How to Ease Your Clients’ Concerns About Security with an Email Newsletter

Steven Briggs, Technology Content Expert @
Posted On: May 15, 2018
We’ve been hearing a lot about rising concerns over cybersecurity as of late and email security issues are no laughing matter. Companies large and small are becoming increasingly worried about whether they can protect their own digital infrastructure, including all of their customers’ personal and financial information. Data has become the most powerful form of currency, and hackers are going to try to steal it any way they can.
If you run a cybersecurity firm, you will have your work cut out for you when it comes to winning the trust of new and potential clients. Many business owners simply don’t have a clue when it comes to cybersecurity. One of the best ways to inform and keep in touch with your customers is to create an email newsletter. Learn how to write email newsletters, so you can win over the client every time, and assure them that you’re the best company to meet their cybersecurity needs.

Stay Up to Date on the Latest Security Trends

Cybersecurity is always changing. As new threats appear, the industry releases another set of cybersecurity best practices. Whether you’re trying to win over small businesses, financial institutions, healthcare providers, or even the federal government, you need to show off your expertise in the field. Hopefully, you already have your finger on the latest tips and tricks, and your base of knowledge should always be growing. Don’t forget that email is the third most influential source of information for B2B audiences, ranking behind only colleague recommendations and industry-specific thought leaders.

Make It About Your Customers and Subscribers

Don’t make the mistake of making your email newsletter all about your company and the services you provide. Many of your subscribers will already be patrons of your business, so you don’t need to keep selling them on your products and services. This should be a space where you can distill important industry information to new and potential clients.

email security issues
You can’t expect your audience to understand everything that’s happening in your industry. Cybersecurity can be an overwhelmingly complex topic for some business owners, so make sure you’re translating some of this info into layman’s terms. If you’re introducing a new feature, focus on how it will benefit the customer, not the technical specifications.
As Marty Zwilling of Startup Professionals suggests, “Quit talking about technology, and talk more about value from the customer perspective.”

Craft a Compelling Subject Line

If you’re wondering how to write email newsletters that get results, nothing may be as important as the subject line. It’s the single most defining feature of your email newsletter and it will be the first thing that your subscribers notice when they check their inbox. Your subject line should entice your audience by posing a question or addressing a common concern for business leaders.

You don’t have to stick with one email subject line. Many email newsletter templates and websites like MailChimp let you create separate lists for your subscribers. You can try funneling your audience into different categories, such as small business owners, corporate leaders, startups, and even non-profits. This lets you customize your email subject line, so you can tailor the information to different kinds of clients. Nearly half (47%) of marketers say they sometimes test alternate subject lines to optimize email performance. Once you create separate lists, you can try sending out test emails to some subscribers and see which email subject line gets the most views and conversions.

financial industry email security issues

Hire a Professional

Let’s face it: many cybersecurity professionals aren’t well-versed in marketing or content writing. If this sounds like you, you’ll be well-advised to hire a professional to help you with your email newsletters. They’ll know how to create compelling, eye-catching titles and subject lines that will help you turn your subscribers into bona fide customers. If you try writing the email newsletter yourself and you make a few critical mistakes, you might end up alienating some of your customers or losing valuable subscribers.

Every detail matters when you’re trying to reach out to your target audience with valuable news and information. You need to focus on educating your subscribers on the latest cybersecurity trends without overwhelming them with overly complex information. Create a snappy subject line that will register with your subscribers and capture their interest so you can convert them to the new clients you need. Be ready to recruit blog writing professionals if you need some help here.

Need Writing Help?

If writing expertly-crafted blog posts isn’t your thing, you can always hire a professional content writing service like We’ll take care of the words, so you can get back to growing your cybersecurity business.