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Newsletter Content Best Practices for B2B Marketers B2B marketing largely depends on how well content is shared with prospects, online. Newsletters are a great way to constantly keep in touch with existing customers. Also, by sharing newsletters in social media sites companies can keep prospective customers informed on latest company news and product updates as well. Content expectations should be first set up once a reader has subscribed to the company’s newsletters. This way, the company can make sure that there is continued support from the recipient. So, when a welcome email is sent, include the following in it.

● When is it delivered – State the frequency of newsletter delivery (Monthly or Weekly, Bi-weekly, Quarterly).

● What will be delivered – State the type of content he can expect every month (news updates, articles, quiz, puzzles, etc).

● Privacy policy - Display privacy protection certifications near sign-up forms. Newsletters must have engaging and relevant content because attention span of readers is minimal when it comes to reading online content. By keeping the content bold and readable at a glance, marketers enable readers to grasp the top headlines in no time. It also helps to display content in bullet points or in short paragraphs. Every newsletter must carry a link such as “Read More” or “Check out” buttons to enable recipient to continue reading from the website. Links to external research reports, survey results, etc., can also be included here. Images always help the reader to understand content better. So, add relevant graphs, analytics and images to summarize the content in individual articles or reports.

Since newsletters are circulated in social media as well, it is highly important to SEO optimize content for keywords and phrases. The content can include engagement tactics such as polling, voting, games, videos, forum replies, etc. to engage reader for some time and deduce his intent. While the content should be kept engaging, it is equally important to make the process of unsubscriptions easy and simple for the subscriber. Provide unsubscribe or opt-out messages at the end of newsletter content that is sent. In case of opt-outs send out a thank you message immediately for the support received so long, and process the un-subscription request at the earliest. This way, recipients will not receive the next month’s newsletter and marketers can ensure that the next issue does not end up in the spam folder either.


It is also equally important to provide manual unsubscribe options in the mail for those who face technical difficulty while trying out the automated unsubscribe option. By following these newsletter content best practices, marketers can expect continued support from subscribers. Marketing automation software can be used to automate content sharing and to simplify lead generation and lead nurturing processes in B2B marketing. Read on - Marketing automation, lead management


Newsletter Content Best Practices for B2B Marketers