08 Jan Guidelines for creating a company newsletter
The power of newsletters remains valid despite the strength and reach of social networks. However, this term continues to be confused with other concepts related to digital marketing. For example, with email marketing. So that there are no errors and you can use this tool, we have created this article. Here you need all the information you need to create a newsletter for your company.
What is a newsletter and how is it different from email marketing?
As the name implies, the newsletter is a newsletter with a certain periodicity (daily, weekly, monthly, quarterly …) that is sent to the email of voluntarily subscribed users. This is one of the first options we can find when managing a company blog, but also one of the most ignored. The reason is none other than the pure ignorance of its advantages as a digital marketing strategy. On the other hand, email or email marketing is an advertising campaign based on the sending of emails to potential customers (massive databases), for example, during the presentation of a new service or product.That is, newsletters have an informative function, while email marketing has a much more commercial objective. It is logical that sometimes these terms get confused, since a newsletter can also be part of an email marketing campaign.
Some of the most used newsletters are:
Offers and promotions.
News of interest
The newsletter is also part of another marketing concept that you need to know. We are talking about lead magnet. That is, quality and attractive content offered to the user in exchange for their personal data. One of these contents may be, for example, the newsletter. This is a way to capture potential customers through one of the best Inbound Marketing strategies: content.
Why a newsletter is important for your company
We are facing a communication tool that contains great power. Thanks to the newsletter, your brand will impact the potential audience better, it will have an important link with them, through which greater fidelity will be achieved, as well as a higher loyalty percentage. On the other hand, newsletters are essential for the development of marketing actions because:
1. They attract more qualified traffic to the company’s website.
2. It allows the creation of an own database with the performance of email marketing actions.
3. They are a good way to filter users, bringing to light those who are really interested in what you do. This saves time and money by directing efforts towards the public that wishes to receive more information about the brand.
4. The conversion ratio of potential customers to customers is significantly higher than the use of other tools, such as social networks. 5. Increase LTV or lifetime value. That is, the net value of the income generated by the same client during the period of time that is maintained as a client of the same brand. The newsletter with special delivery of promotions and discounts is perfect to generate more LTV.
6. Improve the brand image (brand) with which your customers identify it, since quality content generates greater added value.
7. Although it is not a sales channel itself, the implementation of a newsletter is a good strategy to sell more and better. 8. They are a perfect way to reuse content already published on your blog and give them a second life.
9. And all this, without the need to make significant economic investments. This means that it is available for large companies, SMEs and small businesses.
Steps to follow to create a newsletter
If you want to create newsletters that really work, the first thing you should do is set your goal. Or what is the same, clearly define what we want to achieve with this tool. On the other hand, it should also be clear:
Who will you target (target audience).
The geographical scope for its launch.
The budget available to perform this marketing action.
Once we have all these clear guidelines, we will focus our attention on the design of the newsletter. In this sense, it is essential that the physical aspect of the newsletter be attractive and irresistible to the user. What does this mean? That once it opens in your mail, be tempted to continue reading it until the end. To do this, keep in mind the following tips:
1. Choose a suitable typeface: a newsletter should not only be attractive, but must also be readable. The typography to use allows us to modify the message, as well as to establish the tone with which it is sent. For this reason, there are more casual, serious, romantic sources, etc. The same happens with its size. Try that the letter is not too small (it may not read well) or too large (it could be aggressive). Play with the titles in the titles, subtitles, as well as in the content of the text.
2. The importance of the header or the fold: this is the first contact the user has with their newsletter. Its content, appearance and appeal will determine if the person continues reading the rest of the information. In this section, in addition to the contact details of the company, it is important to make a call to action that invites you to click directly on it.
3. Colors: do not underestimate the effects of colors on the psychology of the reader. Nor is it necessary to turn your newsletter into a fair of bright and bright colors. Make sure that the chosen color line is always in line with your corporate design. The call to action itself may have a more special color to attract much more attention and stand out above the rest of the message.
Don’t forget that all design and content should be geared towards conversion. If you need help, do not hesitate to contact the Quality Score. We are here to help you!