What Supply Chain Professionals Click On: Insights from Our CTR Data

Two years ago, we at CHARLIE PESTI, created Supply Chain Radar. This weekly newsletter blends industry news with humor, memes, and sharp analysis to make supply chain updates engaging and informative.

Although successful in many terms with over 60K readers, in constant attempts to improve, we often ask ourselves: What content truly resonates with our audience?

To answer this, we’ve been closely tracking the performance of different content categories in our email newsletter. Our analysis of click-through rates (CTR) from Q2 and Q3 versus Q4 2024 has revealed interesting insights into what topics engage, inform, and educate supply chain professionals the most.

But this isn’t just about us. This data is a goldmine for marketers looking to refine their content strategies and better connect with their target audience.

What’s Capturing the Supply Chain Audience’s Attention?

1. Breaking News Dominates Engagement (+58.72%)

Timely, real-time updates saw a massive 58.72% increase in engagement. When disruptions, policy shifts, or major supply chain developments occur, readers want immediate insights.

What This Means for Marketers:

• Prioritize news-driven content in your content strategy.

• Offer real-time insights and updates through email, in-app notifications, social media posts, etc.

• Use email newsletters as a vehicle to keep audiences informed quickly.

2. Sponsored Content Performs Exceptionally Well (+25.52%)

Surprisingly, sponsored stories saw a significant jump in CTR, proving that when done right, branded content isn’t just tolerated—it’s valued.

What This Means for Marketers:

• Align sponsored content with industry trends and reader interests.

• When pushing sponsored content, focus on storytelling rather than hard sales pitches.

3. Technology & Innovation Gains Traction (+16.82%)

As AI, automation, and digitization redefine logistics and supply chains, engagement in tech-driven content saw steady growth.

What This Means for Marketers:

• In your content and brand messaging, lean into discussions on digital transformation.

• Offer case studies and practical use cases of emerging tech.

4. Business News & Leadership Insights Saw a Decline (-16.67% to -34.95%)

While broad business updates and executive leadership profiles once held appeal, the decline in engagement suggests shifting reader preferences.

What This Means for Marketers:

• Avoid generic industry recaps—focus on actionable insights.

• Feature real-world applications over theoretical strategies.

• Ensure leadership content is tied to pressing industry challenges.

Why Email Still Reigns Supreme in Supply Chain Marketing

While social media platforms are unpredictable and search algorithms fluctuate, email marketing remains one of the most efficient and direct ways to engage, inform, and educate a target audience.

What Makes Email So Powerful?

1. Direct and Personalized – Unlike social media, email allows you to build a one-to-one relationship with your audience.

2. Higher Engagement – Our data shows that click-through rates remain strong across well-crafted email content.

3. Content Testing Hub – Tracking email engagement helps identify what works, allowing marketers to refine messaging before wider distribution.

4. Trust and Reliability – With inbox placements, your message isn’t subject to changing algorithms or fleeting trends.

Actionable Takeaways for Marketers

• Make breaking news a priority. Timely, data-backed insights resonate the most.

• Reposition sponsored content. Ensure it is informative, relevant, and aligned with audience needs.

• Go deep on technology. Supply chain professionals are increasingly looking for guidance on digital transformation.

• Rethink leadership content. Make it practical and results-driven rather than broad thought leadership.

• Leverage email as a primary channel. It remains a high-ROI tool for audience engagement and content distribution.

As supply chain marketing continues to evolve, staying attuned to audience preferences is more critical than ever. Our click data reveals that real-time news, strategic sponsored content, and technology-driven insights are leading engagement, while traditional business updates need a fresh approach. For marketers, this means refining content strategies to align with what truly resonates.

To keep you ahead of the curve, we’re committing to publishing these data-driven insights every quarter. Bookmark pesti.io and follow us on LinkedIn to stay updated. And for a deeper dive into how PR and marketing teams are shaping their budgets for the coming year, check out our latest industry report: What Is Shaping PR & Marketing Budget Conversations for 2025?