As marketers, we have to communicate to our audience in the most effective and efficient manner. Our communications ultimately have to create demand for our products or services.  Just as you don’t use exactly the same message every time, you don’t use the same method every time. Humans in general — and developers in particular — like variety. They like to be surprised, engaged, and amused. Of course, as marketers, we have a variety of communications tools at our disposal, including social media outlets, but some are more effective than others. According to data published by HubSpot, a CRM and marketing automation platform, email marketing is 40 times more effective than Facebook and Twitter when it comes to customer acquisition, thanks to its versatility.

Create, Motivate, Repeat…

An email marketing campaign is one of the most effective marketing tools because its inherent continuity helps achieve three of your most important business goals:

  • Generating click-throughs
  • Creating sales leads
  • Qualifying prospects

An email marketing campaign is comprehensive by design because it follows a theme, which tells a story that supports the buyer’s journey. Ultimately, this design offers an opportunity for our audience to fulfill the need that we create. They do this by purchasing our product or service. Then, they come back for more because we have established trust with them.

Creating need in the mind of our consumer is the essence of marketing. Some needs are obvious, but many products today provide solutions for problems that the consumer may not be able to name.

For example, a new editing tool or debugging tool may not be in great demand until the need is explained and the developer understands how much time and effort can be saved using the new tool. A cohesive email outreach campaign can be used to grab attention, define the problem, and offer the solution. (Contrast this with the one-off effort of a single eblast.)

An email campaign can be expanded or reduced based on audience interest and campaign metrics, whereas a one-off either hits or misses. An eblast can be effective as an attention-grabber for an event or offer, but the repetition of a sustained email outreach campaign is the key to motivating buyers. A series of emails can approach the need from different aspects, increasing the stickiness of marketing messaging.

Proof of Concept

We’ve established that an email marketing campaign offers tangible benefits over other marketing options. Here are relevant data and considerations that support the benefits of an email marketing campaign:

  • There are 4 billion daily email users, and that number will increase to 4.6 billion by 2025.  That’s a big audience, but imminently segment-able, so that you can address a manageable portion of developers.
  • Everyone uses email. (More than 306 billion emails are sent and received every day.) While many people complain about email volume, SPAM, and email marketing, people still open emails.
  • Across all industries, the average email open rate is 19.8%. The click-through rate is 11.3%, with a bounce rate of 9.4%.  While social media usage is very close to daily email use, at 3.8 billion users, it is much harder to attribute marketing efforts to sales through social media.
  • Over the last 12 months, 78% of marketers have seen an increase in email engagement.  That’s not surprising considering the changes in the workplace brought on by the pandemic.  Both marketing and sales are contact-driven professions. The pandemic has limited opportunities for contact, which  has subsequently required marketers and salespeople to get creative, and email is an inherently creative medium.
  • Optimizing an email campaign can be a challenge, given the high degree of flexibility offered by content marketing automation platforms. Roughly 85% of marketing professionals use these types of tools.

Let Your Campaign Change As Needed

While automation tools are popular, it’s important to remember that automation does not necessarily address the human element of business communications. Networking and connections with industry leaders as well as your target audience can help turn a one-dimensional effort into an engaging campaign which generates the results you want.

Over the lifetime of your products, your email campaign efforts will evolve. Think of your campaign as an “evergreen” campaign, funded as a priority on an annual basis. Contrast this with social media, where engagement with your developer audience is more passive, because it lacks the urgency that a targeted email marketing campaign can convey.

Conclusion

Even with so many other communication channels available, 99% of email users check their inboxes every day. There is an innate need to see if someone is trying to communicate with us, and we do not want to miss an important message.  72% of Gen X, 64% of Millennials, and 60% of Gen Z consider email as the most personal channel to receive brand communications, so across all generations, there is a high degree of affinity to email as an important source of trusted communications.

Generational Email Statistics

Research shows that email marketing generates $42 for every dollar spent, a stat that should make email marketing a top priority for your 2022 marketing strategy. An email marketing campaign is one of the most effective means of reaching and engaging your audience in a multi-touch journey that generates, qualifies, and nurtures leads to become customers.

The channel defines the direction of the communication. The challenge is to exploit the opportunities that an email marketing campaign offers. Consulting with a professional marketing organization such as DeveloperMedia can uncover opportunities as well as increase the efficiency of your efforts. To learn more about email campaign basics, check out this introduction.

Resources

HubSpot Email Marketing Guide https://blog.hubspot.com/marketing/email-marketing-guide

DeveloperMedia https://developermedia.com

HubSpot – 2021 Marketing Stats https://blog.hubspot.com/marketing/email-marketing-stats

HubSpot – slide presentation of 7/23/2021 Marketing Stats https://www.hubspot.com/marketing-statistics

Email statistics for B2B – Content Marketing Institute https://contentmarketinginstitute.com/wp-content/uploads/2019/10/2020_B2B_Research_Final.pdf

Email attribution – Sendgrid https://sendgrid.com/blog/email-marketing-vs-social-media/

Engagement Report – Bluecore https://bluecoreweb.wpengine.com/resources/millennials-engage-brands-report-2016/

Daily email users – Statista https://www.statista.com

Average email open rate – Constant Contact https://knowledgebase.constantcontact.com/articles/KnowledgeBase/5409-average-industry-rates?lang=en_US

Email engagement rates – Litmus https://www.litmus.com/resources/2020-state-of-email-report-fall-edition/

Email ROI – Litmus https://www.litmus.com/resources/email-marketing-roi/

Email marketing basics – DeveloperMedia Dev Marketing 101: Email Marketing · DeveloperMedia