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Are your newsletters informative or self-serving?

Newsletters should be focused on hard-hitting stories that demonstrate how you help solve your customers' problems.

Surprisingly, many B2B companies either don't utilize newletters, or use them only as product showcases. The newsletter is all about them, not their customers. Product news is fine, but to build prospect interest and loyalty, you must communicate real world information that is helpful to the prospect, in the context of their day-to-day business problems.

Take a page from the magazine industry and center each issue around a theme. Pick a theme that allows you to showcase a specific aspect where you have helped customers to win. Develop three or four articles related to that theme that will be valuable to your subscriber list. These articles should give them insights, help them solve problems or expand their knowledge about a topic important to them.

Marketing Interactions worked with one of our high technology clients to create 3 themed newsletters. We started at ground zero with the first newsletter and, within three months, built an impressive opt-in list of highly targeted subscribers. Over 70% read every issue, and the sales team is leveraging trusted vendor status to drive sales results.

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