Industrial email marketing doesn’t get as much respect as it deserves. I’ve read articles where people have claimed that email marketing is dead thanks to social media. That is simply not true when it comes to industrial marketing.
Let’s say you are a provider of engineering services and you sell to the Medical Device industry. Typically, sales cycles are 12 to 18 months or longer and there are many stakeholders involved from engineering, manufacturing, R&D, compliance and management. Many of these stakeholders do not interact directly with your website or content. Email marketing is probably the only way you’ll reach some of these invisible decision makers. How, you ask?
By using email marketing to deliver “champion content” directly into the Inbox of your primary contact who is probably a young engineer tasked with doing the research in finding an engineering solution. Sure, you can post the same content on your website and pray that your target audience will find it. Why not make it easier for your internal evangelist to forward your message and sell your solution internally?