You probably have more than one newsletter in your email inbox right now.

And with precise reason, it is one of the best informative means to keep the user updated on topics, news or content on a topic of interest to them.

Likewise, it is not a secret that in email marketing the creation of a newsletter is an effective way to market the business.

Newsletters, as they are also known, are essential tools in building relationships with our brand's customers through email marketing.

If you want to know more about this tool, we recommend you continue reading what we have for you.

What is a Newsletter?

The newsletter is an informative bulletin that is accessed through a subscription, almost always free, in which only an email address that can be reached is shared.

It usually contains information, updates, promotions or news regarding the products, services or articles of a company.

There are special newsletters, in which other types of content are shared; from tips to discount codes.

Why is a Newsletter important?

The newsletter is important for several reasons, some of which are:

• It favors engagement. With a newsletter it is possible for customers to engage with such an interaction. This can be achieved by creating quality and valuable content .
• Traffic increase. Within the newsletter you can include direct links that redirect them to the brand's website. It is common for there to be various calls to action for users to visit the site in search of a product or promotion mentioned in the newsletter.
• Improvement in customer loyalty. The fact of receiving a newsletter can favor the creation of a community. The latter is ideal to increase customer loyalty and not stop receiving news in your email.
• Stronger relationships with customers. The most important reason for the implementation of the newsletter is, perhaps, that it helps to connect easily and quickly with the audience. In addition, it is possible to keep them updated regarding news and brand news.

Is the Newsletter effective?

It must be taken into account that the appropriation of the newsletter by customers depends, to a large extent, on email marketing campaigns .

In this sense, it would be necessary to think, first of all, what is our opening rate so that the users who receive the email with the newsletter can attend it. If our statistics are favourable, then it can be said that the newsletter is an effective tool.

On its own, a well-structured and designed newsletter is totally effective and persuasive. However, this tool must be integrated with great email marketing strategies, this in order to enhance the advantages of the newsletter.

Newsletter Benefits

Newsletters have particular benefits and that generate, in a certain way, an advantage over other tools. Among the main positive properties of the newsletter are:

• It is customizable, accessible and affordable.
• It has a direct access to the inbox of the users, so it will hardly be attended to.
• It can be automated and with segmentation settings.
• Allows for a more personal connection with subscribers.
• They are not only used to inform, but also to notify about movements such as shipments or follow-ups.

Characteristics of a Newsletter

The newsletter is made from a series of important characteristics that allow it to be correctly attended by users. In this sense, the elements that make up a newsletter are:

• Attractive, creative and professional design. These three elements will allow the newsletter to be perceived as an important agent of great value by users. It is enough to make a good first impression for them to wait for the next newsletter.
• Value content. Although they are considered newsletters, the truth is that they cannot contain any type of information. It has to be very detailed or important to the user. Also, it should not be cluttered with words, paragraphs and sentences. As far as possible, using visual resources is always a good option.
• Use of CTAs. The Call To Action, also known as calls to action, are buttons that prompt the user to perform an activity; from opening a link to downloading some content. They are usually personalized and always striking.
• They are constant without being harassing. If something characterizes newsletters, in general, it is that they are produced and sent respecting certain periods, whether weekly, fortnightly or monthly.
• They are personalized. As mentioned above, they usually adapt to the tastes of the users, this in order to create a sphere of importance, increasing relevance.

In conclusion

Newsletters are fundamental tools in the process of achieving different objectives; from improving engagement to increasing traffic to the website.

The advantage of newsletters is that they can be used to fulfill several objectives at the same time.

In addition, they are a resource that adequately combines with email marketing strategies. Without a doubt, they are a tool that all companies, brands and businesses should start up right now.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After being in charge of several digital businesses and advising several other businesses; I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.

If you want more information on this topic or you are looking for other options to profile your ideal client, at MHA you will find the solution you need. Schedule a call