In a landscape filled with forgettable content (and the occasional serving of “AI Slop”), it’s not enough for brands to simply show up. They need to cultivate connections—consistently, genuinely, and thoughtfully.
That’s where email newsletters shine.
When done well, a newsletter doesn’t just distribute content. It delivers value. It creates space for ongoing conversations, builds trust over time, and reminds your audience that B2B relationships aren’t transactional. They’re human, reciprocal, and built on meaningful touchpoints.
Messaging That Matches Their Energy
Unlike your typical marketing email, a newsletter isn’t there to sell; it’s permission based and there to engage. Sure, we all have that one mailing list that we just can’t seem to escape, but this is different: The fact that someone has opted in means they want to hear from you, and that’s a big deal.
Last year, 50% of B2B marketers said newsletters had a significant impact on content performance. That’s because newsletters serve a distinct purpose in the buyer’s journey. While whitepapers, product demos, and case studies help prospects assess your solutions and capabilities, newsletters provide something more expansive: They offer ongoing insight into your brand’s voice, values, and point of view. They help your audience understand what you do as well as who you are. By showing up consistently with relevant, thoughtful content, newsletters build familiarity and trust over time, turning one-way outreach into two-way connections.
In B2B, decisions rarely happen overnight: Buyers need time, context, and trust before they’re ready to act, and newsletters create a space for ongoing connection. Slowly, surely, and steadily, a newsletter gives you the runway to build those touchpoints. Instead of pushing for the close, you’re showing up regularly with ideas, commentary, and resources that move your audience forward—at their pace—and ultimately add value to the relationship.
Know Who You’re Writing to and Why It Matters
A good newsletter has a clear voice. A great one knows exactly who it’s speaking to. This is where many brands miss the mark. They focus on what they want to say instead of on what the audience wants to hear. The result? A one-sided broadcast that gets ignored or archived.
The best newsletters flip the script. They focus on storytelling, not status updates. Think: team interviews, CEO reflections, project spotlights, or quick POVs on industry trends. These kinds of stories bring depth, texture, and humanity to your brand. At Hencove, we use all of the above. Our monthly newsletters consist of team-wide polls, projects from our winner’s box, marketing stats that make us think, and more––giving readers a glimpse of the marketing world through our eyes.
When you meet your audience where they are—their pain points, their goals, their day-to-day challenges—you’re not just sharing information. You’re building trust.
Closing the Loop on Content Curation
Showcasing third-party content can be a game-changer, especially if you add your own spin. Linking to relevant articles, trend reports, or news updates shows that you’re plugged into what matters. It also builds community through shared insight, signaling that your audience’s growth matters to you. It’s the marketing equivalent of sending your friend an article and saying, “Hey, this made me think of you.”
But sharing the link is just the starting point. It’s your take that turns it into something memorable and makes your newsletter stand out—so don’t forget the cherry on top. Why should your audience care? How does this affect their world? What does your brand make of it? Adding that layer of insight transforms a generic share into a moment of leadership. By using your insight to add context, you’re not just handing them more content. You’re filtering the noise, offering clarity, and positioning your brand as a trusted guide.
Trust the Process
Think of your newsletter like going to the gym. You don’t get results from a single workout. You see progress when you show up—again and again. The same goes for your audience’s inbox.
Not every subscriber will open every issue, and more often than not, even the best newsletters only get a skim. That’s OK. What matters is that you’re consistently delivering value and showing up with a recognizable voice and format. In doing so, you reinforce the messages, values, and visions that make your company what it is.
Over time, that builds brand recognition, familiarity, and trust, even when your open rate doesn’t hit 100%. So, find a cadence and commit—weekly, monthly, whatever seems realistic and meets your audience’s needs. Perfection is great in a vacuum, but at the end of the day, continuous momentum matters more.
The Bottom Line?
Newsletters aren’t about checking a box or filling out your content calendar. They’re about nurturing a relationship. In a B2B world where decision-making is complex and trust is everything, that relationship matters more than ever.
So, write like you’re writing to someone, not at them. Tell real stories, offer real value, and don’t forget to make it human. That’s what sets you apart.
