Identify what's driving subscriptions for B2B newsletters and plan accordingly

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 18, 2021, 2:10 AM UTC

In this article, MarketingProfs’ Ann Handley shares suggestions on how B2B businesses can build a successful email newsletter.

The first B2B newsletter that goes out post a sign-up must be used to reflect the brand’s tone and set subscribers’ expectations from the newsletter. B2B marketers must use social media to spread the word about the latest newsletter.

In such cases, the primary topic that the newsletter covers must be highlighted. Newsletters should also be used as a channel to empathise with audiences to connect better with subscribers.

B2B marketers must identify the reasons for which the subscribers have signed up. Identify any commonality among the subscriber base, and spot any elements that need changing in the newsletter.    

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