Okay, you’re convinced that an eNewsletter is the right choice. But that’s only half the battle! Now that you know you need one, what should you include in each issue to make it into a valuable B2B marketing tool? This is easily as important a decision as the one you made to create a newsletter; if you aren’t careful about what you choose to put on the page, you may not get the results you were looking for.

What to include
There are several specific things to include in your eNewsletter that will engage your readers, generate leads, and ensure the reliable eNewsletter results you’ve been hearing everyone rave about. Make sure you’re incorporating these things in your newsletter:

• Customized content. Do research and use analytics tools to figure out who your audience is. Take time to develop a few personas and pinpoint the problems and pains your ideal customer is having. Then, use that information to make sure you’re offering the most relevant and useful content for those specific readers.
• Enticing offers and calls to action. Offering things like whitepapers and case studies can show readers your expertise, and bolster your reputation as an industry leader. Be sure your newsletter is equipped to take advantage of their high opinion of your business; include compelling calls to action at the end of articles and offers, so readers have a way to easily and quickly reach out to you about your services.
• High-value links. Your newsletter is a springboard into other areas of your content marketing program. It should compel readers to educate themselves about your product and, eventually, contact you. But in order to do this, they have to be able to find out more about you. Make sure your newsletter includes links to your website, blog, and social media pages. You can also increase readership by sharing content between these three avenues. Repurpose hard-to-find website content or archived blog posts in your newsletter articles, and link to your eNewsletter through tweets or Facebook posts.

What to leave out
While these items are great for encouraging reader retention and interaction, there are also things that will send subscribers scrambling for the opt-out button. Make sure to avoid these newsletter elements that can frustrate readers:

• Too many things to click. Studies have revealed that people can suffer from something called option paralysis — basically the more options someone is given, the less likely they are to choose any of them. You have the unique opportunity with a newsletter to direct viewers precisely where you want them. Take advantage of it by using an appealing, clutter-free design that features eye-catching headlines and concise, useful content.
• Trickery. Although marketers are occasionally tempted to use a misleading link to gain quick views, this is a newsletter no-no. People get frustrated when they click a link that doesn’t lead where they were told it would. Headlines should always guide readers to matching content, and links to your blog, website, or social media pages shouldn’t be rerouted to lengthy forms or sales pitches. By being honest with your information, you’ll find that the people reading your newsletter are the ones who are genuinely interested in your service — and that’s much better for generating qualified leads.

You have to put research, hard work, and time into an eNewsletter to make having one worthwhile. At Proven Systems, we’re newsletter experts. We know exactly what should and shouldn’t go into your mailings so you get the best results and the most satisfied readers!

Are you struggling to create a successful eNewsletter? A little expert guidance can help you get the results you need! Contact info@provensystems.com for a no-cost evaluation of your current B2B marketing program.