13 actionable tips that take the ‘snooze’ out of your B2B newsletters

Reading boring B2B newsletters is a thing of the past

Newsletters have gotten a bad rap over the years, provoking semi-guttural groans when they show up in our inboxes. Despite the groans, 77% of B2B companies still use newsletters as a marketing strategy. That’s a big number considering there are other, less yawn inducing channels out there. But no more. It’s time to make your company newsletters command the adulation and attention they deserve.

1. Know your audience

You must have a thorough understanding of your audience, or even the most beautiful newsletter on the planet will sit lonely and unread. Don’t just assume they will be interested in the same content you are. Reach out to them and find out what type of content piques their interest and how they like to consume it. Dip into your customer persona files for further details on their 'wants and needs' and shape your content from there.

2. Grab some tools

Analytic tools should be in every marketer’s toolbelt, especially heatmaps. They help you gather data to see which newsletter sections command the most interest, and which ones aren’t performing well. This way, you can either ditch the duds or don’t include them as often. Both Mouseflow and Glassbox have highly rated heatmap tools that are certainly worth checking out.

3. Know your industry

If monthly newsletters are the trend you can certainly buck the system by sending either more or less. The main thing is to include content that is relevant to the reader and doesn’t overwhelm their inbox. Subscribe to competitors’ newsletters and see what elements of their content keeps your interest.

4. Ditch the dull

Just because you are in the B2B space doesn’t mean you have to send a boring newsletter. Add some humor, visuals, and other curiosities that will engage your audience while also educating them. Readers also connect with storytelling significantly more than just dry facts. Spin a short story to reveal your facts, enthrall the reader, and get your point across.

5. Become the thought leader in your niche

Educate yourself on your niche and relay that knowledge in your newsletters. Companies love to elevate their learning if it gives them a competitive edge. Tackling your customers’ problems can go a long way in demonstrating you ‘get them’. In addition, including downloadable content is a win-win.

6. Highlight your customers' successes

Make sure to include your customers’ achievements, as well. Companies love reading about themselves (if it’s positive!) and seeing their stories in your newsletter will keep them coming back for more. You can even include a CEO or employee interview for further highlights.

7. What are their struggles?

The term ‘pain points’ gets thrown around a great deal in marketing but understanding them gains loyalty and sales. Take the time to reach out to your audience and keep track of the things they struggle with. Find the answers they need and include them in your newsletter. If your product is the answer, even better.

8. Share your story

Readers love a good tale, especially if it hits them in the emotional goodies. Include your company’s backstory and highlight some of your employees. Sharing your ‘why’ as well as your employees’ efforts shifts your company to an intimate, human level and better connects with clients you want to do business with.

9. See them as human

Companies are run by real people with real problems. Zero in on their professional challenges and include these moments, with solutions, in your newsletters. Even mental health tips help readers relate to your company in a unique way.

10. Statistics don’t have to be dry

State of the industry stats can be found in most newsletters, but it’s breaking these stats down into meaningful moments that raise the bar. Include a brief story or interview with your stats to help people realize the scope of the data and how it relates to them.

11. Boost your headlines

Most people get inundated with emails to the point where they often give up getting through the ones that don’t involve them. The email subject line is your chance to grab and entice them to open your newsletters. A whopping 47% of recipients will open an email solely based on the subject line, while 21% will open within the first hour of receiving it. Create a title that is catchy, fairly short, and generates curiosity. Make it about ‘them’ and you will be astounded at your open rates.

12. Add some dynamic content

Newsletters don’t have to be boring with black font and a white background. Add some color here and there as well as dynamic (interactive) content. With most newsletters being digital you can easily include video snippets, interviews or other eye-catching content that will keep readers hooked. Even a GIF here or there can catch a reader’s attention.

13. Keep it short

Not every newsletter has to be the size of War and Peace. Cut it down into smaller, easily digestible pieces so readers aren’t skipping through the entire thing or giving up entirely once they’re past the first paragraph. Make it visual, make it short, and make it worth reading. Time is valuable, so if your newsletter doesn’t hit the mark your subscribers will race to the delete button.

The takeaway is not to make your newsletter all about your company. Mix it up. Add value as well as personal connections. It’s even okay to mention a competitor now and then. Create a newsletter worth reading, whether that results in a sale now or down the line. You want readers to jump up in excitement when they see your newsletter in the email subject line. And if not jumping up then at least clapping their hands in glee.

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