- What Is a Newsletter?
- How to Prepare a Newsletter?
- What Can Be in the Newsletter?
- How to Create Engaging Mailing?
Do you think that mailing is an ineffective marketing technique? If so… read on and see how much you lose when you don’t use it. A newsletter is an inconspicuous but very powerful tool. Cleverly used, it will make you build a much better relationship with your customers, and as a result – you will gain in every respect. And what is a newsletter and how to use it?
What Is a Newsletter?
It is an email message sent regularly to a specific group of recipients. So the idea behind this tool is very simple: you send your clients information about what is new in your business.
You may be wondering… what for? There are at least a few reasons why newsletters are sent.
- Staying “in touch” with your recipients
It is important to constantly remind them of your brand’s existence and provide information about its activities. This is a key element of the modern approach to marketing, in which building relationships plays a central role. You gain a convenient tool for informing about new products and promotions. You can inform potential customers – also in advance – about upcoming sales or other attractive offers, thus encouraging them to interact.
- Strengthening your image
This is especially true if the newsletter is informative and provides valuable content. Then there is a greater chance that your audience will treat you as an industry expert.
- Improving communication with customers
You can send one newsletter to hundreds, thousands or even more recipients. Therefore, it increases its reach with a small amount of work and financial resources.
You can personalize the message
Using advanced marketing automation and similar tools, you can adjust the message to each recipient or to individual groups (person) – to ensure even greater interaction efficiency.
You gain a wide range of data that allows you to verify the effectiveness of the mailing campaign.
By launching the newsletter, you can also use data collection tools and obtain precise information about for example:
- how many people have read the newsletter,
- how many clicked on the link from the message,
- how communication translated into conversion.
Thanks to this, you can constantly improve email communication, achieving better and better campaign results.
How to Prepare a Newsletter?
Perhaps you are thinking about creating a newsletter, but you don’t know what information to include. There is no rule for this, because a lot depends on the industry and what is the business’s overall communication strategy. Nevertheless, before you start thinking about what to write to your newsletter subscribers, think for a moment why you are doing it. Remember that:
- the newsletter is sent to people who have given their consent. So these are people who have already become your customers or are somehow interested in maintaining contact with your brand.
- your goal is, first of all, to maintain good contact with your audience, as well as provide them with additional content – the kind that will benefit the customer. This can be useful information or exclusive discounts on your products.
What Can Be in the Newsletter?
Common topics for newsletters are:
- what’s new in your business
Your business has opened a new branch? Has developed a machine park? Or maybe has introduced a new product to the market or participated in prestigious trade fairs? These are just a few categories of news that may interest your customers – regardless of whether you operate in the B2B or B2C model.
- new promotional campaigns
You can inform about this fact in advance in the newsletter or prepare special discounts for subscribers. This is an additional argument for both subscribing to receive it and actually opening individual messages.
- information about new blog entries
If you run a corporate blog, combine communication through both channels as part of one strategy. Inform the community related to your brand about the new post.
- industry news
They are especially good if your company operates in the B2B model. Your business partners might find the news interesting.
How to Create Engaging Mailing?
First things first: on average, 3 out of 4 marketing emails end up in the trash without reading them. You probably also do this with many newsletters, which you have signed up for… So what to do to be in this 25 per cent group of emails, which will be opened and read? The results of your message will depend on:
- a creative, engaging title – one that will stand out in the dozens of messages. This is where the clickbait strategy or title personalization can work – e.g. using subscriber’s name
- regularity – if the subscribers get used to the fact that messages from you come with a relatively repeatable frequency, e.g. once a week or once every two weeks, reading them may become a habit. But be careful! Sending the newsletter too often, e.g. daily, may be too much. If you are able to produce so much engaging content, give your audience a choice of how often they want to receive messages from you.
- an interesting, useful content – the recipient must somehow benefit from the fact that he/she will devote the time to open and read the newsletter. Prepare it taking into account the substantive content of the message you want to convey,
- clear CTA – line of text that prompts to take action, such as “Check now!”, “Must-see!”, “Get a discount!”, etc.
- clear layout – a newsletter that is a wall of text or looks just like an email will not attract attention. Make sure the that the subscriber can scroll through the most important information in a few seconds and decide if he/she wants to delve into the content,
- responsiveness – an email with the newsletter has to display seamlessly across the vast breadth of mobile devices,
- appropriate length – too long text in the newsletter may scare off. So focus on the essentials. And if you have a longer message to send – treat the newsletter as its announcement and encourage the recipient to click on the link, e.g. to a blog.
Also remember about such elements as:
a button to cancel the subscription – it is important both from the point of view of the recipient’s privacy and due to legal restrictions,
- a “disclaimer” – information explaining why the user received the newsletter and how this data is used,
contact details for the sender – to give the customer a chance to stay in touch/ express an opinion.
These are, of course, the absolute basics of the rules governing the world of newsletters. If you want to explore this topic, follow our blog or contact us to exchange information on how mailing can be used in marketing strategy.