Email newsletters don’t cost much to create, they give people something to look forward to, and they keep your name top of mind. That’s especially important if you have a long sales cycle.
Like every other aspect of B2B marketing, there are right ways and wrong ways to creating an email newsletter. Keep these tips in mind, and you’ll consistently produce a winner:
Traditionally, corporate newsletters are like mini press releases squished together. As in, "here's what we did/ are doing/ will do."
But unless you do really interesting things or you're super cool like Steve Jobs, that's not a great hook for a conversation with clients.It's better to keep the focus on the client, not on your company. Give them valuable and relevant information that helps them work smarter, stay abreast of latest trends, or justify that they’ve made the right choice by working with you.
Examples of items that often play well:
If it seems like a lot of
work to fill a newsletter, here’s the good news: You don’t have to fill it! Details coming in my next post about email marketing...