Lane specificity
Capacity in general is not interesting. Capacity on a lane the prospect actually runs, at a time of year when it tightens, is. We segment by trade lane, mode and commodity so the email can be about something the reader recognises from their own week rather than a general offer of service.
Volatility is the opening
Rate swings, port congestion, carrier changes, seasonal capacity crunches, tariff and customs changes. Each is a legitimate reason to write and a reason a shipper might be willing to add a provider they otherwise would not have looked at. We time campaigns to those events instead of sending evenly across the year.
Earning the backup slot first
Most shippers are not going to move their primary provider because of an email. They will take a backup on one lane. That is a far easier first ask, it is how most of these relationships actually start, and the copy is written to ask for it rather than for the whole account.
What the campaign looks like
- Segmentation by lane, mode and commodity
- Campaign timing tied to rate and capacity events
- A backup-provider first ask rather than a full replacement pitch
- Persistent low-volume presence with seasonal shippers
Talk through a freight campaign
Bring the offer and the kind of company you want in front of. We will map the list, the trigger and the first sequence on the call.