Audiences use e-newsletters as a crucial source of information throughout all phases of the buyer's journey . Engineers and technical professionals are looking for targeted information, not aggressive sales pitches. They want to learn and know. They want to know who's who in the supplier world. They want to discover new products and technologies, stay up to date on industry trends, and check out the latest news.
Whether you have an old phone number list newsletter or you want to start creating one to send to your potential clients, there are four basic tips to impact engineers with email marketing.
- Determine objectives and KPIs before starting
Every communication action must have a quantifiable objective . If you don't know where you're going, you'll never get there. You need to set goals and metrics for each campaign to ensure success from the start. If you already have them, see if they need adjustments. Goals, audience, and measurements are factors that drive all other decisions.
You shouldn't just publish the same old email newsletter just because it's always been done that way. Find a goal. Do you want to increase your brand's visibility? Then you should measure open and forward rates. Do you want to drive readers to a website to do something? Count clicks and form fills. Analyze what works and modify what doesn't engage your audience.