What Is B2B Newsletter Marketing?
4 out of 5 marketers say that they would rather give up social media marketing instead of emails. This says a lot about the value of email marketing. But newsletter marketing isn’t the same as email marketing, as the purpose isn’t to get users to click out of the email to find use in what you tell them. Think of it as performance marketing vs. content marketing. Email marketing aims to get as many leads and conversions as possible. So, you use it to inform your audience of new products, features, and special discounts they can leverage. On the other hand, newsletter marketing provides valuable content within the main body of the email. If users click on your links, it’s not because they feel like they have to, but because they want to find out even more information.
So, why is starting a newsletter a good idea? You may not only enjoy the benefits of email marketing but also establish yourself as an authority in your field. The more valuable content you consistently provide your subscribers with, the more trust they feel toward you. You can even segment your email list, so content delivery becomes even more targeted and valuable.
Do you want to consistently receive eLearning and HR tech-related content?
Subscribe to our B2B newsletter and understand how you can power up your lead generation.
In This Guide, You Will Find…
5 Steps To Create An Effective Newsletter Marketing Process
1. Segment Your Audience
For high-value customers, you may arrange short interviews, asking them directly about their favorite and least favorite parts of your newsletter. Sometimes, audiences will only talk about the problems, not the solutions. It’s up to you to make a list of possible solutions and ask them what would make them happier.
2. Set Your Objectives
Why are you even starting this newsletter? What do you want to achieve with it? Once you define this aspect, it’ll be easier for you to craft high-quality, relatable content that aligns with your audience’s needs. If you’re using newsletter marketing for SaaS lead generation, audiences must understand right away what’s in it for them. Your goal may be to discuss niche topics and offer your unique perspective, establishing yourself as a thought leader.
Or, in the case of HR tech email campaigns, you may want to highlight your services’ value while offering readers industry news, case studies, and testimonials. Additionally, you should also be clear about the action you want readers to take. Depending on the length of your newsletter, place 1 or more CTAs, prompting people to take specific action, whether it’s placing an order, booking a meeting, or answering a survey.
3. Deliver High-Quality Content
A newsletter content strategy is quite simple: focus on quality before everything else. Let’s share with you some of the best email marketing practices, starting with content types and formats. Create a mix of educational content with entertaining news, case studies, videos, and infographics. Structure your newsletter editions in a way that organizes each section with headlines and creates intrigue. Remain consistent with your format and refresh your content in every edition.
Another valuable email marketing strategy tip is to provide users with the latest news and updates. Don’t underestimate their awareness of their industry. They probably already know what’s on every website, and they expect something deeper from you. Also, make your information actionable by inserting links they can click or events you may have in place on future dates.
4. Use Engaging Voice
Effective newsletters don’t only feature industry-relevant content. They also maintain an engaging tone and a conversational voice. If people wanted to read tech jargon, they would read a book or a manual. Everything begins with your catchy email subject lines. They are the first thing people see, giving them an idea of what your newsletter will be about. As a matter of fact, 43% of users decide whether to click on an email based on the subject line.
Then, you have to decide which tone you’ll be using. An overly formal tone maintains distance and makes it less interesting for users to read until the end. On the other hand, an overly friendly tone may seem less professional. So, try to strike a balance between the two by remaining professional while making puns and using catchy phrases.
5. Measure
Sure, your newsletter is reaching your email marketing list. But is your content working? Newsletter marketing relies heavily on measuring and analyzing data, including open rates, click-through rates, bounce rates, and the number of unsubscribes. You may think that certain content is a winner, but in reality, it fails to hit the mark. The disappointment is real, but don’t be afraid to remove this content from your strategy if it consistently fails to engage audiences.
Additionally, you may notice that certain newsletter parts receive more clicks than others. Invest extra energy in them to create even better content and accompanying visuals if possible.
6 Strategies That Can Help You Refine Your Newsletter Strategy
1. Content And Interactive Visuals
One thing the best newsletters have in common is great design, which means good color schemes, impeccable content structure, and interactive visuals. Remember that a large percentage of your subscribers read newsletters on their phones, meaning your content should have a clear and clean structure, with various sections. This approach creates a good User Experience, which reduces bounce rates and engages users. If we can offer you some valuable SaaS copywriting tips, it is to use headings, subheadings, dividers, and bullet points to guide readers’ attention.
Then, you have to pay attention to your writing. Don’t make the sole purpose of your newsletter to sell products. Users will understand it quickly if your main goal is to get them to buy something. So, add a mix of internal and external content that focuses on what your audience wants.
For smart email marketing solutions, invest in creating interactive and informative visuals. Think stat-filled infographics, engaging images, short videos, and GIFs. Make sure they are fast-loading and don’t slow down your email’s opening time.
2. Technical
Apart from your content strategy, newsletter marketing relies on various technical aspects if you want to reach as many potential buyers as possible and avoid getting in the spam folder. While most popular email marketing platforms offer technical support, it’s important that you know some details to avoid getting frustrated. For example, to optimize your deliverability, you must ensure your content isn’t too long. If it is, it might get cropped by some email providers. Also, you must be aware of the strategies that help you end up in people’s inboxes, not their promotions tab.
Additionally, choosing between a shared or dedicated IP address depends on your email needs. If you send emails occasionally or have a small list, using a shared IP is fine because you’re grouped with others, which can help get your emails through. However, if someone else using the same IP sends spam, it could hurt your email’s chances of landing in the inbox.
Lastly, some people don’t place big images on their email marketing best practices list. However, large images don’t always mean your email will go to spam. What you should watch out for is how image descriptions (alt-text) can sometimes show up weirdly in plain-text versions of your email.
3. Personalization
Personalizing your emails is one of the best lead generation techniques, as you address specific pain points while avoiding generalization. This comes after you segment your audience and have a clear understanding of each segment’s needs, preferences, interests, challenges, and demographics. Therefore, you may create different subject lines, write varying content, and include specific CTAs.
For instance, if you are an eLearning course provider, you might suggest different courses depending on industry and interests. Educators in the EdTech field may be interested in VR and mobile learning to keep learners engaged. On the other hand, pros in L&D may care more about the best AI courses that can help them sharpen their AI skills and elevate their abilities.
4. Storytelling
One of the most common email marketing challenges is to keep readers engaged and invested in your newsletter. It’s not only about finding good and relevant content but also about diving deep into the story and creating empathy. Let’s say you want to promote your HR tech brand’s employee onboarding software. Your subscriber retention tactics should focus on telling stories regarding how poor employee onboarding impacts businesses and may be impacting your clients, too. Your readers should feel deeply empathetic and understand how a story connects to their needs.
Your newsletter’s engagement can skyrocket if you decide to include relevant images and short videos, including testimonials and how-to guides. You don’t have to get salesy, though. Focus on value instead of trying to sell something. Additionally, you may include personal stories and experiences that show readers you have practical experience in what you are talking about, increasing their trust.
5. Merge Social Media And Influencer Marketing
Newsletter marketing isn’t a one-dimensional strategy. Combining it with your social media and influencer marketing strategies can help you expand your reach and be present on various touchpoints. For example, you can share on your social media platforms the same content you share via your newsletter. Tell people that by subscribing to your newsletter, they can access premium content earlier than everyone else. Or you can do the opposite and share your newsletter content on your social media, giving people a glimpse of what they are missing.
Talk about the benefits new leads can get by signing up, and don’t forget to include a clear CTA button. Additionally, you may invest in a social media influencer marketing strategy and find relevant influencers who can promote your newsletter to their niche audience. You may also ask them to create high-quality content that you will then add to your newsletter.
Another source of high-quality content is encouraging guest posting. Target knowledgeable people in your field who are well-respected. Explain how their content can help them elevate their personal brand and get clicks to their website. eLearning Industry makes it very easy for guest authors to post an article and get views from eLearning and HR tech pros.
6. Automated Nurture Streams
When someone browses your product page, downloads a checklist, or interacts with a learning guide, they’re giving you clues about what they need. Automated nurture streams triggered by these behaviors help HR tech and eLearning brands send timely, personalized messages that keep the conversation going. Instead of sending generic emails, you offer curated content that matches their interests, boosting engagement and gently pushing them down the funnel with tactics you’d find in top email drip campaign examples.
Pairing behavior-based triggers with time-based workflows allows you to guide each prospect at their own pace. Whether they just signed up for your newsletter or are exploring a free trial, automated nurture streams make sure they get exactly what they need. Studies even show that this strategy can increase qualified leads by 451% and generate up to 18x more revenue than traditional campaigns. Now that’s a follow-up worth sending.
How To Differentiate Your Content
-
Focus On Non-Traditional Content Types
Everyone is doing SEO posts for their newsletter marketing. Especially now with AI, it feels like no unique, human voices remain. How about creating content that people can actually use? Say, marketing templates that users can download and use. With proper SEO, your landing pages can also rank high. All people have to do is submit their details and subscribe to your newsletter in exchange for a template.
No matter how well you train your AI tool, it will never mimic your unique voice. That’s why it feels like every other newsletter and social media post was written by AI. So, bet on yourself and use your flair and personality to craft newsletter elements that stand out from the crowd. Sometimes, it’s not what you say but how you say it that has people asking for more. Ask yourself and your colleagues: could someone else write this? If yes, then try to up your copywriting game.
-
Share First-Hand Experiences
So, what makes a newsletter successful? Among other things, it’s your ability to share personal experiences and showcase relatability and expertise. Let’s say you want to compare your HR tech product with other similar ones. Instead of finding information online or asking AI, use other products and take screenshots. Show people that you have personal experience and you know what you’re talking about. So, ditch the third person and start using “I” statements.
Iterative testing, especially A/B testing, can’t be omitted from your newsletter marketing strategy. Create two different emails, featuring two varying elements. For example, you may test two subject lines, CTAs, images, or copy. Send two different emails to a small percentage of your subscribers and see which one performs best. It’s a good indication of what works and what doesn’t.
Yes, newsletter marketing can be profitable for your company. How? You can allow ad placements and sponsored content from companies that want to get featured by paying a fee. You may also include affiliate links to other brands’ products if this applies to your niche. At eLearning Industry, we offer various email marketing solutions, including top-featured placements and exclusive blasts.
Key Takeaway
Mastering follow-up emails is about precision. Whether you’re thanking a customer, checking in after a lead magnet download, or offering a free trial, each message should guide the recipient one step further in the buyer journey. By using strategic timing and personalized content, HR tech and eLearning brands can increase open rates, spark engagement, and filter out cold leads with ease. When done right, these emails become essential B2B lead generation strategies that help you identify and convert your most promising prospects.
To make the most of your campaigns, align each follow-up with the buyer’s intent and behavior. From compelling subject lines to clear CTAs, the goal is to nurture curiosity without overwhelming the reader. Re-engagement emails, trial reminders, and confirmation nudges work best when paired with strong lead magnet ideas and relevant value-adds. These tactics, combined with proven tips for creating a newsletter, ensure that every email you send serves a purpose and leads to better results.
Not Reaching The Right Buyers Yet?
Even the best newsletter strategy won’t convert if your database is missing key decision-makers. At eLearning Industry, we help eLearning and HR Tech vendors connect with the right L&D professionals, HR leaders, and training buyers through targeted lead generation campaigns.
You can also get featured in our industry-leading newsletter, delivered to 120K+ engaged subscribers who are actively searching for solutions like yours.
