One B2B Newsletter that I regularly read is sent by Wells Fargo. They consistently provide useful content for small businesses in their monthly “Small Business Roundup” campaigns. This can come as a breath of fresh air when many B2B email marketers are sending newsletters with watered down content. Communication with your subscribers should always be meaningful and provide them something of value.
This is not what I wanted to point out though with this post. In the February newsletter from Wells Fargo, I noticed a very nice touch at the end of the content. They had a “Next Month” section that previewed content for the upcoming issue. This is a great tactic as it A: sets expectations for what you will receive, and B: has the opportunity to get you excited and patiently wait an upcoming issue.
If you can successfully get your subscribers looking forward to your next email — and eager to open it up — you have accomplished something very powerful.
