Welcome to Industrial Interface’s Webinar Series: Email Marketing to Engineers

Presenters:Chris Powell, VP Sales

Travis Leleu, VP Technology

Questions? email: powell@industrialinterface.com

orask directly within the webinar window

Welcome to Industrial Interface’s Webinar Series: Email Marketing to Engineers

Today’s Discussion:

1) How to get more business out of your contact database with minimal effort

2) Best practices and tips for email marketing specifically to ENGINEERS

3) How Industrial Interface can help

Why run an Email Marketing Campaign to engineers?

Your current contact database is valuable

10-20% are current customers (made purchase within previous 18 months)

80-90% are decision makers who have likely forgotten about the products and services you offer

Many customers do not know all of the products and services you offer

Problems Email Marketing Can Solve

Summary

Your Sales Team is wasting valuable time

Site visits cost approx. $600 per visit (*according to large adhesive OEM)

Sales representatives waste time cold calling prospective engineers

Timing is critical - engineers need to be kept informed of your products and services

Results of Email Marketing to engineers

Benefits

Increase awareness of your products and services

Contacts have better understanding of what your company has to offer

Contacts begin to understand what differentiates you from competitors

Keep your contacts engaged

Contacts treat you as a resource instead of an order taker

You receive inquiries from your contacts soliciting your help

Summary

Your Sales Team can focus on low hanging fruit

Small customers turn into big customers

More sales calls turn into success

Best practices for Email Marketing to engineers

Sending a message

Factors to consider for selecting an Email Client

Price: Prices for sending emails can range from $0.10 per contact down to less than $0.01 per contact

Deliverability: In today’s SPAM filled world, you must follow best practices to reach someone’s inbox

Analytics: How will you measure the effectiveness of your emails?

Some Options: Constant Contact, Mail Chimp, Emma

Full Email Service Providers: Return Path, Pivotal Veracity

Getting into the inbox

Deliverability Best Practices

Reputation management is the #1 factor in getting your email into the inbox➡ this includes managing blacklist avoidance, feedback loops, unsubscribes

Infrastructure and Authentication ➡ Sender ID, SPF, etc.

Avoid content that appears spammy or suspicious

Finding your voice

How do I get my target customers to take a desired action from my email marketing campaign?

Have a clear, relevant subject line

Make the body message clear and concise

Have a clear call to action

Keep it professional

Improving your emails

Try new things...

Change subject lines

Change message

Change call to action

TRACK EVERYTHING!

➡case studies show that this type of A/B testing can increase sales by 15% to over 100%

So they got your email... Now what?

Track Technical Effectiveness

Basic email list information -- how many people opened, unsubscribed, marked as spam, replied, etc.

Track Business Effectiveness

Tie key metric or call to action to your bottom line

Branding

Great emails build goodwill and enhance your business’s reputation

Summary

An effective email campaign...

Follows best practices to ensure inbox delivery

Has relevant and interesting content

Clearly states a call to action

Helps you gain new business and build your brand

Creating content that resonates with engineers

Content DONT’s

What shouldn’t you write about?

DON’T send new product technical data sheets and information. It is likely not in context to the project your contacts are working on right now, and thus gets lost or discarded.

DON’T send generic marketing information about your company’s history, employees, or list of products and services. This is too much info from 30,000 ft.

Content DO’s

What should you write about?

DO send case studies about engineering applications

Combine a technical problem, information about the solution, and how your company provided value

DO send info about promotions and contests

Engineers like free stuff, and to prove they are smarter than other people

Use sporadically to not dilute value

Voice

Write emails with a technical twist

Be technical, but not so technical that it scares people away

Describe everything so that a technical person with no prior knowledge of the subject would find the case study informative and interesting

Layout

Choosing a template and flow

Clearly define sections. Engineers like organization

Pretend that you are a teacher introducing a new technical concept to your contacts. Start general and then get specific

Ask leading questions that keep people thinking and make the reader feel smart

Make sure that the contact looks clean. Aesthetics are as important as content.

Action Item

Decide on one desired call to action

Engineers like to draw their own conclusions and are natural skeptics. Try to avoid making them feel as though they are being sold by not directly telling them what action to take.

Make the desired call to action visually stand out and use subtle messaging to drive them towards it

Example: Label button with the same phrase that you write in a paragraph above. Make the button bigger and brighter than everything else on the page.

Summary

Have a clear plan with each email campaign

Aesthetics get the reader started and engaged

Content keeps them reading and eager to learn more

Clear action item begins the conversion into a successful sale

Summary

Have a clear plan with each email campaign

The best way to track the success of email marketing efforts is by closely monitoring frequency of your desired call to action

Write for your audience and know what they are interested in

How Industrial Interface can help

We are world’s biggest marketplace of engineering problems - built by engineers for engineers

Simple

With Industrial Interface....

You won’t have to learn new software. You write the case study, our technical writers review it, then we deliver it to your contacts.

We did the research and A/B testing for you. No need to test types of subjects, length, content, html vs. text, etc.

Monthly reports and analytics of successes. We provide data including: bounce, unsubscribe, open, success rate of calls to action, phone calls and much more.

Other things we can help with:➡ Providing additional contacts for your email marketing

➡ Video recording and editing of case studies

Case Study Example

Easy to fill out template

Tested and Optimized

Desired action item is to click on green button which integrates with Industrial Interface’s lead management software

Premium Supplier Benefits

Leads Management for all your Technical Sales Projects:Organize your leads within your private account on Industrial Interface

Easily share leads with your principals and sales team

Summary

Industrial Interface will jump start your Email Marketing efforts and provide additional value to your company

Our solution is complete

We guarantee results over a 6 month program

Our cost is comparable to doing this on your own, but your time commitment is considerably less and you get the added bonus of our lead management software and expertise

Questions

Questions???

Chris PowellFounder, Industrial Interface

powell@industrialinterface.com619.850.0540

Next Webinar: What to do with your content now? How to use Social Media to gain new Engineering customers

Please email me:**For a copy of the presentation**To schedule a one on one meeting**With individual questions

Customer Transparency and Priority viewing of projectsAs your contacts post projects, we notify you and send you links to pages like this(displaying contact info).

Premium Supplier Benefits

Premium Supplier Benefits

Unlimited leads within Industrial Interface’s Open MarketplaceAbility to view all projects within Industrial Interface. New customers with live business opportunities.