best practice guide- top success tips for creative effective b2b ezines

Best Practice GuideMOI DIRECT

Author: David Haward

DirectorMarketing OptionsInternational

For B2B marketers, findingcreative ways tocommunicate and engagewith customers andprospects is critical tocreating and sustainingbusiness relationships. E-zines* are powerful toolsthat when designed andexecuted effectively can aidcollaboration and drive

qualified leadsto a business.

Drawing on lessonslearnt and bestpractice experience,Marketing OptionsInternational hasdeveloped our latesttop tips guide to helpbusinesses plan,create and managesuccessful e-zinecommunications.

1. Content is king

Content is absolutely crucial for thesuccess of an e-zine. Always include abrief introduction that sets the context forthe e-zine and make sure it’s based oncurrent economic or industry-specificconditions. The e-zine articles then needto be of genuine value and relevance tothe reader, so it’s vital to work closelywith industry experts.

All the articles need to contain a strongcall to action, whether it’s to download anopinion piece or register for an event.Again, these need to be relevant andoffer real value to the reader.

2. Make it readable

If your e-zine is too densely packed withinformation it’s unlikely people will takethe time to read it. Keeping the copy lightand easy to read helps to engage theaudience and, ideally, there should be amaximum of six articles in each issue. Tryhighlighting key phrases in the copy toenable speed reading, and use bulletpoints and colour to break up the text.

3. Encourage open rates

Relevant, readable content is great, butyou also need to make sure as many ofyour targets as possible open the e-zineto guarantee measurable lead generation.We’ve found that the more visual theemail the higher the viewing rate for thee-zine. Always send out the e-zine from a“real” person’s email address to make thecommunication more personal andauthentic. After testing many differentemail subject lines, we’ve found the mostsuccessful ones are very simple, conciseand consistent – eg. “Business InsightNewsletter: Issue 3”.

Top success tips for creating effective B2B e-zines

*The term e-zine is short for “electronic magazine” asimilar term is “journal”.

4. Keep it consistent

It’s no good producing an e-zine as aone-off piece of marketing. Regulardelivery and a consistent look for each e-zine is important and helps to reassurethe reader that they are receiving aprofessional communication on a repeatbasis. Making sure the e-zine isproduced regularly and to a highstandard to raise the overall impact andsuccess of the communication.

5. Know when to send it

To get the largest possible readership foryour e-zine it’s vital to send it out at theright time. We tend to see higher openrates when e-zines are sent either latemorning or early afternoon. And always

avoid sending out communications onMondays and Fridays as this is whenyour targets are far less likely to readthem. In our experience, the optimumnumber of times to distribute each e-zineis twice in one week. We average 5%additional unique opens between the firstand second distribution.

6. Measure, analyse and learn

Whenever possible track and measureclick throughs, open rates and downloadactivity. This will not only give you aclearer understanding of which articlesyour targets were most interested in, butit will also help with follow up strategyand ultimately to measure marketing ROI.

TOP 10 BENEFITS OF E-ZINE COMMUNICATION:

Easy response tracking helps keep databases up to date

Enhances an organisation’s reputation and increases lead generationopportunities

Increases the lifetime value and loyalty of prospects and clients

A cost-effective communication channel to reach a chosen audience

Keeps you in contact withyour target audience on a regular basis

Helps your audience engage with you and promotes a two-waydialogue

Excellent response rates by appealing to a more receptive audience

Significant cost savings compared to printed newsletters

Can serve as a positive reinforcement to other marketing initiatives

Top success tips for creating effective B2B e-zines

About Marketing Options InternationalMarketing Options International is a fully integrated B2B technology marketing agency, offering results-focused direct, digital andevent marketing solutions.

With offices in London, San Francisco, Singapore and Sydney, Marketing Options International combines global reach and localunderstanding to produce results-driven marketing campaigns that span evolving media, markets and territories.

The agency was founded in 1987 on the core belief that clients are served best when people share common values – marketing intelligence, imagination, empathy and a passion for technology and delivering exceptional marketing programmes.

To learn more about Marketing Options International, visit www.mointernational.com or call +44 (0)1932 233000

For more information, please contact: David Haward, Marketing Options International, +44 (0)1932 233000 david.haward@mointernational.com

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