craft the Right Messages
For Potential Customers:
Your goal is to introduce your business, show credibility, and spark interest. A good first email might include:
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A short introduction to your company
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What products or services you specialize in
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Why customers choose you (reliability, pricing, delivery speed, etc.)
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A call-to-action (e.g., “Get a quote,” “Call us for pricing,” “View our product catalog”)
Follow-up emails can include:
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Customer testimonials or case studies
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Industry news and how your products fit into current trends
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Limited-time offers or discounts
For Dormant Customers:
These contacts already know you but haven’t ordered in a while. Your approach should be friendly and focused on re-establishing a connection.
Email ideas include:
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“We’ve missed you!” message with a gentle reminder of your past work together
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New product announcements or stock availability
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Loyalty rewards or special discounts for returning customers
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A simple “Let’s reconnect” email offering a phone call or meeting
Keep the tone warm, professional, and helpful.
Step 3: Choose the Right Email Tools
There are many affordable email marketing platforms like Mailchimp, Brevo (formerly Sendinblue), Moosend, or MailerLite that offer easy-to-use templates, automation, and analytics.
Features to look for:
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Ability to schedule campaigns
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Templates for newsletters and promotions
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List segmentation and tagging
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Basic analytics (open rates, click-throughs)
You don’t need the fanciest software. Choose something simple and reliable that suits your team’s comfort level.
Step 4: Timing and Frequency
Avoid overloading your contacts with daily emails. For most steel trading businesses, a monthly or bi-monthly email is ideal. For re-engagement campaigns, you might consider a short series of 2–3 emails spaced over a few weeks.
Best practices:
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Don’t email just for the sake of it. Each email should offer value.
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Test different days/times to see what works best (Tuesdays and Thursdays often perform well).
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Avoid long emails—get to the point quickly and clearly.
Step 5: Track and Improve
Once you send a few campaigns, study the results:
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Open Rate: Are your subject lines grabbing attention?
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Click Rate: Are people clicking on your product links or quote request buttons?
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Unsubscribe Rate: Are you emailing too frequently or sending irrelevant content?
Use these insights to fine-tune your subject lines, content, and frequency.
What Should You Include in Your Emails?
Here are some content ideas tailored to your industry:
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Stock updates (e.g., “Fresh consignment of Mild Steel Coils now available”)
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Case studies (e.g., “How we helped a construction firm reduce procurement delays by 30%”)
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Industry insights (e.g., “What rising raw material costs mean for steel buyers”)
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Special offers (e.g., “Order in July and get 5% off on structural steel”)
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Company news (e.g., “We’ve expanded our warehouse capacity”)
Visuals help too—photos of your inventory, delivery trucks, staff at work, or even satisfied customers add a human touch.
Final Thoughts
For small steel trading companies, email marketing is not just a sales tool—it’s a relationship builder. By staying in touch, sharing relevant information, and being present in your customer’s inbox, you make it easier for them to remember you when the next need arises.
You don’t need to be loud. You just need to be there—consistently, clearly, and professionally.
So if you’ve been waiting to “find time” to start email marketing, the time is now. Build that list, draft your first message, and press send. Your future customers are just a few clicks away.
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