Newsletter: What are they and their importance in sales

by Moises Hamui November 30, 2023

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

And with good reason, it is one of the best means of information to keep users up to date on topics, news or content about a topic of interest.

It is also no secret that in email marketing, creating a newsletter is an effective way to market your 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 that you continue reading what we have for you.

What is a Newsletter?

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

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 which are:

Encourages 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 .
Increased traffic. Direct links can be included in newsletters that redirect users to the brand's website. It is common to have various calls to action so that users visit the site in search of a product or promotion mentioned in the newsletter.
Improved customer loyalty. Receiving a newsletter can help create a community. This is ideal for increasing customer loyalty and ensuring that customers continue to receive updates in their email.
Stronger customer relationships. Perhaps the most important reason for implementing newsletters is that they help you connect with your audience quickly and easily. They can also be kept up to date with brand news and updates.

Is the Newsletter effective?

It should be noted that the appropriation of newsletters by customers depends, to a large extent, on email marketing campaigns .

In this sense, we should first consider our opening rate so that users who receive the newsletter can respond to it. If our statistics are favourable, then we can say 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 in order to enhance the advantages of the newsletter.

Benefits of the Newsletter

Newsletters have particular benefits and, in a way, give them an advantage over other tools. Among the main positive properties of newsletters are:

It is customizable, accessible and affordable.
It has a direct access to the users' inbox, so it is unlikely that you will be left unattended.
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 tracking.

Features of a Newsletter

The newsletter is created based on a series of important characteristics that allow it to be handled 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 valuable agent by users. All it takes is a good first impression to make them look forward to 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 for the user. Likewise, it should not be full of words, paragraphs and sentences. Whenever possible, using visual resources is always a good option.
Use of CTAs. Calls to Action are buttons that encourage the user to perform an activity, from opening a link to downloading content. They are usually personalized and always eye-catching.
They are constant without being harassing. If there is one thing that characterizes newsletters, in general, it is that they are produced and sent within a certain period, whether weekly, biweekly or monthly.
They are personalized. As mentioned above, they tend to adapt to the tastes of users, in order to create a sphere of importance, increasing relevance.

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How to make a newsletter step by step

To create 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 to inform, educate, entertain, persuade or sell. 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 an attractive design and text. Your newsletter should capture your subscribers' attention and convey 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.
Personalize and prepare your newsletter for delivery. To make your newsletter more impactful, personalize it with your subscriber's name, location, or any other information you have. Also, segment your subscriber list based on 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've sent your newsletter, don't just sit back and watch it. 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 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 are looking for other options to profile your ideal client, you will find the solution you need at MHA.