B2B Direct Marketing Email

If your email B2B newsletter isn’t what it used to be…

you may just need a tune up.

Dirt4WheelerHere’s a do-it-yourself quick checklist.

It’s never easy to stay ahead of the curve when it comes to marketing communications. Something new always pops up and is guaranteed to be the killer app of all time. The time for that killer app usually ends in a few months or until the next killer app hits the scene until it is DOA.

If your email newsletter is showing a few less opens or click throughs, here are a few ideas that may perk up your audience.

Make your information more relevant.

There’s a lot of content floating around in cyber space. The more content the more competition. Start testing your content to learn what may be more relevant to your audience.

Prepare two or three lead articles that are different and send them to your contacts over a staggered period of time. Check your response and click through rates for each. Call some of the contacts who opened the newsletter and ask for their opinion of the content. Is it important in meeting their needs? Then ask what is important.

Even if your email looks like a newsletter, make sure the information is valuable, educational, and informative, it must help your customers arrive at the solutions your company has to offer.

There is no room for sales hype in a newsletter.

There is a time for sales but don’t waste your readers time with hyped sales writing in your newsletter. Many sales people are so well informed today, they want to entertain the idea of a sale on their terms.

You can use information to see what contacts are reading and make a sales call to confirm the assumption. A click through to get another article is another good tool to determine relevance and segments to increase readership.

Keep it short and concise

Not everyone will read your newsletter when you send it. Use web analytics from past campaigns and note the day and time people seem to be more responsive. For example, a customer of ours knew that his customers incurred 80% of their business within the first three weeks of the month. His best time to reach them was the fourth week of the month.

Use an introductory paragraph with a click through to read the rest of the article. It keeps your newsletter short and concise. Plus, your reader has more options to get his information.

Always have consistent call to actions

In the field of Direct Marketing an offer is one of the most important parts of the communication. It is also important in your email newsletter. Don’t rely on a highlighted link as the only tool to present your offer. Use an illustration or a photo that actually tells your readers what to do.

Entice your readers with an interesting subject line

Just as important as a good written headline, make sure your subject line encourages the receiver to read your email. Your objective is to get the reader’s attention and attract the reader’s interest, quickly. The copy does not need to set the table for understanding the email but to generate immediate interest and encourage the reader to open the email.

Make sure you and your marketing team evaluates the statistics of each email. Make some assumptions and always add something to test in each email. This should be a part of your email newsletter strategy to keep your audience reading and your open rates solid.

One last point, try sending the email again to the people who did not open the newsletter on the first time it was sent. You can determine the correct time spacing by reviewing past data.

If this post captured your interest, you may want to read, How to Sell in a Challenging Changing B2B Market. I trust you’ll find it informative.

Thanks for reading and please share with others.

Got a question? Get an answer. 815-496-9900

Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.

© 2013 by the Marketing Communications Group, Inc. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Solid Stock Art, Windows Clip Art, HubSpot or John Deuerling.


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