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B2B Newsletter Types, Best Practices, and Our Top Picks 

By Emily Nicholson
July 23, 2024

In B2B marketing, generating leads and connecting with your audience is absolutely crucial.

If you are finding it difficult for your company to get noticed in a crowded online space, it is likely that you need a B2B newsletter.

This article will help you learn how to capture your prospects’ and clients’ attention and win their trust through a newsletter.

We will cover the key aspects of B2B newsletter best practices, B2B newsletter design ideas, content ideas, and our top picks of the best newsletters out there.

Subscribe to the 100 Pound Social newsletter alongside 5,000+ B2B entrepreneurs and marketing professionals worldwide →

Are B2B Newsletters Effective?

Yes, B2B newsletters can be effective if done correctly. They should be sent to a subscribed list of potential clients and existing customers. The effectiveness of B2B newsletters lies in their ability to consistently deliver valuable content that ultimately contributes to business growth. 

By sending B2B newsletters:

  • You can address your clients’ problems
  • It creates an emotional connection
  • Clients become more aware of your brand’s identity

This will keep you at the top of potential clients’ minds and help you be seen as an authority who can help people resolve their problems. Email newsletters are very effective because 91% of users open their email on a daily basis.

Types of B2B Newsletters

Let’s discuss the types of newsletters:

Promotional Email Newsletter

Promotional email newsletters are very popular.

People love receiving promotions from their preferred brands. Advertising discounts, sales, or new products can be done through promotional B2B newsletters.

The primary purpose of your promotional newsletters is to generate sales and raise profits. Depending on your B2B company’s style, you may send a newsletter any time of the year or during special events.

You can create promotional newsletters for any offer that you are running including:

  • New subscriber offers
  • Seasonal promotions
  • New arrivals
  • Limited time offers
  • Guides and special deals

Curated Email Newsletter

Curated newsletters involve selecting and organising others’ valuable content which should be helpful to your audience. To identify the best content to share, companies will need to review numerous pieces to select only the most interesting and helpful bits of information for their relevant audience. 

When sending a curated newsletter,  It’s very important to create your own design and format instead of copying others. 

Last but not least, once you design the newsletter, add your own touch including: 

  • Personal note or introduction 
  • Call to actions
  • Copyright and attribution 

Hybrid Email Newsletter

It is the most well-known type of email newsletter.

The hybrid newsletter involves content from many sources (curated content, original blogs, company news, founder insights etc.).

People love it because they can discover a range of information in one newsletter. This is the type of newsletter 100 Pound Social has used to build up an engaged mailing list of 5,000+ B2B business owners.

B2B Newsletter Best Practices

B2B newsletters must respond to the concerns and needs of everyone involved. A great approach to this is to employ different kinds of emails. In the next section, we’ll discuss the best practices for enhancing the effectiveness of your B2B marketing campaigns in the email newsletter.

Automate Sending

Why do you need to automate your newsletters? Because automation saves time and ensures that the newsletters are sent consistently. Once your B2B newsletter is created and scheduled, let a tool handle the sending, delivery, and reporting side of things. 

There are a lot of useful tools to automate your B2B newsletters including:

Mailchimp: It is ideal for small to medium-sized businesses. 

HubSpotIt is suitable for businesses looking for an all-in-one solution.

Marketo: A powerful tool for larger enterprises.

Personalise

The majority of B2B businesses run email marketing campaigns. Usually, people read the subject line and move the generic marketing emails straight to junk mail.

To stand out and cut through the noise, you must personalise your emails as much as possible. 

Personalising can improve your marketing efforts by considering these factors:

Understanding Your Audience: Collect and analyse data about your audience including demographics, purchase history, and interactions with previous emails.

Segmenting Your Audience: Once you have enough data, segment your audience into different groups based on their behaviours.

Personalised Subject Lines: The subject line can grab their attention and it’s the first thing recipients see.

Customised Content: The content of your emails should match the interests and preferences of the readers.

Design

In addition to engaging text, a different method of grabbing your reader’s attention is to include eye-catching images within your email. This can make your B2B newsletter more interesting.

It can give your content additional meaning and draw the attention of the readers. Infographics can also simplify industry information into easy-to-read images.

Monitor

What succeeded before may not be effective tomorrow. This is why you need to use analytics (within the tools) to track the performance of your newsletters. 

What metrics should you monitor?

Keep an eye on metrics such as open rates, click-through rates, and conversions.

If your CTR is low, consider using more engaging CTAs. If your open rates are low, you should try improving your subject lines to make them more appealing.

“We’ve Got a 50% Newsletter Open Rate”: How Investment Recruiter Orange Malone Sends Effective B2B Newsletters with 100 Pound Social →

B2B Newsletter Design Ideas

Design issues hinder the effectiveness of your best B2B newsletter. Designing a B2B newsletter involves creating a professional layout, visually appealing design, helpful content, and better Calls To Action.  Here are some design ideas to improve your newsletters:

Keep Things Light

  • Use a simple, clear template with bold words and captivating images.
  • Ideal for announcements and special promotions, avoid overly detailed or heavy-handed marketing.

Eye-Catching Header

The header is among the first things your recipients will see when they open your newsletter.

  • The header should be well-designed, featuring your company logo, an appealing title, and an engaging image.
  • It sets the tone and captures the reader’s attention immediately.

Caption: The 100 Pound Social newsletter uses an eye-catching banner and clean design.

Clear and Readable Typography

Using easy-to-read typography will ensure that your newsletter content is easy to digest

  • Use clear, easy-to-read fonts that work on both mobile and desktop devices.
  • Employ font size hierarchy to guide readers through the content.
  • Avoid large text blocks; provide article titles and one-sentence summaries.

Use Infographics

  • Infographics can effectively explain the benefits of your services, gaining trust and converting leads.
  • They should be visually appealing and can communicate complex information quickly.

Strong Calls-to-Action (CTAs)

  • Clearly define the purpose of your newsletter with effective CTAs.
  • Use action-oriented language, highlight benefits, and place CTAs strategically.
  • Ensure each CTA links to a relevant landing page that delivers on its promise.

Make It Colourful

Nothing captivates your audience like colourful email newsletters. 

  • Use vibrant colours to captivate your audience.
  • Themes and hues should be engaging and relevant to your message.

Mobile-Friendly Design

With the growing use of mobile devices, it is vital to ensure the below factors:

  • Optimise your newsletter for mobile devices with responsive design.
  • Ensure images, fonts, and buttons are clear and easy to click.
  • Provide a seamless experience across all screen sizes.

B2B Newsletter Content Ideas

Include Polls, Quizzes, And Surveys

We all enjoy sharing our thoughts and opinions on social media, which is why quizzes, polls, and surveys usually receive lots of engagement. For a multi-channel marketing initiative, include the poll in your email or connect to a LinkedIn poll.

Be careful not to make the polls excessively self-serving or focused on business. They’re meant to be fun for your readers, so keep the content simple.

How-To Guides

Everybody loves a good tutorial. Tutorials are surprisingly simple since you can write a guide for almost everything you do in your B2B business. For example, if your company offers social media management services for B2B clients, you can write an instructional guide explaining how to manage social media. You can also write a guide on tools.

How-to guides are very useful to your readers for several reasons: they provide a step-by-step approach, solve problems, and save time. 

Blog Posts

A newsletter with your most recent blog post will undoubtedly increase traffic to your website.

People who don’t follow your blog may sign up as subscribers after reading the full blog post featured in a newsletter, and they might even share your blog post on their social media platforms.

If a client has subscribed to your email newsletter, then you know they want to hear from you and learn more about your B2B business.

Your Story

Another source of content creation is to write about your business’s story. This typically means describing how your B2B company was established and the difficulties you might have encountered throughout the process. 

A tale of success puts people in a great mood and encourages them to share the story with others. To drive the message to the forefront, write the story in the first person, or if you’re not the founder of the company, ask them to write the story to give it the personal touch.

B2B Newsletters Examples

100 Pound Social

Read by 5,000+ B2B marketing professionals worldwide, the 100 Pound Social monthly newsletter shares expert marketing tips, insights, and real-life business case studies with a growing audience of small B2B business owners, helping them to save time and enhance their online presence.

Spotify

Source: DesiDime

Spotify is very good at creating newsletters that stand out. They often pick colours with soft and delicate tones like the pastel pink seen in the above newsletter.

They also added a catchy title for the user’s benefit and a CTA after some explanation on why you might want to take action.  

Zoho Buzz

Source: Zoho

Zoho is a SaaS business that specialises in web-based business tools. The company’s monthly newsletter, “Zoho Buzz,” is a fantastic example of informing and engaging readers while highlighting your company’s products.

The newsletter contains information on the latest updates to its products and informs readers about how the changes will help solve different issues.

Zoho also offers the “Analyst Speak” section, where company experts provide insights into business software and explain how Zoho’s tools can be utilised to address business problems.

Sketch Curated Content email

Source: Reallygoodemails

Curated content is a simple email idea that is quick to make and drive many visitors to your blog’s posts or social media sites.

Sketch uses curated content emails to share valuable tips, updates, and resources. Those emails typically include articles, tutorials, and case studies. They limit themselves to essential items with clear titles, images, subheader white backgrounds, and a simple design.   

Wrapping Up

The design of B2B newsletters is one of the most effective ways to engage clients and deliver engaging content. By making smart design choices, captivating images, and carefully crafted messages, you can create emails that make a lasting impression on your subscribers.

Stick to your B2B brand’s identity, keep the look clean and tidy, and focus on providing excellent value to your clients.

You can build strong relationships, boost sales, and achieve marketing objectives by constantly refining and adapting your newsletter’s design and content to your readers’ preferences.

Next Steps

No time to write engaging newsletters yourself?

Let the 100 Pound Social tick newsletter writing off your to-do list.

Our expert UK-based content team is ready to craft engaging B2B newsletters to impress your clients and prospects.

To find out how we can tick newsletter, blog, and social media post creation off your to-do list (from just £100 per month), join a 15-minute demo today.


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