By Nettie Hartsock
Interested in how white papers can successfully be used with newsletters? This article will help you identify how newsletters can help generate interest in your white papers.
George Krautzel, President of ITtoolbox.com, recommends creating a recurring section of your newsletter dedicated to listing titles and descriptive abstracts of the most popular or newest white papers. “Subscribers will seek out these sections to find specific information,” says Krautzel. In addition, if you opt for HTML format, you can employ a design element to make these sections easily recognizable as well, according to Krautzel.
Jim Logan, a B2B direct response marketer, thinks newsletters built around a theme work well.
“Let’s assume you have a lead generation white paper that speaks to a particular concern or opportunity to generate new sales leads. In this case, your white paper becomes a great addendum to your newsletter, boosting the value of the edition. Likewise, because the white paper builds on the newsletter content, there’s a greater likelihood of it being read. The basic assumption is the newsletter, white paper and reader interest are aligned,” says Logan.
Logan also thinks abstracts should always be utilized and he encourages clients to create abstracts that open up with a question or make a bold statement. “This appeals to their curiosity and encourages them to read more,” says Logan.
Krautzel also notes you have to know your newsletter readership. “By promoting white papers in newsletters that are specifically targeted to that audience, you will achieve better click-through rates, conversions and also ensure a positive user experience,” says Krautzel.
Additionally, he recommends monitoring the performance of white papers in a newsletter to give you the flexibility to turn an underachieving white paper promotion into a success. “With minor revisions to the title, abstract, or call to action, the same white paper that performed poorly in one newsletter may perform better in subsequent newsletters,” explains Krautzel.
Krautzel provided two sample abstracts from his newsletters that performed well in recent promotions.
- Improve Eight Key Business Processes
The IT industry’s dirty little secret has high-tech solution providers managing their businesses on spreadsheets, whiteboards and homegrown solutions. Learn best practices for automating and streamlining the eight key business operations.
Click here to find out more. - Five Reasons to Automate SAP Document Delivery
Discover how to eliminate paper-based document delivery processes from SAP to reduce costs, improve revenue and support compliance. Read this white paper today.
“Similar elements used in both promotions drove high performance. Offering a numbered list indicates to the subscriber that the information they will find in the white paper will be easy to read and process. Additionally, the tone of each abstract, while information-rich and benefit-oriented, offers a teaser that entices the subscriber to take action to learn more. Finally, the call to action does not require any commitment from the subscriber in the way that ‘download now’ would, but simply offers them a ‘what to read’ or ‘learn more,’” Krautzel said.
If you’re ready to send your newsletter out with a white paper call to action, then be sure to apply these best practices as offered by Krautzel, for creating a successful white paper promotion in a newsletter:
1. The title line and first sentence of the abstract must grab attention.
2. Include a strong call to action.
3. Include a reply-by date whenever possible.
4. Benefits should be readily apparent, especially as space is limited.
5. Position the white paper as a solution.
6. Describe how this white paper will yield the desired benefit.
7. Use appropriate humor and/or relevant business scenarios to gain attention.
8. Leverage facts and statistics to support claims in the promotion.
9. Be specific; avoid using general themes.
If you market white papers in newsletters, we’d love to hear your tips. Email us at editor@whitepapersource.com.
