Email is one of the industrial marketer’s top marketing tactics. Most companies have a reliable house list and many publish a regular e-newsletter. But there’s also email fatigue setting in among your audience. Everyone’s inbox is overflowing. Inboxes are overflowing with emails that are irrelevant to their recipients, and unrelated to their interests and needs. Often, recipients delete emails without opening them.
Despite these challenges, email marketing can be cost effective and produce positive results in terms of reach, opens, clicks and conversions. In fact, according to “2019 Smart Marketing for Engineers”, a report published by GlobalSpec and TREW Marketing, 89 percent of engineers said the email/e-newsletters they subscribe to are valuable sources of information on the latest engineering technologies, industry trends, products or services. Forty-three percent of engineers subscribe to 2-3 e-newsletters, while another 43 percent subscribe to four or more.
However, engineers are a busy and discerning audience. They won’t tolerate poor email practices on your part. When faced with their email inbox, 50 percent of engineers scan for subject lines that intrigue them and delete the rest. Without a subject line that gets their interest, your email might never get opened. Thirty-seven percent open most or all emails to scan for content or to read every one.
Every marketer that publishes their own emails understands it takes effort and resources to manage their subscriber list, including adhering to strict General Data Protection Regulations (GDPR) for any subscribers who reside in the European Union. You also need production resources, which may involve content developers, graphic designers, and others. Faced with these challenges, its easy to see why not all emails are successful.
An Effective Alternative to the House List
One way many industrial marketers are easing the burdens of email marketing while still reaping its benefits is by advertising in third-party e-newsletters published by media partners. Depending on which media partner you work with and their expertise and ability to target your audience, the advantages of e-newsletter advertising are many:
- The publisher handles all list management. This includes cleansing addresses, managing unsubscribes, adding new subscribers to the list, and adhering with all antispam laws and GDPR regulations.
- The audience consists of only opt-in subscribers who have requested to receive the e-newsletter and are likely to expect, recognize and open the e-newsletter when it arrives in their inbox.
- As a marketer, you can connect with hard-to-reach members of your target audience who are not on your own house list, yet would still be interested in your content, products and services.
- Your required production resources are much less. Often, you need only provide an image and a few lines of copy and the publisher will design your ad for you.
- The publisher provides comprehensive and timely reports demonstrating the performance of your e-newsletter ad, such as number delivered, opens, clicks and forwards.
- The right media partner will be able to help you integrate your e-newsletter ads with other marketing programs, resulting in an approach that makes best use of your marketing resources.
With the right partner on your side, e-newsletter advertising works. Is it time to add this program to your marketing mix? GlobalSpec offers 70+ newsletter titles that focus on specific industry segments and products. These e-newsletters target the very professionals you want to reach via their inboxes, giving you access to a highly engaged audience of decision makers who use e-newsletters as a key resource during all stages of their buying process.
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