Just published by LRG Marketing, a full-service integrated marketing agency with strong expertise in physical and cyber security, the study reveals that providing useful content in email marketing campaigns is actually a game-changer. 56 percent of security professionals said they’d be willing to click through links in an email or even share it with peers if it contained informational and relevant content.

The study’s release comes just ahead of ASIS 2016, one of the USA's largest professional security trade shows for end-users taking place September 12-14 at the Orange County Convention Center in Orlando, Florida.

“There has been a clear shift in the decision-making process within the physical security industry, and it’s reflected in our results,” said 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.”

Security brands that show industry expertise are more likely to receive peer recommendations, according to the LRG Marketing Communications’ Email Marketing Study. 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 said. “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 percent 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,” said 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.”