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Newsletter marketing

Newsletter marketing is a tool by which you promote your brand through emails and also serves for continuous correspondence between companies and clients. It can also serve as a great reminder for businesses to send to their clients who have given their consent to this type of communication.

An email newsletter is an electronic commercial message sent to a group of people using an email service. Newsletter marketing builds relationship and trust between clients and the company, and enlightens the world about the brand you are promoting. This way you can build a great relationship with your present and create a great relationship with your potential customers.

By sending information that your customers or clients are interested in, you are communicating directly with them and this form of communication can play a significant role in your marketing campaign.

How to send a newsletter?

For starters, if clients have willingly consented to something, in this case newsletter, why not keep them informed about news, discounts and more? So, at the beginning you already have an interest and consent to this kind of communication.

Clients who wish to receive your email will type their email address in the field provided. Very simple. The main advantage of this marketing is, already mentioned, consent.

In addition, what you can do is offer the option of sending a newsletter after making a purchase with your client. The client may agree or not, by giving him the choice — not sending him e-mails without his consent, which is forbidden and unprofessional — the client can view you as a serious company that actually wants to do him a favor and serve him what it has to offer.

All the addresses that you enter, enter your e-mail address into the database called the mailing list. You should check your mailing list regularly because you may have inactive addresses from which your newsletter may return. For the best success of your newsletter campaign, it is recommended that you use one of the newsletter services like Mailchimp. In such services, you can create a newsletter that is sent to a specific list and users will receive it in the inbox.

In addition to the consent given by clients to receive newsletters, clients have the option of unsubscribing, which means that they can stop receiving the newsletter at any time. However, while you must have this option, you need to make sure that this option is used as rarely as possible. A newsletter is a measurable channel of customer communication, which is a great way to keep track of your campaign activity and performance. This method of advertising is very cheap and fast; you are just a few clicks away from your clients who want to receive your notifications. The fact that people want to receive notifications should be kept in mind at all times and should be done to justify it.

The size of your newsletter does not determine the price and this is also one of the benefits of this marketing. If you have clients who are in other time zones, a good and quality newsletter service has the option of segmenting and adjusting the time for all your clients to receive your email at the same time. Newsletter clients can receive on computers, tablets and cell phones, because they are easy to create in a responsive design that suits other means of communication other than computers. Email has an advantage over other channels because it catches the attention of the reader and you can keep in touch with your customers this way. But not every newsletter is a good newsletter, nor will it capture the reader’s attention.

Good newsletter = good marketing

The content of newsletters should be useful and of good quality and should be informative, educational, and promotional. When writing content, keep in mind that content is not out of sight, that is, cursor left or right is preferable to read all content. For a good newsletter, you should have a primarily interesting and compelling subject line (clients will surely open such newsletter). However, the headline should not contain facts about what you are selling / offering, but rather should briefly describe the content of the newsletter. Choosing words in the headline are often key to opening newsletters, so you need to choose words wisely. Research shows that different words have different influences depending on the branch of business.

Thus, the word “free” does not have the same effect in medicine, sales and travel and should be avoided in the form of newsletters of these branches of business, while in the restaurant business, the entertainment industry is highly desirable. Words like “urgent” and “important” have a greater effect on opening emails. Requests for donations and humanitarian action do not go well with the audience, while appreciation and welcome make people feel appreciated and welcome and have a good effect. Occasionally one word can make a significant difference.

Once you've set a good headline, it's a good idea to personalize your newsletter. Avoid mentioning your full name or the full name of the company you are promoting with the newsletter. As well as giving a full impression of serious potential contributors, it is also easier to identify you in the inbox among other emails. If you have a first and last name of the recipient, it is advisable to give the recipient a first and last name. While your content should be both useful and quality, it also needs to be clear and precise and you should use short sentences. Feel free to include images related to your content in the newsletter, but do not overflow the images.

Encourage people to take action because your goal is to get the customer to click on the content or the link in your newsletter. Success is if your client took a specific action on the link you took him to. Add social media links to your newsletter, such as Facebook, Twitter and the like, because your goal is to share the content further.

Not all your clients have the same vocabulary and style of expression, so your newsletter needs to be written in a common language, which means that you should use common words and phrases, short sentences, jargon expressions, but you need to find a “golden mean” to help further remain professional.

A good newsletter never has a specific audience because when you submit a good newsletter you increase the chances of it being forwarded.

Performance measurement and recommendations

Ways to measure newsletter performance are Open Rate and Click Rate. Both ways are indicators of what you want to achieve with your newsletter. Opening percentage indicates the number of times the newsletter has been opened in the inbox. The percentage of clicks indicates the number of clicks on links contained in the newsletter. In addition to these figures, you need to keep track of the number of unsubscribed rates from your mailing list. By measuring rates and clicks, you can compare your performance with metrics for the entire industry you belong to.

You need to have consent for the newsletter, otherwise you get the counter-effect. Schedule a weekly newsletter submission time, initially you can specify days such as Tuesday, Wednesday and Thursday, and mornings from 8am to 9am and afternoon 3pm to 4pm. Keep track of statistics and use them to your advantage; if you have many rejected mails, check the mailing list because it is very likely that it is outdated. Make sure you offer benefits as you need to maintain a customer relationship with every newsletter.

Send users to other sites via landing links, survey your customers and test each newsletter before submitting. Keep the reader’s attention with a multitude of highlights, bold and underline. Separate text into new short paragraphs with short sentences. Insert charts, pictures and anything that would break the monotony.

Popular newsletter services

Inform and educate yourself on email marketing, choose words wisely, and turn your emails into useful reminders for your business.

You've got mail!