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Depending on your age, you may remember when your parents subscribed to a physical magazine that, every month or week, sent an issue, brochure, form, or other paper publication to your home mail.
Although it may seem like something from the last century (from a certain point of view, it actually is), this technique is still widely used by digital marketing agencies, e-commerce companies, and digital businesses in general: the newsletter .
In a world where direct connection with your audience is key, understanding what a newsletter is and how to get the most out of it is essential to increasing your brand reputation, website traffic, and sales. If you keep sending newsletters and everyone is slamming the door in your face, stay here; this is for you.
The ABCs of email marketing
Before diving into the world of newsletters, it's important to understand the context in which they operate: email marketing . This strategy, far from being a simple mass email, is a sophisticated and personalized way to speak directly to the wallets (well, smartphones, actually) of your customers and potential customers.
Email marketing allows you to send appropriate messages at the right time and measure exactly how recipients react to them. Some people think this digital communication channel is dead, but it's far from it.
What is a newsletter?
A newsletter is basically a digital bulletin that lands in your subscribers' inboxes periodically : once a month, twice a month, once a week... Whatever you consider necessary based on your strategy and the sales funnel you're implementing.
The newsletter is your "Hello, I'm here" sent directly to your audience. But it's not just a greeting; it's a rich mix of relevant content, news, tips, and, of course, promotions that keep your audience engaged and eagerly awaiting your next email.
In short, it's a perfect way to stay in touch with your subscribers or customers so they don't forget you. And you don't forget them!
What should a successful newsletter have?
What does a newsletter need to stand out from the sea of emails we users receive every day? Take note.
First, an irresistible subject line , something that grabs attention and makes you want to click or tap on the email.
Dull subject lines will likely land the email in the digital trash. On the other hand, direct questions to the user, original phrases, and other unusual subject lines will lead to newsletter opens. What would generate more interest: the subject line "May Newsletter" or "Come in, we'll tell you a secret"?
Once you've decided on the perfect subject line, next comes the content . The subject line should be consistent and consistent with the newsletter's content. For example, the subject line is a question that you answer yourself in the first sentence of the content: Are you following us? As for the content itself, it can be educational, informative, or simply entertaining.
Oh! And let's not forget a design that's engaging, easy to read and navigate , and reflects your brand identity. Remember, for better or worse, appearances always matter.
The newsletter strategy that works
Now that we know what a newsletter is and what makes it special, let's talk about how to make yours shine.
- Define your objectives : As with any other digital marketing action, you should consider what you want to achieve by sending your newsletter. This will help you determine the type of content, sending frequency, and all other aspects of your newsletter.
- Determine the users who will receive it : Imagine, for example, you have a product specifically for men. You define your objectives, create the newsletter... and end up accidentally sending it to a mailing list made up only of women. Do you think it will work? Just as important as the newsletter itself is considering who will receive it.
- Send the newsletter to the right user at the right time : Within your email marketing strategy, you'll need to decide, through measurement and analysis, the right time to send your newsletter. Regarding the actual process, email marketing tools allow you to do everything in one place, from building the newsletter, to creating the mailing list, to scheduling your emails.
- Measure the results and then measure them again : measure, measure, and measure to improve your strategy. You can A/B test your newsletter (subject, content, design, etc.), change the sending schedule, try a different email list, etc. It's the most effective way to fine-tune your strategy and ensure your newsletters never end in vain.
As an extra tip from Maktagg , there's no word more persuasive than "You." Personalizing your content by speaking directly to the user can work wonders. Segment your subscriber list, personalizing your message for each one, and, of course, maintain a balance between the types of content: do you like being bombarded with promotions and offers?
Call to action or CTA
The call to action (CTA) is a fundamental part of a newsletter. After opening it thanks to its catchy subject line, reading the content thanks to the interest it generates... what's next?
At the end, you'll need to add a link to your website—a button, a clickable image that directs the user to where you want them to go. Remember that the newsletter is a digital channel (like PPC or SEO , for example), a means of driving users to your website through content that's interesting to them.
Why e-commerce and digital businesses should use newsletters
For e-commerce and digital businesses, newsletters aren't just a luxury; they're a necessity. From building a closer relationship with your audience to increasing brand loyalty and improving conversion rates , newsletters are a powerful communication tool.
They allow you to maintain an ongoing dialogue with your customers, drive repeat sales, and reengage those who haven't purchased in a while. They also provide a perfect platform for announcing new products, special offers, or events that directly influence a customer's purchasing decision.
Conclusions for the success of your newsletter
A newsletter isn't just a random collection of words and content; it's an effective tool for building lasting relationships with your audience .
In the digital age, where attention is the scarcest resource, capturing and maintaining it is vital. With a solid strategy, a focus on value, and an eye on data, your newsletter can become one of your most valuable marketing assets .
Creating the perfect email marketing strategy and newsletters is like preparing a good dish: it requires the right ingredients, patience, and a lot of love. If cooking isn't your thing, or you don't have the time to dedicate to it, our digital marketing agency has a multi-Michelin-starred email marketing team.
Just fill out the form , tell us, and we'll get to work.
