Sign Me Up: How B2B Marketers Will Create Top-Notch Newsletters In 2022

What do B2B marketers need to know about crafting a successful email newsletter strategy in 2022 and beyond?

What’s changed with newsletter creation during the pandemic, and which fundamental qualities will endure the shifts of time as B2B marketing — and most importantly — the people who build and read newsletters, evolve?

While 47 percent of B2B marketers see email as a productive avenue for driving revenue (ANA), digital newsletters typically offer even greater effectiveness, especially as dark social, disappearing web browser cookie data, and an increase in the number of folks using ad-blocking technology are on the rise — a topic we recently explored in “Traffic’s Black Hole: What B2B Marketers Need To Know About Dark Social.”

Email newsletters offer a fantastic way to meet some of these challenges head on, while also solidifying the human connections that help drive B2B marketing success.

Let’s open up the digital newsletter engine and take a look at what gears, cogs, wheels, and other content apparatus are needed to build a successful email newsletter in today’s B2B landscape.

Expert Email Newsletter Insight From Ann Handley

Ann Handley, chief content officer at MarketingProfs, is set to soon reach issue number 100 of her long-running, delightfully informative Total Annarchy bi-monthly newsletter, having grown from around two thousand subscribers when it began at the beginning of 2018 to over 41,000 today.

Ann’s latest newsletter, “How I Grew This Newsletter: What Worked, What Didn’t, Weird Metrics I Use,” is filled with helpful tips and tactics she’s learning from the growth of her newsletter, such as:

Building what you wish existed
Using purpose to define goals
Building newsletter reading momentum
Focusing on the on-boarding process
Creating something unique

Ann explores these and more in her latest newsletter, including the suggestion to focus on email open rates and not so much on click-through rates.

Devoting special effort to building relationships with subscribers and influencers is another recommendation Ann has gleaned and shared from the widespread success of Total Annarchy.

“I’m more interested in the quality of the list than the size of the list,” Ann shared in her most recent newsletter.

Ann has also pointed to the importance of paying particular attention to that very first communication new newsletter subscribers get once they sign up, and to making sure that it reflects your particular tone and shares expectations for what will be arriving via email each month as a subscriber.

The power of asking your existing subscribers to share your newsletter in a soft-handed way with others who might benefit from the content of your newsletter was another recent tip Ann shared.

When it comes to sharing the news of your latest newsletter publishing on social media, Ann suggests highlighting the primary topic covered in the newsletter rather than a generic cookie-cutter message mentioning only that a new issue has been released.

Before the pandemic, Ann spoke in person at the Social Media Marketing World event, …read more

Source:: Top Rank Blog