What is a newsletter and how to use it in your business?
A survey conducted by Rock Content in 2018, with 684 people, revealed that 78.4% of individuals like to receive a newsletter and 76.8% have already made some purchase from receiving content in their personal email. So, knowing what newsletter is and investing in this strategy may be what is missing for your business to grow.
Therefore, in this article, we will explain what a newsletter is, how to create a foolproof strategy and what are the differences between email marketing and RSS subscription. Read on and learn more.
What is the newsletter?
Newsletter means “newsletter”. The strategy consists of periodically sending emails to a network of leads — potential customers — with relevant content, such as articles, news and useful tips for the persona.
Its objective is to strengthen the brand and maintain a relationship with the people who are part of the network of contacts. Thus, it is noteworthy that this newsletter is not directly intended to sell or advertise products/services. However, it brings many advantages for the company, such as:
- direct contact with the lead;
- good cost-benefit;
- increases blog/site traffic;
- Retains and retains customers.
How to create a foolproof newsletter?
Think about nice layouts and content
Most of the time, creating a standard layout and making it easier to see the content is a neglected attitude, but it makes all the difference in the experience of who is receiving the email. Therefore, always choose to write in a scannable way, with small paragraphs and with language suitable for the audience.
The “subject” field in the inbox is what will catch the attention — or not — of the reader. So, don’t be afraid to invest considerable time in this step and think about creative titles. Despite being few words, they are the main ones to instigate curiosity.
Always seek to know what the public’s opinion is about your material and what can be better. Also, never send spam. This practice is malicious and will certainly damage the image and the relationship built by your brand.
Create an editorial calendar
Having an editorial line will make the contents sent make sense to each other since they will follow a logic. It consists of defining the themes that will be addressed in each email shot. To define, the company can answer some questions:
- What is my niche?
- Who is my persona?
- What are my potential customer’s questions?
- What is the most suitable format? (Video, blog post, infographics, etc.)
With this, it will be possible to define some main themes that your audience would like to receive. For example, if you are an affiliate of a digital management product, you can use the following themes:
- content about personal development;
- tips for running a business;
- Reading indications.
Then, just use these themes as a base and create subdivisions in each one of them, to keep the same style of content. It is noteworthy that your audience does not need to be aware of this division, but it will make all the difference in organizing your newsletter.
Insert CTA (Call to Action)
Call to Action means “call to action”. It consists of an invitation made to the reader, with the objective of leading them to do something that will bring them even closer to your brand. A newsletter without CTA does not instigate the customer journey or help your sales funnel. Then, your company can be quickly forgotten by him.
Before defining the CTA of each email, it is necessary to know the persona, identify the stage of the sales funnel and ensure consistency between the content and the call. Some examples that can be used are:
- read a blog article;
- contact the company;
- download some material;
- Register for a particular event.
Perform tests and changes
After you finish creating your first email, send it to friends and your own contact. Try to open the content in as many browsers as you can, such as Internet Explorer, Opera, Chrome and Mozilla.
This way, you can make sure that the message will reach all your subscribers’ inboxes. This is important because the newsletter is often seen as spam by many servers. That way, you can deliver your email to users’ spam inboxes.
Also, note if the content opens fast and is readable on all shots, considering that, especially when using images, the loading may be slow or even not loading some parts and hampering the experience of subscribers.
With all this analysis, don’t be afraid to make changes. Both in this first test email and in the next ones, note what needs to be different and change. It is these insights that will make all the difference in your results.
What is the difference between newsletter, email marketing and RSS subscription?
It is common for companies to confuse newsletter, email marketing and RSS subscription, considering that they are all sent by email. However, there are many differences between them. We’ll talk about each one so that your business strategy isn’t confusing:
- RSS subscription — aims to only send articles from your blog to subscribers, according to the frequency with which they are published;
- Email marketing — is persuasive and intends to make sales, then sends products, services, promotions, among others. It has variable periodicity;
- Newsletter — is informative and aims at the relationship with the potential customer. Therefore, it seeks to have a pre-defined shipping frequency.
Although many people believe that email is outdated and don’t even try to know what a newsletter is, this is still an extremely effective channel. With it, the marketing strategy of any business can achieve expressive results.