Many companies use email newsletters to stay in touch with their employees and business partners. Since sending a newsletter is relatively easy, many senders don’t put as much thought into their publications as they should.

An email newsletter allows you to grow and manage business relationships. It allows you to provide your employees and business partners with the latest corporate news, industry news, services and events while connecting you with the people who make your business work. Your newsletter should:

• Provide information that will allow you to build on your existing relationship
• Provide information that educates employees about your business, products, services, etc.
• Offer additional information that builds value
• Offer engaging content that recipients will enjoy receiving and will look forward to in each campaign
• Encourage feedback from your readers

B-to-B newsletters should not use heavy, technical language. They should sound personable and genuine. Recipients should be enlightened, not surprised, by your content.

Since many newsletters are constructed within a graphic template, it is important to be mindful of how your information is displayed. Best practices for newsletters include:

• Subject lines should be short and describe the newsletter content accurately
• Content categories should be listed clearly at the top of your message. For example, show the headlines in an “In This Issue” area that links to more information below
• Keep your content and offers brief and to the point. You may want to consider writing one paragraph for each item and linking it to a complete article on your web site
• If you do write more than a paragraph, use bullet points, bold face, italics or other visual identifiers so readers can easily scan the key points.

Newsletters have become a critical component for businesses. Put the effort into making yours as enjoyable and engaging as possible. Your employees will enjoy receiving the campaigns and you’ll see the results in your business’s bottom line.

Tags: b2b, businesstobusiness, newsletters

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