Selling through email marketing for engineers
Every year, IEEE GlobalSpec publishes a very interesting study that analyses different variables of email marketing for engineers . First of all, it is very clear that engineers and technicians find information from work-related emails very valuable , and in particular, newsletters from specialist publications and suppliers.
The survey of technical professionals makes it clear that email marketing is a welcome resource. 87% of engineers subscribe to at least two e-newsletters. Nearly 50% subscribe to four or more . Engineers in the European Union subscribe to more e-newsletters than any other region, with 35% of them voluntarily receiving six or more publications.
Data shows that engineers, technicians, and professional technology buyers are regularly turning to e-newsletters as a resource for product, technology, and supplier information, as well as industry news. It also means that engineers are reviewing content from a wide variety of sources. As such, your company's newsletter needs to differentiate itself from your competitors by offering valuable, targeted content .
When an engineer, chemist or technician cuba email list receives an e-newsletter in their inbox, they have a well-defined behaviour . 50% of them only decide to open the email if the 'Subject' and 'From' lines are attractive, intriguing or interesting. But 38% open most or all e-newsletters to analyse the content or read each one. Very few recipients (12%) automatically delete them or systematically let them pass unread.
These results underscore the importance of the ‘Subject’ line. Because the brief ‘Subject’ line is so short, it should be written with as much or more care than the rest of the newsletter . The most effective ‘Subject’ lines offer a compelling reason to open the email, such as important news, a relevant new white paper, or a time-sensitive invitation. Open rates for emails with a ‘Subject’ line like “Newsletter August 2019” are worse than those with something like “Find out why…” or “Do you know how…?”.
It takes effort to attract as many clicks as possible to interact with your email content . A concrete ‘Subject’ line such as: “White Paper: The Most Effective SCADA Technology” promises important information to a targeted audience and will likely result in higher open rates. “Registration closes on Friday” creates a sense of urgency.
Only 5% of engineers say e-newsletters are not valuable when seeking information about the latest engineering technologies, industry trends, and products.