Cutting Through the Clutter

You may live with clutter in your house, garage, or cell phone (overwhelmed by notifications?), but the clutter that’s most concerning to marketers is the advertising clutter competing for the attention of the developer audience.

How do we cut through the clutter? By rising above it.

We rise above the clutter by offering solutions to their problems in a context which supports credibility.

We create a connection with the developer that is built on trust — the essence of successful email marketing.

Creating the Connection

According to the Evans Data Corporation Developer Marketing Survey 2020, developers prefer content which helps them solve problems or enables them to be more efficient, versus business-related content. Tips and tricks, how-tos, and use cases are preferred over product roadmaps or industry updates. Problem-solving content is the perfect inflection point for calls to action such as:

  • To learn more
  • Learn how
  • To get more information
  • Activate a trial

… In other words, deliver your content in a context the developer wants.

Helping a developer solve a problem is the best way to build trust. Your products are built to solve problems. You can create a connection through emails and newsletters, and it all starts with helping one developer solve their problem.

Newsletters

You can create a stronger connection with your developer audience if you can get beyond an email campaign and engage your readers through an opt-in developer community newsletter. One advantage of using a dedicated developer newsletter for advertising is that scheduling and frequency have been established by the publisher of the newsletter. Your brand takes advantage of the expectation of content the publisher has built into the community. By having your brand included regularly in a newsletter, developers become familiar with your company.

Other advantages of placing your brand in a developer community newsletter include:

  • Credibility

Established newsletters in the developer community, with subscribers who have opted-in, have an interested audience looking for solutions that will help solve their problems. You have an audience which has self-selected to hear your pitch! Additionally, when your brand supports the community they love, it shows a commitment to your audience and their priorities.

  • Context

Every impression of something or someone we experience has a contextual element which can significantly change the way we perceive things. Developer communities are fragmented — they are focused around applications, languages, and technology, and this is why your product should be advertised in a newsletter, supported by content and advertising which is contextually correct and targets the “right” developer audience.

  • Brand Awareness

The more your brand shows up where developers go, the more they recognize your brand. Recognized brands are more likely to become trusted information sources by developers. Therefore, place your brand consistently and frequently in front of the developer community you want to court.

Outbound Ho!

Outbound email campaigns can look great on paper. For them to work for your brand, cast a critical eye on the performance data to see what it tells you about your campaign’s qualitative and technical quality. Elements of a good email marketing campaign include the following:

Summary

Email marketing remains an effective means of communicating with your developer audience.  As a communications channel, email marketing builds a connection when developers trust that your brand is providing something of value to the developer-reader. In return for the developer audience’s perceived value from your brand, a developer newsletter audience rewards your brand with its attention. It’s a value proposition that is equitable to both parties, as long as trust is maintained. Newsletters offer the possibility to get your message across in an expanded and ongoing format that is well accepted by the developer community. Advertising with a trusted partner serving the developer community is one of the most effective and efficient ways for brands to reach developers.

Resources

Evans Data Corporation: Developer Marketing Survey 2020 https://evansdata.com/reports/viewRelease.php?reportID=10

DeveloperMedia https://developermedia.com/

DeveloperMedia – Newsletters: Developer Advertising at its Most Effective Newsletters: Developer Advertising at Its Most Effective · DeveloperMedia

DeveloperMedia – Outbound Marketing to Developers https://developermedia.com/outbound-email-marketing-campaigns/

Pinpointe – email deliverability https://www.pinpointe.com/blog/how-to-bypass-spam-filters-for-better-email-deliverability

Canadian Anti-SPAM Law https://fightspam.gc.ca/eic/site/030.nsf/eng/home

European Union Privacy Directive https://ec.europa.eu/information_society/doc/factsheets/024-privacy-and-spam-en.pdf