What makes great B2B newsletter content?I believe every business can produce email newsletters that subscribers will want to read. Content remains the top challenge for marketers as they face sending a monthly newsletter - so, here are some ideas.
What makes great B2B newsletter content?
often say to me “but our products and services aren’t very interesting –
how do we create an email newsletter that will be compelling and get
believe every business can create fantastic email newsletters. Without
meaning to state the obvious: If you are communicating with an audience
that wants to hear about your products and services they will find the
from bringing your passion, enthusiasm and knowledge about your
products and services to the content you produce, the most important
rule is that it must be useful, valuable or exclusive.
Here are some content ideas to get you started.
Letter from the editor
you want to build customer loyalty and/or brand your business, a letter
from the editor, or contact person such as an account manager, can give
your readers a good feeling about the company and its products and
services. Keep the intro short – around 50-65 words, linking keywords to
articles. Adding a photo and contact points gives the letter a personal
on your products and services, a spotlight article can feature
customers, resellers or employees. If you highlight employees, include
contacts in these profiles – something like, “If you have a service
department query, please give James a call and he’ll help you,” and
include a direct phone number.
that readers have different needs and interests. People in your
subscriber database will be at various points in the
decision-making/buying process. Therefore, you should never assume that
every recipient or reader of your newsletter is clear about what
products and services your company offers. Implement a standard ‘About
Us’ article that appears in every edition of your newsletter.
you are establishing yourself as an industry leader, consider offering a
‘Round-up of Industry News’ feature, which includes snippets of news,
trends and statistics specific to your sector. This adds value for
business readers because it saves them the time and effort of finding
quality industry news themselves.
a recurring ‘Useful Links’ section in the side column of your
newsletter. Consider embedding direct links that your readers would
regularly need, such as the client Log-in section, the helpful resource
section of your website, or to past issues of your newsletter.
huge benefit email has over print is that you can add content right up
to the send time. This can give your newsletter a very timely feel to it
so take advantage of this.
Ask the Expert
and answer typical problems that your customers and/or subscribers
would run into regarding your products and services. Better still, if
readers submit their own questions, chances are you’ll have ready-made
content that is definitely of interest and relevant to other readers.
Ask for Feedback
your readers engaged by giving them the option of asking them what
they’d prefer to see in the newsletter. Ask for direct feedback, or run a
survey asking specific questions about anything from content, to length
and frequency of the newsletter.
your upcoming events, including how to register for them, or alert
readers to important industry-wide seminars and conferences your company
endorses or recommends. You could also add another dimension by
including post-event write-ups as well as photos from events.
Give your newsletter depth by directing readers to ‘further reading’ such as white papers, podcasts and research documents.
is so much more fun than telling. You can’t go wrong with case studies,
which are always very popular with business readers.
be afraid to sprinkle some light-hearted elements. They can give your
newsletter a human touch – and make it sticky. Ideas include,
inspirational or motivational quotes and industry-specific humour (think
office favourite Dilbert). Quizzes, competitions – with a prize
incentive – are always popular.
include this one because without a doubt it is one of the top
performers for clicks. This is an excellent opportunity for you to take
an existing article and make it interesting and easy to absorb by giving
it a ‘top five’ or ‘top 10’ angle.
hesitate to repeat articles. If they were popular, include them as
permanent links, or if you didn’t get the results you were looking for,
highlight as ‘you may have missed this’. Similarly, if an article didn’t
get the readership or conversion you were looking for, rewrite the
synopsis and include it in the next issue.