Eight tips for a good (external) B2B newsletter

A newsletter aimed at clients and contacts is a very useful communication tool. It enables you to stay in contact with people who you no longer phone regularly, as well as companies with which you do not (or no longer) have a contract with but whom you would like to stay close to, with an eye on future opportunities. Moreover, a newsletter allows you to do cross-selling, because you can communicate on several products or services. Growing numbers of companies opt for electronic newsletters. These are obviously cheaper than paper ones, but they are also more interactive. Readers can click on hyperlinks they find interesting and, as a provider, you can keep tabs on their ‘clicking’ behaviour.

There are a few logical “Do’s” and “dont’s”. For instance, test each link before distributing the newsletter. You have probably already learned how important such checking can be, just like other ground rules. We would like to offer a few more advanced recommendations. Here are eight for your consideration:

  1. Work with your database. Be sure to harness a system that includes all useful contacts, one that is built around business cards that have been correctly classified by company sectors or by other relevant criteria. If possible, entrust an assistant with the responsibility for updating your database.
  2. Include several interesting subjects in your email’s subject line, rather than just saying ‘newsletter’. Your email may never be read unless readers are curious enough to find out what lies inside it.
  3. Don’t send your newsletter from a ‘no reply’ address. A personal sender’s address is better protected against spam.
  4. Limit the number of subjects, say to three or four at most. If there is too much information, the reader may decide to read the email later. And that is tantamount to deleting it…
  5. Don’t cover every aspect of a subject. Go for brief but striking information, and perhaps include a link to a more detailed article.
  6. Link your newsletter to your website. Display the introduction to your articles in html form and make use of a ‘please read on’ link that will take readers to your site. If your articles are hosted on your site, you will also pick up some random surfers.
  7. Adopt a lively style. A good example is an article in the form of an interview. Have you ever thought of a video? A brief interview that can be watched live adds spice to your newsletter and website.
  8. Send out newsletters on a regular basis. Every two or three months at least. You need not include any time indications; simply send the newsletter when you have enough subjects to include in it.

We are more than happy to help you throughout this process, from the newsletter’s initial concept to the content writing stage, and from sending it out to checking readers’ ‘clicking’ behaviour. We wish you lots of luck!

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