A Smarter Newsletter: The Inbox Masterclass

Newsletters are a favoured channel for many businesses, and that's for very good reasons. In a world where millions of pieces of information are shared every single minute, actually having your audience's full attention is a rare commodity. So, if you've succeeded at building an email list with a good readership, you have something truly valuable at your fingertips: People who have actively chosen to opt-in to your conversation with them.

There are a myriad of benefits to this type of direct communication with your subscribers. You own the channel and audience, which means you're not susceptible to ever-changing algorithms or platforms. Further, newsletters offer a high return on investment and conversion potential, with B2C businesses seeing newsletters as a great driver for sales from existing subscribers. B2B businesses with long sales cycles, on the other hand, benefit by staying top-of-mind, building trust and relationships, and giving readers a glimpse into what they can expect from you as a partner. Newsletters also allow you to drive traffic to specific assets, and you benefit from having direct, detailed data of the performance of each newsletter you send like open and click-through rates.

I had the pleasure of working on a very special project with a B2B Software vendor for an employee communications platform, which I will outline below:

Project: Internal Communications Masterclass

Client & Industry

An employee communications software vendor with 2000+ customers across the globe.

The Challenge

Building expert positioning in North America, showing how strong internal communication drives real organizational impact, and encouraging communicators to make small changes towards working more strategically.

The Strategy

Our approach was to leverage existing strengths such as the HubSpot infrastructure, and a rich library of videos, blogs, and templates to build a genuinely helpful, human-centered email training. The training was designed to inspire, educate and guide communicators, to strengthen the brand, and nurture long-term engagement.

The Solution

We built a 12-part Internal Communications Masterclass E-Mail Course, delivered straight to subscribers inboxes. Emails were delivered bi-weekly and focused on a key topic, encouraged to take action, and supplied additional resources for those wanting to learn more.

The Outcome

The course gained over 1400 subscribers from the target market, had a high open rate of 65%, was rated 9/10 by subscribers, and won 2 awards. You can subscribe to it here.

If you are considering to build a newsletter sequence or course, we'd be happy to help you. There are many aspects to consider depending on your goals, business, market, audience, brand etc. and it's an exciting asset to create that can deliver lasting impact. Our team would be happy to work with you, whether to consult on you project or help you develop it. You can book a session with our team to learn more about the process and discuss your project.

Want to build your own? Reach out to our team to get started.