Constant communication and engagement are a necessity for any business. E-newsletters, with content like blog posts, product reviews, product updates, announcements, etc., help build that. Sharing these insights and featuring them through an e-newsletter will drive traffic to the website. Email newsletter strategy requires these be sent regularly by ideally following a calendar.
E-newsletters are sent out to a subscriber list that includes both existing and potential customers. Today, email newsletters are considered an essential part of an email marketing strategy. All newsletters, including the newsletters e-commerce companies, send, need to be genuinely engaging, thoughtful, and convincing.
Email newsletter management is considered the most direct and effective way to communicate with your customers. Some of the best email newsletters might not influence the customer to buy your product immediately, but these help build and maintain strong relationships with the customers.
Here are five key steps to help you design a great B2B e-newsletter to yield a strong return on investment for your email newsletter marketing strategy.
5 Key Steps for Designing a B2B E-Newsletter
Generally, B2C marketing triggers emotions, but a B2B email marketing campaign is based on logic. Studies reveal that e-newsletter is one of the most influential sources of information for the B2B target market.
According to Earnest Agency, 72% of B2B buyers will share useful information via e-newsletter campaigns. Keeping all these in mind, it is crucial to design a perfect e-newsletter. Below are the five critical steps for creating an e-newsletter for your business.
1. Know your audience
The first step towards the success of a B2B e-newsletter management is knowing your target audience. Only if you know the business’s challenges can you improve your own product or services to address the pain points.
Finding answers to a few simple questions like, how does your audience think, what are their most pressing requirements, what are their biggest challenges, what would hold their attention or curiosity, etc., will help you know your audience before you start designing your e-newsletter.
While designing an e-newsletter, try to be as specific as possible, based on your target audience. Segmenting your audience with demographics, culture, and interests can help craft the right messages and send e-newsletters that appeal to your target audience.
2. Don’t sell, educate
In the B2B industry, most of your target audience will be educated, industry professionals. It is unlikely they will fall for cheap sales taglines, so avoid the transactional approach. You should avoid a typical marketing pitch in your e-newsletter.
To improve your B2B e-newsletter performance, add real value in the form of enlightening or upskilling information. Your e-newsletter should educate the target audience by sharing useful information with them—something fresh and unique. Try to be relevant and interesting to open new opportunities and doors.
3. Keep it simple and relevant.
How much is too much? A long e-newsletter will never hold the reader’s attention. Some of the best email newsletters keep it clean, readable, and simple.
Research says that for 34% of people, the subject line is the most important. They decide whether to open an email or skip it based on the subject line. Consider going for clever, catchy, and intriguing e-newsletter subject lines. For B2B e-newsletters, literal subject lines are also considered effective.
Ensure to keep the first paragraph of your e-newsletter relevant and in line with the subject line. Content is the key component, but irrelevant content turns people off. Without being preachy, if the content is smart and informative, readers will look forward to reading through and opening relevant links.
For B2B e-newsletters, the average length of the best performers was less than 241 words. Check out this e-newsletter from Designer, which is just about 150 words long.
4. Videos and images
A video as an email newsletter can boost email open rates by 40% and be tremendously effective by adding a link to the video and mentioning it in the subject line. Images and videos always enhance the e-newsletter but overdoing it can be disastrous.
Try and maintain a healthy text and graphics balance of 60:40. Sometimes companies block images in e-mail, so always try to add a link or alternate tag for easy viewing.
Leveraging color psychology is another email newsletter management strategy for designing the best email newsletter and improving its conversion rates. According to scientific studies, men prefer bright colors, and women, pastels, and introducing this color psychology in your e-newsletter marketing can work to your benefit.
Another interesting email newsletter strategy is promoting a podcast in your e-newsletter. Launching an industry-specific B2B podcast also adds valuable content for your audience. A podcast with knowledgeable guests and experts can be an excellent opportunity to educate your audience.
5. Monitor Performance
A key factor in the email newsletter strategy for the B2B market is tracking, monitoring, and evaluating your e-newsletter performance. Email newsletter management is a continuous process, and it needs to be constantly monitored to grow through optimization.
This will give you a clear understanding of what is working and what needs improvement. Analyzing will help you understand which B2B newsletter your audience opened, which gave you the most conversions, identify the poor performing email, etc., and achieve the ultimate goal.
Using e-newsletter marketing analytics tools will help you track and measure your performance and evaluate how the audience responds to these e-newsletters. Based on this data, you can tweak and optimize your future e-newsletters.
B2B marketing can be challenging and requires both creativity and hard work. Implementing constructive email newsletter strategies can help your business’s results. A high-quality B2B e-newsletter will ensure you develop a good customer base and also keep the relationship going. By designing the best email newsletter, you can rely on it to generate sales.
If you are looking for e-newsletter designing services, check out Pepper Content.
- B2B customers act on logic, unlike B2C customers, who act on emotions and loyalty.
- The subject line is critical as it will lead to the audience clicking and opening the e-newsletter to read it.
- The content should be unique, easy to read, and of high quality.
- Before choosing an ESP (Email Service Providers), research and evaluate their work well.
- To avoid your e-newsletter landing in the spam folder, authenticate your domain.
A B2B e-newsletter is designed to get the reader’s attention. Balancing the text with images to achieve a clean layout is key.
E-newsletters are vital for taking your brand marketing to the next level. An e-newsletter is a cost-effective marketing medium that helps boost business.
The front page should contain the newsletter name, company logo, and tagline. It should be eye-catching and colorful to grab attention.
The e-newsletter is believed to be 40x times more effective than Facebook or Twitter in digital marketing. E-newsletters have a much higher engagement rate.
E-newsletters should contain company news, blog posts, upcoming promotions, exclusive deals, links, and calls to action.