What Supply Chain Professionals Click On: Q1 2025 Insights from Our CTR Data
- Maneek Mohan
- 1 day ago
- 4 min read
In B2B marketing—especially within the supply chain and logistics ecosystem—engagement is everything. Attention is earned, not assumed. That’s why at CHARLIE PESTI, we don’t just create content for the sake of publishing; we track what actually works.
Through our weekly Supply Chain Radar newsletter, which now reaches 64,309 professionals, we’ve been gathering rich engagement data across a diverse mix of stories—from supply chain and technology news to leadership insights and sponsored stories.
Here’s what our Q1 2025 data reveals, how it compares to the previous quarter, and what it means for marketers trying to reach this dynamic audience.
What’s Capturing the Supply Chain Audience’s Attention?
1. Breaking News Dominates Engagement (+20.75%)
Compared to the previous quarter, breaking news saw a significant 20.75% increase in engagement. Disruptions, regulatory developments, or market-moving incidents continue to attract immediate attention.
What This Means for Marketers:
Prioritize news-driven content in your content strategy.
Offer real-time insights and updates through email, in-app notifications, or social media.
2. News Featuring Industry Leaders Gains Momentum (+16.96%)
Content spotlighting influential industry figures saw a healthy rise of 16.9%. This reflects a renewed interest in leadership stories, particularly when tied to strategic decisions or operational pivots.
What This Means for Marketers:
Feature executives when their stories tie into relevant market themes.
Highlight tactical decision-making, not just career journeys.
3. Industry Updates Deliver Strong Growth (+27.91%)
The click-through rate for general industry updates rose sharply by 27.9%. With the daily seismic shifts, digestible summaries of trends, macro shifts, or regulatory news appear to be gaining favor.
What This Means for Marketers:
Regularly distill updates that help professionals contextualize change.
Anchor industry updates with short, implications-first summaries.
What’s Losing Momentum?
4. Sponsored Stories See Decline (-25.34%)
Once a top performer, CTR for sponsored content dropped by 25.34%. This suggests readers are becoming more selective, or are tuning out content that feels overly promotional.
What This Means for Marketers:
Ensure sponsored content is informative, relevant, and story-driven.
Avoid overt branding; provide value and real insights.
5. Technology & Innovation News Softens (-21.45%)
Interest in tech content decreased by 21.45%. The saturation of AI and automation narratives may be causing fatigue.
What This Means for Marketers:
Focus on applied use cases and ROI from tech, not abstract trends.
Focus more on what the technology can do and less on the technology itself.
6. Supply Chain News Faces Decline (-15.01%)
This category dropped by 15%. While the supply chain theme remains core, the framing of the content likely needs refreshing.
What This Means for Marketers:
Rethink framing—focus on insights and implications, not headlines.
Blend this with breaking news to revive interest.
7. Sustainability News Marginally Declines (-4.39%)
CTR moved from 1402.56 to 1341. While still strong, the dip suggests the need for more actionable or novel angles.
What This Means for Marketers:
Showcase measurable progress in sustainability, not just aspirations.
Consider tying sustainability to risk management and ROI.
Consistent Performers
8. Business News Recovers (+9.15%)
After previously lagging, this category improved by 9.15%. Focused business insights, especially those linked to performance or cost implications, appear to be regaining relevance.
9. News Featuring Popular Companies Sees Slight Dip (-4.31%)
CTR slipped by 4.31%, though content tied to market movers continues to attract steady interest when timely and relevant.
Why Email Still Reigns Supreme in Supply Chain Marketing
While social media algorithms shift and SEO visibility fluctuates, email remains one of the most reliable and high-performing channels in B2B content. At Supply Chain Radar, email empowers us to build direct, personal connections with over 64,309 weekly readers—delivering curated insights and timely updates. This approach has resulted in a 3-month average open rate of 55.1% and a 7.1% click-through rate, underscoring the medium’s unmatched engagement potential.
What Makes Email So Powerful?
Direct and Personalized – Email enables one-to-one relationships that social media can't replicate.
High Engagement – Well-structured emails still outperform other digital formats.
Content Testing Hub – CTR tracking provides immediate feedback to refine messaging.
Trust and Reliability – If it is done right, your message lands in inboxes that are constantly monitored —no algorithm filters required, being human makes all the difference.
How Email Empowers Supply Chain Radar?
Email is the only medium powerful enough to help us connect with our 64,309 readers weekly at a personal level. Through our well-structured format, witty memes, and carefully selected news stories, we have been able to achieve a 55.1% open rate and 7.1% click-through rate (3-month average), building trust and reliability.
Actionable Takeaways for Marketers
Double down on breaking news and real-time updates.
Refine sponsored stories—value first, branding later.
Reposition tech content—focus on impact, not hype.
Re-energize core categories like supply chain and sustainability with new narrative angles.
Continue investing in email—your most direct, data-rich channel.
As supply chain marketing evolves, staying aligned with reader behavior is critical. This quarter’s data reinforces that timely news, insightful leadership content, and sharp industry updates are leading engagement, while fatigue around generic tech and brand-driven content is real.
We’re committing to publishing insights like this every quarter. Bookmark pesti.io and follow us on LinkedIn to stay updated. f you're curious about how marketers are planning budgets for the year ahead, explore our new report: “What Is Shaping PR & Marketing Budget Conversations for 2025?”
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