26 June 2023
Email newsletter marketing is one of the oldest and most enduring digital marketing methods, beginning around the late 90s and rising in popularity in conjunction with widespread email use. Traditional newsletters dropped off in the late 2010s with the emergence of the martech stack enabling an exponential increase in channels to reach a target audience. However, with growing emphasis on digital and remote work, reaching virtual customers has never been easier (or more competitive).
If you’re thinking to yourself, after all this time, why newsletters now? Newsletters continue to be an effective part of integrated marketing strategy, helping create ongoing relationships with customers through periodic interactions, offering time to strengthen perception and build loyalty. Additionally, newsletter are typically more cost effective than options such as paid advertising, and enable greater detail in analytics of consumption behaviors which enables improvement over time.
To understand how B2B newsletter marketing trends are evolving, Metia created a data set exploring multiple marketing method trends over the past 7 years. We found that in that time, there has been a 28.2% growth in discussions about newsletters as a marketing tool. The high point is projected to be in 2022-2023, with an estimated 64.9% increase in conversation volume around newsletters, indicating a great potential for growth this year.
Who is Talking About and Sharing B2B Newsletters?
Business Decision Makers (BDM) and Information Technology Decision makers (ITDMs) discuss newsletters in 13.5% (BDM) and 15.6% (ITDM) of all conversations with overall topics of discussion remaining similar. This indicates the flexibility of newsletters to match audiences differing needs and preferences is what makes newsletters resonant across audiences. Discussions about newsletters tended to be overall more positive, with audiences reacting to success stories, new business partners, and innovations.
What Makes a Good Newsletter: Table stakes
With nearly infinite ways to make a newsletter for marketing, keep both format and accessibility in mind to improve the audience’s experience.
Format for Efficiency
Attract Audiences with Trend Alignment
Instant Identification is Important
What Makes a Great Newsletter: Differentiators
With such excitement and potential in newsletter marketing, it is a highly saturated and competitive format where differentiation is the key to success.
Personalization is Paramount
Accessibility Adds to Audiences
If you want to know how Metia’s teams can help modernize your approach to newsletters and align with audiences through data-based insights, please reach out!