Best 8 tips for casting Effective B2B Email Newsletter
Should you bother with E-newsletters? And if yes, what are some tips and tactics to draft high-performing newsletters?
Nowadays, B2B marketers put a lot of emphasis on chatbots, and other new opportunities to reach their clients.
But all your contemporary communication methods shouldn’t distract you from one of the oldest and yet most effective messaging channels — EMAIL.
Email is the most preferred communication channel for the majority of people working in B2B even today.
Importance of Newsletter
The role of e-newsletters in your email marketing strategy can be significant. An email newsletter is basically a promotional email that has the ability to reach enormous audiences within a short period of time and keep them engaged. It is considered to be a more targeted form of marketing.
E-newsletters often contain news, periodic updates, tips about your product or company. Their primary goal is to keep subscribers connected, engaged, and informed about what’s new with the organization or business.
According to a benchmark report, the CTR of B2B emails is 52% higher than that of B2C emails. This simply means, your B2B e-newsletters also have the potential to expand the reach of your content, paving the way for more leads and sales.
But an email newsletter pays off well, only when it is designed and created with a glance to details. So when it comes to crafting effective e-newsletters for B2B, keep in mind that the only way for them to bring value to your business is if the newsletter brings value to those who receive it.
Stats about email marketing
B2B newsletters should be geared more towards branding and nurturing your client relationships. They are a great addition to your B2B marketing mix and offer plenty of chances to accumulate leads.
Caterpillar Inc, a Fortune 100 Company drafts engaging email newsletters as a part of their email marketing strategy. The newsletters serve as an incredible use of Caterpillar’s iconic imagery, decked out in the company’s trademark yellow-and-black brand colors. This helped the company in raising its brand awareness, leading to higher conversion rates.
According to VTL Design, 72% of B2B buyers share information they get by e-newsletters. Plus, depending on some marketing stats you believe, the ROI of B2B newsletters is somewhere between $38:$1 and $44:$1.
That means your newsletter will expand the reach of your content, paving the way for more leads and sales.
But with so many email newsletters out there, how can you be sure that yours will fetch high-end results?
In this blog, we’ll discuss 8 tips to cast an effective B2B e-newsletter that gets subscribers’ attention and brings you business.
1. Leverage Storytelling
Everybody Loves a Good Story, isn’t it?
But the question is, are you leveraging storytelling in B2B email newsletters? If not, then you’re really missing the chance of building incredible rapport with your potential leads and prospects.
Effective storytelling helps you establish a deeper and loyal connection with clients, who consume and reply to your mails. Remember, you’re writing to individuals rather than the companies they represent and since most individuals are fond of stories, you should offer them just that.
You can give authentic examples of your own successes and failures (in the first person), which always connects with people the most.
Show emotions. Seek emotions.
In order to attain the desired impact, your newsletter must resonate with your audience. This is exactly where the power of storytelling comes into play. Captivating stories deliver your brand message more effectively because they appeal to your audience emotionally.
Most B2B buying decisions are far from being entirely rational. According to neuroscientists, buying behaviors and decision-making in general, are driven by emotions and unconscious urges. Never forget that businesses consist of people, which makes B2B purchases subject to the same hidden emotional drivers we see on the consumer side.
Personal relationships, brand loyalty, and convincing sales pitches can sometimes override more logical factors like price, functionality, and ROI.
To tap into this potential, leverage stories that make your B2B newsletter content much more convincing.
2. Keep the content quality standards high
Whatever form your B2B newsletter takes, know it’s just one of the many touchpoints. But it’s still the most direct way to speak to the individuals who may be your clients someday consistently with no marginal cost. Therefore, focus on delivering value to them—even if there’s only 10 of them at first.
Regardless of your email headlines, target audience, or anything else, you must keep in mind that your content is the most eminent component in the entire equation.
High-quality content provides good opportunities and ideas that can prove to be fruitful to your B2B business if applied properly.
Thus, respect your brand’s image and your prospect’s time and improve the quality of your content. Time and again, it’s quite advisable to approach professional writers, editors, or proofreaders to skyrocket the quality of your copy.
A paper writing service or an assignment help service can seldom be the best option that’ll connect you with above-average writers with very decent rates. Out of all services out there options like, Aussie Writings, and ProEssay Writing.com works well.
The content you create and share should engage individuals in ways that make them clients in the future. Start by asking yourself, “Whose attention are you trying to keep and what would they be interested in seeing from you?” If it’s on-brand for you, it’s also valuable to them.
Don’t forget, quality not quantity!
3. Keep mails Concise, Direct and Relevant
Concise, direct, and relevant. How hard is that?
Summon-up that nobody has the time to read a thousand words every time you mail them. Sooner or later, they’ll skip your content once. Then, twice. And then eventually, they’ll stop reading it at all because you left them with a negative impression which clearly says, “too lengthy/too boring/too much/too irrelevant, too time-consuming”.
Brevity is a vital feature in any successful communication with B2B clients and prospects. To refrain from overwhelming your audience, try to keep your content up to a few paragraphs only. For those of your prospective clients who are interested in reading more, you should provide the relevant links. Also, include links to your website to increase relevant online traffic.
Begin your newsletter by addressing the topic directly. If you have any actionable tips that can help your audience, be sure to share them right away. Don’t withhold them until the end.
The key is to use visuals to skip explanations, go straight to the main topic, cut all the unnecessary words, and keep it all clean and readable. In no time, you’ll notice your email marketing metrics skyrocketing.
Keep it simple and get more hits!
4. Acknowledge the fact that consistency matters
Research firm Nielsen Norman Group asked B2B respondents how they preferred to receive company updates, and 90% cited newsletters, compared to 10% for social media.
Whenever it comes to nurturing your client relationships, establishing a consistent communication schedule via newsletters is always a great idea.
In B2B, especially, monthly or bi-monthly is usually kept as the standard for e-newsletters.
For example, if you have a weekly email newsletter, send it to your subscribers on the same day and at the same time each week. In this way, your clients can watch for and anticipate your company’s newsletter, along with its weekly articles and promotions.
Establish yourself as a thought leader and discuss topics that are relevant to your audience, for example, product updates, case studies, and webinars.
Pro Tip: You may even repurpose your old blog content, as long as it’s evergreen and relevant.
Be a dependable source of information to your clients. Sending consistent and valuable B2B newsletters will strengthen relationships and keep your company’s current info available and easy to find.
To stand out in the crowd and maximize your marketing efforts, maintaining strong relationships with clients through consistency is significant.
5. Improve subject lines to elevate your open rates
Try to create a subject line that resonates with your target audience.
B2B is not the place for clickbait titles or false promises. Rather, emphasize what you can do for them. Acknowledge using social proof, impressive data, or current topics in your subject line.
In most cases, less is more. Anything beyond 4–7 words can potentially damage readability and the overall performance of your B2B newsletter. Every business communication is about value exchange.
So, clarify in the subject line itself that in exchange for your reader’s time, your newsletter will provide new information, useful skills, and fresh ideas.
If you’ve worked with website and blog content, you’re already familiar with keyword research. The benefit of using keyword research for subject lines is that using the right keywords with the highest search volumes in your niche can potentially improve your open rate and keep your pitch fresh.
On tools like Google Search Console, you can take a look at the search queries that bring traffic to your website.
You can also use Google Keyword Planner to analyze historical search trends in your industry and collect potential keywords with a high search volume for your subject line.
Don’t forget, the email list of almost every B2B professional is often bombarded with all sorts of emails, from promotional to work-related ones.
If you really want to be noticed, you’ll need to create remarkable headlines. If you analyze and assess the keywords that will have the most impact on your prospects’ subconscious, you’ll make them click every time.
To make sure a prospect opens, rather than overlooks, your email, you need to craft compelling email subject lines for sales. This will help you compete against the other unread emails your recipients have in their perpetually crowded inboxes.
Keep it short and catchy!
6. Forget selling, mail to educate
The B2B industry is very different than the B2C industry.
The majority of people you’ll be reaching will be both educated and responsible, perhaps bound to certain limitations and rules.
Therefore, trying to go the “transactional way”, which is trying to obtain quick wins, will not help you improve your B2B email newsletter performance.
Ditch the selling and start providing real value in the form of educational information. Your B2B clients are happy to learn new useful things and discover fresh opportunities. And if you can link your brand to these opportunities, even better.
However, you should focus on being helpful, useful, and relevant. The impression you make matters the most, as it’ll open new doors and opportunities now and in the future.
You’re not always going to win your audience over by going for the quick wins. All you need to understand is that the 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 give them direct benefit. Email newsletters are all about impressions and opening new opportunities for the future.
For example, you could present snippets of relevant trending content from your blog.
7. Personalize your mail
The purpose of a B2B email marketing campaign is mostly about improving your brand’s reputation and trust by using brand-to-client rapport techniques like storytelling, educational content. Generally, your B2B newsletter must offer useful information or services that your target audience might find appealing.
As far as monitoring user behavior is concerned, you need to gather some data using your email analytics tools.
Start asking yourself the following questions:
- How do your prospects think?
- What do they want the most?
- What do they consider a “win” in a situation?
- What are their most pressing needs?
- What are their biggest personal and professional challenges?
- What are their beliefs concerning X, Y, and Z subject?
- What would draw their attention/respect/curiosity/compassion/empathy/etc.?
Get to know your audience well before you begin developing an automated newsletter that’ll serve as your main communication tool for the future.
No wonder why personalization pays off.
After all, any business is all about value exchange, so if you expect any promising results, you’ll need to be truly relevant.
Go beyond using a subscriber’s name in the subject line and newsletter content by sending newsletters that are tailored to different segments of your email list.
For example, segmentation can be based on behavior, demographics, and purchase history. Also, consider using your B2B email newsletters in conjunction with a loyalty rewards program and provide a link that takes subscribers to their personal awards account.
The perfect B2B email newsletter requires empathy towards the client’s pain points, a description of potential solutions, data to help support your claims, and a strong call to action that will inspire prospects to seek more information.
Once you’ve landed on the right newsletter, use it for a majority of your cold outreach.
8. Integrate CTA to elevate your email clickthrough rate
The right Call-to-action in email newsletters has the power to close the expectation gap and enable users to take the desired action on the email.
Call to action, or commonly known as CTA, is a critical component of your email marketing strategy. If you don’t ask your readers to take any action, then how will you ever increase your leads or gain new customers?
CTA links in e-newsletters motivate your sales to funnel by serving as the transition between the phases of the buyer’s journey. The use of CTAs heavily depends on the type of industry you are in, the product or service you offer, and related things.
Apple, for example, keeps its sales approach simple and clear. They keep minimal email body text supporting the CTA text with a clear-cut intention of conversion.
CTA is like the finishing touch for any email newsletter optimization. Your content might be attractive without them, but it will remain just that, a piece of content that people enjoyed reading.
The success of your email newsletter comes to one point, your CTA. To crack the code of the CTA, the simplest and best way is to understand what action you want your user to do.
Start implementing CTAs and watch the conversions rise.
To get your content to generate sales leads for you, integrate CTA!
Ready to cast your next Email Newsletter?
Your B2B newsletter should be a part of the greater whole of your marketing strategy. If it’s disconnected from your other B2B marketing activities, and if it doesn’t ask readers to take any action or at least point them back to your website, you’ll end up losing leads.
Our sales and marketing consultancy firm can guide you, break through the B2B email marketing clutter by helping you in drafting high performing newsletter. Click Here to Contact us to know more about services.
For the time – it is NOW!