Email Newsletters: Nine New Best-Practices

Email marketing is constantly changing, and this applies to the email newsletter which is a staple of B2B marketing. To stay up-to-date with the latest newsletter trends, Oracle marketing consulting shared their top recommendations. These include single-column layouts, personalization, teaser content, read magnets, inclusive and accessible design, sender name differentiation, descriptive subject lines, and borrowing from B2C email designs.

Using a modular system for email builds can reduce build times and make A/B testing, template maintenance, and personalization easier. To drive clicks, brands are promoting popular content and teasing website content in the newsletter instead of including the full content. In terms of design, brands are making their messages user-friendly and including bolder colors, shapes, and design elements borrowed from B2C emails.

Straightforward subject lines are also user-friendly and help subscribers identify the newsletter and understand what to expect when they open it. Taken together, these best-practices make newsletters cleaner, more interesting, more subscriber-friendly, and ultimately more effective.