Leverage behavioral data, keywords, and AI to increase your open rates and engagement in newsletters.
Third-party newsletters are powerful tools for driving lead generation, establishing thought leadership, and building brand awareness. However, in today’s crowded B2B landscape, competition for your audience’s attention is fierce, so by harnessing the power of behavioral data, keywords, and AI to deliver hyper-personalized content, you can better engage users and ensure your messaging isn’t lost in the noise.
By harnessing the power of behavioral data, keywords, and AI to deliver hyper-personalized content, you can better engage users and ensure your messaging isn’t lost in the noise.
Behavioral Data: Precision Targeting for Better Results
While third-party newsletters are a vital channel for B2B marketers, you may struggle to reach desired open rates or lack control over distribution lists. This is why it’s important to partner with a third party that offers precision targeting, personalization, and real-time optimization.
Behavioral data — insights drawn from user actions such as clicks, downloads, and site visits — offers a window into your audience’s preferences. Understanding what content resonates most can help shape newsletters that speak directly to their interests.
At Endeavor Business Media, we collect this data and first-party data to segment the audience based on behavior and create targeted newsletter content. For example, recipients who frequently click on AI-related content can receive articles on emerging technologies or case studies highlighting AI applications.
By aligning your content with what your audience cares about most, you create a tailored experience that increases engagement.
Keywords: Maximizing Visibility and Relevance
Keywords have long been a cornerstone of SEO, but their importance extends to email marketing. Using the right keywords in subject lines, preview text, and content ensures your newsletters align with your audience’s search intent and interests.
When we build the audience list for your email newsletter, we can refine the list by selecting readers who are engaged (i.e., they’ve clicked on/opened other emails in the past six months) and who have consumed content on our brand’s site with matching keywords from your content. For example, if you provided content about power management, a reader who has read content or downloaded a white paper about power management will be selected for your email list.
Keywords also enhance the discoverability of your newsletter when it’s shared beyond email, such as on social media or third-party platforms. Incorporating relevant phrases into headers and article summaries increases the likelihood that your content will resonate with the right audience and drive click-throughs.
AI: Real-Time Optimization for Maximum Impact
Artificial intelligence has completely changed how marketers optimize their newsletters. AI tools can track and analyze engagement metrics to predict optimal send times for individual recipients, craft compelling subject lines, and even tailor content dynamically based on user preferences. This enables marketers to refine newsletters continuously for better performance.
When your metrics are easy to track and analyze, you can follow up with users in your audience who either didn’t open the email or opened it but didn’t click a link. At EBM, we use this “multi-touch campaign,” filtering out users who did click through on the initial email and sending a second email with an updated subject line.
Measuring Success: Metrics That Matter
We carefully monitor newsletter performance for our brands, and we’re excited to share some compelling results demonstrating the impact of using behavioral data and keywords.
The chart below shows examples of email newsletters sent to audiences of three of our brands: Electronic Design (ED), Mass Transit (MASS), and Locksmith Ledger (LL). It shows the increase in gross opens, gross clicks, and the gross click-through rate (CTR), which measures how well the content resonated with readers.
Transforming Open Rates and Engagement in Newsletters with Data-Driven Strategies
The days of generic email blasts are over. Today’s successful newsletters are personalized, data-driven, and continuously optimized to meet audience needs.
For B2B marketing professionals, newsletters are more than just a communication tool — they are an opportunity to connect meaningfully with your audience. By leveraging behavioral data, keywords, and AI, you can transform your newsletters into a high-performing channel that consistently engages audiences and delivers results.
Leverage our marketing solutions team to create engaging emails that reach audiences and get opened. Click here to get more information.
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