Chances are your company publishes one or more marketing e-newsletters. 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. Sixty-four percent of B2B marketers rate e-newsletters as very effective or effective.
Your audience gravitates toward digital publications. They subscribe to an average of 4.4 digital publications, in contrast to 1.4 printed trade magazines, as reported in the “2015 Digital Media Use in the Industrial Sector” research report from Engineering360 Media Solutions.
This audience uses e-newsletters as an important information source through all phases of their buy cycle, from early awareness, to research, to consideration and comparison. Engineers and technical professionals are looking for specific types of information in e-newsletters. They don’t want to be sold to; they want to learn and become educated. They want to know who’s who in the supplier world. They want to discover the newest products and technologies, stay-up-to date on industry trends and check the latest news.
Whether e-newsletters have a long-standing role in your marketing program or you’re of the 19 percent that don’t yet use e-newsletters (you should), here are three tips to pump up the effectiveness of e-newsletter marketing.
1. Determine goals and measurements in advance
At the Maven, we like to drill this message home: no matter what marketing campaign you’re launching, establish your campaign goals and metrics for success up front. If you already have them, see if they need tweaking. Also, make sure you know your audience: what they want and need. The reason that goals, audience and measurements come first is that these factors drive all other decisions.
One thing you don’t want to do is keep publishing the same old e-newsletter just because that’s the status quo. Instead, have purpose.. Do you want to increase exposure? Then you should measure opens and forwards. Do you want to drive readers to a web site to take further action? Count clicks and forms completed. Analyze what is working and tweak the aspects that your readers aren’t responding to.
2. Allow form to follow function
The “form follows function” principle says that the shape of a building or object should be primarily based upon its intended function or purpose. The same holds true for e-newsletters, in regards to both advertisements and editorial content. Design follows goals.
For example, if you’re primarily sharing articles, your design might include a branded graphic header, followed by a list of compelling headlines, snippets of copy and links to more information. These design elements combine to make for easy user recognition, scanning and action.
Many organizations include house ads in their company e-newsletters. These should be designed around what action you want the user to take. Provide value through a benefit-oriented headline, image, a bullet point or two, and a compelling call to action—that’s all you really need.
Use images in a similar fashion. If you’re introducing a new product, show a clear photo of it and ask the user to take action: “Download the data sheet.” “Read the article.” “Request a demo.” If you’re promoting a white paper or analyst report, use an image of the document in the banner ad. Show users what they are getting.
Buttons and arrows, as simplistic as they may seem, make good visual cues for the user to take action. The same is true for “action” verbs. All the examples above include action verbs: Download, Read, Request.
3. Think beyond your company newsletter
When you take a look at your goals, you might realize they can’t all be achieved through your current newsletter alone. Maybe you want to connect with hard-to-reach prospects who aren’t in your database. Maybe your goal is to penetrate a new sector or geographic market this year. Or, maybe you’re strapped for marketing and production resources but you want to expand your newsletter advertising efforts.
The solution is often to advertise in a respected and relevant third-party newsletter. Ads in third-party newsletters, such as the dozens published by Engineering 360, deliver broader yet still targeted exposure, giving you access to a highly engaged audience and new markets.
Another advantage of advertising in third-party newsletters is that someone else does all the heavy lifting. The right media partner will handle database and list management, newsletter design and production, and sending and tracking. If the newsletter is opt-in, you should receive timely reports about who clicked on your ad, which will offer new engagement opportunities for your company.
Finally, a media partner can help you integrate newsletter advertising with other digital campaigns, resulting in a holistic approach to the market and producing greater impact for your overall marketing program. To learn more about newsletter advertising options from Engineering360 Media Solutions, click here.