The Value of Supplier E-mails 
IPB June 2011
383 buyers of industrial products and/or services responded to this IPB via an online survey conducted in June 2011. An estimated 81.4% of respondents included those with job functions in engineering (23.7%), purchasing (23.4%), general management (23.1%), and manufacturing/production/operations (11.2%).
Here are the fast facts you need to know:
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E-mails spur buyers into action...
More than half (52.2%) of respondents said they visit suppliers’ websites for more information in response to an e-mail. In addition, 11.7% call the company immediately. Nearly one quarter (23.2%) will also forward the e-mail to a colleague. -
Buyers are hungry for details...
New product or service innovations are the most desired information (67.9%), according to respondents. What’s more, buyers want e-mails that contain detailed specifications about what suppliers sell (46.7%). They also find links to supplier websites helpful (60.1%). -
E-mails can and do lead to new business...
An incredible 61.1% of respondents said they have made a purchase from a supplier they first learned about via e-mail. Moreover, 56.9% stated they like to see special promotions, pricing and deals in supplier e-mails. -
Buyers want targeted, well-timed e-mails...
The ideal frequency for e-mail contact, according to respondents, is every month (36.8%). More than one quarter (26.6%), however, said they preferred to be e-mailed on a weekly basis. When buyers opt out of e-mails from suppliers, it is most commonly (44.4%) because the product or service does not pertain to them.
What do these fast facts mean for you?
Industrial buyers want to hear from you! If your products, service and solutions fit their needs, they will be eager to get as much information as they can. Once a potential customer you have e-mailed is ready to buy, the next stop is likely to be your website. Does your website have what it takes to convince them to buy from you?
ThomasNet has helped thousands of companies just like yours to create websites that meet the needs of industrial buyers who expect relevant and detailed product/service information so that they will contact those companies and buy from them. We can help you too.
