{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

Mark Brownlow at Email Marketing Reports has published some useful tips on creating quality content for B2B email newsletters.

Mark has eight years' experience in writing various newsletters and his article contains 31 tips in total: 10 on managing your content, plus another 21 to give you ideas for your newsletter’s content.

Content management:

Monitor your competitor’s newsletters
Keep an eye on other newsletters in your field of business for ideas you can adapt for your own.

Partner with other businesses
Co-operating with non-competing business can be a useful way of sharing the workload and providing complementary content for each other’s newsletters.

Monitor your open and click rates
By checking to see how many customers opened your email, and how many clicked on links, you can get a good idea of which content is working. Use this information to focus your content.

"If a particular subject line caused open rates to rocket, you know where to focus more content in the future."

Recycle existing site content
To save yourself the effort, use relevant existing content from your site, this is a good way of directing customer to parts of your site.

Use reader feedback
Find out what works and what doesn’t. Allow readers to suggest areas they would like you to cover, helping you to keep your newsletters relevant to your audience.

Don’t send too many newsletters
If you are struggling to fill your newsletter, consider sending them less frequently, and make them shorter if necessary. As Mark say, better than losing your readers’ interest:

“Since recipients value their inbox space, they will do more than just ignore poor content (like you would, say, a badly written newspaper ad.) No, they'll actually begin to resent the meaningless intrusion into their email privacy. Spam reports are the logical consequence.”

Content ideas:

Use surveys and statistics - People like reading lists, and industry statistics are useful, and aggregating them yourself will save your readers time.

Link to useful resources  - Share links to useful websites, articles and tools with your readers. Explain why these are worth using.

Quizzes - Everyone likes a quiz now and then, and a relevant quiz can help you provide future content by identifying gaps in your readers’ knowledge which you can fill.

Interviews - Choose a relevant subject and topic for your interview and it’s like getting someone else to write the article.

"Don't underestimate the effort you need to put in. Considered thought needs to go into the choice of interview partner, the interview topic and the questions themselves. And if the interview is verbal, you'll need time to transcribe and edit the recording."

See all 31 tips here.

Further reading:
Email Marketing Secrets
E-consultancy's Email Marketing Buyers Guide 2006

Graham Charlton

Published 25 October, 2006 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

2565 more posts from this author

Comments (2)

Avatar-blank-50x50

Scotia Homes

Thanks for the information dude. I will try it out all the techniques.

over 7 years ago

Avatar-blank-50x50

New Cars India | New Bikes India

So where can I find some information on Title of the newsletter. How to attract customers to look into out newsletter who don't even look into to mails before deleting.

over 7 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.