Crafting B2B Newsletters that Drive Engagement

59% of B2B marketers believe email is their most effective channel for generating revenue, so it comes as no surprise that many are now making regular newsletters a priority.

We’re living in increasingly digitalised times and, if you’re yet to create a B2B newsletter of your own, this is a marketing tactic worth looking into.

“83 per cent of B2B companies use e-newsletters as part of their content marketing program.” – HubSpot

Not only is it a great way to stay in touch with those who’ve previously shown interest in your brand, but it’s also a brilliant avenue for your B2B company to further demonstrate your expertise. This can, in turn, help you build ongoing, meaningful relationships with customers, which is vital in what’s undeniably an incredibly competitive market.

Beyond this, you can, of course, share valuable information and relevant updates with existing and/or potential customers. This can come in various forms, for instance, your newsletter may be used to highlight certain blog posts, share helpful resources, make announcements, promote events or discounts and the like.

The Importance of Building Brilliant B2B Newsletters

If you’re interested in creating a newsletter or improving the effectiveness of your existing approach, you’ve likely recognised the plethora of benefits this marketing tactic has to offer.

However, e-newsletters aren’t guaranteed to perform exceptionally. In other words, sending out a newsletter to your subscribers doesn’t mean that they’ll open or interact with it, let alone convert into a new lead.

Not to mention, when it comes to B2B content marketing, 40% of all B2B marketers say that e-newsletters are most critical to their success. What does this mean for your B2B business? You’re competing for the attention of recipients, who are likely receiving an array of e-newsletters from numerous other companies, all of which are looking to achieve success in this pursuit.

Thus, if you’ve invested in a digital newsletter, there’s no point hastily throwing one together and hoping for the best. Instead, to get the most out of your e-newsletter, you want to make sure that it’s both optimised and impactful, offering real value to users and helping your B2B business stand out from your competitors.

There are numerous steps you can take to do just that, which, when implemented accordingly, can assist you in maximising engagement and driving excellent results.

1. Get Your Frequency Right

It can be difficult to pinpoint the frequency at which you should be sending newsletters to your list, but defining a timeframe that works for your B2B company is crucial.

When subscribers receive an influx of e-newsletters from your business, they may become overwhelmed and, consequently, you risk users disengaging and losing interest in your content.

Alternatively, if you’re only reaching out every few months, maybe even once or twice a year, you’ll have jeopardised your relationship with subscribers. In some cases, they may have already chosen a competitor’s product or service over your own and, because of this, feel as though your newsletter isn’t relevant to them anymore. It’s also possible that, after a prolonged period of time without contact from your B2B business, they’ve forgotten subscribing in the first place, which again challenges relevance.

So, how often should you be sending e-newsletters to your subscribers? 

Unfortunately, this isn’t always a straightforward answer. For many, the exact timeframe that’s followed will be determined by their organisational goals, context and the like. Because of this, you may benefit from trialling different frequencies and comparing their effectiveness, such as once a month versus once every two weeks.

2. Segment Your Audiences

If you’re offering various services and/or products, it’s likely that your subscribers could be classified into categories depending on their specific needs.

While sending out a general e-newsletter may be the preferred approach when you’re starting out, once your list of subscribers begins to grow, this may no longer be a feasible option. This is because, in many instances, information that’s incredibly relevant to one customer group may be completely redundant when shared with another.

Marketers have noted a 760% increase in revenue from segmented campaigns. – Campaign Monitor

With segmented e-newsletters, your B2B business has the opportunity to create and share highly targeted content that different recipients will resonate with. If users are receiving content they’re actually interested in; they’re far more likely to not only stay subscribed but also engage with your newsletters.

However, with this in mind, don’t fall into the trap of overcomplicating things. If you end up going overboard, regular content may not be maintainable and, beyond this, it could make your newsletters unnecessarily confusing to manage. So, before jumping in headfirst and creating twenty segments, start off with a smaller number, such as three, and see how you go.

3. Keep it Short & Sweet

The average person has an attention span of just eight seconds – so, if you’re not making a fast impact, you’ll likely lose your chance to make an impact at all.

What does this mean for your B2B business’ e-newsletter?

For starters, you’ll need to include a title that not only encompasses what the email is about but also sparks interest in what’s to come.

In the body text that follows, avoid rambling or going into too much detail and, instead, get straight to the point. Keeping your content relatively short and, of course, only sharing what’s relevant, can assist you in getting your message across clearly and concisely, which often helps to boost engagement.

With this in mind, you can always offer the option for users to ‘find out more’ if that’s something that they’re interested in. For instance, you may provide them with the link to a more detailed resource, such as a blog post, or even your contact details if they’d like to discuss the topic further with a member of your team.

Ready to Boost Your Newsletter’s Engagement?

If you’re interested in improving the effectiveness of your existing e-newsletter or looking to start an entirely new one, our team can help. With extensive experience in crafting and managing client newsletters, we can assist you in creating value-driven content, nurturing your network and driving engagement.

We’ve worked on numerous B2B digital marketing campaigns for companies operating across a diverse range of industries. This includes B2B content marketing, B2B social media marketing, B2B marketing automation, B2B search engine optimisation and more.

For more information, please don’t hesitate to get in touch with us.