Some people today believe that newsletters are about to die. This, especially in today’s age where information is so important, is clearly wrong. Perhaps at this point you are asking yourself,what is a newsletter? Before answering that question, you should know that, on the contrary, this resource is gaining more and more importance in the strategy of different brands.
For that reason, newsletters are being used more and more and are becoming an almost mandatory digital communication tool in every business strategy. However, a reasonable use of this resource must be made, otherwise it could annoy people.
In the following text we will tell you everything you should know about newsletters and how to implement them in your business.
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Newsletter
When we talk about newsletter we refer to a digital publication, distributed via email, with the periodicity you choose: this can be daily, weekly, monthly, bimonthly or quarterly. These publications are made up of different articles of interest to your brand’s subscribers. It can also be accompanied by a special offer or premium content.
An interesting point about newsletters is that those who receive them are the people who have previously shown interest in the brand, and have agreed to receive such information. This is vital, since the newsletter will only be sent with prior authorization. This is achieved through a double opt-in, which is a double function where the person fills out a form and then receives a verification email, thus confirming their identity and interest in receiving communications.
This is one of the most used communication tools and the one that is giving the best results for companies today. Its great potential for conversation and loyalty make it essential in every communication strategy. Likewise, thanks to its low cost, brands can impact their users more times and achieve a much stronger and continuous link with the same.
If you are looking to generate web traffic, newsletters are the perfect option to stimulate sales of the products or services you offer. In addition, you will be able to get new customers and you will have many opportunities to retain older ones. Something you should keep in mind is that the people who receive this content have already shown an interest in knowing more about your company and have asked for information to be sent to them, which is already a point in your favor.
This will ensure that the conversion rate to customer is considerably higher than through other communication channels, whether social networks or any other currently used. One of the most interesting functions of newsletters is that with them you can send users special promotions, thus achieving that there are more purchases and that the value of each customer increases considerably.
In the process of designing your newsletter there are many factors that must be taken into account to achieve the best results. One of them is to define very well your objectives and the situation in which you find yourself. Every time you launch a marketing action, you must think about what you want to achieve. That way, behind every action you launch, there will be that goal.
This will be reflected from the incentives we use to get users to subscribe to the newsletter, to the frequency of the newsletter. For this reason, it is very important that you think about what you want to achieve with your email marketing and how it will fit into your overall strategy, in addition to looking for a good platform that allows you to design a newsletter optimally.
If you are just starting out, you can set your goals based on the traffic you receive on your website. That way you will estimate the percentage of users you expect to sign up for your newsletter. A practical tip is to keep abreast of what the competition is doing, you can even subscribe to their newsletters to analyze the type of message they send and the way they use to attract their customers.
Another factor to consider is building your mailing list. Anyone who wants to launch a newsletter should know, first of all, to whom they are going to send it. That is why it is important to keep in mind what your recruitment strategy will be. One of the most common ways, and the one that gives the best results, is a banner or subscription widget on your website or blog. Make sure it is visible but not intrusive. In it, people will fill out a small form and will be subscribed.
Many brands use a lead magnet, which is an incentive, usually a downloadable content, in exchange for the user’s information. This should be content with high value for the user, although this does not necessarily mean that it should be something extensive or that it will require long hours of work. Try with simple content, that pleases the users, besides being useful. We assure you that they will thank you for it.
Mailings are often confused with newsletters, but the truth is that the former play a completely different role in email marketing, especially if we understand that e-mailing is an advertising email, whose purpose is to promote the products and services of your brand. Unlike newsletters, which are sent to your own mailing list, mailings are usually sent to databases provided by third parties.
When a newsletter is created and sent, we can receive a lot of benefits for our business. One of them is deliverability. When running campaigns on different social networks, we face an algorithm that decides who will be reached and who will not, so it is something uncontrollable. However, with your newsletter you will have total autonomy to send to the people you want to, using the mailing list of users you have created. That way you will achieve your objectives more quickly.
Another advantage takes the form of your own databases. When you do email marketing, you are the absolute and sole owner of the data of the users that are on your mailing list. This becomes an advantage, especially if we compare it with social networks where users are usually lost in case the network closes.
On the other hand, newsletters allow you to know, for sure, the users who are interested in your brand. As we mentioned before, they are the ones who volunteer their data, which is a first indication that they are interested in your products or services and want to know more about you.
One of the biggest advantages, and one that is becoming a big workhorse nowadays, is free personalization. The content you send will undoubtedly be a blank canvas on which you can profile any type of information. Today the options for personalization and interaction are enormous, and more are appearing every day. This leaves you and your imagination in charge of everything.
We’ve said it before, but newsletters are one of the best ways to build loyalty with your audience. By receiving regular communications, customers will begin to see your business as a regular part of their lives and associate it with your niche market. This will begin to create relationships that will extend over a long period of time, where both parties will benefit.
There are cases where you have a large amount of web content and a lot of it gets lost over time. One of the options offered by newsletters is to reuse and give a second life to all that content that, although it may still be relevant and interesting, is left behind. You can create compilations of it and offer them as an incentive to attract more users.
With a newsletter you can also conduct market research for free. This is achieved thanks to the large amount of information about your audience that you will obtain. Either by answering test forms or in other ways. The important thing is that knowing this information, you will be able to devise effective strategies that will raise the value of your company sky high.
Finally, we have to talk about profitability. Newsletters are a strategy that does not require a large investment, either of money or time. For that reason, it is one of the best ways for small companies or those that are just starting out to make themselves known. Surely you know this, but when a company is just starting out, saving money on any of its fronts can be a lifesaver. In addition, you will be able to attract customers in the right way, in a non-invasive way that offers valuable content to people.
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