Why Email Now?

Believe it or not, email is 50 years old this year. Back in 1971, an engineer named Ray Tomlinson sent the first email, unknowingly starting a communications revolution. Billions and billions of emails later, email is still an effective advertising channel for targeted audiences.

While it’s an attractive communications channel because it’s universally accepted, cheap and flexible, not long ago, email got a bad rap because of overuse. It became ubiquitous and easy to ignore (spam didn’t help). Anti-spam regulations and respect for customers now makes spamming practices less popular. Even developers respond well to direct email, according to the 2020 Developer Marketing Survey by Evans Data Corporation.

Eblasts, Newsletters, and Blogs

Email marketing and advertising includes short, one-off announcements like eblasts, regular communications such as newsletters and blogs that arrive via email. Newsletters and blogs offer longer-form content, which engages the developer more deeply than a basic email or eblast. Sponsored newsletters enable marketers to engage with an established developer community in a variety of ways, including building brand awareness and using sponsored content to move the developer along the developer’s journey.

Combine Brand Awareness and Activation Ads

Newsletters are a trusted form of communication within the developer community, because developers trust publishers based on the publishers’ reputation and content. This works in advertisers’ favor, because publishers need brands which align with the professional interests of their customer base. While a sponsorship or banner ad placement can generate interest, embedding an ad placement with a link to sign up for a white paper, podcast, webinar series, or a download of trial software is a novel and effective approach to advertising within a newsletter or blog. This tactic will leverage the subscription base of the email with an expanded message and a means to capture customer information.

 Target, Engage, Track, Improve

A big advantage of using email marketing in any of its forms is that audience engagement is easy to track using standard digital analytics tools. While they rarely tell the full story, you can gain insight into campaign effectiveness from email opens, link click-throughs, and sign-ups. Improve the quality of your impressions and leads by periodically cleaning or segmenting your mailing list based on your target audience’s engagement, demographics, areas of interest, motivations, challenges, and your solutions or product offering.

Summary

Developers need your products and services to help them solve their problems and make their jobs easier, and email is a proven and cost-effective method of reaching the developer community. For more information, check out the Advertising Guide from the experts at DeveloperMedia.

Resources

First email  1971: First Ever Email | Guinness World Records

Evans Data Corp  Evans Data Corporation | Homepage

Developer Marketing Survey Evans Data Corporation | Developer Marketing Survey 2020

DeveloperMedia Home – DeveloperMedia – Reach Millions of Developers

Advertising Guide Developer-Media-D2D-Marketing-An-Advertising-Guide.pdf