Advertising Continue reading below At the same time, they're useless if you don't know the basics. For example, the report also found that 46% of marketers fail to segment email campaign recipients . We all know the feeling of receiving a flood of email newsletters that don't concern us. In this case, the unsubscribe button is the only part of the email that we find really interesting. 6 Email Marketing Tips for B2B Newsletters | SEJ That said, here are six tips to help you make your next B2B newsletter worthy of your audience's attention. Advertising Continue reading below 1. Know the needs of your audience To target your newsletter more precisely, you need to segment your audience based on their different personalities.
Figure out what these characters need, what their problems are, and how you can solve their problems. As the aforementioned image masking service report reveals, this is the step that many marketers miss, sending out generic newsletters directly. Segmenting your audience involves collecting user data at every possible opportunity. Subscription forms, social media interactions, landing page visits, and premium content downloads all provide useful information. This information will then help you personalize your newsletters and engage recipients. Despite common misconceptions, B2B marketing doesn't have to be boring and impersonal. Instead, imagine writing to one person and tailoring your newsletter to specific segments accordingly.
To make this easier, marketers most often use marketing automation to manage and automate their newsletters. This way, large track lists can be covered while still communicating to each individual on a personal level. 2. Don't go overboard with the sale “Speak before you sell” should be the mantra you stick to when creating your newsletter content. To put this into perspective, keep in mind that newsletters aren't meant to sell anything directly . Decision makers won't necessarily make big business decisions based on an email, or even a string of them. However, when delivered correctly, emails can go a long way in tipping decisions in your favor. This is why you should strive to educate rather than sell.