The subject line matters
A catchy e-mail subject line is vital but it must also be representative of your newsletter’s content. So forget about misleading clickbait.
It certainly won't harm the cause if the subject line poses a question or the newsletter has a memorable name: then all you have to do is update the month. Keep your target audience in mind.
Relevancy of content
Provide educational and useful content. A newsletter is more than just a company propaganda sheet. Mention new blog posts, case studies or upcoming events. You might also present a new product or service you are launching.
Right amount of content
Too little content won’t grab enough attention; on the other hand, too much content will overwhelm your audience, who will then skip most of it anyway. You need to find the golden mean in between, according to the business2community.com website.
Consistency
Your newsletter should appear on a regular basis. Monthly or bi-monthly is usually an appropriate frequency for B2B companies. Promote blog content which you create regularly (again, it can be webinars and case studies), or events at which someone from your company delivered a speech. If you don’t have anything fresh, you can still reuse your older, uniquely interesting content – as long as it is still relevant.
Professional and responsive design
Bad design renders even the best content useless. You don’t want your readers to unsubscribe because your newsletters just don’t work. Your newsletter must be responsive and work reliably on all types of devices and e-mail platforms. Keep the design clean, add a branded footer and provide your company's social media links.
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