In the fast-paced world of digital marketing, writing a newsletter is an essential strategy for businesses to stay connected with their audience, nurture relationships, and boost engagement. A well-crafted newsletter allows you to reach out to your customers directly, keeping them informed and engaged with your latest updates, products, and offers. Not only does it help in maintaining brand visibility, but it also provides a unique opportunity to build trust and loyalty among your readers.

Blogging for small businesses has long been a valuable content marketing tool, but newsletters take it a step further by delivering targeted content directly to the inbox of your subscribers. This ensures that your message is seen and can help drive actions, whether it’s encouraging subscribers to read a blog post, download an eBook, or make a purchase.

Creating an effective B2B content marketing strategy with a well-structured newsletter can be a game-changer for your business. However, it’s important to keep in mind that writing a newsletter isn’t just about sending out promotions or updates. It’s about delivering content that resonates with your audience, addresses their pain points, and offers value that keeps them coming back for more.

At Delivered Social, we specialise in helping businesses create compelling B2B marketing strategies that use newsletters to their fullest potential. By focusing on content that is both engaging and informative, we ensure that your newsletter is a tool for building long-term relationships and growing your business.

In this article, we’ll explore the essential components of a newsletter, how to write content that captivates your audience, and the strategies for making your B2B marketing newsletter a success.

What to Include in a Newsletter for Maximum Engagement

One important factor in how to write a newsletter that resonates with your audience goes beyond simply sending updates about your business. To maximise engagement, your newsletter must offer valuable content that speaks directly to your readers’ needs, challenges, and interests. Here are the key components that will help you create a newsletter that truly captures attention.

Compelling Subject Line

The subject line is the first thing your recipients will see, and it’s your opportunity to make a strong impression. A great subject line should be short, clear, and intriguing, prompting the reader to open the email. A/B testing different subject lines to see which gets the best open rate can help improve this element over time.

Personalised Introduction

The introduction of your newsletter should feel personal and welcoming. Use a conversational tone to make your readers feel like they’re part of a community. Personalisation can be as simple as including the recipient’s name or tailoring the content based on their preferences or past interactions. This is where you can also align your content to their specific business needs, which is something Delivered Social regularly does for clients, ensuring newsletters feel relevant and directly impactful.

Valuable, High-Quality Content

The core of your newsletter should be content that offers value. This could include industry insights, tips, success stories, or how-to guides that help your audience solve problems or improve their business operations. Delivered Social often helps small businesses create content that addresses pain points and educates their audience on relevant topics, making the newsletter a useful resource rather than just another promotional tool.

Clear Calls to Action (CTAs)

Your B2B marketing newsletter should always include clear CTAs that guide your audience on what to do next. Whether you want them to download a resource, book a consultation, or visit your website, make sure the CTA stands out. Without a compelling CTA, your newsletter may fail to convert readers into leads.

Visually Engaging Design

Lastly, make sure your newsletter is easy to read and visually appealing. Use headers, bullet points, and images to break up the text and keep the content digestible. Delivered Social also assists businesses in designing newsletters that are not only engaging but also mobile-responsive, ensuring your audience has a smooth experience regardless of the device they use.

Learn about writing a newsletter that resonates with your audience

When it comes to how to write a newsletter, it’s essential to create content that resonates with your audience on a deeper level. A newsletter isn’t just about broadcasting your message; it’s about connecting with your readers in a way that makes them feel understood and valued. The goal is to provide content that aligns with their interests, solves their problems, and encourages them to take action.

Understanding Your Audience’s Needs

To effectively resonate with your audience, you must first understand who they are. What are their interests? What challenges are they facing in their business? Delivered Social takes a data-driven approach to understanding client audiences, ensuring that each piece of content is tailored to meet their specific needs. By identifying the pain points of your target audience, you can create content that addresses these concerns head-on, establishing your business as a reliable resource and expert in your field.

For example, if your target audience is small business owners in a specific industry, you might want to focus on providing practical tips and solutions that help them grow their business. Your content should always be relevant to their day-to-day challenges and designed to make their lives easier.

Choosing the Right Tone and Style

The tone and style of your B2B marketing newsletter should be consistent with your brand voice while also appealing to your audience. For a more professional audience, a formal tone may be appropriate, while a more conversational style can work well for startups or creative industries. Delivered Social helps businesses find the perfect tone for their newsletters, ensuring that the voice aligns with their brand while still resonating with their audience.

A conversational tone can be particularly effective for B2B marketing newsletters, as it creates a more engaging and personable experience. When writing in a relatable, human way, your audience is more likely to feel connected to your brand, which fosters trust and engagement.

Focus on Value and Education

Above all, your newsletter content should always focus on delivering value. For small businesses, a B2B marketing newsletter should provide insights that help your readers improve their operations, grow their brand, or solve specific problems. Educational content such as how-to guides, industry news, and best practices not only engage your audience but also position your brand as an authority in your field.

At Delivered Social, we work closely with businesses to craft content that is both informative and practical. By providing educational content, your newsletter becomes a tool for nurturing relationships with your audience, helping you maintain a competitive edge in your industry.

Write a Newsletter That Looks Professional and Inviting

When writing a newsletter, the content is crucial, but the design plays an equally important role in ensuring your audience stays engaged. A well-designed B2B marketing newsletter can make your content more appealing, easier to read, and more likely to be shared. The goal is to create a visually inviting experience that enhances your messaging while making it easy for readers to digest the content.

Layout and Structure

A clean, organised layout is essential for guiding readers through your newsletter. Break your content into manageable sections, using clear headings and subheadings to make it easy to scan. Bullet points, numbered lists, and short paragraphs also improve readability and make your newsletter feel less overwhelming.

Delivered Social helps businesses create newsletters with a balanced layout, making sure that important information stands out while keeping the overall design streamlined. A user-friendly design will encourage readers to engage with your content, rather than quickly discarding it.

Typography and Colour Scheme

Typography and colour choices are crucial elements of newsletter design. The right fonts should be easy to read, and the colour scheme should align with your branding while also being visually pleasing. Stick to a limited number of fonts and colours to maintain consistency throughout the newsletter. The use of contrasting colours can highlight CTAs, making them stand out and improving click-through rates.

Mobile Optimisation

With a significant amount of email reading taking place on mobile devices, it’s essential to optimise your newsletter design for mobile. Delivered Social ensures that all newsletters we design are responsive, meaning they automatically adjust to look great on any device, whether it’s a smartphone, tablet, or desktop.

Visual Elements and Branding

Including images, graphics, or infographics can break up text-heavy sections and make your newsletter more visually appealing. These elements should be high-quality and align with your brand’s visual identity. They also help highlight key points and guide the reader’s eye through the content. A visually appealing newsletter is far more likely to engage readers and make them more likely to act on the information shared.

How to write a Newsletter and gain Better Open Rates and Click-Throughs

To get the most out of your B2B marketing newsletter, it’s essential to optimise it for performance. High open rates and click-through rates (CTR) are key indicators that your newsletter is engaging your audience. With the right optimisation strategies, you can significantly increase the effectiveness of your newsletter and drive more conversions.

Perfecting Your Subject Line

The subject line is the first thing recipients see, and it plays a critical role in whether they open the email. A great subject line should be compelling and create curiosity, while also accurately reflecting the content inside. A/B testing different subject lines can help you determine what resonates best with your audience.

Delivered Social helps businesses craft attention-grabbing subject lines that entice recipients to open the email. By incorporating urgency, personalisation, or clear value propositions, we optimise B2B marketing newsletters for higher open rates.

Timing and Frequency of Delivery

The timing of your newsletter is just as important as the content. Sending your newsletter at the right time increases the likelihood of it being opened and read. Experiment with different send times and days to find the best timing for your audience. Additionally, the frequency of your newsletter should be consistent but not overwhelming. Striking the right balance ensures your content stays relevant without annoying your subscribers.

Effective Calls to Action (CTAs)

One thing to consider with how to write a newsletter is that it should always include a clear, action-driven CTA. Whether you want readers to download a resource, sign up for a webinar, or make a purchase, a compelling CTA is essential for guiding them to the next step. Using action verbs and placing the CTA in a prominent position can significantly increase click-through rates.

At Delivered Social, we specialise in optimising B2B marketing newsletters to maximise conversions. From CTA placement to A/B testing content and design elements, we ensure that your newsletter performs at its best.

FAQ:  How to Write a Newsletter

How often should I publish a newsletter for my small business?
The frequency of your blog posts depends on your audience and resources. Generally, posting once a week or bi-weekly is ideal for maintaining consistency without overwhelming your readers. Regular posting keeps your business top of mind and engages your audience over time.

What types of content should I focus on for my small business blog?
For small business blogs, focus on content that addresses the pain points of your target audience. This can include how-to guides, industry insights, case studies, and client success stories. Make sure your content educates and provides solutions to problems your audience faces.

How can I grow my small business blog’s subscriber list?
To grow your subscriber list, offer valuable content in exchange for email sign-ups. Use clear CTAs (calls-to-action) and promote your blog through social media and your website. Incentives like exclusive content or downloadable resources can also encourage sign-ups.

What’s the best way to measure the success of my blog?
Track metrics such as website traffic, engagement rates, conversion rates, and bounce rates. Using Google Analytics and other tools, you can assess how well your blog performs and identify areas for improvement.