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B2B e-newsletters: Three bits of advice

A client just asked me, "What are the three best pieces of advice to give to companies that embark on an e-newsletter for the first time?"

Here’s my answer:Woman reading laptop

  1. Useful, relevant content is essential to get readership, and to avoid opt-outs. (I recommend aiming for 80 percent or more useful content and 20 percent or less promotional content.)
  2. Make sure compelling copy is visible in the upper left corner. (When viewed as HTML with graphics shut off, as well as when viewed as a text email or via a PDA/phone.)
  3. Including fewer, shorter articles in more frequent e-newsletters is usually gets better results than including more, longer articles in less frequent e-newsletters. (E-newsletters with fewer, shorter articles are easier to get completed and sent out, and more frequent newsletters help keep your company and its products or services in sight and in mind.)

What best advice would you give your fellow B2B marketers about e-newsletters?

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