Communication between companies and customers is a very sensitive point in consumer relations. In recent years, the consumer market has become more demanding and, more than demands, people are demanding relationships.
Faced with this more challenging scenario, well-prepared companies began to establish means of constant contact with customers and potential consumers. And one of the main resources used to accomplish this task is the newsletter.
A business newsletter is a powerful tool for attracting, retaining customers and generating authority with the audience. In addition, it can be the key to establishing after-sales relationships and keeping people fed with information about your business and the news that surrounds it.
For your company to be successful in institutional communication and digital marketing, you need to know how to make a quality newsletter. And this is the topic of today’s post. Take the opportunity to learn about the main needs of a newsletter and learn the best way to produce it. Good reading!
Table of Contents
AFTER ALL, WHAT IS A NEWSLETTER?
A newsletter is a communication and marketing tool that a company uses to establish periodic communication with customers and stakeholders.
Generally, newsletters are sent to a list of people who opted to receive them, they are the famous subscribers.
The digital newsletter also has another well-known name: Newsletter. The most commonly used platform for delivering newsletters is email.
WHAT IS THE USE OF THIS COMMUNICATION?
The main purpose of a newsletter is to establish constant communication, right? So, think of the newsletter as a kind of magazine. With each edition, subscribers expect new content, different subjects and current themes.
With the newsletter, the logic is very similar: you need to bring news and useful information to subscribers, in order to capture their attention and keep your brand always in touch with customers and leads .
The main difference between a magazine and a company newsletter is their focus. While a magazine goes after different topics, newsletters address subjects that, in one way or another, are in line with the company’s products and services.
Therefore, it is clear that the newsletter is different from an email marketing. Its focus is not on promoting sales, disclosing promotions and stimulating consumption, but on establishing relationships and generating attraction through content.
WHAT ARE THE PROCEDURES FOR CREATING A GOOD NEWSLETTER FOR YOUR CUSTOMERS?
When we talk about strategic communication and digital marketing, we must keep in mind that each line, each link, each resource has a purpose, a purpose.
For this reason, newsletters must be designed with a focus on generating results and, for that, attention and care are needed.
See below what every newsletter should present to get good results!
ESTABLISH A SUBSCRIBER CAPTURE METHOD
First of all, think about how the audience will be captured. As it is a direct communication, in which the customer chooses to receive information from the company, it is essential to establish ways of capturing contacts.
Companies usually offer CTAs for newsletter subscriptions in blog posts , on their websites home page and using other resources such as pop-ups to capture new subscribers.
Remember that no one will subscribe to your newsletter if they cannot attest that your company produces good content, so before thinking about a newsletter, think about establishing communication via a blog, the pages of the business website and social networks.
BE STRATEGIC IN DISTRIBUTING NEWSLETTERS
The golden rule for emails is: if it’s not relevant, don’t send it. This happens because communication via e-mail is very sensitive, it can take you as an example. How many emails go through your inbox every day?
It is necessary to establish periodicity, but above that, think about relevance. Being strategic in the act of communicating requires knowing the exact time to get in touch.
SELECT A PLATFORM FOR SENDING AND BUILDING THE DIGITAL NEWSLETTER
Once you’ve built a subscriber base and curated your content well, it’s time to shape your newsletter.
For this, the ideal is to use a newsletter construction platform. Some of the most famous are:
- MailChimp;
- MailerLite;
- Campaign Monitor.
With these tools, your company can develop different templates for newsletters and even create other types of email communication (such as email marketing).
The great advantage of using these tools is that they eliminate the need to program and create HTML code to shape your newsletter. As a result, production becomes simpler and more agile.
BE CREATIVE FROM START TO FINISH
For good opening and click performance , an email needs to be very creative. The first point of attention with creativity is in choosing the subject of the email.
The subject is the name of your email, which is apparent in subscribers’ inboxes. A good name is half the battle to get the e-mail opened, however, all the “filling” of your newsletter also needs to be well prepared.
INSERT STRATEGIC RESOURCES
Do you have a good text on the blog? So, share the link and give your reader the opportunity to learn about your company’s content directly at the source.
Looking to capture data or drive traffic to a page on your website? Then, use buttons and other types of CTAs to convert your audience.
Newsletters are made from the following formula: content + strategy. Therefore, it is necessary to think of ways to retain attention and increasingly increase the audience’s interest in your company and the information that surrounds it.
DOES YOUR BUSINESS NEED A QUALITY NEWSLETTER? LEAVE IT IN THE HANDS OF PROFESSIONALS!
Our final tip for creating a good newsletter is: bet on those who have expertise in the subject. Creating a digital newsletter can be a lot of fun, however, the task demands production time and strategic knowledge.
Focus your efforts on your company’s core business and choose to use professional services to assemble your content.
This is the best way to ensure that your communications will be strategic, of quality and capable of generating authority in your niche market.