Email Marketing – Best Practices for e-Newsletter
Newsletters play an important role in B2B email marketing. Here are some email newsletter best practices for design, structuring and providing opt-outs.
From Address
- Identify the sender of the email
- An ideal front line must look like this – company-name <newsletter@companyname.com>
Subject Line
- Always highlight your product/solution benefits.
- Use a relevant subject line that provokes the reader to read.
- Include news on latest technology/product related to industry.
- Avoid usage of flowery words that create panic in reader and to avoid spam as well.
Newsletter Layout
- Provide the company logo on top.
- List the main content in a tabular or bullet form.
- Add images that suit content or occasion for which it is sent.
- Provide URLs to read newsletter online.
- Provide copyright /privacy protection information in footer area of the newsletter.
- Provide related reading references such as research report, studies, etc.
Newsletter Content
- Provide engaging and relevant content.
- Display content as bullet points or short paragraphs.
- Include engagement tactics such as polling, voting, games, videos, forum replies, etc.
- Keep the content minimal and bold. Add “Read More” or “Check out” buttons to enable recipient to continue reading from the website.
- Include interesting reading material (provide links) from research bureau’s or survey companies.
- Add relevant graphs, analytics and images to summarize the content in individual articles or reports.
- SEO optimize for keywords and phrases.
Aesthetics
- Follow a theme for every newsletter; it helps readers to relate to the content well.
- Place unsubscribe/opt out link in a notable position.
- Provide links to online subscription page; helps when the newsletter is shared in social media.
- Provide copyright authorizations for newsletter content in the end.
- Opt-outs
- Ask permission – It helps readers distinguish between legitimate e-mails and spam.
- Don’t share – Once you are provided permission to send newsletter, do not share with third party vendors.
- Provide unsubscribe or opt-out message at the end of every newsletter you send. Provide manual unsubscribe options in the mail for those who face technical difficulty while trying out the automated u-subscription option.
You can use marketing automation solutions to automate email sending and creation of email templates for B2B email marketing. E-Newsletters are a great way to collect warm leads in your marketing funnel.
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