Market Focus: Bioscientists
E-mail Tops the Channels
Direct mail, space advertising in journals, banner ads and search engine listings are all viable methods for communicating with scientists. But none offer versatility at a low cost as well as e-mail does.
When you recognize that many scientists are involved in academia and the government, it makes sense that they were some of the early adopters and users of Internet technology and e-mail, Grimwade points out. Thus, they are very receptive to e-mail communication.
In fact, he says, about one third of those professionals who sign up to receive The Scientist via the publication’s Web site also agree to receive promotional e-mail from the organization.
But how well does this channel perform? Grimwade reports that he has seen renters of his firm’s e-mail list pull response rates of 5 percent to 8 percent, as well as witnessed e-mail campaigns pay for themselves in two to three hours, reaching profitability in 24 hours.
At MKTG Services, list renters have conducted second and third e-mail campaigns right after the first, says Mulligan. And, she points out, the size of The Scientist’s e-mail file is double that of its postal list. Since the audience doesn’t change much—this is not a profession you jump in and out of—marketers easily can negotiate remail rates and hit the same prospects, says Mulligan.
Kamberis proclaims, “This is one market that can make e-mail work for acquisition.”