Email Marketing – Best Practices For E-newsletter

By Author: martin well
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Newsletters play an important role in B2B email marketing. Here are some email newsletter best practices for design, structuring and providing opt-outs.
From Address

• Identify the sender of the email
• An ideal front line must look like this – company-name

Subject Line
• Always highlight your product/solution benefits.
• Use a relevant subject line that provokes the reader to read.
• Include news on latest technology/product related to industry.
• Avoid usage of flowery words that create panic in reader and to avoid spam as well.

Newsletter Layout
• Provide the company logo on top.
• List the main content in a tabular or bullet form.
• Add images that suit content or occasion for which it is sent.
• Provide URLs to read newsletter online.
• Provide copyright /privacy protection information in footer area of the newsletter.
• Provide related reading references such as research report, studies, etc.

Newsletter Content
• Provide engaging and relevant content.
• Display content as bullet ...
... points or short paragraphs.
• Include engagement tactics such as polling, voting, games, videos, forum replies, etc.
• Keep the content minimal and bold. Add “Read More” or “Check out” buttons to enable recipient to continue reading from the website.
• Include interesting reading material (provide links) from research bureau’s or survey companies.
• Add relevant graphs, analytics and images to summarize the content in individual articles or reports.
• SEO optimize for keywords and phrases.

Aesthetics
• Follow a theme for every newsletter; it helps readers to relate to the content well.
• Place unsubscribe/opt out link in a notable position.
• Provide links to online subscription page; helps when the newsletter is shared in social media.
• Provide copyright authorizations for newsletter content in the end.
• Opt-outs
• Ask permission – It helps readers distinguish between legitimate e-mails and spam.
• Don’t share - Once you are provided permission to send newsletter, do not share with third party vendors.
• Provide unsubscribe or opt-out message at the end of every newsletter you send. Provide manual unsubscribe options in the mail for those who face technical difficulty while trying out the automated u-subscription option.

You can usemarketing automation solutions to automate email sending and creation of email templates for B2B email marketing. E-Newsletters are a great way to collect warm leads in your, marketing funnel

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