How to Create an Exceptional Email Newsletter

How to Create an Exceptional Email Newsletter

Most B2B newsletters seem confused as to why they exist.

We studied 100 of them over three months, and the results weren’t heartening.

Most were difficult to read, visually confusing, and didn’t provide much utility to the reader. It seemed that the marketers behind them were more interested in promoting articles and earning blog impressions than in creating an experience worth subscribing to. But the top 10 percent were completely different.

The top 10% of newsletters were beautiful to look at and minimal in their design; they included funny, concise, and thought-provoking remarks; and they seemed determined to offer an elevated experience that a reader couldn’t get just by visiting their blog.


So we asked the people behind a few of those top newsletters: “What’s your secret?”

Be consistent

Tallie Gabriel, writer and social media editor, Contently

Contently is a content marketing software, and the team writes a blog for marketers called The Strategist, so writing well is their forte. But what sets them apart is their consistency: Contently’s newsletter uses the same cerulean blue header and sans-serif font as its website, and it features the site’s signature humorously skeptical tone.

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How to Create Marketing Lead Magnets

How to Create Marketing Lead Magnets

Ingredients: 125g butter, ¾ cup caster sugar, 1 teaspoon vanilla essence, 1 egg, 2 bananas (ripe & mashed), 1 ½ cups self-raising flour, and a ¼ cup of milk.

That’s what you need to make a banana cake.

You’ve also got to follow the recipe. But without the ingredients, anything else is irrelevant: No matter what you do, it just won’t be a banana cake.

Similarly, you need the right ingredients to make a lead magnet tasty enough for your prospects to eat up and come back for more.


The Lowdown on the Lead Magnet

Before we go on, let’s spell out what a lead magnet is: A lead magnet is an offer, incentive, or product intended to give your visitor value in return for their personal information (usually an email address or phone number).

A lead magnet is your metaphorical apple pie on a metaphorical window sill, metaphorical scent wafting out into the world and inviting people to take a closer look.

And if that apple pie turns out to be a tasty treat, then…

  • More and more of your “ideal customers” find you
  • More of those prospects will sign up or start a relationship, meaning more leads, deeper engagement (and ultimately, more sales)
  • Better brand awareness for your business as more people get to know you
  • A bigger and better reputation in the industry
  • The potential to “go viral,” with your lead magnet drawing a flood of leads

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