Industrial email marketing may not get the same attention and affection because of social media. However, don’t give up as it is still very effective when targeting engineers and technical professionals.
We don’t recommend ignoring social media in favor of email marketing, especially if you’re trying to deal with a young engineer under the age of 35. The two can coexist very well as part of an industrial content marketing strategy.
What do manufacturers use for industrial content marketing? Email magazines are the most popular content format that manufacturers have used in the last 12 months. This is from the research report “Manufacturing Content Marketing: InsightsFor2021″ published by the Content Marketing Institute. There are good reasons for its popularity.
Of all the types of content used by production marketers, (off-the-shelf) videos (21%), virtual events / webins / online courses (19%), and email newsletters (13%) are the best overall. Said that it produced the content marketing results of. For their organization in the last 12 months. ”
Industrial email newswriters are the most popular among manufacturers
Engage engineers in industrial email marketing
Engineers are technically accurate and hungry for good information related to work-related challenges. However, there are still challenges in achieving that and communicating with them. This is a demanding audience that will ignore your email if you don’t gain their trust in good content.
These are the findings of the report “2021 State of Marketing to Engineers” published by GlobalSpec and TREW Marketing.
How engineers handle electronic newsletters
Industrial Email Marketing Is Not One-Way
Industrial email marketing goes beyond delivering content to your audience. It’s as effective as communicating with your sales team when it comes to your audience.
You probably already know the fact that most industrial buyers prefer to remain almost 70% anonymous during the purchasing process. Reaching out to them is not an easy task when they don’t want to talk to your sales team.
When ready to participate, more than half of engineers prefer to use email over other forms of communication. This is another finding from the GlobalSpec report.
Industrial buyers contact their suppliers using email
