Business to Business (or B2B) email newsletters are a great way to generate renewed interest with members of your contact list. Most of the Internet is all about split-second reactions and attention-grabbing headlines and media. Newsletters are a bit different. They’re naturally text-heavy, which usually appeals to a different kind of prospect or customer.
As with all forms of marketing, there’s always room for improvement. My description of newsletters probably sounds dull and straightforward, but in reality they’re anything but! Even though long copy readers will probably be more drawn to this sort of thing, using low attention-span tips can work here too.
The First Thing
The first thing readers see is your subject line. This is a huge barrier to entry, and if your readers don’t get through this one, they’ll never get to the meat and potatoes of your message. However, if you’re granted an opening here you’ve got a much better shot at generating web traffic and sales.
Beyond the subject line, you need to make sure that you give readers helpful (or at least interesting) information. No one wants to read a boring letter! You should also tell them what to do. An informative newsletter is great, but it isn’t fruitful if you don’t get your subscribers to take measurable action. Also, don’t forget to add a number of links to a custom-made landing page that you’ve specifically created for email visitors.
Reading Optimization
Optimizing your email for quick reading and mobile devices is a major plus too. Add bullet lists, small images, short paragraphs, and plenty of white space so nothing runs off the page or gets cut off. These small touches can make a hesitant subscriber at least skim through the words and possibly even click a link and follow through.
Don’t Go All-in
I wouldn’t recommend an “all-in” approach for your letters though. If you have article after article all packed into one email, it might overwhelm potential customers and cause them to lose interest in little more than a moment’s time. If you have multiple, high-quality stories to reveal, why not spread them over several letters? This is more likely to keep people coming back.
Following this handful of tips isn’t guaranteed to give you a mind-blowing 50% click-through rate, but it will almost certainly help you get that much closer!
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