Do Marketing Newsletters Still Have a Place in B2B?

Trends come and go, but one strategy has proven its staying power: newsletters. Despite experiencing a surge in popularity in recent years, only to face skepticism, newsletters remain a crucial element in B2B marketing.

The question is: do they still hold value? The short answer is yes. However, there’s more to it - newsletters must evolve to meet the modern demands of their readers.

Why Newsletters Still Matter in B2B Marketing

Newsletters have a long history of keeping people informed, evolving from printed formats to digital ones. Today, nearly three-quarters of B2B organisations use newsletters to distribute valuable content. Why? Because they provide a direct line to your audience, offering regular updates, insights, and value straight to their inbox.

Yet, simply sending a newsletter isn’t enough. The challenge lies in ensuring your audience opens and engages with your content. Here are some key strategies to ensure your newsletters rise above the noise:

1. Define a Clear Purpose

A successful B2B newsletter begins with a well-defined purpose. Whether you provide industry insights, share product/service updates, or offer expert advice, your newsletter should have a clear objective that aligns with your audience’s needs.

A purpose-driven approach helps maintain consistency in your messaging and makes your content more memorable. For instance, a newsletter focused on marketing strategies might regularly share case studies and actionable tips for improving ROI.

2. Create Clear & Compelling Content

Your newsletter's content should be relevant and valuable to your target audience. This begins with the subject line—the first thing your subscribers see and plays a massive role in whether they open your email. A subject line should spark curiosity and entice readers to explore the content.

Once inside, your newsletter will need to be delivered. Focus on content that addresses your audience’s pain points and offers solutions. While you want to maintain professionalism, don’t be afraid to inject personality and align with your brand voice.

I want you to know that the goal is to connect with your readers on a deeper level and provide them with information they look forward to receiving.

3. Design with Delight in Mind

Design is another essential aspect of a successful newsletter. Please ensure the design aligns with your brand identity, using consistent colours, fonts, and visuals. A well-designed newsletter should also be easy to navigate, breaking up content into digestible sections with headings, bullet points, and visuals.

A visually appealing and well-organised layout helps readers quickly find the information they care about. Whether it’s industry news, product updates, or expert insights, a good design makes the experience of reading your newsletter enjoyable.

4. Timing is Everything

Consistency is critical in building a loyal audience. Based on your audience's pace, determine the frequency of your newsletter.

You can stick to a regular publishing schedule, whether weekly, bi-weekly, or monthly. Your readers will begin to anticipate and look forward to your content, building a sense of reliability and trust.

5. Target the Right Audience

Segmentation is a powerful tool for increasing engagement. By segmenting your email list based on criteria such as industry, job title, or past engagement, you can deliver more relevant content to specific groups. The more tailored your newsletter, the more likely it is to resonate with your readers.

The 1 Action Item for You Today

I would like you to publish your newsletter on LinkedIn for even greater reach. With over 1 billion members, LinkedIn provides an opportunity to increase visibility and engagement through its newsletter feature, ensuring your content reaches a wider, relevant audience.

We've been building these for our customers and have seen great results. They create more trust and visibility and keep you in the heads of your prospects.

Amplify Your Brand with a B2B Newsletter

Despite the rise and fall of various marketing trends, newsletters play a pivotal role in B2B strategies. By creating purposeful, engaging, and well-designed newsletters, you can establish brand authority and deliver value directly to your audience. Newsletters remain a solid investment for marketers who understand the importance of providing targeted content in a consistent, reader-friendly format.

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