They might have been around the longest, but B2B email newsletters remain a powerful digital marketing tool that enables businesses to engage with their existing customers and prospects and to assist lead nurture and driving conversions. However, many wonder how useful emails are when everyone’s (including our own) inbox is overflowing and our attention spans under constant demand from every angle. The reality is though, email marketing still works and is most impactful with qualified data (watch out for another blog on that one!).
So, in a busy inbox, what are the best practices you can adopt to ensure your email newsletters stand out from the crowd and meet your objectives?
We explore five tips that will help you optimise your email newsletters for maximum impact. Each tip is linked to content and copywriting, ensuring your newsletters are both valuable and persuasive.
1. Personalisation: Tailor Your Message to Individual Recipients
Personalisation is the key to capturing your audience's attention and driving engagement and it’s not just about inserting a name (although that is still a basic but important tactic!). According to a study by Aberdeen, personalised emails improve click-through rates by an average of 14% and conversions by 10%. Start by segmenting your email list based on relevant criteria such as industry, job title, or previous interactions. Then, craft customised content and copy that address the specific pain points and needs of each segment, writing different emails (or using dynamic content) if the message is very different. By doing so, you can deliver highly targeted messages that resonate with your recipients and increase the chances of conversion.
2. Compelling Subject Lines: Grab Attention and Encourage Opens
The subject line is your first and best opportunity to grab your readers' attention and entice them to open your email. According to a report by Litmus, subject lines with 6-10 words tend to have the highest open rates. Additionally, incorporating names or creating a sense of urgency can significantly boost open rates. Test different subject lines, monitor open rates, and optimize accordingly. Remember, a well-crafted subject line sets the stage for the success of your email newsletter. If you’re not sure you can also google lists of blacklisted phrases and words that have a tendency to send an email straight to spam. Many email tools will also have a spam checker, make sure you use it!
3. Engaging Content: Provide Valuable and Actionable Information
High engagement rates demand that your email content is informative, valuable, and actionable. Share industry insights, thought leadership articles, case studies, or relevant news updates. According to a study by Content Marketing Institute, 82% of B2B marketers consider email newsletters as an effective content marketing tactic. Keep your content concise, scannable, and visually appealing, making it easy for readers to consume and act upon. Use bullet points, subheadings, and images to enhance readability and engagement. When you have more to say, link to a blog or landing page.
4. Persuasive Copywriting: Craft Compelling and Convincing Messages
The effectiveness of your B2B email newsletter heavily relies on the quality of your copywriting. Every word matters when it comes to persuading your readers to take the desired action. Use clear and compelling language to highlight the benefits of your products or services. Incorporate storytelling techniques to make your content more relatable and engaging. According to a study by Copyblogger, 8 out of 10 people read headline copy, but only 2 out of 10 will read the rest. Make sure your headlines are captivating and draw readers in, encouraging them to explore the full content. If this isn’t your main role from day-to-day, get someone to write it who is used to crafting business copy (such as a copywriter or marketer), it’s a different skill to writing a general email or business document and will have a massive impact on the success of your email series.
5. Call-to-Action (CTA): Drive Conversions with Clear and Direct Requests
A well-crafted call-to-action (CTA) is crucial to encourage readers to take the next step. Make your CTAs stand out visually and use action-oriented language. A study by HubSpot found that personalised CTAs perform 202% better than generic ones. Tailor your CTAs based on recipient segments and the content of your newsletters. For instance, if you're promoting a
webinar, use a CTA like "Register Now" instead of a generic "Learn More." A strong and relevant CTA increases the likelihood of conversion and helps you achieve your marketing goals. Another tip is not to use too many. The more options we have, the human brain tends to be less likely to take action!
These are just a few B2B email newsletter best practice tips (follow us on Linked In to make sure you get more valuable tips!). These 5 tips, personalisation, compelling subject lines, engaging content, persuasive copywriting, and effective CTAs are essential elements that work together to help create successful email campaigns. And remember to get other people to check and test your emails before they go out into the wide world! One click that doesn’t go to the intended destination page will ruin your engagement potential!
Sources:
- Aberdeen
- Litmus