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.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Thought Leadership Package? 

At, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.