Even as new marketing techniques are created, newsletters are still a very effective way of communication with customers. Learn how to use it for your business successfully.
Marketing newsletter – here's how to use it properly
Not long ago, to talk about a newsletter was to do something old-fashioned and with the days numbered, but the concept has changed. Companies have been able to turn their function around and turn newsletters into a useful way of communication with clients.
An email that continues to gain importance in the communication strategies of companies, far from what it might have seemed not long ago, has a long life ahead of it. In this post, we will explain what a newsletter is and how to use it properly to promote your company.
What is a Newsletter?
A newsletter is a periodic publication that collects the most relevant and interesting news that a business has. In it, the main contents of interest for subscribers about the brand and its business sector are collected: special offers and promotions, free valuable content, and main news.
These are the main ingredients used to make a newsletter. Newsletter mailing is a tool to keep the client or a potential customer aware of your news and bring them closer to your brand.
What advantages does a Newsletter provide?
Years go by and newsletters continue to play a key role in any email marketing strategy. Why? Here are some of the reasons why a newsletter is still important in your marketing strategy:
- It is a permissive communication, and so it makes clients receive it because they want it and it is not intrusive.
- Everything you communicate in it is interesting information for the people who are subscribed. Thus, it provides added value.
- A newsletter helps to strengthen your relationship with the client.
- Although, apparently, it is not the main objective of a newsletter, it helps to sell your product.
- A newsletter allows you to promote yourself without making an extra investment that you should make in other channels.
- A newsletter brings traffic to your page. By displaying content with links to your website and your blog, you are attracting traffic.
- It is a unique opportunity to improve the perception and image you have around your clientele.
How to use Newsletter properly?
Once the advantages it provides have been reviewed, it is time to remember those details that, large or small, make the difference between a good delivery or a newsletter that ends up in the spam tray. These are some of the main tips that you should follow if you want your newsletter to be successful.
It has a good database
Without your database, there is no newsletter. You communicate your news to a whole range of people, so for it to work, it is recommended that your database is extensive and active. The higher the volume and the more active and receptive you are to your clients, the more likely you are to achieve good metrics and meet your goals.
You can collect emails on your website, on social media, through discounts or other activities. You may use additional sites like Nuwber to find contacts of your customers. You might even encourage your existing clients to share the newsletter with their friends and family.
Design matters
Your newsletter is your way of grabbing attention, so the design of the email, although it is always important, is now more than ever. Count on your design team to prepare the ideal template for your communication to work.
It must be something that catches and pleases the eye, but is not too bright at the same time.
Create privilege
The user who receives your newsletter must feel privileged to be able to receive it. Innovate and upgrade your content constantly, but get used to giving quality. In promotions, give them special conditions for being subscribed.
The goal of a good newsletter is to give your clients the best of you. In this way, the subscriber will think that receiving it is a privilege, due to the advantageous promotions and the relevant content.
Take care of segmentation
If you have a large and diverse database, you must segment each newsletter well. If you have different product lines or geographic areas, each segment must receive a letter tailored to its audience.
For this reason, in large databases and with a variety of audiences, it is common to prepare more than one newsletter for different events. No one is interested in receiving non-relevant information in their inbox.
Create habits in your client
It is important that the sender of the mail and the day of sending follow a line. If your newsletter is weekly, set a specific day where it is sent. If monthly, the date that best fits each month.
For example, the last Thursday of every month. If you send a daily newsletter, choose the best time for your customers to receive it. Thus, and always using the same email account to send, you get your audience used to this communication. Although innovating and surprising can be positive, creating habits makes newsletters a sure success.
Personalize
Any element of personalization helps, from using the name of the contact to the content. Have you tried using dynamic content to make your newsletter? If you provide content that fully fits the characteristics of the client, you have more options for the mail to work and, most importantly: to get a loyal client.
Choose an email marketing tool
For your newsletters to have a more professional image, we suggest you use an email marketing tool such as HubSpot, Mailchimp, or MailerLite. Those will help you organize your campaigns and measure your success. Decide what metrics you want to analyze and choose a service that allows you to do that.
The most common mistakes when making a newsletter
- One of the most common mistakes that companies make is being repetitive in communication, and always offering the same thing. There is a fine line that separates loyalty and being repetitive. If you just communicate the same thing every week, you are in the second group. If a person is used to receiving the same thing, with hardly any updates, they will end up unsubscribing.
- Another aspect of an ineffective newsletter is the tone in which it is written. Always use a friendly, or close-to-friendly tone, where you introduce the content in a non-intrusive way. To successfully apply inbound marketing to your marketing strategy, your emails must generate closeness and trust.
- And last but not least – remember that you must create value. If a client is registered in your database, it is because they expect value and good content from you. Forgetting that point leads to making a тewsletter that does not take care of the details, nor does it take care of the relationship with the client.
