And here you are, one of the first 50 people looking for tips for a better B2B newsletter. To start, do you know this type of subject line, the one for this blog, is considered a key element in lead generation: The Offer
The offer is an essential part of the content for a better B2B newsletter. It is essential for lead generation, as it builds prospects, customer relationships, and thought leadership: All goals that require the better B2B newsletter to continuously offer valuable and interesting information for the reader.
Consider that most B2B newsletter subscribers are looking for specific content such as tips, trends, news and maybe a viewpoint. They are not necessarily expecting to be besieged with marketing and sales messages. Therefore, the intention of your B2B newsletter should be the means to establish or improve a connection with your readers through trusted content. You need to offer content that motivates readers to visit your website and take a desired action: i.e., register for a demo, leave a message, download a white paper, an action that will move the reader to the next level in your relationship.
Subscribers: Manage your subscriber’s expectations from the beginning. Tell them what they can expect from your newsletter and the value it will provide. You might consider giving the new subscriber a link to back issues too.
Content: Identify the core focus of your newsletter and establish a journalistic style and stick to it.
Formatting: Use a template, with recurring columns and topic features (or something similar). Your subscribers will know what to expect, and a template allows you to plan and focus the content to the expectation of your recipients.
Table of Contents: When you have a few articles add a section, i.e. “In This Issue”, on the top of the newsletters so the readers know what to expect.
Teaser Articles: When you have a long article, blog or information that is too wordy for one newsletter, incorporate a blurb for a short introduction to grab the attention of the reader. Motivate them to click through to the entire article that you have posted on your website,
Sidebars: Use small boxes to promote and offer supporting information that is not the focus of your newsletter. Include images and links to new product information, resources, events, brochures, whitepapers, etc.
Personality: Use someone (real or not) to be the face of your newsletter. Use this character to remark on the articles, and on occasion insert humous comments.
Best Practices: B2B readers (according to research) like tips that make their life easier. Regardless of the profession, workers are always interested in practical ideas and best practices. Include a “Quick Tip” feature to focus on your articles that feature actional tips.
Statistics: B2B’s are clearly interested in how they are doing compared to their competition. Consider publishing benchmark information and industry statistics which will keep readers coming back.
Expert: Include a “Q & A” section to generate reader interest and feedback.
Case Studies: Show the value of your company with case studies. These typically provide practical examples of success stories and helpful strategies.
Monitor: Review your website logs to find out which articles, newsletters, and information motived readers to visit your website. Use this information when composing your future messages.
Survey: Once or twice a year conduct a survey. Include questions about specific topics, articles, and other sections you use. Surveys can help you uncover any changes you may need to make.
Ask: Other employees may have ideas for the newsletter you haven’t thought about. Customer service, sales, and support personal may be a great reference for ideas as they deal with customers and prospects on a daily basis.
Competitor: Subscribe to your competitor’s newsletters. You never know where the next idea for a great article will come from.
Subject Lines: Generate the most opens by tying your subject line to specific content. Be creative, interesting, an on point.
Self-Promotion: In your message, always find a way to subtly reference your company’s product or service. i.e. “This article helps you create a better B2B newsletter, here at Dundee.net we see many B2B newsletters take off when they use our suggestions”.
Feedback: Always have a link or email address specifically for feedback.
Customer/Vendor input: Solicit articles from your customers and vendors. You never know what will turn up.
B2B newsletters are an extremely effective vehicle for building relationships with customers and prospects. Achieving these goals, requires that these newsletters contain valuable content for the readers. Using the above suggestions may help you send a better B2B email newsletter that will drive people to your website.