posted on March 01, 2011 |
There are a lot of challenges to getting engineers to open your marketing emails. The biggest challenge is whether they actually want them.
At ENGINEERING.com sometimes clients ask us to send emails that have no clear benefit to the recipient. They are essentially spam. The marketer hopes to reach that small percentage of an audience that might just happen to have a need for that product on that day.
Before you press send, you might ask “What’s in it for me” from the recipient’s perspective. And if the answer is simply information about your product, then maybe it’s time for a rethink.
As put by Daniel Rowles in a recent podcast, marketers default to promotions because content is hard work. http://www.targetinternet.com/digital-marketing-podcast-episode-19-building-your-brand-online/
Try including reference material in your emails – something that the reader will value for its own sake. If there are useful facts to share or links you can provide, those are emails that the user will open and then come back to time and again. It gives you many chances to get your message heard.
If you have a series of such emails, that’s even better. Your ideal position as an email marketer is to give a series of valuable information messages that are associated with your product or service. And then every once in a while, give that audience a special offer or promotion.