This is the presentation that Chris Powell and Travis Leleu from Industrial Interface gave on November 5th, 2010. Please contact them with any questions.

1. 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
or
ask directly within the webinar window

2. 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

3. Why run an Email Marketing
Campaign to engineers?

4. 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

5. 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

6. Results of Email Marketing
to engineers

7. 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

8. Summary
Your Sales Team can focus on low hanging fruit
Small customers turn into big customers
More sales calls turn into success

9. Best practices for Email
Marketing to engineers

10. 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

11. 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

12. 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

13. 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%

14. 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

15. 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

16. Creating content that
resonates with engineers

17. 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.

18. 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

19. 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

20. 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.

21. 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.

22. 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

23. 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

24. How Industrial Interface can help
We are world’s biggest marketplace of engineering
problems - built by engineers for engineers

25. 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

26. 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

27. 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

28. 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

29. Questions
Questions
???
Chris Powell
Founder, Industrial Interface
powell@industrialinterface.com
619.850.0540
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

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

31. Premium Supplier Benefits
Unlimited leads within Industrial Interface’s Open Marketplace
Ability to view all projects within Industrial Interface. New customers with live business opportunities.