If there are 218,000 B2B companies in the US 2, there may be as many as 174,400 newsletters floating around, competing for subscribers. You’re creating “content” instead of developing value-packed articles, infographics, videos and webinars your subscribers would miss if they were goneĨ0% of B2B content marketers use newsletters ( 2014).You think newsletters ought to have a set number of articles – like, say, four – which is making you focus more on quantity than on quality.You’re not sure what your newsletter’s value proposition is, which is resulting in a muddied experience for your subscribers.You’re not sending them content they want to read and share, so they rarely bother opening your newsletters.They’re questions your subscribers may be indirectly asking right this second as they seek the great mystical unicorn that is Inbox Zero.īut even more important than those two Qs is your answer to this question: Would your subscribers pay you to keep receiving your newsletter? Would even 5% of your subscribers pay $5 per month to continue to have your newsletter arrive in their inbox? If not, why not? It could be because: Those are important questions to try to answer. First, can you name five of them? Second, how many of them would you pay to continue receiving? Take a sec to think about the newsletters you’ve signed up for.
More than receipts and other transactional emails. As of 2012, newsletters take up 29% of the space in an inbox, more than any other type of email. Newsletters try – and generally fail – to make their presence felt in inboxes that are filled with an average of 121 business emails each day. Newsletters summarize stories until all the juice is squeezed out of them.