Roy Harry, Creative Director, Media II, Inc.
Information from CFE Media and Trew Marketing show that engineers subscribe a total of nine eNewsletters. They are information hungry bunch. Marketers use eNewsletters because of they provide the biggest bang for their bucks
– Reaches hundreds, or thousands of engineers at pennies each.
– Delivers measurable click-backs for sales follow up.
– Builds awareness of your company and brand position.
– Regular email deployments increases the chance that your products/services are at center stage when engineers need them.
Choices to Meet Your Needs
Publication/Organization eNewsletter Sponsorships – This is the easiest and lowest cost email option. You chose media outlet that covers your market, provide copy and photo and they do the rest. Options could include sponsorship of their newsletters, product roundups, webinars and events.
The value the offer are segmented and managed opt-in lists, and of course, the brand value of the media outlet. Typically, these outlets provide open rates and click-through reports. Some will provide comprehensive information about the individuals who clicked a link. Costs, $1500 to $3000 a pop.
Brew Your Own eNewsletter Campaigns – You create the content, develop email list and manage the campaigns.
Depending on your needs and resources, you can communicate new products, new applications, special offers, success stories, tradeshow attendance, application/selection tips, contests, etc. – or a mix of these items.
You can create segment lists based on your customer demographics. Use your company’s email list, or augment it with rental lists. If you choose to rent a list, the provider will send your email. They are very protective of their lists. Cost, $500 to $1,000 per thousand.
Your eNewsletter must have an opt-out mechanism to comply with U.S. and Canadian laws. Most email distribution companies makes complying with these laws easy while providing comprehensive email reporting: sent, opened, bounced, clicks, opt-outs, etc. Cost, pennies per email.
Email Subject Line – This is the most important element of your eNewsletter. It is the deciding factor whether the email is opened or trashed. Think about the emails you open. What made you open them?
From – Again, email must be personal. The From line must be from a personal email address, not Sales or Customer Service.
Content – Engineers are nonsense people. No corporate-speak. Focus on the social redeeming benefits: lower cost, easy integration, less maintenance, longer service life, etc.
Brief – The job of the eNewsletter is to create interest, not a mechanism to explain how to build a watch. You can add links within the eNewsletter to provide additional information on your website or landing page.
Simple – Use action words and use “you” a lot. Keep copy light and use bullet points. Do not use your jargon or acronyms. Your mother should understand the message.
Format – Less is more. Don’t clutter up the eNewsletter the cutesy graphics. One or two dramatic graphics is all you need. Do promote your brand.
Call for Action(s) – Offer the recipient an easy way to learn more: visit website, personal online presentation, coupon, email, etc.
Commitment – Probably the biggest drawback of a eNewsletter is commitment, especially with brew your own campaigns. Overtime, excitement wanes and other projects get priority.
To keep the ball rolling, communicate the results on a regular basis. Develop an editorial calendar that includes topics and responsibilities. Make it fun. Add a contest, ask for the best or worst war stories.
Learn from Doing – Review and compare open, click and opt-out rates. They will give you an indication of what works, and what doesn’t. Test subject lines and bid-for-action offers. Keep tweaking.
Hope this information will help you create a successful return-on-investment for your marketing dollars. While email may not the only tool in your marketing tool belt, is can be valuable item to communicate to customers and sales channels.
If you have ant questions about email marketing, or need professional support, please do not hesitate to contact me.