Why B2B companies need author newsletters and what can be wrong with them

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Grigory Bakhin
Grigory Bakhin
Commercial Director of Unisender

Email newsletters are a great channel for informing, warming up and selling. Particularly trusting relationships with the audience can be built through author's letters - this marketing channel is popular in B2C, and gradually it is starting to be used in B2B. But many give up as soon as they start, because they encounter not the most obvious problems. Grigory Bakhin, Commercial Director of Unisender, explains what these difficulties are, how to overcome them and what are the specifics of the IT business.

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Author's letters are written on behalf of specific bangladesh phone number lead experts or a group of experts, not the entire company. Such mailings are humane and unique - they contain fewer stuffy announcements and reviews, more stories, ideas, monologues.



For example, this is what the original newsletter from the founder of the jewelry store Avgvst Jewelry looks like

In personal emails, coffee shop owners can talk about trips to the jungle to get a special type of beans, startup founders can share life hacks on how not to die from lack of sleep, and online school teachers can make collections of funny mistakes made by students.

Authored newsletters work not only in B2C business - the audience of B2B companies also wants ease and personalization.

Here's proof: We helped launch such a newsletter for a home improvement and construction store — it primarily targets mechanics and engineers who make purchasing decisions. Previously, the company used email only for reminders about product range and discounts.
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