B2B Monday Myth: Your Monthly Newsletter is an Effective B2B Email Marketing Strategy

by MGB2B

b2b email marketing strategyThe Myth: Your Monthly Newsletter is an Effective B2B Email Marketing Strategy

The Truth: Not All Newsletters Are Created Equal

And neither are your subscribers. Taking a one-size-fits-all approach to your B2B email marketing strategy is likely to land your monthly marketing emails in the virtual trash can. Email marketing done right remains a powerful force for reaching your existing audiences and tapping into new ones. But if you’re not diversifying your lists and tweaking your strategy month after month, your subscribers will start falling by the wayside. As you start thinking about next month’s marketing emails, keep these 3 things in mind:

  1. Segmentation. Between your own industry expertise and the information you (hopefully) gather when people subscribe to your emails, you can begin segmenting your database by market, product line, length of time someone has been a subscriber, etc. Adding this level of personalization to your emails will help you retain your readers and increase your open and click-through rates. (Want more? Here’s a deeper look at email segmentation.)
  2. Format. Take a look back through your past marketing emails. Do they all look the same? If so, your emails are probably blending in with the other 126 marketing emails the average business person receives every day. While creating a new email template each month would be time consuming, not to mention confusing for your audience, you may want to consider designing templates for things like white papers, webinars, podcasts, and other subcription-based content. Not only will this help diversify the look of your emails, it will help catch your readers’ attention and even score you a few shares and new subscribers.
  3. Testing. The best day and time to send emails is a hotly contested issue in the B2B marketing world. The answer? There isn’t one, at least not for everyone. Testing your emails on different days and times is the best way to determine how your audience interacts with your content. You should also be testing Tips #1 and #2 to see which methods of segmentation and which formats best resonate with your audience. Test, analyze, repeat.

Happy Monday! Feel free to share your favorite email marketing tip in the Comments!

 

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