Clickz – 6 Tactics to Create More ‘Must-Read’ B2B Newsletters
A regularly published B2B email newsletter is a staple of most B2B digital marketing strategies. They are a cost-effective, if inefficient, way to nurture prospects and help maintain a relationship over a client’s lifetime.
Unlike a typical B2C email message with its strong, conversion-driven focus, the B2B newsletter usually serves multiple purposes, including:
- Attract prospective leads.
- Nudge prospects already in the pipeline closer to a sale.
- Connect with customers and reinforce their decision to buy from you.
- Establish or reinforce the company’s authority as a thought leader.
This can be unfortunate for recipients because catering content for multiple audiences often forces readers to scroll through your content to find the value meant for them.
Make your newsletter more effective by thinking like a B2C marketer instead, to sharpen your focus and create a more reader-centric newsletter.
I talked about this strategy in an earlier column, “3 B2C Marketing Tactics to Improve Your B2B Newsletter.” Here, I’ll share some B2C tactics that can help you build a more focused and readable B2B newsletter.
1. Don’t put everything you know into each newsletter. This leads to “kitchen sink syndrome,” where you toss in “everything but…” to cover all of your audiences. You might turn off readers who don’t have the time or inclination to scroll through all of your prose.
Be selective in your newsletter content. I recommend using dynamic content to change at least one article in each issue to best target a specific audience.
If you must appeal to multiple audiences – prospects and customers, for example – select a primary article that would appeal to both, such as a case study showing how you saved money or increased business for a client or a trend story with information readers can use in their own businesses.
Secondary articles can appeal to particular segments, but your showpiece copy should have the broadest appeal.
2. Move readers to your website. Be brutal about how much copy appears in your newsletter. Email readers have shorter attention spans and stricter standards for deciding what to open. Requiring a click also allows you to determine which articles engaged your readers and which ones flopped.
A 1,000-word article is too long for a multi-purpose newsletter. The typical reader spends three to five seconds with your email. If you can’t tell your entire story in 250 words or less, put the salient facts in an introduction and link to the main story on a landing page on your website.
Want to check out the who’s who and what’s what of email marketing?
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