How to make money with your own email newsletter
Opinions expressed by Contractor the contributors are theirs.
It’s not fair, but it’s a fact: business-to-business (B2B) newsletters don’t get as much attention as business-to-business (B2C) emails. According to the AMDB2B newsletters have an average open rate of 20.6%, which is 1.8% less than B2C emails.
On the other hand, it is fascinating to look at these statistics:
In terms of return on investment, email reigns supreme in the B2B and B2C sectors: the average return is $42 for every $1 spent. Nevertheless, B2B newsletters can be a challenge for many companies. What type of content should you send? How many times? Should you try to sell via your newsletter?
Let’s answer these questions below.
Ask yourself if your email is useful
Aleksey Danchenko, co-founder and COO of the marketing automation platform eSputnik, has a simple rule that guides him and his team. “Before you write an email to your business partners or customers,” he says, “ask yourself these questions: Is this email helpful? What pain points will it solve? reading, are people likely to open my future emails?”
Danchenko makes an important point: if there’s one vital purpose a newsletter should serve, it’s to solve a problem or fill a need. This applies even more to the B2B space, where the right kind of content can move a lead quickly down the sales funnel.
So, when choosing a topic, keep your followers in mind and do your best to be helpful to them. Your B2B newsletter should be educational and informative, but that doesn’t mean you should refrain from selling at all costs. If you are launching a promotional campaign, don’t be afraid to include it in your newsletter as well. A call-to-action button is a great reminder of a promotion that people might otherwise miss.
Let your subject line attract people
How many emails do you receive on average per day? My inbox can see up to 100 of them, and if you run a business, yours probably isn’t much different.
Now, what determines whether you open an email or not? If it’s the subject line, you’re among the 47% of people that open an email based solely on its subject. It shows how important those first words are and why it’s worth getting them right.
Nailing down your subject lines can take time. At ZeroBounce, we’ve spent months researching what our subscribers react to and what they tend to ignore. To summarize what we found, the subject lines that open the most:
- are on the short side – 40 characters or less
- include numbers — such as “5 ways to…” or “3 tips to…”
- are honest and informative – give people a summary of your content without resorting to any tricks.
Think of your subject line as the title of an article. It must inform and encourage Internet users to click by appealing to their curiosity.
Focus more on copy than visuals
What is more important in a B2B newsletter – the text or the visuals? Of course, the two should work together to create an enjoyable reading experience. But the B2B audience is much more demanding when it comes to copying, found eSputnik COO Aleksey Danchenko.
“B2C brands can benefit from creative design, fun text, fancy call-to-action buttons, gamification, dynamic content, or anything else that entertains and provides a quick distraction. “, Danchenko told me. “In B2B, what you write in a newsletter matters more than any impressive visual. Business people are immune to marketing gimmicks and like to cut to the chase,” says the entrepreneur.
Related: 3 Lessons for Creating a Winning B2B Brand Voice
Make it easy to read
Another important aspect is the layout of your B2B newsletter. First, take a look at some of the emails you like to read the most. What do they look like? Chances are you won’t see fonts that are too small or large chunks of text. Instead, short paragraphs and eye-pleasing fonts win the race.
“Reading your email shouldn’t feel like work to your subscribers. A simple, well-structured template and easy-to-read copy will increase your engagement,” Aleksey Danchenko believes. Make sure you have enough space between lines, use bullet points and subheadings, and your content will be much easier to digest,” he adds.
Also, don’t forget to test your emails before sending them, to see that they display well on all devices.
Find the ideal sending frequency
I often hear business partners wondering how often they should send their newsletters. The truth is, there’s no hard and fast rule: send it as often as your audience wants. The only way to determine this is to test different send frequencies.
At ZeroBounce, we send out one newsletter per week, but some companies compile their best content into a monthly email. Maybe your audience would prefer to hear from you every two weeks – test and find out.
Once you know what your followers like, stick to your schedule. Not only does this build your brand awareness, but it also keeps your sending IP address warm and supports your deliverability.
Related: 3 Tips for Effective B2B Marketing Outreach
Validate your contacts regularly
Having confidence in your content is a sign that you’ve done your homework and know a lot about your audience. Now, how sure are you of achieving it?
B2B email addresses tend to get outdated faster than B2C contacts. With the pandemic having caused millions of people to lose their jobs, data degradation has accelerated this year. This means that senders need to be more proactive about their email list hygiene and ensuring they are controlling their bounce rate.
So, before sending out your next B2B newsletter, check the accuracy of your list. A good email validation service will catch all invalid and abandoned email addresses, as well as other types of risky contacts. As your database will decrease in size, it will increase in quality, and you’ll be more likely to reach people’s inboxes.
Related: 20 lessons learned from 2,000 B2B cold calls in just 20 days