The importance of newsletters in business
Marketing has two distinct purposes – to improve the brand and to increase sales. But not all marketing methods are targeted to achieve both. Newsletter marketing, which is an improved version of email marketing, is a proven method, especially for branding. Short, simple, and decent newsletters in our mailboxes create good impressions about the brand, no doubt.
But at a time when the prominence of social media is skyrocketing, people have started seeing everything through the prism of social media to assess the efficiency of other marketing channels. Some people are of the opinion that newsletter marketing is not productive enough vis-a-vis Instagram stories, hashtags, voice search, video marketing, and the like.
But that is not right. Newsletter marketing has its own style and audience. While social media, video, voice, etc. are focused on rapid sales, email newsletter marketing is more appropriate for brand awareness and stability besides of course relationship building. In a changed scenario, perhaps a change in strategy will put newsletter marketing in the right perspective.
What is a newsletter?
Newsletters contain information, presented in smart and attractive formats, emailed to your inbox by companies or brands. There can be various types of information in a newsletter, such as a new launch, product update, new facility, invitation, and the like. Brands always want ways to connect their customers with new information. Email newsletter marketing is a simple and effective way of doing that at a minuscule cost.
What are the different types of newsletters?
There can be 8 different templates or types of newsletters based on the different types of content, as listed below:
- Welcome letter – Welcome new subscribers and convey your eagerness to establish good relations with them as soon as possible.
- Promotional – encouraging customers to buy a product or service, motivating them to buy a product or service.
- Update announcement – Inform customers about new features, products, or services.
- Company news – Update customers on the company’s latest events, accomplishments, or changes.
- Tutorials and recommendations – Let people know how to get the best out of your products and services.
- Educational – Make your business or product more familiar to your customers by providing industry-specific knowledge.
- Follow ups – Let a customer know that his/her order hasn’t been completed yet and that their desired product is still in their cart, or that a discount will expire soon.
- Reviews – a compilation of customer feedback to enhance the brand’s reputation.
Benefits of Newsletter Marketing
The primary goal of marketing is to generate awareness. That is well achieved. Uncountable people use email daily. So naturally, brands cling to email marketing for sending out messages in bulk. And it comes at a very cheap rate.
But there are other major benefits too that brands look to accomplish through email newsletters, such as:
#1. Establish as a strong and dependable player in its category –
They can showcase their expertise and professionalism through newsletters. They can position themselves as an industry leader by creating content that provides valuable information to customers and prospects.
#2. Make a database of prospective customers –
Newsletters can be used to create their own databases. Inviting visitors to subscribe to a newsletter can encourage companies to garner the contact information of potential clients and partners.
#3. Promotion of products and services
Often, they are used to promoting and launching new products and services, and contain information about special offers that are exclusive to their readers.
How often newsletters should be sent?
However tempting it may be, sending newsletters daily is not a good idea. Keep a reasonable gap between your newsletter posts – neither too long nor too frequent. The best frequency for newsletters is about twice a week and at least once a month.
So, what’s the mandate? Are newsletters effective in 2022?
The answer is an emphatic YES. Research reveals that as email users are on the rise, so is the efficacy of newsletters. However, the newsletter strategy needs to be changed in order to increase the open rate percentage. Following are some tips:
- Add a compelling subject line. Readers should be curious to see the newsletter.
- Use good databases to send your email newsletter to the most appropriate audience groups.
- Use crisp messages and minimal design.
- Use a clear Call-To-Action.
Wish your newsletter marketing flies high in 2022. Good bye!
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