Authors
- Ardath Albee
- Britta Alexander
- Ian Alexander
- Jason Amunwa
- Gary Arlen
- Jay Baer
- Bob Bailey
- Newt Barrett
- Andy Brown
- Daniel Burstein
- Jen Byck
- Jep Castelein
- Matt Chamberlin
- Michael Chotiner
- Jim Cosco
- Douglas Davidoff
- Will Davis
- Barry Densa
- Bill Duggan
- Andrea Fjeld
- Robert Freedman
- Barbra Gago
- Ann Getman
- Abigail Gilmore
- Gabe Goldberg
- Alec Green
- David Grossman
- Kristina Halvorson
- Suzanne Harris
- Bill Harrison
- Kate Headen Wadell
- Rick Holton
- Harry Hoover
- Beth Hrusch
- Raza Imam
- Hogan Jasra
- Lorraine Jenkins
- Josh Kamensky
- Jonathan Kantor
- Doug Kessler
- Raj Khera
- Angie King
- Kirsten Knipp
- Wiep Knol
- Peter Korchnak
- Patsi Krakoff
- Dan Levy
- Rick Liebling
- Lise Lingo
- Michele Linn
- Heather Lloyd-Martin
- Mindy Long
- Scott Loring
- Ian Lurie
- Jonathan Maziarz
- Austin McCraw
- Mac McIntosh
- Paul McKeon
- Bob McLain
- Drew McLellan
- Kate McMillan
- Ken Norkin
- B.L. Ochman
- Lee Odden
- Sally Ormond
- Andrew Palmer
- Gyutae Park
- Brian Platzer
- Gordon Plutsky
- Alan Porter
- Magnificent Publications
- Joe Pulizzi
- Howard Rauch
- David Reich
- Daniel Richter
- Dean Rieck
- Leslie Rigby
- Paul Rockower
- Martha Romans
- Robert Rose
- Linda Schuck
- Brad Schwarzenbach
- Nancy Scola
- David Meerman Scott
- Andy Sernovitz
- Karen Sheff
- David Sherwin
- Smithsonian
- Henry Stimpson
- Michael Sweeney
- Paula Tarnapol
- Stephanie Tilton
- Katy Tomasulo
- David Vespremi
- Daniel Volin
- Jenny Warden
- Jason Warshof
- Selena Welz
- Keith Wiegold
- Christine Zender
Avatars by Sterling Adventures

Your Newsletter of the Future, Now
By Ardath Albee. Abridged and reprinted with permission from her blog Marketing Interactions.
Newsletters delivered via email are a staple for many B2B companies. These e-newsletters usually contain titles, descriptions, and links to several articles, perhaps an executive column, a customer spotlight, an invitation to a webinar or a white paper download, and any product or company news at hand.
The problem I see with many company newsletters is that they’re instantly forgettable. My brain goes to “blah, blah, blah” when I see them in the preview pane of my inbox.
What may be keeping your newsletters from performing is the lack of strategy applied in their assembly. That usually occurs because the goal for your newsletter is about your company keeping its name in front of customers rather than providing value and relevance to subscribers.
Your newsletter needs a goal.
Start small and set one goal for existing customers and one for prospects. Based on the goal(s), plan your content layout around one thing you want to learn. You shouldn’t ever send a single marketing communication without the goal of learning something.
Newsletters can be a great opportunity to:
Beyond open and click-through
The problem with focusing on just the basic statistics is that you’re only scratching the surface on an aggregate level. Let’s say you achieve a 40 percent open rate and a 15 percent click-through. In comparison to other emails, this may seem like a great outcome…but is it? You’ll never know if you don’t dig deeper and measure your statistics against specific goals.
Ardath Albee is CEO & B2B Marketing Strategist for Marketing Interactions, Inc..