Email marketing often gets a bad rap because most people are fed up with the deluge of promotional emails they receive every day.
That is the same reaction I got from a client who is an industrial distributor when I spoke to him about email marketing. He considered marketing emails to be nothing more than “junk” and wanted nothing to do with them.
Unfortunately, the reality is that many industrial companies are still stuck in the one off batch and blast mode of email marketing. That strategy may be effective for retailers and B2C marketing who are primarily selling “impulse purchases” but not likely to work very well in industrial marketing where we are talking about “considered purchases.” Most of these purchases are complex products with long sales cycles; multiple decision makers and influencers are involved; they are usually expensive and involve a much higher risk if a wrong decision is made.
Of course there are exceptions such as selling replacements parts and industrial consumables where a promotional email may hit someone’s Inbox just at the right time to trigger an immediate sale.