Contents
What is a Newsletter?
A newsletter is the process of sending one message to a large number of recipients who are pre-included in a list of addressees. This form of communication can take various forms, including email, SMS, messages in messengers, and push notifications. The use of newsletters covers a range of marketing tasks, including:
- Increasing sales;
- Reducing customer churn and winning back lost customers;
- Enhancing loyalty among the target audience;
- Informing customers about order status and other changes;
- Gathering an audience for events;
- Obtaining additional information about customers.
Previously, companies primarily used email newsletters, but now the focus is shifting towards multi-channel communication. In this regard, there is a growing popularity of CRM marketers who integrate newsletters into the overall customer engagement strategy.
Advantages of Newsletters
Newsletters are a popular tool among businesses due to their numerous advantages:
- High efficiency: Newsletters remain one of the most cost-effective and efficient communication channels. They allow for high conversion rates at relatively low costs.
- Message personalization: Segmenting the customer base by various criteria (geography, demographics, interests) allows for more personalized offers. Using placeholders to add unique information about the recipient makes the interaction more personal.
- Long-term relationships with customers: Regular newsletters help maintain contact and keep customers, who gradually start to trust the brand.
- Demonstrating expertise: Newsletters can serve as a means to enhance brand recognition and showcase its expertise in a specific area.
Types of Newsletters
Email Newsletters
Email newsletters involve sending emails to a specific group of people. The main purposes of their use include:
- Informing subscribers about company activities and service conditions;
- Disseminating promotional offers and discounts;
- Sending service notifications about order status or password changes;
- Presenting new products and services;
- Gathering feedback through surveys and questions;
- Building an expert image through useful materials;
- Reactivating customers with reminders about the company or product.
One of the key advantages of email newsletters is the ability to add images and videos, which creates more appealing content. However, it is recommended to use specialized email newsletter platforms for sending them to avoid going to spam.
Messenger Newsletters
Messenger newsletters involve mass sending of messages via popular messengers such as Telegram, Viber, WhatsApp, and others. Their purposes include:
- Informing about discounts and promotions;
- Sending service notifications;
- Gathering feedback from customers.
Interactive elements, such as buttons and surveys, make these newsletters more engaging and appealing.
Push Notifications
Push notifications are short messages that appear on the screens of mobile devices or computers. Their advantages and purposes include:
- Informing about sales and promotions;
- Notifying about new materials or features;
- Reminding about upcoming events.
The advantage of push notifications is their high delivery rate and ease of subscription; however, users can disable them, which requires a cautious approach to the frequency of sending.
SMS Newsletters
SMS newsletters involve sending short messages to mobile phones. They remain relevant due to their independence from internet connectivity. The main purposes of SMS newsletters include:
- Sending service notifications;
- Informing about promotions and discounts;
- Reminding about important events.
Special services are used to set up SMS newsletters, as sending from a personal number may lead to blocking.
Important!
Each newsletter must be sent legally. Before sending messages, it is necessary to obtain consent from users to receive newsletters and also provide an option to unsubscribe to avoid negative experiences for recipients.