Sending emails, far from being a nuisance or spam for the client, or time poorly invested in your marketing strategy, should be a tool that enhances the reach of your brand and its objectives, such as conversion and loyalty. Therefore, the newsletter is essential. Here’s how to implement it effectively!
“A newsletter is a digital publication that is distributed via email with a certain frequency (daily, weekly, monthly, bi-monthly, or quarterly).” Which can be made up of various articles of interest to subscribers, that is, people who have accepted and authorized the sending of information.
The newsletter is not highly expensive; it is enough to have objectives, creativity, and a good strategy, since it will help us impact users and connect with them. Basically, it is our link with the client, and it will depend on us how we build it, maintain it, and build loyalty.
If you are dedicated to marketing, these 3 facts alone may interest you about why implement a newsletter in your strategy:
- Email is the primary lead generation channel for 89% of marketing professionals.
- 80% of consumers prefer email as a marketing communication channel.
- Email marketing has an ROI of 4300%, much higher than other digital communication channels.
This tool is usually used in inbound marketing, which consists of: “A methodology that combines non-intrusive marketing and advertising techniques in order to contact a user at the beginning of their purchase process and accompany them until the final transaction.” Where the purpose is to contact people at the beginning of the purchase process, accompany them with valuable content in each phase and according to their profile, until achieving a final transaction and subsequently loyalty.
This process is long but vital for your brand to connect with more customers and for them to stay with you and not with the competition. To recap, the newsletter has many advantages that will help us with our brand awareness, that is, the identification, association, and recognition of the brand or its aspects. But it can also help us convert subscribers into qualified leads, among many others.
To create a newsletter, you must first know what you are going to use it for (communicate discounts, promotions, news, periodic information, etc.), what format it will have (structure and presentation; ideally, it should have a balanced element of text and graphics so that it is attractive and without saturating), and what you want to achieve with it (inform, get a click on a button or some specific action, build loyalty, etc.).
Among the points to consider for your newsletter to be effective are:
- Subject line or topic: What is the email about?
In a nutshell, you should attract the user’s attention, arouse curiosity so that they click on the email and, in a certain way, tell or give the client an idea of what they will find in the email.
Leave aside alarmist, sensationalist messages or those that may generate a feeling of spam or that the only intention of your brand is to sell; otherwise, they probably won’t even open it, they will send it to the trash, and they could even unsubscribe.
You must be careful in your communication; for this, you can use keywords when required: promotion, offers, sales, the new, seasonal, etc. As well as elements that give essence and closeness to communication, if your brand allows it, such as emojis.
- Sender: Who sends the email?
Another determining factor for a person to open their email is if the sender is reliable; therefore, it will be necessary to have emails from your brand or the name of the person that your user already knows and with whom they established contact with your brand.
This aspect is important to consider because, although the deliveries are automated, personalization makes the difference. Always think about the client!
- The content. An optimal and attractive design.
It is essential that the content you send in your email is really valuable to the client; since if they click and their first impression is not the best, they will probably hesitate to open the next one.
The newsletter can contain articles, announcements, videos, photographs, etc. All these elements must be integrated and organized in such a way that it does not look saturated, since otherwise we will confuse the client.
Likewise, the message must be clear; for example, informing about new news or publications usually works; if we want them to buy on strategic dates, then announcing promotion or discount packages would be ideal. Each newsletter must have an objective and a call to action.
Another aspect to consider is to respect and take into account why the client subscribed, what they want to receive, why they would be willing to remain subscribed. We cannot ignore the needs of the subscriber, since by accepting that our content reaches their inbox, what corresponds to us is to give them valuable content.
- Frequency: How often to send the newsletter?
Frequency is important, since it is not necessary to send a daily newsletter if you do not have new content. Everything will depend on what you want and should send to the subscriber, according to the objective you have. The forms of sending in periodicity are: daily, weekly, monthly, bi-monthly, quarterly, semi-annually.
For example, if we must send frequent content such as news, then it is viable that it be daily; but if they are promotions or discounts, then it will depend on the season, and it will not be necessary to send the newsletter so frequently, unless your business establishes it that way.
- Subscriber lists. Personalize your communication.
It is best to have segmented and updated subscriber lists, so you can offer specific content, and personalization will help subscribers feel taken into account.
By having our lists, we can generate specific content or vary the newsletters according to their needs. This way, we can build loyalty and lead to an effective conversion for our brand.
Finally, consider that each element is valuable; let’s take care of the details, but also establish objectives so that the newsletter is strategic in our inbound marketing.
Now that you know all its advantages and how to create them effectively, implement it and achieve all your goals! Grow your brand and let more audiences know it, but above all, stay with it.
