Home Features Building your ideal list of transport and logistics companies
Make sure you’re targeting your messages at the right people who have the authority to make quick and large purchasing decisions
When looking to market your product or service to professionals in the transport or logistics industry, there’s no better place to start than with list building.
Nowadays, these types of companies are much more reliant on outsourcing in order to keep their businesses running as smoothly as possible; the only challenge is making sure that you are targeting your messages at the right people who have the authority to make quick and large purchasing decisions, and with this guide you’ll soon know all there is to about building the most effective list possible to do just that.
Transport and logistics in 2017
The transport and logistics industry is undoubtedly one of the biggest; a 2016 report by The Boston Consulting Group (BCG) titled ‘Transportation and Logistics in a Changing World’ found that the market is currently valued at around €2.7 trillion, and the research suggests that it will continue to grow in the coming years, as a result of globalisation and the rise of e-commerce.
Source: The Boston Consulting Group (BCG) – ‘Transportation and Logistics in a Changing World’
The practice of outsourcing has also seen a significant increase in the industry, and according to a recent report by Evan Armstrong of Armstrong & Associates, the third party logistics industry has experienced growth of around 6.4 percent from 2013 to 2016, and the 2016 Third Party Logistics study supports this view; 73 percent of shippers surveyed said that they plan to increase outsourced logistics services.
Bearing all of this in mind, it’s clear that there are lucrative business deals to be had within the transport and logistics industry, and now is a great time to seek out those opportunities. The most important thing is to reach out to the right people – and what better way to do so than with an email list?
Why your email list is so valuable
Despite advancements in technology and the rise of social media, when it comes to marketing, email is still king. According to research by Campaign Monitor, email marketing generates $38 in return of investment for every $1 spent, and it also has the highest conversion rate (66 percent) when compared to social, direct mail and other forms of marketing message, as says the Direct Marketing Association.
So what is it about email specifically that makes it so effective at driving sales and engagement? There are a number of reasons, most notably:
According to the Direct Marketing Association, 77% of ROI comes from segmented, targeted, and triggered campaigns; one of the biggest advantages that email can offer. Different demographics will obviously have different likes and needs, so being able to segment your customer base is vital to creating emails that are more likely to resonate with them and encourage them to interact with your business.
You’re in control
Relying on social media alone to get your posts seen by your customer base is not enough; you’re at the mercy of another company’s policies and their systems for what gets seen and what doesn’t. With email however, you own your list and your messages are far more likely to actually reach the recipient; Forrester Research notes that 90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts in their News Feed.
Email is direct
As was touched upon in the last point, email is the best way to ensure that your message actually gets read by your contact. There are so many distractions on social media, meaning you are constantly competing for visibility. With email however there is much less competition; your message lands directly into your contact’s inbox and you have greater control over how your message is displayed.
It helps build a relationship
According to a study by Nielsen, 60 percent of consumers prefer to buy products from a familiar brand. With this in mind it is important to make sure you have a constant presence — and there’s no better way than landing straight into your customer’s inbox. It also means that you customers are able to contact you directly if they want to know more about your product or service.
Reaching the right decision makers
When it becomes time to market your product or service to professionals in the transport and logistics industry, having direct contact details can mean the difference between success and failure. Why waste valuable time and resources on constantly being met with gatekeepers and dead ends when you can quickly and easily find contact details such as direct email addresses and phone numbers in one place?
Global Database holds over 5 million contacts across 195 countries, enabling you to build the most efficient lists from scratch that enable you to contact those who hold real power in their companies and can offer you potentially lucrative deals. What’s more, with our databases you are able to narrow down your search using a number of filters including:
Location – Are you just looking for transport and logistics professionals in a certain country?
Seniority level – In order to ensure that you are only reaching out to people who can actually make purchasing decisions, you need to narrow your search down to C-level professionals, Directors, VP, Managers, Heads of Logistics and Senior level transport and logistics executives.
Employee size – Should you want to solely target transport and logistics professionals that work in companies with less than 1000 employees, for example, you should use this filter.
Sales Volumes – Obviously you want to make sure that your potential clients have the budget to buy your product or service, and filtering companies depending on their revenue is the perfect way to do so.
Industry – Should you wish to be more specific when it comes to sector, you can easily do so with this filter.
Using an email marketing service
Once you’ve built your list, you’ll obviously want to start creating your first email campaign for your new contacts. Though it may be tempting to try and send this through your own email service, doing so is generally inadvisable. There are several reasons why using an email marketing provider is worthwhile, for example you will have access to tools to easily and quickly segment your contacts, creating more successful campaigns, and you will also have a range of metrics available to see what worked and what didn’t. Using an email service will also make it easier to follow best practices to ensure you are not identified as a spammer.
At Global Database, our experts recommend using either Sendgrid, Amazon SES or Sendinblue. These providers are among the most affordable in the market, as well as having the best deliverability rates.
Tips for a successful campaign
After you’ve spent time putting your perfect list together, you’ll want to make sure you’re getting the most out of it. In order to make your email campaign as successful as possible, there are a number of factors you should pay attention to, including:
Subject line – According to Campaign Monitor, emails with personalised subject lines are 26% more likely to be opened. Beyond this, make sure your subject lines are intriguing enough to grab the recipient’s attention — don’t forget it is the first interaction with your business.
Content – Dull and repetitive content is not only likely to immediately make your contacts switch off, it is also one of the biggest causes for a large number of unsubscribes. Make sure your content will be seen as valuable to the reader; in these modern times it needs to be worthy of their limited time.
Call to action – Don’t forget to add a call to action, and even better; include a button instead of a text link; this can increase conversion rates by as much as 28 percent according to Campaign Monitor.
Server IP reputation – In order to make sure that the majority of your emails reach the intended inboxes, you need to protect your sender reputation. You can do this by regularly clearing out invalid email addresses, avoiding words like ‘free’, ‘prize’ and ‘opportunity’ and avoid excessive capitalisation or strange fonts/punctuation which could incorrectly identify you as a spammer.
After your first campaign
Make sure you take the time to go over the metrics of your first email campaign; this will help you shape your projects in the future. As a rule of thumb your first will usually have the lowest response rate, so don’t be disheartened if you don’t immediately get the results you were hoping for. Second and third emails often garner much better engagement rates, so never be afraid to follow up; you want to become a familiar brand to your contacts after all. What you don’t want to do however is message them too frequently; at Global Database we recommend sending updates no more than once every 15 days, in order to ensure you are not being intrusive and likely to end up being reported for spamming.
You should also take steps to ensure that your data doesn’t go stale; according to research by Marketing Sherpas, B2B data decays at a rate of 2.1 percent every month, and constanty sending mail to outdated and invalid email addresses is something a spammer would do, so do the same and you could end up blacklisted.
At Global Database we recommend sourcing new data after your first three email campaigns using your transport and logistics executives list. Thankfully, this is incredibly easy to do once you have purchased access to our database, as we add new data every day, so you are able to regularly export new lists of professionals from the database, for free and with no limits. We also validate every email address on a 30 day basis, resulting in an accuracy rate of 93 percent – one of the highest in the industry.
Ready to market your next campaign to transport and logistics professionals? Global Database has data available for 7 regions. Click here to choose yours