The newsletter does a lot right:

• It’s clear, colourful and inviting – three colour-coded sections; design in the service of content
• It’s about the reader’s concerns not just the company’s –only one short bit is about VNL at all — and they’ve earned the right to smuggle that in
• It’s packed with content – incuding recent industry news items (pre-digested) and links to two videos and two white papers.
• It starts with a nice, personal note from the CEO – giving it a human face
• It’s as long as your arm – nothing wrong with scrolling if there’s a lot to say — and it’s better than reducing the content to a series of cryptic lines.
• It’s a link-fest – driving people to the VNL website; with proper analytics to track the click-throughs

We even like the way the housekeeping is handled at the bottom:

Newsletters are an important string to the B2B marketing bow.  We could all do worse than following this one.

© Doug Kessler for Velocity Partners, 2008. | Permalink | No comment | Add to del.icio.us
Post tags: B2B marketing, Branding, Content, Copywriting, eNewsletters, Mobile Marketing, Thought Leadership, Web Marketing

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