Email newsletters are the workhorse of content marketing targeting SMBs. They remain a surprisingly effective way to keep your brand top of mind, enhance your position as a thought leader and showcase your offerings.
If you don’t have an email newsletter, read on to see why you should. Already have one? Use our tips below to improve its performance.
Why SMBs read email newsletters
In our December SMB Pulse survey of 500 U.S. SMB principals, respondents said they are very likely to use an email newsletter to learn about, research and make purchase decisions on products and services for their business, as follows:
The takeaway: Email newsletters are an essential tool for SMB engagement and conversion across the whole sales cycle.
Making your email newsletter work
Whether you have an email newsletter or not, here’s what our research and experience have shown are key to a great program:
- Topics that make sense coming from you: SMBs want topics that align with your brand. For example, for financial services, that can mean anything from cash flow management to improving efficiency. Technology companies, depending on what you offer, can talk about security or finding more customers.
- Actionable advice: The number one thing SMBs want in marketing content? Comprehensibility. Make sure your content provides practical advice for solving a problem. SMBs dislike content that introduces a challenge but doesn’t actually help them do anything about it.
- Product detail: Along with your advice-rich content, be sure to link to your products. SMBs want to learn about the tools you offer to make their lives easier.
Bredin’s email newsletters outperform industry standards. Contact us to learn how we can launch or enhance your SMB newsletter program.