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How To Write Mailing List Newsletters – 20 Top Tips

By Victoria Lee
April 1, 2024

If you are looking to boost your B2B business engagement with your clients, newsletters are a powerful tool for companies to connect with their audience and share valuable information. 

In the business world, communication is key and newsletters play a crucial role in keeping clients informed and engaged. In this blog, we’ll explore 20 important tips on how to write a newsletter article that resonates with your B2B audience. 

From writing compelling subject lines to proofreading, we’ll cover everything you need to know to write effective newsletters that drive engagement and build brand loyalty. 

Why Developing a Newsletter Content Strategy Matters

You might wonder whether the commitment to putting together regular newsletters is worth the effort and time. If you are, you may be shocked to learn that email marketing remains a popular option for companies to boost business. This is due to one key reason – it’s effective.

According to Statista, in 2023, approximately 52% of marketers have reported a two-time improvement for their marketing emails’ returns on investment (ROI) percentages. Additionally, 5.7% had a four-fold rise in ROI percentage compared to their 2022 rate.

As you can see, it’s worth taking the time to create a newsletter.

What’s the best method of capturing this potential boost to your business? It’s simple – create regular, reliable content that people would like to read.

Of course, many companies are also doing this, so you’ll need to do your best to make your business stand out. 

Here are a few tips to help you write the best newsletter for your business:

What Content Should Your Newsletter Article Contain?

Newsletters are a great way to inform your clients about your company’s most recent announcements and news. They also let businesses promote and share blog articles, roundups, and other helpful information.

Many B2B businesses send out newsletter articles regularly, be it daily or weekly.

Creating regular content in newsletters can be challenging, even for seasoned marketers with exceptional writing abilities. Here’s a short checklist of ideas:

  • UGC and Community Material
  • Feedback Collection
  • Welcome Email
  • The CEO’s Message
  • Thank You Email
  • A Company Milestone or Anniversary
  • Resource Roundup
  • FAQs and Answers
  • Success Stories and Testimonials
  • Guides to Business or Service Updates
  • Special Offers and Discounts

The above content ideas for the newsletter are only the beginning. The most important thing is adding value to your B2B business and gaining more subscribers through the content you write for your newsletters.

Writing Great Newsletter Tips

Establish Branding

The top tip for all newsletter is to establish branding. It would be best to think about ways to develop a consistent identity that should reflect your business culture and identity. 

Pick a short title, use your company’s font (if there is one), and always use your brand’s colour scheme when sending newsletter articles to targeted audiences.

Compelling Subject Line

The subject line of your email newsletter is one of the initial impressions readers get before they open your newsletter.

A compelling subject line will grab your readers’ interest and encourage them to open and read your email. 

Here are some of the best newsletter tips for writing subject lines:

  • Include action words at the start of the sentence to spur readers into making a move. For example, “Shop smart on April 1st.” 
  • Create a sense of urgency by setting deadlines such as “Get 40% discount by midnight” or “Limited time offer.”
  • Ask a question to pique the reader’s interest and encourage them to open your email to find the answer.

Whatever you choose to do regarding your subject line, you must ensure that your newsletter’s content fulfils the promise stated in the subject line.

Ensuring your subject lines are engaging and consistent with the content will boost engagement and open rates. 

Be Informative Without Being Too Salesy

Newsletters must offer benefits to the intended audience. If you are using an obvious template to promote your company, the readers can spot it and it will feel disingenuous. 

Refrain from doing the sales pitch; clients are much more likely to be convinced by engaging content and not with excessive marketing.

Segment Your Audience

When creating your newsletter, take advantage of the power of segmentation to improve your offering. Make your message more engaging at a deeper level by targeting specific segments within your readers.

Behaviour: Customise content for regular and occasional clients and show gratitude for customer loyalty.

Frequency: Engage clients regularly and plan topics for those who do not attend regularly.

Personal and Professional: Separate the clients who are the core of your business from professionals. Think about separate newsletter articles that cater to different areas of interest.

Interests: Identify the readers’ interests.

Segment based on the interests of users ensures focused newsletter material that draws attention. 

Know What Inspires and Motivates Readers

There are hundreds of email newsletters sent out each day.  What makes people want to read yours? 

Understanding what motivates and inspires people to read your newsletter is the sole factor you should be aware of when you send out a newsletter. 

Find a unique and compelling reason to make someone go through your newsletter. You’ll get loyal readers who look forward to reading what you’ll send out next time.

Second or Third-Person Point of View

A specific writing style should be a part of your business branding strategy. There are two main viewpoints you can take:

Second Person – this is when you, your and yours are used.

Third Person – this utilises she, he or it, as well as they.

A second-person viewpoint can feel like it has been written directly for you, the reader. The third person is more formal and less personal. There is no right or wrong – but make sure you choose one and keep it consistent throughout your emails.

Insert a Summary in Your Newsletter

When your email is made up of several parts, with many different subjects, it’s advised that you include a summary. 

The summary allows readers to find out what is interesting in your newsletter quickly.

You can also add hyperlinks so subscribers can go directly to your B2B business website after reading your newsletter articles.

Offer Quality Content

Before you begin the process of writing, you must establish the goal of your newsletters and the kind of material you would like to include. 

To avoid readers hitting the unsubscribe button, you need to offer additional relevant information.

You could include some of the below options:

  • Evidence of your expertise in a field
  • Stories about your B2B business and company
  • Statistics showing what your business has achieved
  • Highlight your services
  • Include promotional offers 
  • Answer queries

Your newsletter articles should be brief and, most importantly, to the point.

To draw your audience’s attention, you can add the title text or key figure you want to highlight using a larger font, an italic font, bolding, underlining or even images.

Help Your Clients

Business is not just about receiving; it’s also about giving. You must offer your clients the best service so that people can trust you and recommend your services and business to their family and friends. 

Ensure you respond to your emails regularly and never leave even one query unanswered. 

This act of showing the utmost care and interest can help to establish your business not just as competent in a particular subject but as a company which is invested in its clients. 

Create Story-Rich Content

Here are two scenarios:

Brand A’s newsletter mainly provides news about its business but has not seen any growth over the years. 

Brand B’s newsletter features its successes and offers tips for others and its readership grows monthly. 

If your newsletter is rich in information and helpful to your readers, you’ll build a solid and loyal audience.

Add Graphics and Photos

Graphics can give visual consistency, making the newsletter look professional and more interesting. Unbroken text is unpleasant to look at and will not captivate your readers, unlike strategically placed images which compliment your articles.

High-quality images aren’t just an excellent way to show data; they help enhance your content to be more memorable, engaging and easily shareable.

Utilising high-quality graphics, images, or videos relevant to your material will enhance the aesthetics of your newsletter. 

Do not use generic stock photos. Choose original images since they will make your material stand out and create a unique look. If you add images to your email newsletters, ensure that they are correctly designed and optimised to email so that they are quick to load and don’t interfere with the design of the material.

Make sure you have the correct formatting and size of images, so it doesn’t negatively impact the loading speed of your newsletter and user experience. Optimising your visuals is essential.

Links to Social Media

Including hyperlinks to your social media accounts like LinkedIn and X (Twitter)  is essential to inform people about your company and business. 

If your current audience finds your newsletter valuable and informative, they’ll forward it to others, improving the number of people who read it. This means you can gain more followers in less time.

Also, ensure you inform everyone (via your profile) that you’ve released another one of your newsletter articles. If they don’t already subscribe, they could miss out and this is a way of drawing their attention to your content.

Choose a Streamlined Format 

Make it simple. Create an arrangement that you like. You could write a paragraph for each topic you want to cover, use a questions-and-answers format, or share a customer success story. Choose a single style to ensure consistency. 

Creating your regular newsletter will become much easier when you have found a layout you like. 

If you have an online website or blog for your B2B business, highlight a portion of an article and then link back to the original blog post so readers can find out more information. 

Also, instead of writing a double-column newsletter, packed with information, opt for a single-column layout so your readers can immediately notice the subjects you’re discussing.

Strategic Newsletter Frequency

How often do you want to send out a newsletter? If It’s too often, you may be overwhelmed by trying to create enough high-quality content. If it’s not often enough, there is a risk your readers will forget about your business. 

  • High Frequency and Low-Quality Content – this is at risk of being marked as spam.
  • Low Frequency and Low-Quality Content – this content will be ignored.
  • Low-Frequency and High-Quality Content – this produces results and an increase in performance. 
  • High Frequency and High-Quality Content – this approach generates the best results in client engagement.

Keep your audience engaged by providing high-quality content that creates a sense of anticipation and interactivity. Try bi-weekly or weekly newsletters to find the perfect balance and ensure your messages are read instead of being lost in a spam inbox. 

Choose your segments wisely and spread out several newsletter articles to ensure maximum impact while still keeping your readers engaged.

Show That You Care

Many people are drowning in emails and may not have time to read newsletters. 

You need to make sure you stand out in their inbox and offer more than what is an obvious sales tactic. 

People like businesses that care about their clients, employees, suppliers, and the environment.

Create a Responsive Newsletter

When we refer to a “responsive” website or application, it means that they adhere to specific standards and are compatible with all media types.

81% of people open their emails via their mobile. That is why it’s crucial to ensure that the material included in newsletters is accessible and compatible with any format, including tablets, desktops, and mobiles.

A simple font, a colour scheme with high contrast, and an appropriate font size are suggested to make reading easier and more enjoyable.

Your newsletter and pictures must be 600 pixels wide to be readable on mobile.

Check Your Spelling and Grammar

Spelling mistakes and grammatical errors can erode your reputation and make your business look less professional. 

Proofreading is essential and there are many online tools to help you spot any mistakes in your writing.

If you’re editing the email newsletter by yourself or using a professional editing company, it is essential to carefully review your newsletter’s material before you send it to your readers.

Pay attention to grammar, punctuation, spelling and accuracy to ensure that your content is error-free and portrays your business excellently.

One suggestion is to take the time to read your material out loud as this will help you identify any incorrect words or mistakes that you could miss while reading your text in silence.

Also, think about getting someone else to review your material for you, as they could spot mistakes you’ve missed.

Offer an Attractive Freebie

One of the main reasons that encourages people to subscribe an email newsletter is when they’re offered something for free in return. It’s a great way to offer a benefit to your clients – for instance; a checklist or a free online course, ebook and video series, or information graphs and wallpapers charts, etc. 

The most important thing to be aware of is that your offering should be of a high standard. 

The clients are more likely to buy your services if they are pleased with your offer. If you provide good quality content, your company will also be seen as being more reliable.

Include a Call to Action

To make your newsletter more interesting, make sure you have a clear objective and include a Call to Action

You can include hyperlinks, buttons, clickable images, text or anything else that can persuade the reader to take action. 

They are the levers used to:

  • Increase the number of readers who visit your company page
  • Collect qualified leads
  • Increase sales

Use Simple Language

When writing an email newsletter, avoid jargon, such as technical terms, that can confuse or bore your audience.

Instead, it would help if you used conversational language to help your clients to understand and connect with your business.

Writing casually and talking directly to the readers could help make your newsletter more enjoyable and easily accessible.

By combining easy and understandable terms, you will provide a more accessible and personal experience for your readers and boost the efficiency of your email marketing campaigns.

Choose the Best Newsletter Software

When selecting the ideаl newsletter software for your business, there аre various factors to take into account, including the latest features and pricing. 

At 100 Pound Social, we’ve tested many different offerings. We recommend ActiveCampaign due to its flexibility and effectiveness.

ActiveCampaign excels in automation, personalisation and providing highly targeted email campaigns according to individual subscribers based on user behaviour and interests. You can set up email sequences using its advanced automation features so each subscriber receives relevant content specifically for them.

Final Thoughts

Making newsletter articles engaging requires a lot of attention and focus.

If you follow these tips on how to write a newsletter article, you can create a newsletter that draws the attention of your audience and builds an ongoing relationship with your readers to produce a significant payoff in your marketing campaigns. 

Next Steps

No time to write engaging newsletters yourself?

Let 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 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-min demo today.

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