Various marketing channels are essential in promoting your brand. One of such channels is email, through which you can send newsletters to your audience. But this is not as simple as it may at first seem. It is important to choose the correct type of newsletter that aligns with your business goals and can generate the most interest. When businesses realize how to create an email newsletter in the best possible way, they are likely to notice a significant increase in brand awareness, customer loyalty, and sales.
Benefits of Email Newsletters
In 2021, 4.03 billion people around the world use email. This means that an email newsletter is a powerful form of marketing that could be useful for brands looking to grow. Here are some of the most noticeable benefits:
- Newsletters can be direct, personal, and stay in your customers’ minds;
- They can be effectively used for reputation management;
- They allow increasing traffic to your company website;
- They can have a high ROI (return on investment.)
Main Types of Newsletters
There are different types of newsletters that are commonly used. Marketers can use newsletter templates that can be personalized for the unique requirements of different brands.
Commercial newsletters
The newsletters used for ecommerce purposes are particularly popular for businesses because they result in much higher conversions. This type of newsletter is built around the call-to-action buttons that convert readers into leads. The main focus is on driving sales, so the content is centered around sales, promotions, and currently available products. The newsletter is carefully designed to give the reader immediate access to the store.
Invitation newsletters
This type of newsletter is an excellent way to build brand awareness and customer loyalty. Businesses can do this by seeking a more personal involvement from the customer that takes the relationship into the real world. This could be a special event, such as a webinar, an exclusive shopping day, or the presentation of a new product. This means the customer will have direct contact with the brand and will be unlikely to forget it quickly.
You can be in touch with your customers and add personalized invitations to your newsletter. Use the right tone and style, provide an attractive offer, and your brand recognition will increase. It is also important to ensure that everything at the event runs smoothly and customers get positive experiences.
Seasonal newsletters
Seasonal changes and festivities allow marketers to contact customers about something that everyone can share. There are many special dates on the calendar every year, and these are at the very least a topic for conversation. The usual favorites include Christmas, Halloween, Mother’s Day, and Easter, and of course, there are regional and cultural variations. Birthdays are another time when you can get in touch with your customers to show that you think of them, so it’s a good idea to keep this personal data at hand.
Transactional newsletters
This kind of newsletter is not related to buying and selling but to direct engagement and interaction with customers. So transactional newsletters provoke a response from the customer, such as the answer to a question. Any kind of interaction is the objective, but it does not need to be lengthy as this could be offputting for the customer. Transactional newsletters can be simple and only require minimal input, such as the selection of a multiple-choice answer to a question. However, it is important not to overlook legal regulations, so the option to unsubscribe should always be included.
Newsletter styles
When you are reaching out to your customers using digital newsletters, there are many different angles, tones, and styles you can take. For example, you can cozy up to your customers with a friendly “word from the editor” newsletter to give relevant thoughts, news, and even jokes. The goal is to provide an interesting or/and informative article.
You can bring together collections of different articles, videos, and websites that are likely to interest your customers. Another option is to write your newsletters in the style of a blog that provides additional links to your main body of content, which could be on your Medium or YouTube sites. The main objective is to drive readers to the content through the links.
Email newsletters represent an incredibly useful marketing approach that is low in cost and high in effectiveness. Every brand needs to tread the path lightly and formulate a strategy that appeals to its specific customer profile. But when newsletter campaigns are successful, they have the potential to reap benefits for the company for years to come.
