Newsletter: What are they and their importance in sales

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

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

Likewise, it is no secret that in email marketing, creating a newsletter is an effective way to market your business.

Newsletters, as they are also known, are fundamental 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 a newsletter 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 a company's products, services or items.

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

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Why is a Newsletter important?

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

  • Promotes engagement. With a newsletter it is possible for customers to engage in such an interaction. This can be achieved by creating quality and valuable content .
  • Increase in traffic. 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. Receiving a newsletter can help create a community. The latter is ideal to increase customer loyalty and not stop receiving news in their email.
  • Stronger relationships with clients. The most important reason for implementing newsletters 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 developments of the brand.

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Is the Newsletter effective?

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

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

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

Newsletter Benefits

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

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

Features of a Newsletter

The newsletter is prepared based on a series of important characteristics that allow it to be served correctly 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 and highly valuable agent by users. It is enough to make a good first impression to make them wait for the next newsletter.
  • Valuable 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. Likewise, it should not be full of words, paragraphs and sentences. As far as possible, using visual resources is always a good option.
  • Use of CTA. Call To Action, also known as calls to action, are buttons that encourage the user to carry out an activity; from opening a link to downloading some content. They are usually personalized and always eye-catching.
  • They are constant without being harassing. If something characterizes newsletters, in general, it is that they are produced and sent within specific periods, whether weekly, biweekly or monthly.
  • They are personalized. As mentioned above, they usually adapt to the tastes of the users, in order to create a sphere of importance, increasing relevance.

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How to make a newsletter step by step

To make a newsletter step by step, you can follow these tips:

  • Define the objective of your newsletter. What do you want to achieve with it? It can be informing, educating, entertaining, persuading or selling. Your objective will determine the type of content, tone and design of your newsletter.
  • Choose a newsletter sending platform. You need a tool that allows you to create, send and analyze your newsletters easily and professionally. Some options are Mailchimp, HubSpot, ActiveCampaign or Sendinblue.
  • Create attractive design and text. Your newsletter must capture the attention of your subscribers and transmit your message clearly and effectively. To do this, use a clean and responsive design that adapts to any device. Also use short and direct text that responds to the needs and interests of your audience. Don't forget to include images, videos or gifs that complement your content and make it more dynamic.
  • Customize and prepare the sending of the newsletter. To make your newsletter have more impact, personalize it with your subscriber's name, location or any other data you have. Also segment your subscriber list according to their characteristics or behaviors, to send them relevant and personalized content. Finally, choose the best time to send your newsletter, taking into account the day, time and frequency.
  • Send and monitor the results. Once you have sent your newsletter, don't sit idly by. Analyze the results you get, such as the open rate, click rate, conversion rate or bounce rate. This data will help you measure the success of your newsletter and improve it in the future.

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

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

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