Although it may not be the newest tech on the block, email newsletters are one of the best ways to keep your resellers informed about your latest products and services. Besides helping you build your brand and keeping it top of mind, the personal touch that newsletters offer can also help to strengthen the relationship you have with resellers.
However, this can only happen if you are providing valuable content. Whether you send articles, infographics, product sheets, videos, or others – every single issue of your reseller newsletter needs to be relevant to the individual you are sending it to.
One way to tell if your resellers are engaging with your email content is by tracking these two metrics: open rate and click-through rate.
1. Open rate
The overall average open rate for all industries in 2022 was 29.55%, which means most emails go unopened. So if your newsletter open rates are high, it can be a good indication that resellers are interested in your content.
2. Click-through rate (CTR)
If your subscribers are clicking through the email to read more of your content, it is likely that they are finding it highly relevant and are interested to learn more. Besides aiming for high CTR, you will also want to keep an eye on whether your subscribers are sharing the content – via social and forwards – or if they are unsubscribing from your newsletters.
So how can you create a newsletter that’s engaging and highly relevant to your resellers? Here are some key elements to consider for producing a successful reseller newsletter:
Have your segmented your audience accurately?
You likely have a range of resellers, with different concerns and thus, different priorities when it comes to products or solutions. If you are able to, it is essential that you segment your resellers so that they only receive information that’s relevant.
Depending on your industry and how you typically manage resellers, you can segment them based on demographics, psychographics, firmographics, and stage in the reseller journey. Use analytics and data insights to further optimize your segmentation so you can continue to increase your engagement rates.
Is your content curated and personalized?
Gone are the days when email personalization meant adding a person’s first name. If you want audience engagement, you’ll want to tailor your content according to their interests. To start, let your resellers choose topics and products that interest them the most.
Once you’re sending newsletters our on a regular cadence, you will be able to track open, click-through, and share rates to see which content your resellers are engaging with the most. This way, you have a clear understanding of what they want – and can send them more of it. You are able to create a positive feedback loop that can help boost your engagement rate further.
Does your newsletter have localized versions?
If your product has a global reach, you are likely to have resellers who are promoting your product in languages other than English. Make it easy for them to share information and market your products without having to translate centrally-produced content.
Localization is an easy, but often overlooked method that when executed well, generates overwhelming returns. For example, when Siemens Digital Industries Software created localized versions of their newsletters, their engagement rate doubled! The additional plus point for this is that you can also ensure your messaging stays on-brand even after it has been translated into other languages.
Does your email design follow best practices
When it comes to newsletter performance, design matters. The first point of engagement with the audience is your subject line, so it is crucial that it stands out in their cluttered inbox and captures their attention.
Next, ensure that your email loads quickly and fits within smaller screens, especially because many people check their email on mobile devices now. You want your readers to be able to view your content easily – no matter what device they may be using.
Lastly use typography strategically so partners can quickly skim through content and immediately pick out the information that they’re interested to explore further.
Are you sending your newsletters out at the right time?
There are two things to consider here – cadence and timing.
If you’re sending newsletters to your resellers too frequently, you risk causing email fatigue, which can result in lower open rates. However, you also want to ensure that you’re sending emails often enough so that your brand remains fresh enough in your resellers’ minds. Thus, it’s essential to figure out a cadence that’s best suited to your audience.
You also need to be aware of when your audience is most likely to open and read your newsletters. For example, if your resellers typically check and/or read their email later in the day, you might want to schedule your emails to go out in the afternoon, instead of first thing in the morning. If your audience is distributed globally, you might also need to take time zones into consideration. The key takeaway here is to use data to inform your decisions about timing and frequency.
Streamline communication with resellers
As a channel manager and brand owner, how can you:
- Ensure your resellers are receiving fully-customized and personalized content,
- While keeping your messaging standardized and on-brand across the board,
- Without spending too much time or effort on the entire process?
Enter Impartner’s News on Demand. Create templates, set time zones, and select languages – then sit back and watch your emails being sent out and your engagement rates going up. You can allow preferences so your resellers can choose the topics they’re most interested in, as well as access powerful analytics that give you additional insights into what’s working best.