Report: Email Promos With Unbiased Product Info Grab Installers’ Attention

A new email marketing study found impartial product information from vendors increases purchasing likelihood.

NYACK, N.Y. – Physical security professionals consider email marketing an important source of information when it provides value rather than self-serving content, according to a new email marketing study from LRG Marketing Communications.

Almost half (48%) of responding security industry professionals said better and more informational content would increase the likelihood of their buying a security vendor’s products or solutions, according to the study. Fifty-six percent of respondents said they would be willing to click through links in an email or even share it with peers if it contained informational and relevant content.

“There has been a clear shift in the decision-making process within the physical security industry, and it’s reflected in our results,” says Diana Wolff, president, LRG Marketing Communications. “Whether it’s a reseller or an end user, purchasers are doing their own research to find more information about technology and service providers before making any contact with sellers. In adapting to this trend, email marketing is an ideal channel to offer value and information – providing an opportunity to engage rather than simply broadcast a sales pitch.”

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Security brands that show industry expertise are more likely to receive peer recommendations, according to the study results. Providing insight on broad industry trends through thought leadership is key to increasing customer interest through email. 58 percent of respondents said they would likely recommend a supplier to their business partners if they believed the brand to be industry experts.

Another insight from the study indicates a surprising reversal and a break from standard practices. In previous years, case histories were seen as the most valued content in the industry, but the study shows little interest in these as an email topic with just six percent saying they want more case studies.

“Security professionals need to focus email marketing less on the brand and more on the needs of the target audience,” Wolff says. “The industry can best adapt with informative emails that link to blog posts on trending topics or whitepapers that address specific pain points for their customers.”

While physical security professionals are generally interested in new products, they want more than a straight sales pitch. Half of those surveyed said they’re interested in receiving news on a product release, but 37% revealed that they are looking for more product information or special pricing.

“Ultimately, in order for any marketing email to make an impact, it needs well-written copy and should link to content that connects with readers in a meaningful way,” says Wolff. “Product launch emails shouldn’t simply be a link to a product page; they must include content to help show the product’s value.”

To view full results of the email marketing study, go here.

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