Newsletter is one of the most effective contacts with a potential buyer of our goods and services, provided of course that appropriate marketing tricks are used during its creation, as well as the opportunities offered by modern CRM software (we will talk about what it is soon). What should the newsletter look like, what will we achieve with it and how can it be turned into an efficient (and even attractive) form of advertising?
Why is it worth having a newsletter?
First of all, the newsletter helps us collect a list of our potential customers’ email addresses before we even decide to send anything to anyone. When we build a brand and the community around it, we often focus from the very beginning on social media and on circle of fans which is systematically expanding. However, remember that Social platforms don’t belong to us, and the number of fans doesn’t necessarily have to be reflected in the number of people who are actually interested in buying our services or products. We should consider the fact that one day a given social medium may simply cease to exist or lose popularity in favor of a newer one, which will result in the loss of contact with fans, i. e. potential customers.
We may also lose our list of potential customers by server failure or by entering the fee required to share the number of fans by the website. The newsletter resolves all these potential problems. Having our own mailing list with addresses of people who have expressed an interest in our services or products, we have all our fans and potential customers always close and we can contact them regardless of the state of social media servers or their changing popularity. Even the program we use for newsletters is not a problem.
If it doesn’t meet our expectations, we can easily change the system for sending messages, because the contact list still belongs and will belong to us, and not to an external entity. Newsletters are also characterized by High marketing effectiveness.
It results from the fact that people who decide to subscribe to the newsletter really want to have close contact with our brand, while fans on Social platforms sometimes decide to like a given page on the impulse or a single interesting post, not having plans to constantly monitor the services and products of a given brand.
Types of newsletters
Newsletters are divided into two main categories:
- Direct email, i. e. a letter aimed at selling a recommended service or product;
- relational, which is a letter that seeks to deepen the connection with the customer or build a “relationship” if it doesn’t exist yet.
In addition, newsletters also have different forms of display. Here are the most common forms:
- newsletter in the form of an electronic newspaper, which is sent directly to the recipient’s inbox and can be read there;
- information with a link redirecting to the website where the promotional content is located;
- a combination of the above, in the form of a “sample” of the transmitted content, encouraging further interest in the promotion or content via the appropriate link.