You’ve established a blogging cadence, have built consistency across your social channels, and have set up a strategy for producing premium additional content (i.e. white papers, videos, case studies) on a regular basis. You’re now ready to begin delivering an eNewsletter to your customers. Congrats! You’re already a few steps ahead of many businesses in terms of content marketing maturity and planning.

You’re on the right track in wanting to create an eNewsletter. Research from the Content Marketing Institute shows that as of this year, 81 percent of B2B marketers and 83 percent of B2C marketers use eNewsletters to achieve their various content marketing goals.

Even more, eNewsletters have the highest effectiveness rating among all content marketing tactics used by B2C marketers—more than blogs, videos and social media.

Here’s a quick and easy formula for getting started with eNewsletters. Simply take this structure, plug in your own information and customize as desired!

Step. 1: Pick a theme or topic for your eNewsletter

To help guide content and deliver the best value to your subscribers, choose a theme or topic for each eNewsletter you deliver. One eNewsletter, for example, may be focused on the customer experience, while the next may be centered on transformation. Your eNewsletter content will reflect that theme accordingly.

Once you have chosen a theme or topic, you can begin writing!

Step 2: Introduction

Start with a short yet informational paragraph that introduces your topic and its importance to your reader. Why is this topic relevant? Why do they need to know more about it? What challenges and opportunities exist within this area?

Having trouble visualizing your intro? Below is an excerpt from an introduction I wrote for one of my clients’ eNewsletters on the topic of blogging:

Blogging is considered one of today’s most impactful (and cost-effective) marketing strategies for improving conversion and retention, bolstering brand awareness and increasing profits. Depending on the platform being utilized, businesses can begin blogging immediately with virtually no barrier to entry. And they should if they wish to capitalize on this massive marketing trend; 81 percent of B2B (and 77 percent of B2C) organizations blog, with nearly 60 percent saying it proves effective, according to the Content Marketing Institute (CMI)’s 2016 “Benchmarks, Budgets and Trends” report.

Step 3: Tips and Tricks

Next, offer 3-5 tips/tricks for your readers to improve their efforts related to your topic. Make these tips actionable and insightful—don’t include a tip that is common knowledge. Make your advice substantial and differentiated.

Below is an example of one tip offered in that same eNewsletter I produced for my client:

  1. Remember your unique differentiators: Blogging is not a one-size-fits-all tool; rather, a blog should reflect a business’ unique disposition. A blog strategy designed by a mid-sized B2C organization, for example, will likely not work when implemented by a small B2B business. 

Step 4: To-Do’s

Suggest three simple steps your readers can take immediately to begin making an actionable difference in their business (if B2B) or life (if B2C). Position yourself as a bold thought leader and innovator in your space by doing so.

Step 5: Promote related content

Any related blogs, white papers, case studies or videos that you can promote in your eNewsletter will go a long way. Promote these pieces of content throughout by hyperlinking to them. Or, create an intriguing call-to-action towards the end of your eNewsletter (Ex: Need to know more about blogging? Check out this in-depth whitepaper about how to build a sustainable blogging strategy).


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