Other newsletters brimmed with personality that matched the tone of their marketing. But even then, the welcome email header read, “Get hired: Love your job!” Someone had clearly copied a consumer template. The tone of the welcome email was somewhere between the two. The tone of the post-click message felt cold: “You will need to confirm your email before you can receive updates.” Then, the confirmation message bubbled with joy. It was clear that different people wrote different parts of Glassdoor’s Employer Solutions newsletter, for example. With some newsletters, the lack of self-awareness was rather obvious. That means that we, as readers, can’t build a relationship with them. Many companies with newsletters haven’t figured out their brand. You can’t successfully market your business until you have a cohesive brand. If marketing is what you say, branding is who you are.
Writing a newsletters how to#
Here’s what we learned about how to write a B2B newsletter that your buyers love. We signed up for 100 B2B newsletters over three months and rated the emails we received on design, writing, and utility in an effort to improve our own. Yet many newsletters never live up to their full potential. They can use sarcastic GIFs and expletives if that’s what readers like. Newsletters are among the last owned audiences and this gives marketers the opportunity to say, do, and be anything. Nowhere are these signals more apparent than in a company’s newsletter. Stock photos say, “We haven’t defined our brand.” Retracted emails say, “We aren’t very careful.” And a blog that hasn’t been updated in months says, “Warning: The team here is a bit of a revolving door.” That’s why we undertook a study of 100 B2B newsletters to learn how to write ones your buyers actually want to read.Ī company’s marketing says a lot about them. Thirteen percent of newsletters go straight to spam. How to write a newsletter your audience actually wants to open
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