2020 Industrial Marketing Planning Kit – Part 2

Last month in Part 1 of our 2020 Marketing Planning series, we offered advice on how to assess the performance of your current marketing program, account for industry trends that will affect your strategy moving forward, and align your marketing plan with your company’s overall business goals and objectives. Read Part 1 here.

This month, in Part 2, we are offering tips to help you develop the optimal marketing plan that fits your budget, provides measurable results, and targets your audience of engineers and industrial professionals.

Focus on the channels your target audience uses.

When researching a work-related purchase, the top three channels that engineers use are search engines, online catalogs, and supplier websites. These channels are foundational elements in your marketing mix.

E-newsletters, industry websites, social media, email, webinars, and trade shows are all important information sources for your customers and have influence on their buying decisions. At the same time, your audience relies on other channels to keep up with the latest technologies, including industry news, products, and companies.

Of course, you can’t use every possible marketing channel available to you, since resources are always limited, but you also can’t focus solely on only one or two channels. Instead, try to diversify your marketing spend across multiple channels to generate the results you need.

Seek efficiency and integration across channels.

The marketing channels where you allocate budget should work together to reach your audience at every stage of their buy cycle. Early buy-stage resources such as search engines and websites should point the way to useful, educational content that you can distribute through email, social media, webinars, and other channels.

Plan to use multiple channels for important events such as new product launches, updates, or technology announcements. Make sure each channel upholds a consistent brand message and contributes to your stated marketing goals. When your marketing efforts are integrated across channels, you will experience a spike in efficiency and will likely achieve better results.

Plan your cornerstone content.

Engineers and technical professionals are constantly in search of content to help them solve problems, understand new technologies, and make more informed buying decisions. Being a provider of valuable, authoritative content helps position your company as an industry expert, builds trust with prospects, and ultimately makes it easier to sell your products and services to drive revenue.

While impromptu content needs will pop up throughout the year, you should plan several cornerstone pieces of content. What key white papers, webinars, or articles will you need to support your goals in 2020? By planning now, you can avoid the long lead times that producing quality content requires.

In addition, plan what channels you will use for distributing content. Here’s where your multichannel strategy pays off. For example, you can promote a webinar in an e-newsletter advertisement or on social media and drive prospects to your site to register.

Set aside budget for new markets.

Given the almost instant worldwide reach of digital marketing channels, you should plan to explore new, untapped sectors where your products and services may be a good fit. Manufacturers that can display their products and services simultaneously across multiple markets will have the best opportunity to gain new customers.

You may need to tweak your content or messaging in order to appeal to customers across different sectors. Focus on your core value propositions. Ad networks and targeted e-newsletter advertising are effective ways to reach specific customers in new markets.

Determine your measurement strategy.

Everyone knows the saying that you can’t manage what you can’t measure. How will you measure your marketing ROI?

Many manufacturers are allocating a greater percentage of their marketing budget to digital programs, which your audience turns to first for researching work-related purchases and are easily measurable.  Views, opens, clicks, shares, downloads, and conversions are all trackable data points.

Marketing automation is growing in popularity as a way to measure results, as well as to manage campaigns and content distribution. Marketing automation makes it easier to track the multiple touches that a prospect will typically have with your company throughout their buy cycle, helping you understand the contribution of each channel. There are a number of low-cost marketing automation solutions on the market.

Work with media partners.

Preparing an integrated, multichannel marketing plan is challenging, which is why it’s best to start now. But you shouldn’t have to do it alone. As you begin, consult with an experienced media partner that understands and has the attention of the industrial audience you need to reach. Discuss your marketing objectives and have your media partners show you an integrated, multichannel media plan that will help achieve your goals and objectives.

2020 Industrial Marketing Planning Kit

IEEE GlobalSpec created the 2020 Industrial Marketing Planning Kit to help you develop an effective marketing plan that targets your audience of engineering and technical professionals. Get a jump on 2020 and add this valuable resource to your planning efforts today. Click here to download.

Content Marketing E-Mail Marketing Marketing ROI Marketing, General Multichannel Marketing

2020 Industrial Marketing Planning Kit – Part 1

Many industrial marketers are deep into planning for 2020. If you haven’t started yet, now is the time, and we’ve got resources to help you.

By beginning your planning process now, you can gather evidence to justify your expected expenditures, receive executive endorsement for your budget, and be ready to launch when the calendar changes. Companies getting an early start on their marketing plan can get a jump on competitors and be better positioned to win business going into the new year.

This two-part series (Part 2 is coming in October) will help you create an effective marketing plan for 2020 that aligns with market and customer trends, fits your budget and capabilities, and helps achieve your marketing goals.

Part 1 focuses on evaluating your current program and understanding the industrial marketing trends that will affect your strategy for 2020. Part 2 will offer tips to help you develop the optimal marketing plan.

Assess the performance of your current plan

How are your current marketing programs performing? The complimentary IEEE GlobalSpec “2020 Industrial Marketing Planning Kit” offers a number of tools to help you measure the performance of your marketing. The kit includes a chart to plot the engagement and branding capabilities of your current programs and to identify gaps, a grid to compare the quality of your leads to your ideal customer profile, and a matrix to help you analyze the effectiveness of your expenditures across various media channels.

Access your complimentary copy of the “2020 Industrial Marketing Planning Kit” here.

The foundation of any performance assessment of your current marketing is the ability to measure marketing results. Measurability is just one of many reasons why industrial marketers are increasing their use of digital media, along with the engineering audience’s preference to seek information through digital channels.

Digital marketing programs offer the inherent advantage of measurement through page views, clicks, downloads, shares, conversions, and other trackable metrics. If your current channel mix is not mostly digital, then you should consider allocating more budget towards online in 2020.

Account for all channels

Keep in mind when evaluating current programs that your customers typically have multiple interactions with your company and content before they make a final purchasing decision. They might meet you at a trade show, visit your website, click on an e-newsletter advertisement, watch a video, and attend a webinar all as part of their buying journey.

Each of these marketing touches contributes to the eventual sale—not just the first action they took to connect with you or last action they took before making a purchase decision. Be sure to track all of these activities to properly evaluate marketing performance.

Five trends that can influence your plan

Before you begin to plan 2020 marketing programs and choose channels, you should familiarize yourself with industrial marketing trends that will influence your decisions. These include:

  1. According to the most recent IEEE GlobalSpec Industrial Marketing Trends survey, 60 percent of industrial marketers rely on email marketing and 43 percent expect to spend more on email in the year ahead. The trend in 2020 will be toward personalization, from connecting to email recipients by name, to providing email content based on their preferences and behaviors.
  2. More industrial marketers will invest in marketing automation software to help segment audiences more precisely, guide prospects through the buy cycle, and deliver the right content to the right audience at the right time.
  3. Industrial marketers will improve ROI measurement by not only counting leads but also tracking all prospect engagement and marketing touches through the sales cycle. In addition, definitions of marketing success will become agreed upon across the organization, particularly with sales and executive teams, to ensure collective buy-in on the metrics that matter most to an organization.
  4. More than half of buyers complete at least 60 percent of their buying process online before speaking to someone at a company. This trend announces an imperative that industrial marketers continue to produce high quality content. In 2020, expect more industrial marketers to create content marketing strategies based on achieving specific, measurable objectives and to produce content designed for specific stages of the customers’ buy cycle. To avoid long lead times, now is the time to audit your content and determine what content you will need to create, refine or re-purpose to support your 2020 marketing plan and goals. Also make sure your marketing collateral and website are up-to-date with current messaging and the latest product versions.
  5. Digital and traditional channels will be more closely integrated. For example, many industrial marketers will continue to include traditional tradeshows in their marketing portfolio. However, now they will rely on digital channels before, during, and after the show to gain momentum, increase engagement, and build relationships.

Study your company’s 2020 business plan

If your company is planning to introduce new products, expand to new markets or customer segments, or launch other strategic initiatives in 2020, you will need to build your marketing plan and create content to account for these initiatives.

Meet with executives to learn about the timing of new plans. You should also meet with sales leaders to understand revenue growth objectives. This will not only give you information you need to create your marketing plan, it will demonstrate that you are proactive about developing a plan that supports your company’s goals and objectives.

2020 Industrial Marketing Planning Kit

IEEE GlobalSpec created the 2020 Industrial Marketing Planning Kit to help you develop an effective marketing plan that targets your audience of engineering and technical professionals. Add this valuable resource to your 2020 planning efforts today. Click here to download.

Content Marketing Digital Media E-Mail Marketing Industrial Marketing and Sales Marketing Strategy Marketing, General

Nine Ways to Stretch Your Marketing Dollars

Ask almost any industrial marketer and they will tell you there are never enough marketing resources. According to the research report, “2019 Trends in Industrial Marketing,” the leading marketing challenge is a lack of marketing resources—in terms of dollars, people and time. It was reported as a top three challenge by 37 percent of marketers, and as the single biggest challenge by 21 percent.

Further constraining resources, headcounts, and budgets are staying steady for the majority of industrial companies. Only 25 percent of companies are adding marketing people; just 31 percent are spending more on marketing.

Bemoaning the lack of resources doesn’t help, and subpar marketing performance because of a shortfall of marketing dollars simply isn’t acceptable. It’s up to marketers to find ways to stretch their budget and meet their marketing goals. Here’s what you can do:

1. Always Be Aligned

Your marketing programs should be perfectly aligned with your goals. This is the simplest way to make sure you are making the most efficient use of your resources. Before you invest in any program, always ask the question: Is this the best program for achieving our marketing goals? If not, don’t spend on it.

2. Repurpose Content

Content creation can be a resource drain. Look for efficiencies when creating marketing content. Make it a priority to create content that can be easily adapted for use across multiple channels, in multiple formats, and among different audiences. This offers the additional advantage of delivering a consistent message. Other content hacks include using templates to save on design costs, creating PDFs rather than printed pieces, and recruiting internal subject matter experts (SMEs) to help write technical content.

3. Use Marketing Automation Software

There is a good selection of low-cost marketing automation solutions on the market that can help you increase efficiency and save money. With marketing automation, you can easily segment lists, streamline lead nurturing, quickly access detailed reports and much more. A small investment can pay significant dividends.

4. Be Smart About Search Marketing

Optimize the pages on your website to rise in search results rankings for specific keywords that are important to your business. Keeping content fresh and current will also help. For paid search, focus on narrow search terms that will deliver more qualified traffic to your site. Don’t waste money on expensive keywords that everyone else is bidding on.

5. Focus Your Social Media Efforts

You don’t need to create and maintain profiles on every social media platform. It’s a waste of time and money, and it’s unlikely you’ll be able to keep up or attract the attention you’re looking for. Instead, choose the social media channels that work best for you and that engineers are more likely to use. LinkedIn and Facebook are the two most popular channels for engineers. They’re great places to promote that reusable content you’ve been creating.

6. Don’t Purchase Email Lists

Purchased lists are a bad idea. They historically and dramatically under perform a clean in-house list. Plus, are you sure every name on that purchased list is verified as opt-in? Purchased email addresses are expensive and if you’re not careful you can run afoul of data privacy and protection laws.

A better idea is to advertise in a respected industrial email newsletter that you know is opt-in and is targeted to the audience you want to reach. Plus, your media partner will handle all list management functions, helping you to preserve your resources for other projects.

7. Cut Back on Travel

Industrial marketers still find tradeshows an effective marketing channel. But if you exhibit or attend multiple shows every year, the expenses pile up. Can you free up resources by going to one less show this year? If not, can you opt for a more modest presence? Can you negotiate a better sponsorship deal if you also host an educational session of interest to attendees?

8. Conduct Joint Marketing Programs

Work with a partner that offers complementary products and services to a similar target audience as yours. With two companies sharing the costs of a marketing program, your dollars can go a lot further. It’s also a good way to gain access to a potential new customer base.

9. Find a Trusted Media Partner

One way to help alleviate the lack of resources is to find a trusted, expert media partner who can help you optimize your mix and get the most out of your budget, while allowing you to free up some internal resources for other efforts. The right media partner will help you more efficiently reach your target audience and will be nimble enough to help you tweak programs along the way for better performance.

E-Mail Marketing Industrial Marketing and Sales Marketing Strategy

The Fundamentals of a Successful Email Campaign

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If you’re like many industrial marketers, you’ve been using email marketing for many years. Email remains the number one marketing tactic in the industrial space. But at this point, you may not be getting the same level of audience engagement that you have in the past.

The issue could be that email marketing has become so familiar that you might not see simple opportunities to improve performance. Sometimes the answer is to go back to the fundamentals that made you successful in the first place, and to make sure you’re doing everything right that you can control—from subject line to sign off.

Always keep the number one rule of email in mind: Relevancy drives engagement. Each of these fundamentals forces you to think about relevancy, with the ultimate goal of increasing engagement.

Choose a Template to Fit Your Purpose

Consider the typical emails you might send:

  • Offer to download gated content
  • Invitation to a webinar or other event
  • Link to watch a video
  • Share a case study
  • Promote a new product
  • Provide a collection of links to curated content

Each of these emails has a different purpose and a different call to action. If you consider your purpose first, choosing an appropriate template becomes an easy decision.

For an email with an offer you would use a template that has bold and highly visible buttons for the user to take action. A product promotion would use a template with room for product photos. A video email would use a template that allows the video to play within the email itself, or at least highlights the video prominently. A collection of links might use a simple list-format template.

Most email marketing platforms offer a variety of useful templates. Whatever template you use, remember that busy professionals tend to scan through emails quickly. Use layout elements that make it easy to quickly absorb content: bold headlines, a strong image, bullet points, short paragraphs, and a highly visible call to action in both text and button formats.

Get Your List Right

Rarely should you send the same email to your entire list. What’s important and relevant to a field engineer may not be to a product director, so they shouldn’t get the same email.

A sure way to increase engagement is to send the right email to the right audience. This requires list segmentation. The lists you create depend on the data available to you and your marketing objectives. New customers get welcoming emails. Current customers get upgrade emails. Hot prospects get purchase offers. Users of Product A get promotions for Product C.

Teamwork: From Line and Subject Line

This is what your audience sees first in their inbox, and it’s your first opportunity to be relevant and engaging.  Your email must be from a person’s name or a company name that your customers and prospects recognize. Otherwise, there’s no relevancy, and your email will likely be discarded unopened.

Subject lines are worthy of a long discussion, but the most important thing to keep in mind is that a subject line’s singular function is to motivate the recipient to open and read your email. Subject lines should be benefit oriented and convey a sense of urgency so that recipients open your email immediately rather than save it for later or pass it by completely. Here are several subject line examples:

  • Just published: Top ten reasons why hydraulic pumps fail
  • Registration closes Friday for Webinar on lasers
  • June 12, Orlando: Solar cell expert to speak at conference

Include a Strong Call to Action

‘Action’ is the key word here: download, read, view, register, get. These are all action verbs. That’s just the start. Relevancy comes in with the rest of the call. It can be longer when you use text: ‘Download five ways to boost battery power.’ Or: ‘Watch how to install an oscillating pump.’ On a button: ‘Download now.’ Or: ‘Register now.’ Use both text and graphics for the call-to-action—they lead to the same place.

Focus on Conversion

If you’re offering a download or video, conversion takes place when your recipient clicks through. Other times, you will direct your audience to a landing page form. Use similar graphics and messages in the email as in the landing page, to provide continuity and to let people know they’ve come to the right place.

If you’re using a registration form, keep it simple and easy, asking only for the minimum information you need to begin a dialog with customers and prospects. In other words, make it easy for them to engage.

 

 

E-Mail Marketing

How to Maximize the Performance of Your E-Newsletter Campaigns

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As most industrial marketers know, newsletters are one of the most valuable advertising mediums. As a newsletter advertiser, you benefit from access to a highly engaged audience of decision makers who rely on these publications as a source of valuable news and content.

When establishing a newsletter program as part of your overall marketing mix, you want to ask yourself the following tried-and-true questions:

• WHO am I looking to reach?
• WHAT do I want to communicate to this audience?
• WHERE can I reach them; what publications are they reading?
• WHEN should I schedule my advertisements?
• WHY am I running this campaign; what results do I expect?

Once you’ve built the framework for your campaign, then you need to ask yourself, How do I most effectively deliver my message to my audience?

You should be aware that newsletter advertisements do not perform like traditional forms of display advertising. Engineers and technical professionals look to these newsletters mainly for new, timely and relevant content. And research shows that advertisers who consistently use fresh ad copy see better results. On average, advertisers see a 20 percent decline in performance when reusing advertising content just one time. And this performance decline increases steadily after each reuse.

To make the most of your newsletter investment, submit original content for each ad placement. Even if you are focusing your campaigns around a single or limited number of products, technologies, or offerings, you will see better results with a frequent rotation of new ad copy.

Not sure how to get started? Consider these best practices when creating your next newsletter advertisement:

1. Create a clear, concise and compelling headline. Your subject line is your first
impression. Pull the reader in with your message.
2. Feature an image that complements your ad. A picture needs to work hand-in-hand
with your headline and copy. Our research shows that photos perform better than logos. An image with a white background is optimal.
3. Emphasize the benefits – and not necessarily the features – of your product or offer.
What will the audience gain by engaging with your ad? Think about content that either
shares knowledge (such as datasheets, product specs, design kits, technical documentation, and videos), or shows how your solutions rise above the competition
(shortening design cycles, speeding product to market, or delaying technological
obsolescence, for example).
4. Use links effectively. Depending on the goals of your campaign, direct readers to an action that creates opportunities for further engagement, or to additional content for
building thought leadership and awareness.

E-Mail Marketing Marketing, General

What’s Working Now in Email Marketing

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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 IEEE 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? IEEE 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.

Find out more about e-newsletter advertising here.

 

 

 

 

 

 

E-Mail Marketing Marketing, General

How to Keep Your Email Marketing Lists Sparkling Clean

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Over time, the quality of your marketing list diminishes. Some experts report that email lists degrade at a rate of more than twenty percent each year, which isn’t that surprising. People change jobs or email addresses; businesses move, merge or shut down. Additionally, errors in the data entry and verification process can lead to duplicates and bad addresses in your databases.

Dirty data can derail your marketing efforts, negatively skew your email marketing metrics and harm your reputation as an email marketer. Your undeliverable and bounce rates will increase, as do spam complaints, while your open rates and click-through rates decrease.

Maintaining a clean list isn’t a luxury for industrial marketers—it’s a requirement for success. So how do you do it?

Clean your list

Data cleansing is the process of identifying outdated, incorrect or incomplete contact records and correcting any typographical errors and eliminating duplicate entries.

Sometimes you can clean your list manually, depending on your list size. You could review your list to catch common data entry errors such as misspellings of domain names, for example, imb.com instead of ibm.com, or gmial.com instead of gmail.com, and to look for duplicate entries.

Other options for cleansing a list include working with a vendor that offers list hygiene services. If you contract with an email marketing service provider, they often have tools to help clean your lists.

Append data to your list

For lengthier lists, you might use a service that both cleanses and appends data. The process matches your list against already verified lists from a vendor to replace outdated or incorrect data in your list with new, up-to-date information. Examples would be swapping a contact’s business email and title from their old job with their new title and email at their new company.

However, a service that appends email addresses to other user data you already have (such as name, title, and company) is a controversial practice in the email marketing world. Sending an email to people who have never explicitly opted-in is against best practices and sometimes against the law. Be sure to ask any vendor you might work with how they handle this situation. Find out if email addresses they append are from subscribers who have agreed to receive emails from companies such as yours.

Control points of data entry

Another way to ensure a cleaner list is to control the points of data entry. These typically consist of conversion forms on your website or data entered manually, such as transcribing an email address and other data from a printed form.

In these situations, you can take steps to reduce the potential for errors. For web forms, it’s a good practice to request that a user input their email address twice in order to ensure accuracy and reduce typos. You can also implement a process in which you send an email to the user and they must click on a link to confirm their opt-in. For company names or postal addresses that are typed in, you can use an address-matching service to check for accuracy. You can also do this for data entered manually.

Maintaining an opt-in list

Another important list hygiene practice is purging email addresses of those who no longer want to engage with your company.

To weed out unengaged subscribers or to spot potentially bad email addresses, create a sub-list of subscriber email addresses that bounce and of subscribers who have not opened your emails over an extended period of time.

Users that don’t download images or that use a preview pane to view emails still might be reading your emails, but it won’t hurt to have them on a sub-list that you email to promote engagement with your company. You just have to word your email appropriately. For example, you might tell subscribers you hope they find value in your emails and ask them to confirm their email address to ensure they continue to receive your emails.

Subscribers who don’t respond to several attempts at re-engagement should be removed from your list.

A final word

List hygiene isn’t a one-time task. It’s an ongoing process that should be embedded in your marketing workflow. Put checks in place during data entry, cleanse your lists of errors and duplicates, and conduct engagement campaigns to weed out bad addresses and unengaged subscribers. If adding another task to your revolving to-do list sounds daunting, find a trustworthy media partner that can help. The result will be an improvement in email marketing metrics and better results on your campaigns.

 

 

 

E-Mail Marketing Marketing, General

Email Needs to Align With Your Larger Marketing Goals

Amber Cooleen, IEEE GlobalSpec’s Senior Director of Audience Development, and Linda Uslaner,  Senior Director, Product Management recently contributed to eMarketers latest report “Email Marketing StatPack 2018: Benchmarks and Trends.”

You can view the entire report here.

Emarketer Benchmarks Report

eMarketer’s Emali Marketing Statpack 2018: Benchmarks and Trends report features the latest data and trends for the email marketing landscape, as well as interviews from industry experts and brands.

The report tackles, among other topics, tips for managing email and aligning it with the holistic customer experience. Among their findings:

  • Email marketers top challenges include staffing and resource constraints, poor coordination between other departments and channels, and bad strategy or leadership.
  • Email has become part of the larger marketing team’s efforts
  • In-house markters worldwide dedicate the most time to email design and content, vs. transmission, reporting,  or strategy and planning

You can view the entire report here.

E-Mail Marketing Marketing, General

Producing Relevant Emails is Impossible Without Data

Amber Cooleen, IEEE GlobalSpec’s Senior Director of Audience Development, and Linda Uslaner,  Senior Director, Product Management recently contributed to eMarketers latest report “Email Marketing StatPack 2018: Benchmarks and Trends.”

You can view the entire report here.

EMarketer StatPack 2018

eMarketer’s Emali Marketing Statpack 2018: Benchmarks and Trends report features the latest data and trends for the email marketing landscape, as well as interviews from industry experts and brands.

The report tackles, among other topics, tips for crafting relevant messages with Data-driven strategies. Among their findings:

  • Relevant emails result in better performance and help marketers stand out in the inbox
  • 82% of in-house marketers worldwide use basic segmentation in their email marketing strategy
  • Behavior-based triggers are a real-time way for marketers to send relevant emails
  • Advanced marketers are starting to experiment with dynamic email content

The entire report is availbale for download here.

E-Mail Marketing Marketing, General

Best Practices for E-Newsletter Advertising

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Publishing your company’s own newsletter is an effective marketing tactic, but you can reach only people already on your house list. To place your company, products, and services in front of an engaged, motivated audience, and to increase brand awareness and engagement opportunities, many industrial marketers are advertising in respected and trusted industry newsletters.

Subscribers use e-newsletters as a resource for timely information and to stay current with new technologies, product applications, and suppliers during the buying process. Forty-five percent of technical professionals subscribe to three or more free e-newsletters, according to the “2017 Digital Media Use in the Industrial Sector” research report from IEEE GlobalSpec Media Solutions.

E-newsletter advertising is a great way for industrial marketers to connect with and influence their target audience. Your efforts, however, will only be as effective as your ad’s copy, image, and call-to-action. Follow these best practices to create compelling and noticeable advertisements that encourage readers to take action.

Set Goals

Your goals will determine what kind of ad you produce and drive all creative and content decisions.

For example, if your goal is to drive engagement opportunities, consider a product-specific ad that focuses on a particular product’s benefits and how it can solve a problem or help a reader do a job more effectively. These types of ads will interest a prospect that is at the stage of their buying cycle when they are evaluating or comparing different products.

On the other hand, newsletter ads can be used to reach readers early in their buy cycle who aren’t quite ready to make a decision. These prospects will be more interested in educational ads that promote white papers, technical articles, and other relevant content. Such ads can help educate readers about your products or trends in the industry while helping you build brand awareness.

Write Compelling Headlines

The most successful headlines and copy are those focused on the interests and needs of your audience. Know your audience and your content will flow from there.

The ad headline is your most important piece of copy. The headline determines whether a reader will simply glance over your ad or spend a moment reading the rest of your copy.

Keep your headline short and to the point. Be persuasive and use your headline to promote a solution to a problem. Example: “New Container Seals Resist Tampering.” Or use your headline to offer something of value to the reader. Example: “Complimentary LED Mount Sample Kit.” Or: “How to Calibrate an Oscilloscope.”

Complement with Copy

Your copy should complement and build upon the promise of your headline. It should be easy to read, therefore short, simple sentences work best. Focus on benefits and creating value for the reader rather than making a sales pitch, and use copy to speak directly to your reader by using words like “you” and “your.”

Don’t feel like you need to get all of your points into the copy- there simply isn’t enough room. Instead, provide just enough incentive for the reader to click-through for more information.

Add an Image

Along with your headline, the image in your ad is what gets noticed first. Again, the word is complementary: your image needs to work hand-in-hand with your headline and copy. If it doesn’t, the reader will be confused and quickly move on.

Ensure that your images are high quality. Product photos should be clear and crisp. Avoid graphs and images that include text as the words may not be legible. Unless your goal is corporate branding, company logos will not be the best use of an image in your advertisement. Readers who are unfamiliar with your company or don’t recognize the logo may pass over your ad.

Add Hyperlinks

Every e-newsletter ad should include a call-to-action that entices your reader to click. Your CTA should give a reason to click and make clear exactly what will come next. “View a product demo video,” “Visit our website for more information,” “Order a product sample,” or “Download the white paper” are good examples of transparent call-to-actions.

Consider using more than one hyperlink. You can put one in the copy, which might be, for example, the name of your product or title of a white paper, and another link in the call-to-action.

Choose the Right E-Newsletter

When deciding which industry e-newsletters to advertise in, make sure you work with a media partner that has the attention of the audience you are trying to reach, the expertise to help you create a compelling ad, and backend reporting services that deliver timely information to you including click-through rates, engagement opportunities and other metrics that help measure your success.

IEEE GlobalSpec Media Solutions offers you the ability to target the very professionals you want to reach via their inboxes. Our 80+ newsletter titles focus on specific industry segments and products, giving you access to a highly engaged audience of decision-makers who use newsletters as a key resource during all stages of their buying process. Find out more here.

E-Mail Marketing Marketing, General