Has the sun set on email as an effective B2B marketing tactic? It’s hard to get the attention of your intended recipients. Open rates are down. Spam reports are up. The inboxes of busy professionals are overflowing. Other forms of communication—social media, texting, etc.—are growing. Perhaps your own email marketing programs to your house lists aren’t performing the way they once did.
With all these factors, you might believe that email is dead. But you’d be wrong. Sure, email is not the latest thing; it doesn’t have that sexy, edgy aura any longer. Instead, it’s mature, and with maturity often comes sophistication. Properly executed—targeted lists, laser campaigns, relentless tracking, careful refining—email remains a viable and powerful marketing tactic within an integrated, multichannel marketing strategy.
As Gartner reported, “No, email isn’t dead. It’s still valuable since more email marketing is being consumed on the go through multiple devices, and is still extremely measurable.”
Statistics bear out the continued popularity and effectiveness of email. Eighty-one percent of B2B marketers use e-newsletters as a content marketing tactic, according to joint research conducted by the Content Marketing Institute and MarketingProfs. The Winterberry Group has reported that estimated email data spend is increasing 9.1% in 2016, a faster than expected rate increase, a statistic that encompasses email lists, database management and hygiene, analytics, and integration.
Consider this additional research from Salesforce: 73% of marketers believe email marketing is core to their business and 58% of B2B email marketers are increasing their email marketing spend.
Within the universe of email marketing, e-newsletters are the most often used email campaign among B2B marketers, and 64% of B2B marketers rate e-newsletters as very effective/effective (Content Marketing Institute/MarketingProfs). Your target audience of engineers subscribes to an average of 4.4 digital publications, in contrast to 1.4 printed trade magazines, according to the “2015 Digital Media Use in the Industrial Sector” research report from IEEE Engineering360 Media Solutions.
However, your company’s e-newsletter is not the only way to engage customers and prospects through email marketing. You can also share your news, content and product information—and build your brand and generate new engagement opportunities—by advertising in targeted industry e-newsletters.
Advertising in a reputable, recognized e-newsletter offers a number advantages for the industrial marketer seeking to get more out of email marketing:
• You can reach a much broader yet still targeted audience. Contacts that you don’t have in your own database and are otherwise hard to reach. Industrial professionals in new markets or regions you want to pursue. Motivated, engaged engineers who have opted-in to receive the publication.
• Someone else does the heavy lifting for you. The e-newsletter publisher handles database and list management, newsletter design and production, and sending and tracking. This can free you up to focus time and resources on other pressing marketing efforts.
• Customized reporting for measuring success and ROI. You can access timely reports that detail the results of your advertisement. With opt-in newsletters, you’ll know who clicked on your ad and expressed interest in your content.
• You can benefit from integration with other digital marketing efforts. The right media partner will offer e-newsletter sponsorship by itself or as part of an integrated marketing program that may include tactics such as display advertising, content marketing, searchable catalogs, webinars, and more. This helps you create a stronger, more holistic marketing program highly targeted at the audience you need to reach.
E-newsletter Advertising Opportunities
IEEE Engineering360 Media Solutions publishes 69+ highly targeted, opt-in e-newsletters in the industrial sector. Your target audience relies on these publications as a key resource during all stages of their buying cycle.
Each newsletter features rich editorial content, including industry trends and events, the latest research, innovative technology, product news, and career information. Delivery rates exceed 98%, and subscribers are interested and motivated: 60% read the e-newsletters upon receipt.
No, email isn’t dead; not even close. It’s simply become more targeted when used appropriately and remains an essential tool for industrial professionals during their research and buying process. Click here for a list of all IEEE Engineering360 e-newsletters and to discover how they drive action in your target audience.