6 Email Marketing Tips for B2B Newsletters

By Shelby Ballou

email marketing

The significance of email marketing cannot be overstated. Email marketing brings in the highest overall ROI, and its best use is for generating leads.

Emails are obviously a big deal. But which form of email copy is the most effective?

To Newsletter or Not to Newsletter?

Email marketing can involve a variety of communication strategies, from newsletters and autoresponders to customer surveys. But one approach consistently stands out: Newsletters.

Newsletters continually drive revenue and generate a great brand experience. At the same time, newsletters are useless if you don’t get the basics right, like addressing the correct recipients.

Here are six tips to help make your next B2B email newsletter worthy of your audience’s attention.

1. Know you audience’s needs.

To target your newsletter more accurately, you need to segment your audience according to their different personas. Figure out what these personas need, what their problems are, and how you can resolve those problems. Many marketers skip this crucial step.

Segmenting your audience involves collecting user data at every possible opportunity. Subscription forms, social media interactions, and landing page visits all provide useful data. This information will then help you personalize your newsletters and engage recipients.

2. Don’t go overboard with selling.

Telling before selling should be your motto when creating your newsletter’s content. Newsletters aren’t meant to sell anything directly. However, when written correctly, emails can significantly contribute to swaying purchase decisions in your favor.

Because of this, you should aim to educate rather than sell. Newsletter content should encourage the audience to realize they have a problem that needs solving. In order to do this, the newsletter should be informative.

3. Improve your email’s design.

Great design can play a huge part in increasing open and click-through rates. Your design should be clean and easy to digest, contain attractive and engaging graphics, have a clear call-to-action (CTA), and be interesting and informative. It’s a good idea to stick to the KISS formula: Keep it Short and Simple. In addition, with over 54% of emails now being opened on mobile devices, designing a responsive newsletter is a must.

4. Pick the right time.

The best days for sending out B2B newsletters is Tuesday and Wednesday. Sending email campaigns in the evenings and on the weekends can also be successful.

The best strategy is to test your email newsletters and collect data to find the best times to launch your next newsletter based on proven user behavior.

5. Analyze recipient behavior.

Gather some hard data from your email analytics tools. Measure how people respond, what draws their attention, and how much time they spend on your newsletter.

Then, you’ll have everything you need to begin testing. By testing out various possibilities, you’ll be able to make more informed decisions about your design’s effectiveness and your emails’ usability.

6. Integrate your overall marketing strategy.

Your newsletter should be part of the greater whole of your marketing strategy. If it’s not connected to your other marketing tasks, you’ll end up losing leads.

Think about how your newsletter goes hand in hand with other activities, remembering that newsletters are closer to the top of the sales funnel than blog posts or infographics.

[Original post here.]