GUIDELINES FOR CREATING A COMPANY NEWSLETTER
WHAT A NEWSLETTER IS AND HOW IT DIFFERS FROM EMAIL MARKETING
As its name suggests, a newsletter is a printed or electronic report containing news concerning the activities of a business or an organization that is sent to its members, customers, employees or other subscribers periodically. 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 marketing or mailing is an advertising campaign based on sending emails to potential customers (massive databases), for example, during the presentation of a new service or product. In other words, newsletters have an informative function, while email marketing has a much more commercial objective. It is logical that sometimes these terms are confused, as a newsletter can also be part of an email marketing campaign.
The newsletter is also part of another marketing concept that you need to know. We are talking about lead magnet. In other words, quality and attractive content that is offered to the user in exchange for their personal data. One of these contents can be, for example, the newsletter. This is a way of capturing leads by means of one of the best Inbound Marketing strategies: content.
WHY A NEWSLETTER IS IMPORTANT FOR YOUR COMPANY
We are dealing with a communication tool that holds great power. Thanks to the newsletter your brand will have a better impact on the potential public, maintaining an important link with them, through which you will achieve greater loyalty, as well as a higher percentage of loyalty. On the other hand, newsletters are essential for the development of marketing actions because:
- They attract more qualified traffic to the company's website.
- Allows the creation of a database with which to carry out email marketing actions.
- They are a good way to filter users, bringing to light those who are really interested in what you do. In this way, you save time and money by directing the efforts towards the public that does want to receive more information about the brand.
- The conversion ratio from lead to a client is considerably higher than using only other tools such as social networks.
- They increase LTV or Lifetime Value. That is to say, the net value of the income generated by the same client during the period of time that it is maintained as a client of the same brand. Newsletters with special promotions and discounts are perfect for generating more LTV.
- Improve the brand image (branding) with which your customers identify you, as quality content generates greater added value.
- Although it is not a sales channel itself, the implementation of a newsletter is a good strategy to sell more and better.
- They are a perfect way to reuse content already published in your blog and giving them a second life.
- And all this, without the need to make significant economic investments. This means that you can reach large companies as well as SMEs and small businesses.
STEPS TO CREATE A NEWSLETTER
If you want to create newsletters that really work the first thing you have to do is set your goal. Or what is the same, define clearly what we want to achieve with this tool. On the other hand, you must also be clear:
- To whom it will be addressed.
- Its periodicity.
- The geographical scope for its launch.
- The budget is available to carry out this marketing action.
Once we have all these clear guidelines, we will give all our attention to the design of the newsletter. In this sense, it is essential that the physical appearance of the newsletter is attractive and irresistible to the user. What does this mean? That once it is opened in your mail you will be tempted to continue reading it until the end. To do this, take note of the following tips:
- Choose an appropriate font: a newsletter must not only be attractive but must also be legible. The typeface to use will help us to reinforce the message, as well as to set the tone with which it is being sent. For this reason, there are fonts more casual, serious, romantic, etc. The same goes for its size. Make sure that the font is neither too small (it might not read well) nor too large (it might be aggressive). Play with the sizes in the titles, subtitles, as well as in the content of the text.
- The importance of the header or Above the Fold: this is the first contact the user has with your newsletter. Its content, appearance, and appeal will determine whether the person continues to read the rest of the information. In this section, in addition to the contact details of the company is important to place a call to action that invites you to click directly on it
- Colors: do not underestimate the effects of colors on the reader's psychology. You don't need to turn your newsletter into a fair of vivid and striking colors. Make sure that the chromatic line you choose is always in line with your corporate design. The call to action can have a more special color so that it attracts much more attention and stands out from the rest of the message.
Don't forget that all design and content must be conversion-oriented. If you need help don't hesitate to contact Startup Slang. We are here to help!