While many Reprints users leverage their licensed Gartner content to grow their audience and generate new quality leads, don't miss out on opportunities to leverage the report with your existing audiences.
Include the Reprint in your email newsletters or send it to existing customers and prospects already in your funnel. By doing so you can advance sales cycles and identify engaged parties who may be ready for a conversation with sales.
Read on for tips to help you generate ideas for email campaigns and optimize those you're already running.
Feature the Reprint in your email newsletter to drive more engagement
If you send out a routine email newsletter, highlighting the availability of a complimentary Gartner report is a great way to catch attention and increase your open rate.
You can reference a "complimentary Gartner report" in your email subject line, and include the title or who the report is written for (e.g. insight for security professionals, marketing leaders, etc) in the pre-text or body of the email.
Compliance Tip
Your email subject line cannot begin with the word "Gartner" per our Content Compliance Policy.
Our Reprints clients find that referencing a complimentary Gartner report - premium content that many technology buyers and end-users only have access to with a paid subscription - leads to higher-than-normal engagement than other email newsletters they send.
Segment your email audiences and send short (but tailored) messages sharing the Reprint
Sharing Gartner insight is a great way to engage your existing customers, active leads, and general prospect list.
Send one-off emails sharing the Reprint to all your important segments - the email copy can be short and to the point.
Our Reprints clients' most effective emails include at least one verbatim quote that appeals to that specific segment along with a direct link to the Reprint.
Track email impact: Use your CRM to track individual engagement and correlate with successful outcomes
Reprints clients typically utilize signals from email in two ways:
First, engagement with a Reprint can signal activity or interest in tech-buying.
Many marketers pay close attention to which leads or prospects click-through to read a Reprint - this is one signal that they are more actively exploring a technology or trying to solve a business problem than those who don't.
Marketers also correlate engagement with content to outcomes like new business or retention.
Depending on the length of their typical sales cycles or contract lengths, Reprints users will track deals that closed and existing customers that retained or grew their accounts with Reprints (and other content) engagement.