Tag Archives: b2b newsletter tips

B2B Humor: Common B2B email mistakes

If your business-to-business marketing emails could talk, I hope they don’t sound anything like the guy in the video below.

The folks at Email Marketing Reports created the video to shed some light on the most common B2B email mistakes found mainly in newsletters: failure to deliver value, use of no-reply addresses, poor targeting, failed personalization, etc.

Watch and learn:

7 tips to turn your boring B2B newsletter into a must-read

The purpose of sending out a newsletter is to create or strengthen the relationship between you and your customers by sharing valuable content. As a part of your overall marketing mix, the B2B newsletter is a dependable method for driving customers to your site and giving a boost to your sales numbers.

In the B2B world, coming up with interesting topics that will keep your audience interested can be difficult to do with each and every mailing. Here are seven great ideas for turning your boring B2B newsletter into a must-read:

  1. Ask for help. Do you work with a vendor who enjoys writing? Ask them to write an article  to be featured in your next newsletter. It will make your newsletter more interesting while strengthening the relationship with your vendor.
  2. Summarize articles. Use short summary paragraphs to entice your readers to click through and read the article on your website. Keeping it short helps people quickly get the information they need.
  3. Have fun. Find topics that may not be directly related to the kind of business you do, but that will entertain your audience. Turning a story about an alligator caught in a sewer into a valuable business lesson may take some creativity on your part, but your audience will enjoy reading it.
  4. Answer customer questions. Are your customer service representatives being asked the same questions over and over? Turn those questions into articles that provide customers with information before they have to ask for it.
  5. Follow the competition. Sign up for your competitor’s newsletter and follow the topics they write about. Their topics could spark ideas to include in future newsletters.
  6. Reuse and recycle. Repurpose some of the old articles that have been collecting dust in your content library. As long as the content is still relevant, recycling articles is a great way to create new content.
  7. Ask your readers. Send some of your customers a small survey asking what kind of topics they would like to hear about in the newsletter. When you know exactly what they want to hear, you can’t go wrong.

Coming up with interesting content every time you put your B2B newsletter together can be extremely difficult if you’re not prepared. With a plan and a little creativity, your next newsletter can be a hit.

Do you have any more tips for turning a boring B2B newsletter into a must-read? How do you consistently come up with interesting topics?

Why should you add a newsletter to your blog?

Every time ProBlogger extraordinaire Darren Rowse writes a post on the importance of having an email newsletter to accompany your blog, he’s bombarded with readers’ questions asking:

  • Isn’t email old fashioned?
  • What about social networking – isn’t that more effective than email newsletters?
  • Isn’t building a ‘list’ as a way of doing online marketing a thing of the past?

Rowse still believes in the importance of newsletters, saying “if I had to name one technology or medium that has had the greatest impact upon building my blogs readership – newsletters would be right up there.”

In a response to all of his readers’ questions and concerns, he wrote a blog post on the subject: 8 Reasons to Add a Newsletter to Your Blog. Here are a few reasons why one of the best in the industry thinks newsletters should accompany blogs:

  • Loyalty. Most people who find your blog will stay for a few minutes, read a little, move on to the next site and are likely never to return. Newsletters “hook” people by giving visitors the option to be reminded to come back to your blog.
  • Trust. Because of the frequency and intimate nature of emails, newsletters allow readers to get to know you on a deeper level. “Not only do emails build relationships and intimacy with your readership – they build trust.”
  • Improved traffic. Rowse has found that on the days he sends out newsletters are some of his best traffic days. He suggests to send out a newsletter for an additional “burst” of traffic to your blog for an upcoming event like a product launch.
  • Community. “Those who subscribe to a newsletter are often among the most loyal and committed members of your blog’s community.” This group has given you permission to contact them and enjoy knowing they’re the first to hear about the latest news from you.

That’s only half of why Rowse thinks everyone with a blog should develop a newsletter along side of it. Head on over to ProBlogger and read the full post on the 8 Reasons to  Add a Newsletter to Your Blog.

Bring your newsletter back to life in 6 steps

Revamping your newsletter can help you transform stale old leads into fresh new prospects. MarketingSherpa released a case study today with tips on how you can also bring your newsletter and old lists back to life.

The study followed a technology marketer in their quest to increase weak open rates and clickthroughs. What began as a challenge to improve their newsletter, turned into a complete overhaul of everything from design to content. After the process, open rates increased by 52% and clickthroughs were up 1315%.

(I’m not lying on the figures, read the full case study to find out.)

The company used a six step process to achieve the outstanding results. Here’s what they did:

1. Designed a new template.
The company did away with their old, excessively busy layout and adopted a more streamlined two-column design.

2. Improved content. Instead of straight advertising, the company decided to create content that positioned their brand as a thought leader in the industry.

3. Approached old leads with caution. Some of the company’s leads were three years old. Instead of annoying any of them with a barrage of emails in their inbox, the company first tested the newsletter on a rented list that had never heard of the company before.

4. Shortened subject lines. The company standardized subject lines to 30 words or less – “Business Insights – January.”

5. Stuck to a regular schedule. They committed to send the newsletter during the last week of every month on a Monday, Tuesday or Wednesday.

6. Used pre-populated landing pages. When a reader clicked through a link requesting a demo or information, they landed on a page with the newsletter title at the top and four fields below, partially filled in with their email address and first name.

The results:

  • 52.3% increase in open rates
  • 1315% increase in clickthrough rates (from 1.3% to 17.1%)
  • 18.3% of clickthroughs requested a demo or meeting on the landing page
  • 2% increase in overall sales

Read the full case study at MarketingSherpa.com.