Making industrial email campaigns people actually want to open.
MAH Steel gives Form room to make industrial marketing more entertaining. Each month becomes a new creative idea designed to keep the brand visible and generate response without sounding like another supplier email.
Keep a practical B2B brand useful without making every campaign painfully serious.
The audience spends its day on building sites, so long, dry supplier emails are easy to ignore.
Form’s brief is to keep MAH front of mind with campaign ideas that are timely, relevant and allowed to have a sense of humour.
Find a new hook every month without losing the MAH voice.
Seasonal moments, weather, football and industry references become campaign themes, from Hot Deals on Steel to Halloween, Christmas and sport.
The creative is deliberately playful, but each idea still needs to create attention around a commercial message.
A closer look at the project.
Take the same concept into email, mobile and social.
Form handles concept, design, copy and supporting assets so each campaign lands consistently across the customer touchpoints around it.
The aim is simple: keep the brand active, distinctive and generating quotes.
A monthly campaign rhythm that makes an industrial supplier feel alive rather than corporate.
The campaigns continue because customers engage with them (opening, clicking and calling) while MAH gains a distinctive voice in a functional category.
This project has a deeper Case Study.
The Work page shows what we made and the thinking behind it. The Case Study goes further into the challenge, delivery and measurable outcome.
View the case study for MAH Steel
