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What is a Newsletter?

By Scott Max

A newsletter is a digital publication that is distributed via e-mail with a certain frequency (daily, weekly, monthly, bimonthly or quarterly). Newsletters are usually made up of different articles of interest to subscribers about the brand or the sector in which it operates and accompanied by an offer or CTA towards premium content or a product/service.

This video will help explain:

Normally, the people who receive these types of communications are subscribers who have previously shown interest in the brand and have agreed to receive this information. This is of vital importance as we should only send communications that the user has previously requested. Whenever possible, it is essential that the user double opt-in before receiving the communications.

What is a newsletter for?

The newsletter is a communication tool with great conversion and loyalty potential. Due to its low cost, brands are able to impact their users more times, thus maintaining a continuous link with them.

Likewise, newsletters are a perfect tool to generate web traffic. This stimulates sales of your products or services, either by generating new customers or building loyalty with old ones. Keep in mind that the audience that receives it has previously shown interest in the content and (usually) has expressly requested to receive this type of communication.

This feature makes its conversion rate to customer considerably higher than that of other communication channels such as social networks.

On the other hand, the newsletter is a perfect channel for sending users special promotions, thus increasing lifetime value.

Why should you implement it in your digital marketing strategy?

Nowadays, a registered user or subscriber has a great value. And there are a lot of reasons to send a newsletter:

  • Email has a much longer life cycle than social media.
  • 91% of marketers check email at least once a day.
  • Email is the primary lead generation channel for 89% of marketers.
  • 80% of consumers prefer email as a marketing communication channel.
  • Email marketing has an ROI of 4300%, much higher than other digital communication channels
  • The audience that receives it is predisposed to receive your content. They are interested and have accepted to receive it.
  • It does not require a large financial investment.
  • It allows you to bring more traffic to your website.

There are many advantages of doing newsletters, however, we must be careful when making these communications, always thinking first of the user and knowing that, as we are going to bother him in his daily life, we must ensure that we are going to provide value with what we are sending.

It is for this reason that hyper-segmentation is key when communicating. Don't send the same thing to everyone, segment communications in a way that attracts more attention and less rejection.

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