The significance of email marketing can never be overlooked because it’s one of the most essential form of marketing. It begins with highest overall ROI and is a leading platform for generating leads. And, according to a research, more than 57% marketers agreed to increase their marketing budget for the upcoming year. Newsletters are the leading way to send the information and more than 74 percent of marketers use newsletter to reach out to their audience. However, you need to focus on the following tips before you send B2B newsletters.
Don’t overboard the customers with selling
Your newsletters should not sell directly anything to your prospects, instead you should focus on sharing useful information with the readers without worrying about the sales. Obviously, decision makers are not going to take any big business decision on the basis of a single email message. However, when the messages are conveyed properly, it helps in titling the decision in your favor. You need to strive to educate the readers rather than pushing them to buy. Never force anything upon your readers and keep sending relevant information to the target audience.
Improve your design
A great email design plays an important role in increasing the open and open click rates. Your email design should complement the content and your buyer’s persona. Additionally, the graphics and photos should attract and engage the readers. Your CTA should be visible and actionable, only then your design will have a meaning. You can even tailor the design according to the preference of your target audience. Focus on using clear headers, vertical formats, short line length, short paragraphs, and white spaces to enhance the readability.
Optimize based on the customer behavior
Focus on measuring how people respond to your newsletter, what draws their attention, and how much time they spend on reading your newsletter. Once you have these details, start testing different variations to further understand the customer behavior. Try changing the position of your CTA, color, shape or text to enhance the click through rate.
No email marketing campaign can flourish, if you don’t focus on crafting an authentic newsletter.