A values-first approach that serves your readers
Posted: Sun Jan 19, 2025 5:35 am
B2B Newsletter Marketing Best Practices
B2B newsletters, like anything else in marketing, is a growing and evolving field. Use this three-pronged list of best practices as a guide, whether you’re starting a newsletter from scratch or revamping an existing one.
I’ve also included a few examples of newsletters I think do a particularly good job with content strategy and audience engagement. (Technical optimization is a bit harder to judge, since it all takes place under the hood.)
Content Strategy
The content strategy for newsletter marketing should fit comfortably within your overall marketing strategy, but to recap a few guidelines from the experts I spoke with, prioritize:
Balanced promotional content
Consistent voice and format
Provide creator-driven content
In original HubSpot research from September 2024, we czech republic phone number material asked 500+ newsletter operators about their most commonly used content strategies:
Your personal opinions, tips, or hot takes on your industry or topic of interest (28%)
Expert advice or tips (quoting someone you didn't interview other than yourself) (16%)
News or trends (14%)
Expert advice or tips (quoting someone you did interview other than yourself) (12%)
Data, research, experiments, or studies that you've gathered or run (11%)
Data, research, experiments, or studies cited from third-party or outside brands (11%)
User-generated content with quotes, tips, comments, text, or other elements sourced from your subscribers or audiences (8%)
We also asked what type of content drives the most engagement.
Our findings are consistent with the expert advice in this article: Readers want emails from real people with real opinions.
B2B newsletters, like anything else in marketing, is a growing and evolving field. Use this three-pronged list of best practices as a guide, whether you’re starting a newsletter from scratch or revamping an existing one.
I’ve also included a few examples of newsletters I think do a particularly good job with content strategy and audience engagement. (Technical optimization is a bit harder to judge, since it all takes place under the hood.)
Content Strategy
The content strategy for newsletter marketing should fit comfortably within your overall marketing strategy, but to recap a few guidelines from the experts I spoke with, prioritize:
Balanced promotional content
Consistent voice and format
Provide creator-driven content
In original HubSpot research from September 2024, we czech republic phone number material asked 500+ newsletter operators about their most commonly used content strategies:
Your personal opinions, tips, or hot takes on your industry or topic of interest (28%)
Expert advice or tips (quoting someone you didn't interview other than yourself) (16%)
News or trends (14%)
Expert advice or tips (quoting someone you did interview other than yourself) (12%)
Data, research, experiments, or studies that you've gathered or run (11%)
Data, research, experiments, or studies cited from third-party or outside brands (11%)
User-generated content with quotes, tips, comments, text, or other elements sourced from your subscribers or audiences (8%)
We also asked what type of content drives the most engagement.
Our findings are consistent with the expert advice in this article: Readers want emails from real people with real opinions.