Newsletters have been around for almost as long as emails and the internet itself. A staple in B2B marketing, e-mails are an easy way for businesses to communicate with their audience directly. They can be used to circulate news, send valuable content, and share updates on products and services.
However, not all newsletters are created equal. Different audiences may have different preferences when it comes to the types of newsletters they want to read. In this article, we will explore a few types of newsletters so you can pick the one that increases the chances of building long-lasting relationships with your audience.
Curated newsletters are newsletters that feature content from various sources, including industry news, articles, blogs, events, and anything beyond. They are meant to help readers sort through the noise in the industry, making them an ideal choice for businesses that want to establish themselves as thought leaders.
Example: Greenbook Newsletter
Digest newsletters typically provide a summary of one or more articles in the field or the industry. They are an excellent way to distribute new blog articles, share know-how or fresh thinking on a hot topic.
Example: Rodeo13 digest
Roundups typically include recent news from the industry as headlines, upcoming events, and current promotions. They tend to be short and only contain a summary of each piece of content with a link to read more. Similar to a curated newsletter, this type is ideal for businesses that want to establish thought leadership.
Example: Insight Platforms - Research Tools Radar
Personal newsletters are newsletters that establish a personal connection with your audience by sharing personal stories, insights, and experiences. This is an ideal choice for businesses that are built on personal brands (or founder brands) and want to establish a more intimate relationship and rapport with their audience.
Example: Paul Griffiths' Client Advocates newsletter
Promotional newsletters are newsletters that focus on promoting specific products, services, or events. They are an excellent way to keep your audience informed about what you’re up to and drum up interest for an online event, for example.
Example: Quirk's Newsletter
***
In order to create newsletters your audience will gladly open and read, it’s essential to understand their interests and preferred communication channels. Talk to your clients and customers and ask about their habits. Otherwise, you can also use surveys, social media, and website analytics to gather data on your audience and use this information to create newsletters that resonate with them.