Engineers are avid readers of email newsletters, according to a new study by IEEE GlobalSpec and TREW Marketing.
Of almost 900 technical professionals surveyed, almost 50% subscribe to four or more e-newsletters. Engineers in the UK and Ireland subscribe to more email newsletters than those in any other regions.
But engineers demand substantive content. The most preferred content formats are case studies, longer-length e-books, books, and white papers. And they prefer online resources, primarily on vendor website search engines. Again, the UK and Ireland are most likely to want online content.
But there is one regional exception: Latin America, where engineers value trade publications more than other content sources.
Overall, over 90% of engineers are more likely to do business with firms that regularly produce fresh content. And most say a vendor’s website has a major impact on their brand perception.
The survey also found that engineers are most likely to provide work email address, company, first name, and last name on web forms.
As for follow-up, over 40% expect to be contacted within 24 hours of completing a form on a vendor’s website. In addition, close to 60% of the buying process takes place online for most engineers.
On average, engineers have three or four interactions with a vendor before communicating with them directly.
IEEE GlobalSpec will share the full survey results in a webinar on October 25.