Inbox Insider: Industrial marketers turn to e-mail

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E-mail marketing is an important tool for business-to-business marketers. It is common that we hear about Microsoft, Dell and other businesses using e-mail newsletters to communicate with existing customers. Interestingly, industrial marketers are also using e-mail to reach out to their customers.

According to a new study by Boston-based Grant Marketing, a B2B brand strategy agency, called “2010 Industrial Marketing,” 60% of industrial engineers receive three or more e-newsletters a week and 55% of this audience reads e-mail newsletters daily or several times a week. Grant Marketing clients e-mail clients include Larson Tool & Stamping Company, a supplier of metal stamps and steel; Demaich Industries, a metal fabricator; and American Durafilm, a Teflon distributor.

The study also found that 93.1% of respondents were planning to introduce new or improved products this year and that these businesses plan to use e-mail marketing to announce new products to customers and distributors.

It makes sense. For business-to-business marketers, especially those introducing products that require special training to use and possibly even come with a manual, a regular newsletter is a great way to stay in touch with customers and to introduce new products that might complement what they already own.

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