Newsletters are a favorite tool of B2B marketers because they allow them to reach a customer directly in their inbox instead of going through the chaos of social media.
The goal of a B2B newsletter is primarily to create a lasting relationship with another company.
Unlike a B2C newsletter, it is not about contacting a mass of prospects, but about communicating with a limited number of decision-makers, with the aim of establishing a professional relationship.
In the following article, we explain how to optimize your newsletter campaigns for the B2B market.
What is a B2B newsletter?
A B2B newsletter is a marketing email sent directly to a company—not to private consumers. An effective B2B newsletter targets cameroon phone number library decision-makers.
Unlike a traditional newsletter , it’s not about presenting and selling a product to a mass of prospects/customers. Rather, it’s about creating and maintaining a relationship with a small number of targeted prospects, demonstrating your expertise and know-how.
You need to convince decision-makers (e.g. the CEO) that if they make a deal with you, their company will benefit in some way.
To begin, you’ll need to build a list of potential customers. For example, you can create an email list by gathering your blog subscribers or using a lead magnet (such as an ebook, white paper, or webinar). You can also try finding contacts on a professional network like LinkedIn or collecting leads at trade shows and conferences.
Use a business-friendly subject line. Address each recipient by name and role. Reflect on their challenges. Then offer a solution that will truly resonate with them.
B2B vs B2C Newsletter: What’s the Difference?
A B2C (Business-to-Consumer ) newsletter is sent to a large number of private customers; it is a mass email .
Here, we’ll try to play on emotion to sell. As in the age of gamification, offer fun content to convert new subscribers. consumers, we want to follow the latest trends, feel special, or be offered personalized offers. The fact that the product will save us money or time is often only an afterthought.In B2C emailing, it clearly states that companies must have explicit consent (preferably double opt-in) from their recipients before being able to send them newsletters.
In B2B, things are a little different. You should always offer your contacts an unsubscribe link or a way to opt out of receiving future messages. But what about prior consent?
Here, the GDPR makes an exception for B2B within the framework of “legitimate interest.” It is therefore possible to send newsletters without prior consent from contacts in the following cases:
B2B Newsletter: what about GDPR?
Here are the rules to follow when it comes to B2B data protection.
The GDPR , the European General Data consumer data Protection Regulation, regulates the activity of any company that collects and uses personal data.
- If the content of the newsletter is related to the profession of the person contacted.
- If the person contacted has already purchased products from you similar to what you offer in your newsletter.
For example, if you offer management software specifically designed for hairdressers, you can contact the salon manager using the professional address [email protected] without their prior consent – but by giving them the option to unsubscribe.
