How to Create an Email Newsletter Readers Want to Read

Email marketing is a great way to connect with customers and clients. Ninety-one percent of B2B marketers rate email as the leading channel for overall content marketing success, followed by LinkedIn and print.?In a world ruled by social media, email marketing still tops the charts.

You might be looking to build upon your company’s email marketing efforts by starting a newsletter or updating an existing one. Marketers send email newsletters consistently—whether it be daily, annually, or somewhere in between—to serve as a round-up of blogs, company news, and other essential resources. This tactic keeps customers in the loop and builds critical brand awareness, serving both ends of a business relationship. However, it’s not enough to just start a newsletter.

Here are email newsletter best practices for ensuring every prospect is nurtured through creative and strategic newsletter output.

What to Include in a Newsletter Email

Interested parties typically subscribe to email newsletters, already knowing you and your offerings, so this is not where constant promotion benefits the bottom line. The average email subscriber receives around fifteen commercial emails a day.?If they already get your campaign emails, your newsletter could end up being just another promotional email that falls to the wayside. HubSpot suggests a content balance that is ninety percent educational and ten percent promotional.?Focus on serving up timely, meaningful content and showing off exciting company milestones.

One issue that companies face in compiling an effective newsletter is finding a focus. You don’t have to support every facet of your business in one concise, round-up email. Instead, lean into one vertical or theme for each send. If the product promotion and press release you’re sharing belong to the same family, then your email newsletter format will have more order and less randomness. Before sending your new and improved newsletter, conduct research around audience preferences. Not only do you want your prospect to open the email, but you want them to act on it.?Here are questions to ask yourself when compiling the right resources for your email newsletter every time:

• Which blogs are performing the best this month? Which resources get the most downloads?
• Has anything “big” happened to the company? (Product launches or acquisitions, for example.)
• What is happening in the industry that we should let customers know?
• What vertical brings in the most revenue?

Continue reading here!