The Power of Email in Industrial Marketing

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If you’re not currently using email as part of your industrial marketing efforts, you should be.

There are more than 3.3 billion email accounts worldwide, which is expected to grow to over 4.3 billion by 2016. In addition, over 70% of email users check their inboxes 6 or more times each day.

Email marketing:

Is Cost-Efficient

Email marketing is one of the most efficient, cost-effective tools for reaching your prospects. According to iContact.com, email marketing can be up to 20 times more cost effective than other marketing outlets such as direct mail.

Is Effective

Email provides a direct, personal line of communication and is one of the best ways to keep top-of-mind and build strong, ongoing relationships with your prospects. If you are following email “required practices,” you are including an opt-out option for your subscribers. Therefore those on your list are subscribers who want to learn more about your products or services.

Provides Immediate Response

Email marketing typically generates an immediate response, with recipients viewing your message within the first 24-48 hours, allowing you to instantly measure the success of your campaign.

Is Measurable

You can find out exactly who opened your message, who forwarded it to a friend, who clicked a link, which link they clicked and more. These reports provide you with vital feedback on your campaign, allowing you to gauge what’s working and what’s not.

Adapts Well to Mobile

The world is rapidly going mobile and emails easily configure to mobile devices.  According to Comscore, a staggering 89.6 million Americans access their email through their phones, whether for work or for personal purposes. About 64% of these users check their email daily via their device with that number expected to grow at the rate of 30% every year.

While the benefits of email marketing can be great, just remember:  Don’t purchase lists or send unsolicited communications for risk of being labeled “spam,” and always include an unsubscribe option in your email marketing communications to ensure compliance with the CAN-SPAM Act.

Email marketing can help you establish yourself as a leader in your industry by sharing relevant, useful and interesting content. In doing so you will earn the trust of your subscribers and grow the likelihood that they’ll do business with you down the line. Make sure it is part of your industrial marketing efforts.

Photo credit: JASElabs via photopin cc

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