Solving the Newsletter Puzzle: the Key Pieces

Every puzzle is built from pieces of various shapes that come together to create cohesion. When thinking about an external newsletter program, a means by which organizations communicate with their customers, prospects, constituents and other groups, it’s essential to think of it as a puzzle. All of the different factors that go into developing a newsletter must work in harmony. Doing so ensures that the end product is visually appealing, on-message and engages the audience. 

Today, email marketing is a method that many B2B companies rely upon to share their expertise and updates. In fact, 83% of B2B companies use e-newsletters as part of their content marketing program. Thus, perfecting your corporate newsletter should be a top priority. 

What to Incorporate in your Next Newsletter 

There are several key elements to consider for your newsletter, including: 

  • succinct yet creative subject line. First and foremost, the newsletter needs to entice recipients to open it. This is where the subject line comes into play. Make it short but catchy. Consider using emojis when appropriate, as there are over 2,000 registered emojis and some brands experience higher open rates when they use them in email subject lines. 
  • Eye-catching design. Your organization’s newsletter must look professional and on brand. If it doesn’t, you run the risk that recipients may unsubscribe from future emails. Use your brand’s colors and organize the information in a way that helps the reader process the information quickly and easily. Get inspired by other brands, pulling different design elements from each to create your ideal design.  
  • Educational contentYour newsletter should serve as a source for leading information about your industry and aim to help customers and prospects solve their business problems. It should also position your organization as a thought leaderInclude links to free white papers you’ve developedthought-provoking blogs on your website and industry articles featuring insights from your subject matter experts. Mix in interesting statistics, recent reports and news stories to add more.  
  • A human element. Make it easy for readers to connect with your brand. Incorporate updates around fundraising, volunteerism, company and employee milestones, etc. When customers identify with your brand on a deeper level, they are more inclined to support your business.  
  • Promotional content. While your newsletter needs to strike a balance between educational and promotional, don’t be afraid to highlight new products and services that will excite recipients. You can even focus on longstanding favorites if you do not have new launches in the pipeline. Be sure to frame the content in a way that tells readers how the product or service will benefit their organization, and link to landing pages with additional information like specs, installation instructions and how-to videos. 
  • Incorporate social mediaUse the newsletter as a tool to engage with readers on your other platformsLink to your Instagram, Twitter, Facebook, LinkedIn or even Snapchat and Pinterest profiles. Not only will you drive more followers to your pages, but you’ll have additional opportunities to showcase your brand and key updates to these individuals.  

Going the Extra Mile with Email Marketing  

Whether you execute a newsletter program on a bi-monthly, monthly or even weekly basis, it’s important that you adhere to several best practices. Incorporating the above elements into your newsletter can help your organization better engage with your customers and interested prospects. In turn, this can lead to increased web traffic, higher sales and greater loyalty.  


Jess Messenger is an Account Director in Mulberry’s Chicago office and enjoys developing PR campaign strategies and writing for B2B audiences across numerous verticals such as retail, foodservice and healthcare.