How Strategic Email Marketing Helped a Steel Manufacturer Expand Products Into Global Markets

For many B2B companies in traditional industries like steel, entering foreign markets can feel complex, slow, and resource-heavy. Yet one marketing channel continues to deliver powerful ROI and direct access to key decision-makers: email marketing.

At MAYA — a B2B marketing agency specialising in results-driven growth — we worked with a leading steel manufacturer in India looking to expand their product line into international markets. Their goal was clear: increase exports by building relationships with procurement managers and sourcing teams in countries with strong demand for steel products.

Here’s how we made it happen.

The company already had a well-established presence in India, supplying to Oil & Gas and Heavy Engineering sectors. However, they wanted to diversify and scale globally — especially to regions like the Middle East, Europe, and South America.

Their biggest roadblocks were:

• Lack of accurate foreign market insights
• No direct relationship with international procurement departments
• Limited digital presence outside India
• No outreach system to showcase capabilities consistently

To overcome these challenges, we needed a strategy that was targeted, measurable, and capable of reaching the right audience at the right time.

Before beginning outreach, we conducted a market viability and demand analysis to identify:

• Countries importing similar grades of steel
• Industries with high procurement frequency
• Competitor presence and pricing patterns
• Compliance, certification, and documentation expectations

This helped us shortlist high-potential regions and refine key messaging for each market.

B2B decision-makers don’t just buy products — they buy credibility and trust.

We strengthened the brand’s digital identity by developing:

• A compelling export-focused company profile
• Product datasheets and technical specification packs
• Quality certifications and compliance documentation
• Case-study-based proof of capability

This ensured that every email showcased professionalism and global readiness — essential for manufacturing audiences.

Next, we built a highly accurate contact database of:

• Procurement Heads
• Vendor Development Teams
• Supply Chain Managers
• Tendering & Sourcing Teams

These contacts were sourced from global companies including:

• Oil & Gas Equipment Manufacturers
• Engineering Procurement Companies
• Pipe Manufacturers
• Industrial Distributors

Unlike broad databases, this list was hand-verified to ensure relevance and accuracy — which directly influenced engagement and conversions.

With the strategy in place, we executed consistent email campaigns aimed at:

• Introducing the company and export capabilities
• Showcasing product diversity
• Highlighting certifications and manufacturing standards
• Providing quick access to technical files

Each campaign included:

✔ Clear value proposition
✔ Strong call-to-action (quotation request, vendor registration, meeting)
✔ Personalised messaging based on region and industry

Within the first few months, the company began receiving:

• Response emails from procurement teams
• Vendor onboarding opportunities
• Requests for quotations (RFQ)
• Invitations for product approval and compliance submissions

Most importantly, the brand moved from unknown supplier to considered vendor in multiple international companies — a crucial step in B2B industrial exports.

Email marketing continues to be one of the most effective channels for global expansion because:

• Decision-makers still rely on email communication
• It builds relationships without cold calling
• It allows clear, technical, and documented communication
• It is measurable, scalable, and cost-efficient

For industries like steel where sales cycles are long and trust is essential, email marketing bridges the gap between introduction and relationship building.

This case is a strong example of how structured, targeted, and strategic email marketing can help traditional manufacturers enter global markets — without heavy advertising budgets or complex funnels.

At MAYA, we don’t believe in just sending emails — we believe in building international business pipelines.

Not just creating noise — generating value.