![]() ![]() The Massachusetts Medical Society is doing this. For instance, I could see a COVID-19-focused newsletter working well for industries and functions directly touched by the pandemic, such as telehealth and financial management. They also are templated, which shortens the content-creation timeline because decisions regarding format, word count and other variables have already been made.Īt the same time, because a newsletter is a known entity among your audience, you have the option of adding “special editions” when it makes sense. This puts a lot of power in a marketing team’s hands when they want to communicate with customers quickly, such as when something unexpected happens (i.e., a global pandemic) or when they want to align outbound communication to a timed event (i.e., webinar or product/service release).īecause newsletters are scheduled in advance, they’re already in the outbound email rotation, so you don’t have to wait for an opening. Recipients come to expect them, and they recognize them immediately in their inboxes-two advantages that nurtures and other types of limited-timeline campaigns don’t have. Newsletters are versatile and generally follow a consistent publishing schedule-weekly, bi-monthly or monthly. Typically newsletters use many more of the parts of a newsletter layout listed here to attract readership and communicate information. Newsletters for business City events newsletter template Polaroid real estate newsletter template Merge financial business newsletter template Black Widow. Perhaps this will lead you to create a new newsletter or simply to revamp one that’s already being published.Įither way, newsletters are great for this portion of the customer lifecycle, because you already have an engaged audience that wants to hear from you and you’re making that engagement easy for them by consolidating relevant news into one place. All newsletter layouts have at least three elements: a nameplate, body text, and headlines. When this happens, take a look at existing newsletters that might already be pushed via product teams or others and assess where gaps exist for long-term nurturing of existing customers. So, if you aren’t covering the full customer lifecycle in marketing now, you’ll probably be asked to do so in the near future. Nonetheless, the pivot that’s been happening in the past five years to more customer-centric models will continue, because companies that are doing this are outperforming peers. Research from Sirius Decisions sheds light on why this is: 70% of the metrics B2B leaders follow in their dashboards reflect internal goals, and only 30% align to customer goals. Goodbye higher-margin sales, and hello costly churn. ![]() Relatively few resources are focused on what happens after that, and unfortunately, this diminishes opportunities for upsell and cross-sell revenue as well as long-term loyalty. B2B marketing resources are mostly focused on moving prospects through the education, solution research and solution choice phases of the buying journey. ![]()
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