What is a newsletter?
A newsletter is an informative publication that is distributed to sales opportunities and existing customers of a company via email, basically to all people who have an interest in your brand. The information contained in this publication ranges from links to the latest articles in your blog or details about the activities carried out in your company, to offers that may interest the recipients.
The purpose of the newsletter is to inform about the current status of your company, both about your professional activities and your latest promotions or news on your website. For this reason, newsletters are usually sent periodically, from weekly, monthly or even quarterly. This will keep the attention of your regular customers in your company or increase the interest of your new leads.
Precisely the fact that your leads or customers choose to receive your company’s newsletters makes it a very effective method to increase conversion and take care of the loyalty of your customers.
The right time to launch a newsletter
Launching newsletters can only be done after an important stage in the marketing process: after obtaining contact information from users. This means that, in order to start sending newsletters, users must become sales opportunities, and this happens after users complete the forms found on your website or blog.
In the case of newsletters, the strategy consists of placing CTAs that indicate to the user that it is a form to receive this informative publication, which usually usually include the message “subscribe to our newsletter“, for example. This way, you will know that your new lead will be interested in learning more about your services or your company’s identity. From this moment on, if you place offers or calls to action that may be of interest to your lead, your chances of increasing your conversion rate will be higher than through other online platforms.
And why? Because users check their emails every day, and this allows users to be aware of your company even when they do not visit your website.
The same happens with those who are already regular customers of your company: if they continue to subscribe to your newsletter, they want to continue receiving news about your promotions or activities that your company organizes periodically. This makes the newsletter a very attractive loyalty method, because you know that if customers continue to subscribe it is because they like your brand.
Obviously, these two types of recipients are at different points in the marketing process. In order to prepare the right content for each newsletter, you need to classify all your contacts correctly, so that you know which content will be suitable for each type of contact, as well as the ideal time to launch it. This will be very easy if you have a CRM tool.
Know some of the types of newsletter
There are no specific types of newsletters, but there are some common characteristics that can be understood as models to follow.
First of all, we can talk about a newsletter with the purpose of a newsletter: in this case, there is no interest in promoting offers or seeking to increase the conversion rate, but simply informs you about the latest news on your website or the most interesting activities carried out in your company. This kind of newsletter is effective for customer loyalty, as they will keep them abreast of the latest news of your brand.
On the other hand, you can call commercial newsletters those with the clear objective of increasing conversions. They announce offers, promotions, discounts or other information related to your product or service. In this type of newsletter you can not miss the CTAs that send your leads and customers to landing pages with the content they are looking for.
Sometimes companies choose to launch special newsletters at certain times of the year, such as during the Christmas holidays, for example.