Generating email newsletters for B2B is a crucial part of your inbound marketing, helping to collect leads, nurture prospects and keep in touch with existing clients. However, producing them is not enough. How do we ensure that they get read every time? Really, it boils down to knowing your audience and what they will find engaging. I found some of these examples pretty inspiring…
Dental Products Report
OK, if you’re not a dentist, you would in no way find these titles catchy. If you are, it would be like scrolling through BuzzFeed and not being tempted to click through. For example: ‘5 Things you Should Know about Caries Detection with Near-Infrared Transillumination.” They manage to create a sense of appropriate urgency through direct, benefit-highlighting copy. Couple with clear CTAs and easy navigation, and it’s easy to see why this newsletter does so well.
This is a B2C example, but clearly shows how to get your audience’s attention. For one of their newsletters, the subject line read: ‘We Forgot Something in Your February Box!’ Yes, Birchbox “forgot” to put the discount code in the box. The discount code was for Rent the Runway – a dress hire business that was very likely to fit the interest profile of the typical Birchbox customer – so it was relevant, too.
Smart Meetings News
This newsletter is aimed at corporate event planners and is fun and engaging to read – for example, ‘How to Stay Healthy at Conferences Using a Smartwatch’. It’s also very well organised, with more relevant, timely news near the top and industry articles and events underneath. Bright colours, clear images and easy social sharing makes it eye-catching and exciting.
Have you come across any B2B email newsletters that you are actually pleased to see waiting for you in your inbox?