By: Francelle Theriot
1. Customers and prospects rely on e-news as an information source.
Out of 3,810 North American engineering, technical, manufacturing and industrial professionals surveyed, 56% receive three or more e-newsletters, and 46% read e-newsletters at least daily or several times a week. 35% have reduced their use of printed trade magazines, continuing a documented trend over the past several years. Given this audience’s preferences for online media, e-newsletters are a better use of marketing dollars than traditional print media and a more effective way to connect with customers and prospects. It's time to start your own publication!
2. E-newsletters fit every marketing strategy.
Given today’s economy, your company may be broadening its efforts to reach new markets that are weathering the downturn better than others, and to gain sales that might otherwise not come your way. You might be focusing on a specific market, putting your marketing muscle towards those prospects most likely to become customers, perhaps in a specific vertical where you have had past success. In either case, e-newsletters that are targeted to specific audience segmentation allow you to connect with hard-to-reach prospects or gain visibility in new markets.
3. E-newsletters are measurable.
As marketers are under greater pressure than ever to demonstrate accountability and return on marketing investments (ROI), the performance of e-newsletters, like other online marketing, is measurable—almost from the minute the e-newsletter is sent out. Armed with metrics, you know exactly how well your e-newsletter sponsorship is performing. E-newsletter authoring and content creation is a profession. At 2121, we manage the e-mail list, produce the newsletter content, send the e-blast, measure and report. Best of all, our experienced staff know how to connect the dots in the back end analytics to make it a win for companies, and their customers.