What is a newsletter
A newsletter is a periodic communication sent by e-mail to a list of recipients. It is this periodical character, and thus a content based on a current event, that differentiates the newsletter from the other types of e-mail marketing communications.
The information newsletter
Contrary to the commercial e-mailing, the electronic newsletter is sent periodically to people who have subscribed to it. It generally proposes fixed headings and contains a real informational added value. It is updated and sent at regular intervals, like every month, to its loyal recipients.
Some advantages
Creating a newsletter does not cost much, and its profitability is excellent. It is considered that its ROI is higher than that of all other marketing channels. It is difficult to define how much it costs to send a newsletter, because it depends on several factors. Nevertheless, the newsletter remains very affordable, compared to other acquisition levers.
Before starting
To create a newsletter, you must first define your objective. It can be an information campaign, the promotion of a new product, or a simple communication about an event organized by your company. Then, define your target. The goal is to have precise and relevant targeting, but also to personalize the content of your messages. When writing the content, make sure it is well structured, short and direct.
How to build one
The newsletter focuses on one or two pieces of information each time, but not more. Beyond two messages, it is difficult to keep the attention of the recipients and the strategy may fail. You can send a text part and an illustration part to highlight the product or service in question. You will also have to take care of the design of the email by inserting your logo, using bright colors, attractive characters, a layout that is airy and pleasant to read, and catchy titles. In the body of the email, don’t forget the famous “call-to-action” button, because this is how you will engage them and eventually convert them if they like what they find on the page.
Since the invention of the web, the Newsletter is an essential tool to communicate with its customers or prospects. All forms of activity can have an interest in using it to inform or sell.