If you’re in the B2B world, you’ve likely heard “You need a newsletter!” or “Email promotions drive the most conversions. Why haven’t you started one yet?” Before you can answer, you need to know the difference between the two, and why your business should care. Let’s break it down together.
What is a B2B Newsletter?
A newsletter can be compared to a check-in with your audience that is designed to keep them informed on updates, educated on new materials or services and to nurture your relationship with them – not sell. Newsletters provide value through useful content like industry insights, how-to’s or case studies. The goal is to keep your brand top-of-mind while simultaneously building trust.
For example, a tech company might send out a monthly newsletter highlighting trends in the cybersecurity space or updates on new regulations. The goal is to keep their audience informed and position themselves as a helpful resource, not a hard sell.
What are Email Promotions?
Email promotions on the other hand are all about the hard sell. They are designed to inspire action or get viewers to do something. It could be clicking to learn more about a service offering, signing up for a virtual webinar or taking advantage of a limited-time offer. Promotions are transactional and offer clear calls to action (CTAs), like “Buy Now” or “Register Today”. These are the emails that practically call out your name and say “Hey, we’ve got something super exciting for you – don’t miss out!”
Key Differences
Purpose
Newsletters focus on building relationships while email promotions focus on driving immediate action.
Content
Newsletters are broader and more educational. These can be quick tips, news or updates that interest your audience. Email promotions are specific and focused on products, services or campaigns. These emails have one objective in mind – getting people to convert.
Tone
Newsletters are written in a casual, conversational tone. Think of this as how you would talk to a friend or a coworker. Email promotions, however, don’t have the time or space for pleasantries. Instead, they are more direct and persuasive.
Frequency
Newsletters are often sent on a consistent schedule (quarterly, monthly or weekly). Email promotions are more likely sent on an as-needed basis.
Why They Both Matter
While each serves different purposes, they’re essential for a balanced, impactful email strategy. A newsletter will keep your audience engaged and nurture leads, while promotional emails help move the needle, getting your leads closer to a purchase decision. Here are some quick tips on how to balance the two to make them work for your goals…
Segmentation
Not every subscriber needs to receive every email you send out. Try segmenting your audience into groups. For example, you could ensure that those who are looking for thought leadership receive your newsletter and those who are ready to buy receive your email promotions.
Track Engagement
Look at open rates and click-through rates to see which type of email resonates most with which audience.
Mix It Up
Don’t bombard your audience with back-to-back promos. Space them out with newsletters in between to keep your emails feeling fresh and relevant.
A solid B2B email strategy isn’t about choosing between newsletters or email promotions – it’s about knowing when to use each. Once you master that balance, you’ll be well on your way to having an email strategy that is impactful and drives conversions.
If you’re looking for some help in this department, JSK Marketing is here to assist. We can help with email strategy, content creation and keeping your brand top of mind. If you’re ready to take the next step, let’s chat! After all, an inbox is a powerful way to make meaningful connections.
