At present, with the proliferation of digital marketing through the use of social networks it is very common that in most websites, we have the possibility to subscribe to a Newsletter, but what is a Newsletter?
A Newsletter is a message that lists all the news of a given period of time for a group of people subscribed to it. It is, therefore, an effective means of communication and a periodic source of news similar to a physical newspaper where we receive news on a regular basis and where a series of news is communicated to us.
Unlike sending emails, how does the newsletter work? Simple, this is based on its periodic nature: every week or every month, for example. While the typical email usually reports specific elements, the Newsletter is usually much broader, being able to record a whole series of current news related by a general theme such as Marketing.
What is the difference between a Mail and a Newsletter?
Once we know the definition of Newsletter, we must know the meaning of Newsletter in Spanish, which is nothing more than “Newsletter”. So in this way, we can indicate that the mail usually has a more commercial purpose, such as warning its customers or potential customers that the brand has an interesting offer or that it will organize an important event.
The Newsletter subscription is intended to retain customers who have already joined the service or to convert subscribers to customers. This must be an email that adds value to the reader. Of course, it can also be used to promote some of our services, but it must be done in a much more passive way, otherwise, we can lose subscribers.
Some examples of Newsletter: when we receive new models for a clothing store, the letter of introduction of new dishes in the case of a restaurant or new selection of wines and cheeses by a store.
What are the objectives of the content of the Newsletter?
The content in the Newsletter for companies is not necessarily the same as for an email. The latter is intended for any email address. The higher the number of emails, the greater the success of the same, while the recipients of a Newsletter are those who have subscribed to receiving information.
At the moment in which the mail is sent, it is addressed to a select group of clients and prospects, known or not. Regularly it is a mass mail in the best case you have the opportunity to select the relevant objective.
Currently, digital strategic marketing offers techniques that allow differentiating or choosing the recipients, based on the market to which they are going. From young moms, students, to adults. There are segmentation tools for almost everything.
The goal of sending emails is in the vast majority of cases purely commercial while sending the free newsletter is mostly informative. Because any type of relevant information can circulate, the commercial aspect can be part of it as long as it is done with great tact and care so as not to burn and alienate our subscribers.
Newsletter marketing is intended for all types of people, whether they are employees of a company or for members of a particular group. Also among teachers, for more or less regular clients, since it does not have a specific commercial purpose but is more to create an impact or influence.
What is the content of a Newsletter?
For the preparation of a Newsletter, less promotional writing is recommended than the one used for the writing of a simple email, which is more concise. This is so, except in cases where the Newsletter has the specific objective of informing about new offers. For example, supermarkets usually do when they communicate the products that will be discounted that month.
While the ultimate goal of the newsletter is to convince the recipient to purchase a product, the goal is carried out in a more indirect way. Of course, there are online Newsletter courses and free Newsletter templates.
In the same way through the web, we can find Newsletter blogs, dedicated to the elaboration of them, where they give advice on how to make them as attractive as possible.
Creating a Newsletter is a creative-informative process. The important thing, when writing the text for Newsletter is to remember and always keep in mind that subscribers are readers long before they are customers.
How often should a newsletter be sent?
The mail can be sent promptly, what we sometimes call as ‘one-shot’, that is, once. The same can be done as mass shipping in a strategic period of time, such as the first day after a sale, as well as reminders to people who have not opened the email.
In online marketing, the Newsletter takes the form of a series of mails, where its periodicity is established when subscribing. Readers expect to receive the newsletter with a certain rhythm, which can be daily, weekly, monthly or bi-monthly, which would be every 2 months.
Beyond that, it is no longer a Newsletter, but an email sent from time to time. You have to be careful with this because proposing an advertising bulletin commits you to keep up as we are creating a continuous relationship with the recipients and if the “promised” is not fulfilled, we will be giving a bad image. In the same way that if we have not committed ourselves to the subscribers at a certain frequency but we accustom them to receive the Newsletter, for example, every Monday, breaking that rhythm without warning is not recommended since we will be failing to the expectations that we have created to the subscribers.
Between the mail and the Newsletter, you should not choose any unless your strategic marketing suggests. Both formats complement each other according to their objectives and their ability to produce quality content.
If you think you don’t have enough to count or offer, you can start by sending emails from time to time.
The Newsletter as advertising or digital marketing strategy.
The main interest of the Newsletter is to be able to reach a group of people who sign up for it voluntarily in exchange for obtaining information that may interest them. This means of communication is one of the main tools of companies that use strategic marketing as a loyalty tool.
Most of the time, the advertising bulletin is available on the website of the sender, which allows it to be more readable than in an email in addition to being used for SEO purposes with Google. The newsletter must have a clear editorial line, present common sections and a structure so that it can be easily read.
In summary, as with a newspaper, the Newsletter should be clear and concise. Articles must not necessarily be made for the Newsletter, as this can simply offer a link to the article on the company’s website or blog.