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The crafting of a great newsletter

June 6, 2020

Email is the preferred communication channel for most people who work in B2B. According to the benchmark report, CTR of B2B emails is 52% higher than B2B emails.

Open rate and click-through rate are the most popular way to measure engagement in email marketing. With CTR, you can see the percentage of recipients who click to your website, but email open rate is more about the performance of your email subject line.

Another recent trend is to track the percentage of recipients who click on your website after opening your email. We call this click-to-open rate (CTOR). It has become a favorite engagement metric as it measures clicks from email openers. If you want to assess the effectiveness of your email content, look at your CTOR.

When creating effective email newsletters for B2B, keep in mind that the only way to add value to your business is if they deliver newsletter value to the recipient.

Because of the pandemic impact, direct sales and promotions are no longer welcome. Unlike B2B newsletters that focus on transformational marketing and having a copy of promotions and persuasive content, B2B newsletters should be more geared toward branding and nurturing your client relationships.

So, take some time to assess your newsletter goals. Would you like to:

Establish common touch points with old and current clients and fresh opportunities;
Activate your client base, for example, through bonuses and motivational competitions;
Keep in touch with your clients and keep them updated on the latest product news; Or
Improve your brand image and power through industry research.

Once you’ve set your goals, you can take advantage of these best practices for B2B newsletters:

Use the story

To make the desired impact, your newsletter should resonate with your audience. This is where the power of storytelling works. Attractive stories deliver your brand message more because they attract your audience emotionally.

Most buying decisions, even in B2B, are not rational. According to neuroscientists, buying behavior and deciding are emotions and unconscious impulses. Businesses involve people making B2B purchases subject to the same hidden emotional drivers that we see on the consumer side.

Personal relationships, brand loyalty and persuasive sales pitches sometimes override more rational factors such as price, performance and return on investment. To tap into this possibility, use articles that make your newsletter content more credible.

Write to people rather than the organizations they represent. Many examples of your own successes and failures in the first person are more relevant to people.

Forget about selling

You can’t win an audience for quick wins. B2B newsletter is not the right channel for sales pitches. So, instead of promoting and selling, inform and educate your audience with actionable tips and tricks that serve a direct purpose. The newsletter is all about impressions and fresh opportunities for the future.

For example, you can display snippets of relevant trending content from your blog.

Increase power

B2B newsletters are an ideal channel for sharing and implementing relevant industry research. Share the most striking results in your recent case study. Or you can interact with your audience and collect valuable data by creating a customer poll or survey. This will help you increase your authority and improve the value of content.

Once you have collected the data, you can share the results in your next newsletter. Your B2B audience will appreciate the relevant industry data that influences their own marketing efforts. To make sure you receive an important sample of statistics for your survey, you can encourage your audience with contests and special deals.

Be direct and concise

Abbreviation is the key to communicating with B2B clients and prospects. To avoid overfeeding your audience, try to keep your content up to a few paragraphs. For those interested in reading more, provide relevant links.

Start your newsletter by addressing the topic. If you have activity tips that will help your audience, share them. Do not hold them until the end.

Depending on performing any newsletter, you may see some of your audience losing out at every step of the funnel. The links follow a similar pattern. The links you place at the top of your newsletter get more clicks, while those at the bottom get more clicks.

Establish a consistent schedule

When building your client relationships, it is best to establish a consistent communication schedule. But sending a newsletter regularly can overwhelm and you will feel the effects of your newsletter performance.

In B2B, monthly or bi-monthly is the norm for newsletters. Never send a newsletter to send one, or we will mark it on your calendar. Instead, try to establish yourself as a thought leader and only discuss topics such as product updates, case studies and webinars for your audience.

As long as your old blog content is evergreen and relevant, you can reproduce it.

Pay attention to your subject line and design

Create a subject line that resonates with your target audience. B2B is not the place for clickbait titles or false promises. Instead, try to emphasize what you can do for them. Consider using social proof, interesting data, or current elements in your subject line.

In most cases, less is more. Anything beyond 4-7 words can damage your reading ability and the overall performance of your newsletter. All business communications are about value transfer. Therefore, make it clear in the subject line that your newsletter offers recent information, useful skills and fresh ideas instead of your readers’ time.

If you’re working on a website and blog content, you’re familiar with keyword research. The advantage of using keyword research for subject lines is that using the right keywords with the highest search volumes in your niche will improve your open rate.

In the Google Search Console, you can check search queries that drive traffic to your website.

You can use Google Keyword Planner to analyze historical search trends in your industry and gather potential keywords with high search volume for your subject line.

If content is your principal focus, then designing your newsletter is also important. It is an excellent practice to use the same design template for all your newsletters. Keep the same masthead and branded header and only update images related to your content. This way, you speed up the process and the newsletters fit your brand.

At the end of

The value of every B2B sale is greater than B2B, and the sales cycles are longer. Therefore, it is important that you invest sufficient resources in every marketing channel, including newspapers. By following these best practices, your newsletter will provide value to your B2B audience. The newsletter you prefer may vary depending on your location. But for every B2B marketer, the principal focus should be on building friendly client relationships.

The Mailman

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