Newsletter comes from the abbreviated form in English of newspaper (newspaper) and international letter (international letter), also referred to in Spanish as a newsletter. It is generally used to describe a periodical (on a daily, weekly, monthly, or quarterly basis) distributed by email to an opt-in list of subscribers. It is very important that users have previously confirmed their intention to receive these communications since the orientation of the same is to inform those users interested in our content. Newsletters are typically used by organizations or website owners to communicate with their readers or users.
Some businesses may sell targeted ads in their newsletters. Sending newsletters to current and potential customers is a common marketing strategy,which can have advantages and disadvantages. Public organizations issue newsletters in order to improve or maintain their reputation in society. General attributes of newsletters include news and upcoming events of the related organization, as well as contact information. They are also very easy to follow and see the impact they have had on the recipients.
One of the most effective strategies in digital marketing is usually the use of email newsletters, which allow companies to talk about themselves and their products in a way that should not confront customers with sales pitches. It’s a softer form of consumer-friendly advertising, creating loyal customers and sometimes bringing them back old.
The newsletter may include all kinds of information related to our brand and for which the user has expressed interest, such as the operation of our products or services, purchase options, after-sales services, ratings and opinions, current affairs, return policy, etc …
Newsletter reader profile
As we have mentioned before, the newsletters are aimed at a very specific audience, so we can not simply send them to all our contact lists but requires that those who receive it are previously gone through an opt-in process, confirming their subscription to the newsletter. The profile of the newsletter reader, therefore, is that of a user who has an interest in our products or services and I want to have more knowledge about their characteristics and all the news that surrounds them, so we must create a content very adapted to their needs, which progressively clears all the doubts they may have about our brand.
Advantages of using Newsletter
Once we know how a newsletter works, it’s time to ask yourself if it’s worth including it in my company’s marketing strategy. Without a doubt it is a highly recommended option since well executed brings with it a series of benefits:
- Brand image: The newsletter elaborated convey an image of experience and consistency of the companies that use it and highlight their knowledge, generating confidence in the consumer so that it is more likely that in the future they will come to it to make a purchase.
- Promotion: Through the newsletter we can announce the launch of new products and services by our company, and may also incorporate special offers so that our readers are encouraged to try them.
- Profitable: Since it is a strategy that does not require large economic outlays, it is an investment in most cases if we take into account the benefits it generates.
- Engagement: Newsletters are a way to be in constant contact with consumers, retain them and increase the engagement we have with them.