Sending newsletters to your subscribers is a scalable and highly effective method of communicating with your audience. Even if you are a pro at running social media campaigns and other marketing channels, the potential return is much lower than email newsletters. Consider the statistics below:
According to industry benchmarks, the open rate of newsletters is 22%. Newsletter visitors spend 80% more time on site than visitors from other channels. This also means if you send newsletters, you are more likely to increase your page views, revenue, and ad impressions.
While these stats are enough to inspire marketers hope and confidence, it’s also true that consumers are increasingly wary over how they filter their emails and what they sign up to.
As of March 2021, 45.1% of emails were marked as spam. It’s becoming increasingly difficult to make it to people’s inboxes.
In this post, we’ll walk you through the basics of setting up email newsletters and tips to ensure your newsletters provide incredible value to your customers and generate a huge return on investment for your business.
What is a Newsletter Campaign?
Newsletters are emails sent to the subscribers on your list to update them on your business, products, and services. The purpose of newsletters is not hard selling. It’s more about sharing helpful or interesting information.
Although it’s not meant for direct selling, newsletters can motivate your customers to take action, like checking out your latest blog post or making a purchase if created the right way.
Why are Newsletters Campaigns Important for B2B Businesses?
Email Newsletters are one of the most potent communications mediums for B2B companies as they allow them to directly and regularly connect with their target audiences.
Below are some of the benefits of e-newsletters for B2B organizations:
- It helps you stay top-of-mind with subscribers, prospects, customers, referral sources, and others who matter to your business.
- You can educate and inform your subscribers with relevant, interesting stories.
- It helps you showcase the expertise of your business.
- People don’t like buying from businesses – they like buying from people. Your newsletter will help you give a human touch to your brand. You will have a more personal relationship with your audience. It will make people feel like they know you personally from your newsletters.
Many businesses have observed that the e-newsletters produced consistently have link-click rates and open rates well above industry averages.
Are Email Newsletters and Email Marketing Campaigns the same?
The answer is no; they may look the same thing, but newsletters are markedly different from email campaigns.
While newsletters are mainly personal and help businesses build personal brands, create brand awareness, and nurture relationships; email campaigns are more like sales brochures. They help spread the word about a company’s products or services. Newsletters don’t contain direct selling messages, but email marketing campaigns may or may not have marketing content.
Strategies for Successful Newsletter Campaigns
Although creating newsletters may seem straightforward, you need to nail its creation to have the desired outcome. A well-thought-out strategy will guide you in creating, testing, and improving your outcomes with e-newsletters. Consider the following tips for a successful newsletter campaign.
1. Collect Email Addresses And Build Your List
For running a successful newsletter campaign, the most important step is to build your email list of responsive recipients. But just building a long list of subscribers is not the goal; the main aim should be to get the right people on your mailing list.
To get more interested people on your list, you need to think about the following question from your audience’s perspective:
What should you do to stand out from the crowd?
One way to do so is to create compelling content so that people wait in anticipation for your new posts.
The effectiveness of your e-newsletters depends to a great extent on the attractiveness of their content. But your efforts will not bring great results if you only reach the same few dozen subscribers with each issue.
To boost subscriptions, always include a signup box on your company website, organize contests, offer discounts, offers, and other incentives in your newsletter.
2. Understand the Purpose of a Newsletter Campaign
Now that you have a sizable amount of readers on your email list, it’s time to start focusing on developing your B2B Newsletter. These steps go a long way in creating a well-thought-out newsletter.
Step 1: Determine the Purpose of Your Newsletter
Take time to ascertain what results you are hoping to achieve with your email newsletters. That’s why knowing your KPIs or Key Performance Indicators is important.
Step 2: Develop Your KPIs
KPIs are key figures that will help you to measure the success of your newsletter campaign.
Some of the key figures include:
- Open rate
- Click-through rate
- Click rate
- Signup rate
- Deliverability rate
- Conversion rate
- Bounce rate
- Spam rate
- Rate of new subscriptions, etc.
Without the Key Performance Indicators, you may not know whether your campaigns are performing to your expectations. Your unique campaigns determine your KPIs. Different companies have different KPIs. Consider the image below to understand which KPIs companies are using the most.
Step 3: Know Your Audience
The deeper insights you have about your audience, the better you’ll be at creating your newsletters. Segmenting your email list is the most potent way to get insights about your customers and communicate messages specific to your customers’ interests and behavior.
Step 4: Determine When To Send
When strategizing, consider the best time to send out your marketing email. To be successful in your efforts, you must reach your recipients when they are the most active. You can know this by analyzing your target group and carrying out various tests, such as sending newsletters at different times to identify when your open rates are at their highest.
Step 5: Think About What To Send
Creating high-quality, well-articulated content and visuals that speak to your audience nurtures leads into customers and helps you grow your community. Consider what type of content is the most fitting for your audience and overall strategy. For this, two routes can be taken:
- By taking cue from the newsletters of your competitors and successful newsletters from other companies.
- By asking your target audience what content they want to be featured in your newsletter. You can incentivize people to participate in your surveys.
Newsletter Campaign Content Best Practices
Below are some newsletter campaign content best practices to create newsletters that captivate and engage.
1. Be Direct
When creating B2B newsletters, you need to remember that your subscribers are busy people. So, your content in these emails should be to the point and direct. No beating around the bush, quickly address the topic of your email and how it can help your readers.
2. Don’t Engage in Direct Selling
In the world of B2B business, the subscribers are industry professionals who are savvy and do not fall for sales taglines. So, marketing language should be avoided at all costs in your newsletters. Your newsletter shouldn’t be about quick wins; it should be about offering them useful information and educating your audience.
3. Utilize Storytelling
Your newsletter is meant to engage with the individuals reading your messages, not the companies they represent. Communicate with personal, engaging stories that inspire some emotional reaction. For example, you can recount your success or failures with a first-person voice.
4. Use Visual Content
It’s proven that 91% of people prefer visual content over written content. So, make sure to include interesting images, videos, GIFs along with the information that you want to share via your newsletter. It not only makes the newsletter more interesting but also helps readers understand your text better.
5. Monitor Your Newsletter Performance
Pay attention to which B2B newsletter did most of your subscribers open? Which newsletter saw the most conversions? Which newsletters performed poorly? Tracking your performance will help you better understand what types of content your subscribers respond to the most.
Types of Email Newsletters Campaigns
Now that you know some tips to create engaging newsletters, we’ll neatly break down the types of newsletters for you and share some examples as well for your better understanding.
1. Authority-Building Newsletters
Authority-building newsletters are meant to establish your company as a reliable and credible source of information within your industry. Some newsletters that come under this category are:
- Expert advice columns
- User resources
- Helpful tips
- Industry updates
- Product tutorials
Such newsletters are generally sent on a bi-monthly or quarterly basis. You may also send backgrounders, success stories, and even mini-courses to inform customers about the latest research, industry trends, and latest product or service developments.
Whatever your content type, remember that such newsletters are meant to inform and provide value to readers. It does not lead to direct sales, but it does help solidify your business’s reputation.
2. Trust-Building Newsletters
Whether B2B or B2C, keeping customers over the long term requires trust. Trust-building newsletters help you increase brand loyalty and consumer retention.
Some of the examples of trust-building newsletters include:
- Helpful FAQ’s
- Customer reviews and feedback
- Case studies.
- Reminders of location or service hour changes
- Personalized birthday and holiday messages
Customers will more likely stay with your business and even recommend your products and services to others if you have their trust.
3. Sales Newsletters
Targeted sales newsletters are meant to generate revenue with compelling CTAs.
Consider these sales newsletters, for example:
- Product launch announcements
- Upcoming sales
- Special discounts/offers
- Event notifications
Such newsletters warm customers up to any upcoming launches and compel them to buy your products and services. Make sure to give such newsletters simple but catchy product descriptions and link them to sales pages that have convenient ordering options.
B2B Newsletter Campaign Examples
The B2b marketing world is full of several examples that you can use to create your unique newsletter campaigns. Below are some inspiring B2B e-newsletters and reasons why we like them.
1. Lenny’s Newsletter
Things to Learn From this Example:
- This website shares weekly advice for tech leaders.
- The author addresses reader questions.
- He also shares his perspective on topics like product, people management, and growth.
- The newsletters are sent weekly to premium subscribers and monthly to those who have subscribed for free.
2. First 1000
Things to Learn From this Example:
- This newsletter written for Startup founders, growth marketers, brand builders explains how different tech startups got their first thousand customers.
- It also shares marketing strategies they employed to grow into success stories.
- Providing industry insights shows that they’re listening and paying attention to their client’s pain points.
3. Notes on the Crises
Things to Learn From this Example:
- It is long-form content, including charts and graphs.
- It presents an opinionated take on the topic at hand. In the above example, it presents insights on current pandemic-induced global depression and how policymakers should respond.
- It is sent weekly or even monthly due to the research required for each edition.
Things to Learn From this Example:
- It has a data-driven approach to its email newsletter.
- It makes data less boring by presenting data visualization in the newsletter.
- They present their information in a way which makes them stand out from others.
Things to Learn From this Example:
- The sender has put their webinar banner on top before addressing the subscriber so that the busy people may know what the newsletter is about.
- Readers don’t have to scroll through the text to find the important information.
How to Track Newsletter Campaign Performance?
To understand how valuable readers find your newsletters, start evaluating their performance. Some metrics to track include:
- Open rates – to give you a sense of overall engagement, especially when tracked over time.
- Click-to-open rates – to know if the readers are clicking on the links you’re sending.
- Unique open rate – to know if a smaller segment of people is opening your newsletter multiple times.
- Unique clicks rate – to know if CTAs are working.
- Unsubscribe rates – to know if people are getting repulsed by your content.
For a more nuanced analysis, you can use UTM parameters.
How to use UTM Parameters to Track e-newsletter Success?
UTM parameters are codes meant for tracking. They’re added to the end of your URLs to track subscribers’ engagement. There are five UTM parameters:
- Source: where the traffic came from; e.g., Google, Twitter, etc.
- Campaign: the name of a campaign.
- Medium: what type of content, e.g., email, social, etc.
- Content: the piece of content that drove the traffic to your site, e.g., video, Facebook ad, etc.
- Term: the keyword, or term, searched to find the URL.
For example, if your organization sends multiple newsletters, tracking each with a UTM parameter will identify which newsletter sends traffic to each story.
Here’s an example to show you what UTM added to the URL looks like.
Why Blue Mail Media’s Email Marketing Services?
If you plan to utilize newsletters as a part of your marketing strategy but don’t know how to get started, you are in the right place. Blue Mail Media’s email marketing service will help you craft compelling newsletter campaigns with cutting-edge innovation and implementation.
Below are some problems our clients face when they first approach us:
- Clunky email delivery or incorrect email data.
- Trouble incorporating emails into marketing campaigns.
- Facing problems in customizing the campaigns.
- Trouble tracking the success of email campaigns.
How we help them:
- We offer a powerful segmentation option to personalize communications.
- We create visually attractive and successful email campaigns.
- We offer bundles of pre-packaged HTML templates.
- We offer easy to use editor that our clients can use to upload their code and customize it.
- We enable our clients to use dynamic content for each email, such as name, location, and user’s activity.
- We help our clients schedule campaigns based on their target audiences for precise targeting.
- We help our clients track where their prospects click or interact with their customized emails and the number of contacts that click and open.
With so many powerful email tools and support at your disposal, success is just a few clicks away.
Building up your mailing list and starting your e-newsletter can be incredibly rewarding when done right. As with many great things, it takes time, but success is easily attainable when you follow the right steps.
To maximize your chances of seeing great results, keep improving your campaigns, constantly experiment with what works, and use your past mistakes to improve all aspects of your campaigns.