Tips&Tricks: What is a newsletter and why you should have one

Do you want to quickly and easily notify your loyal customers about discounts or new products? Or do you simply want to draw their attention to interesting content on your website or blog? Do you perhaps want to inform clients and partners about your new business activities and achievements? You can do all that and so much more with the help of a newsletter!

A newsletter is one of the most popular online marketing tools enabling a company or a brand to deliver specific information to its targeted audience. It is sent by e-mail to subscribers who previously registered on your website in order to receive it, and it is created by using specialized online services (such as the almighty MailChimp), which are generally relatively easy to use and provide a variety of options and templates for creating a campaign.
The benefits of the newsletter are numerous, and below we are pointing out some of the key reasons why you should start as soon as possible the adventure called e-mail marketing!

Building customer relationship

An e-mail is a more direct and personalized communication channel, and as such it captures users’ greater attention compared to other promotional tools. Therefore, the newsletter can even be regarded as a small online magazine that the reader can dedicate himself to at his convenience. At the same time, if you regularly deliver timely and relevant information to customers with your newsletter, you create an excellent basis for building their loyalty and brand commitment.

Audience segmentation

Newsletter service providers typically enable making multiple subscribers lists and segmentation of contacts according to desired categories. For example, you can have one list for business partners and associates, another one for buyers and service users, and the third one for foreign subscribers, etc. In short, you can have “tailor-made” newsletters and deliver a customised message to a specific group of targeted users, which can ultimately bring better results as well.

Detailed metrics

What is the percentage of your subscribers who opened the sent newsletter? Which content attracted the most clicks? Did anyone unsubscribe from the newsletter in the meantime? Answers to these and many other questions are enabled by newsletter service providers’ analytics. Keep track of it carefully because you will find out how your audience “breathes”, responds to the content, and what interests it the most. Statistics will ultimately provide you with useful guidelines for improving your future newsletter campaigns.

Relatively low costs

If you want a professional looking newsletter (and you do!), you will have to hire a professional designer who will design its look. You may also need services of a marketing agency that will take care of creating and sending it. However, regardless of that, the newsletter is generally cheaper than the other forms of direct communication, such as, for example, classic mail or in some cases phone calls. Also, some newsletter service providers allow you to use a free service if you have a small subscriber base, or if you are using just the basic options.

Generating traffic to websites

The newsletter is also a useful tool for distribution and promotion of content from the official websites and companies often use it for those purposes. In other words, you can equip it with links to your website, blog, web shop, or official social media profiles. Depending on the size of the subscriber base and the distinctiveness of the content itself, the newsletter can contribute to the growth of traffic to your website coming from the most valuable audience – the one interested in your products, services and business activities you are dealing with.

And at the end, a small but extremely important note. Before you introduce e-mail marketing to your business practice, make sure to verify what General Data Protection Regulation (GDPR) says about the newsletter. In fact, you can only send newsletters to the users who have given you their consent, and at the same time they must be able to unsubscribe from it at any time. Since GDPR is a very complex matter, it is certainly desirable to ask for an advice from a legal expert.