How to get the best out of a newsletter?
Having subscribers to your regular online content offering is just the first step.
But is it enough? Indeed, no.
The big challenge is how you are going to convert that audience into positive results.
If you want to face it and beat it, this article is going to be of great help to you.
I am going to present you a broad perspective on this powerful tool, which uses email link to email marketing as a gateway to building a closer relationship with the customer.
You will know what a newsletter is, how it works, its advantages and aspects of greater attention.
You will also clarify your doubts about the main tactics of the newsletter, how to follow the step by step and some examples to inspire you.
If you want to apply a strategy that does not go unnoticed within your audience, you have come to the right place.
What is a newsletter?
Newsletter is a newsletter sent by email to a specific group of interested parties.
It has its own periodicity, as well as its exclusive visual identity and an editorial line aimed at a specific type of content.
Surely you already know how a subscription to a newspaper or magazine works.
Well, the newsletter starts from a very similar principle.
It is a kind of online subscription that reaches the inbox of active or potential customers, who expressed the intention to receive said content.
Many confuse the newsletter with email marketing, since email is used as the main tool in both.
However, the newsletter is not sent for commercial purposes.
Its purpose is to offer content that adds value to the recipient and generate organic traffic to the site or blog of a brand or company.
The great thing about the newsletter is that it is not sent casually.
In other words, whoever receives it is part of a list of people who fully subscribed to have access to that content on a regular basis.
Which in itself greatly reduces the chances of being recognized as spam, that is, where unwanted emails go.
Why should I create a newsletter for my company?
In digital marketing, what is not lacking are channels of disclosure and contact with customers.
So, instead of the newsletter, wouldn’t it be easier to take advantage of social networks? – 3 Facebook tips
In a way, yes.
But don’t forget to consider the power of a newsletter to capture leads. – What is lead?
With the newsletter, you get a really good, qualified email list, with real stakeholders in what you offer.
To register for a newsletter, the user must fill out a form with their name and email address.
Note that I am clearly referring to what is known as a digital hook.
From there, you can already increase your most qualified list of contacts and build a base of leads and possible clients.
And at the end of the day, how does that help your business?
In the first place, it helps to strengthen the relationship between the company and its consumers – consumer behavior.
If they subscribe to the newsletter, it is because they are interested in what the brand offers.
Another important point is that people do not always change email.
Generally, they use the same address for many years.
Then you will have a more efficient way to communicate with the contacts on your list.
The people that make it up are not going to disappear overnight.
Then, it is your opportunity to take advantage and regularly report on the most important news of your business.
In addition to that, a consolidated email base can generate good profits.
But pay close attention if you want to make money with the newsletter.
I remind you that its objective is not direct sales, but to establish a good relationship marketing with your audience.
In other words, the piece is intended to deliver relevant content that your company produces, in accordance with the needs and interests of customers.
It is one of the best ways to add value and credibility to your brand.
With a well-structured newsletter, financial profit comes gradually and naturally.
How does it work?
Imagine that a potential customer is running an online search and finds an article from your business blog.
And even more: that text perfectly answers the user’s question, interest or need.
What happens next is a natural process.
For example, when the user begins to trust more and more in your business, they want to continue receiving content that can solve their future problems.
And at that very moment he decides to subscribe to your newsletter.
Make sure the registration form is visible on the pages of your blog or your site.
As I told you before, this form must request basic information, such as name and email so that the user does not give up before completing it.
At a later time, you can ask for more specific information, when you are going to present another type of offer, such as an e-book or a webinar.
After filling in the document, the user integrates your contact base.
Now it’s up to you to qualify the relationship between you and him and work so that you can generate more conversions – copywriting.
The time has come to send more relevant and quality content that will continue to captivate the customer.
You cannot miss that opportunity.
The 10 steps to make your newsletter
There is no magic formula for creating a newsletter.
But the best way to start is by analyzing your business to structure emails, according to your audience.
Like everything that has to do with strategies on the web, it is necessary to think about the person, their characteristics, habits and interests.
However, that is only the starting point.
There are several practices that can and should be followed to ensure that the newsletter is as effective as possible and promotes constant interaction between the customer and the brand.
I’m going to talk to you about some of them right away, highlighting 10 fundamental steps to build your newsletter.
1. Determine what the objectives and goals will be
Like any marketing action, the newsletter also needs objectives that converge with your strategy.
It depends on that whether it can be measured to evaluate the results achieved.
Let’s assume that the main objective is to increase the leads.
With that goal in place, it will be easier to define what type of action the user must perform when opening the email.
Generally, when there is the intention to multiply leads, it is essential to place a Call to Action (CTA) in the body of the message.
What will lead the reader to the company’s site and stimulate their conversion.
Here’s a tip: Remember to put what is most relevant, such as the CTA, at the top of the email.
Ideally, when the user opens his email, he already has a notion of what it is about.
Then distribute the remaining content according to your priorities.
2. Send only what is important
Nothing to flood the inbox of your clients with an infinity of emails that do not add any value.
That can put the relationship between you at risk.
It is extremely important that you know the interests of the contacts on your list to offer the most relevant content.
The more you know about them, the better.
Thus, you will be able to establish a personalized communication with each one.
Again, nothing to suffocate the user with product offers in your newsletter.
The best contents are those that answer questions, since they are the ones that guarantee a long life for your strategy.
3. Identifiable content
Is there a lot of content that you want to share with your audience?
I recommend not rushing.
Correctly separate the topics and organize them according to the priority and relevance of each one.
Ideally, write short calls for each issue you want to publicize.
Later, add the link to access the full content on your site or blog.
That way, when the user sees the email, they will already know what it is about.
The tactic is interesting to discover which issues arouse your client’s interest the most.
Much of the email tools provide valuable data, such as information about the links the subscriber clicked on.
4. The subject of the message is super important
Did you know that the opening rate drops by 18.7% when the word “newsletter” appears in the “subject” area of the email?
Notice how important it is to think well about the subject of the message.
The challenge is great, but nothing that a good dose of creativity does not solve.
Create attractive calls for those who are going to read them.
A good practice, for example, is to personalize that space with the user’s name.
That greatly increases the chances of opening emails.
It even guarantees that the name of your company, or that of someone important who answers for it, appears as the sender of the email.
5. Use a simple and responsive layout
You should not stop having responsive emails that adapt to the size of any screen.
Today, many people use smartphones to check their inbox.
The important thing is that the layout works well on all platforms, without affecting the display.
The email tools themselves offer ready-made templates that can be customized for your brand.
If you prefer, you can also use a dedicated HTML setting.
Remember to incorporate in the layout, the icons of the social networks in which your brand is present and active.
That favors the relationship between you.
6. be careful when using images
I know you would like it, but it is impossible to know the speed of the user’s connection when accessing their email account.
Therefore, it is better not to risk it.
The more images the part has, the longer it will take for the message to download.
Surely, you must have already opened an email and had to click a button to affirm that that content was trustworthy, before allowing access to the images, right?
This happens because most of the email services block the display of images.
In addition, the excess of these increases the chances that the email will be classified as spam.
The best thing is that the images used are related to a Call to Action, in order to lead the user to do X or Y action.
Another important aspect is that each image always contains an alternative text (all-text) that transcribes its meaning.
Therefore, if they block them, the user can have an idea of what they are about.
7. Place the signature at the bottom of the email page
As well as in the sender space, the email signature must be related to your company.
Do not sign the emails as if they were from some department of the company.
Ideally, they should be signed by someone who represents the company, be it the CEO – Chief Executive Officer, the commercial manager, or the marketing manager.
The message must also contain other contact information, such as your telephone number or your direct email.
In addition to the signature, the email footer is an excellent place to include social media icons, a link to the company blog, and another for the user to cancel the registration, if that is their wish.
8. Listen and respond to each of your subscribers
Do not think that the newsletter is one-way communication and that just sending it means that you have done the entire job.
As one of its main objectives is to strengthen relationships with the client, make sure that there is always someone responsible for answering any questions that appear in the response to the newsletter?
Not responding contributes to the user forming a negative image of you.
It’s as if the company doesn’t care what the customer has to say.
And don’t delay in answering either.
Responses should be submitted as quickly as possible.
9. Measure the results
To know if your strategy is working correctly, it is necessary to always be measuring and analyzing the results of the shots, in order to optimize the next shipments.
A well-done measurement contemplates:
- Define the metrics you want to analyze
- Choosing a good email sending tool
If you are still in the initial stage, and you do not know what it is to measure, a good advice would be to measure which content had the most clicks.
It is also relevant to know the peak hours of traffic on the site, which allows identifying the best time to send emails.
Regarding the content creation tool, the ideal is that it provides data in the form of graphs and also reports to facilitate your management.
All this allows an easy and secure management of your contact base.
10. Do lots of tests to increase your conversions
Once the measurement is completed, it is possible to apply tests and optimize the newsletter, in case you realize that it is not working as you expected.
First of all and as part of that test, it is interesting to send a copy to your friends and yourself.
That way you will be able to correct possible errors before sending your content to the entire contact base.
In addition, performing A / B tests will provide you with valuable information about which elements are most attractive to your audience and make the necessary adjustments.
What is the ideal periodicity?
The periodicity of sending the newsletter is an aspect that requires a lot of attention.
A very short interval between one shipment and another can harm your relationships with the public.
It can appear invasive and encourage deregistration.
But how to find the exact point?
The number of shipments depends on your market segment.
Ideally, you should analyze the behavior of subscribers and the opening rates of the first emails to try to balance the shots.
It is important that your team has a shipping plan.
And that everything is done in advance so that nothing fails on the day of shipment.
You already have very good information to use the newsletter in favor of your strategy.
But to make your experience even better, take a look at the examples that I bring you here.
Take advantage and be creative with original parts with high converting power.
Start capturing leads with Klickpages today
No brand can sustain itself in the market without customers.
And there is no way to transform them into admirers without the relationships.
But all that depends on well-worked actions from the beginning of your strategy.
I’m talking about the need to converse with your audience, to be noticed and to spark interest in what you offer.
You need to know how to use your site or blog to capture leads.
You do not know how?
An invitation to subscribe to a newsletter is an excellent digital hook to obtain the data of that potential customer.
Working hard on the landing page increases the chances of confirming conversions.
If what you really want, Klickpages is the ideal tool.
Take a look at the three steps:
- Choose your model: know the high conversion alternatives proven by tests.
- Customize the page: edit the texts, colors and images, as well as hide the elements that are not useful.
- Publish: finally, you only need to publish your own domain, without additional hosting costs.
Do not miss it!
Did you realize how the newsletter can be an important ally in your digital strategy?
By applying the good practices that you learned about in this article, you will be taking an important step.
Do not forget to plan according to the reality of your audience and to structure the email to attract the attention of the subscriber and take him out of the comfort zone.
The newsletter has a great power to create close relationships between the company and its audience.
Now, it’s up to you to build emails that no one wants to ignore.
Remember that you have Klickpages for the success of your digital strategy.
See you very soon!