E-Newsletters are one way to stay connected with your existing customers, your new customers, and other business partners. Unlike the B2C (Business to Consumer) market, you probably want to send information in your newsletter that is pertinent to your potential customers’ business. If it can help their business in some way, address that. We don’t recommend sending ads because they become more of a distraction and people are likely to unsubscribe.
Check out some etiquette tips when sending B2B newsletters:
Stick to a regular schedule. Don’t send newsletters when you feel like it. Make sure you have a calendar commitment and stick to a regular schedule.
Be informative and consistent. Newsletter templates like the ones at www.newsmail.com make it easy for you to have a clean, easy-to-read newsletter style. Make sure the information you share is relevant and consistent with your brand message. Don’t venture out beyond your knowledge and stick with your core competency.
Better to be safe than sorry. If you are not sure about a person's title, it’s better to be safe than sorry. For example, when addressing your audience, should you use Mr. or Ms.? Or should you just say, “Hello, friends”? Consider your opening greeting and play it safe, rather than be wrong and be sorry.
Demonstrate your knowledge and professionalism. If you don’t have anything useful to say to other businesses, no knowledge that could help them, then you might as well not send a newsletter. Don’t just send a bunch of advertisements. A B2B newsletter should show off your knowledge and professionalism, so try sharing bits and pieces about your expertise in each newsletter. Perhaps highlight a recent client you helped or a new piece of technology or a new service you have to offer.
Don’t try to sell. You don’t need to sell your products or services in your newsletter. Let your knowledge as a company, and sharing your expertise in the newsletter sell your products or services instead.
Have a way to unsubscribe. Allow people to unsubscribe and opt out of your newsletter. And try to assess why someone might opt out when you get notification of it, and examine what you can do better.