Your next newsletter. Your B2B audience will surely appreciate relevant industry data that they can also leverage in their own marketing efforts. To make sure that you receive a statistically significant sample for your survey, you can motivate your audience with contests and special deals.
Be direct and keep it concise
Brevity is a key feature in any successful communication with B2B clients and prospects. To avoid overwhelming your audience, try to keep your content up to a few paragraphs, only. For those who are interested in reading more, you should provide relevant links.
Start your newsletter by addressing the topic directly. If you have actionable tips that can help your audience, be sure to share them right away. Don’t withhold them until the end.
Based on any newsletter performance, you can see that you lose part of your audience at every stage of the funnel. Links also follow a similar pattern. The links that you place at the top of your newsletter get the most clicks while those at the bottom receive the least.
Establish a consistent schedule
When it comes to nurturing your client relationships, it’s good to establish a consistent communication schedule. But sending a newsletter too frequently can also become overwhelming, and you will likely feel the effects in your newsletter performance.
In B2B, monthly or bi-monthly is usually the standard for newsletters. But never send a newsletter just for the sake of sending one or because it’s marked in your calendar. Instead, try to establish yourself as a thought China Email List leader and only discuss topics that are relevant to your audience, for example product updates, case studies, and webinars.
You may even repurpose your old blog content, as long as it’s evergreen and relevant.
Catch attention with your subject line and design
Finally, create a subject line that resonates with your target audience. B2B is not the place for clickbait titles or false promises. Rather, try to emphasize what you can do for them. Consider 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 newsletter. All business communication is about value exchange. So, make it clear in the subject line 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 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.
On Google Search Console, you can take a look at the search queries that bring traffic to your website.
You may 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.
While content should be your main focus, your newsletter design matters, too. A good practice is to use the same design template for all of your newsletters. Keep the same masthead and branded footer and only update your content-related images. This way, you will speed up the process and your newsletters remain consistent with your brand.
In general, the value of each B2B sale is higher than in B2C and the sales cycles are longer. That’s why it’s crucial for you to invest sufficient resources in each marketing channel, including newsletters. By following these CRYP Email List best practices, your newsletter will deliver value to your B2B audience. The newsletter strategies you prefer can vary somewhat, depending on your niche. But for every B2B marketer, the main focus should be on building good client relationships.