Planning a B2B email newsletter can be a daunting task. There’s an almost ever-present fear of disappointing your audience. These are people that landed on your site, liked what they saw, and filled out a form just to hear more from you. 

You want to provide those people with something valuable, but how do you do it? How do you avoid becoming an inbox-clogger that they inevitably unsubscribe from? Here are some tips on how to engage this unique audience.

Give People What They Signed Up For

Firstly, take a look at the newsletter signup links on your website. Do they accurately describe the information you plan to provide your customers in the newsletters themselves? If not, you’ll either want to revise them, or re-evaluate the contents of your newsletters.

For example, if your newsletter signup buttons say “Sign up for our newsletter to receive monthly landscaping tips,” then you’ll want to double-check that you’re including some landscaping tips in your emails. You also want to make good on your promise to email your subscribers every month. Maybe that goes without saying, but matching your content with your CTAs is an important consideration with any newsletter. 

Provide Value - But Be Brief

Once you narrow down what is going to be in your newsletter, you should consider how your readers want to receive their information.

B2B newsletter copy should be short and sweet. If a customer wants to read something lengthy and descriptive, they’ll seek out a white paper. Your B2B newsletter is a great opportunity to give quick summaries of interesting blogs or articles on your website, and give readers the option to click a link to read more if they’re super interested.

Keep in mind that the sole purpose of your B2B newsletter should not be to sell to your customers. It should be to provide them with valuable information, educate them, and open up a line of communication with them. 

Customers love to be reminded of the people behind the scenes. Just because you’re B2B doesn’t mean you can’t appeal to pathos. Don’t be afraid to include pictures of new team members, fun facts about your company, or updates about your office space. Your customers will feel closer to you and trust you more if they learn more about your staff and company.

If you’d like some assistance with planning out an email newsletter for a B2B audience, feel free to reach out to us at Ecreative. Our copywriters are experienced with writing content specifically for industrial B2B customers, and we can help you create a newsletter that your customers will look forward to every month.