Newsletter: What It Is, How It Works + Tips

Online Newsletter

If you arrived at this post, you have probably heard of the  newsletter .

Especially in the midst of digital marketing, newsletter is a much talked about term.

But after all, what is a newsletter ?

The newsletter is like an informative email. But don’t confuse it with email marketing as they are two different terms.

But it’s not that simple, it can be used to achieve the goal of many digital marketing strategies and is essential for generating leads and achieving more assertiveness in your strategy.

In addition to assisting in conversions as well, the newsletter can be used for many purposes and benefit your business.

If you want to increase your leads, get more subscribers to your newsletter and increase conversions, you’re on the right post.

In this post, you will learn what a newsletter is, its importance, how it works, and a step-by-step way to create yours.

And there is more!

At the end of the content, we’ll give you some tips to make great newsletters.

Check out!

What is newsletter?

Let’s start with the basics and essentials: what is a newsletter anyway ?

Newsletter is an informative email sent periodically to a group of people who have expressed interest.

To receive these emails, you need to subscribe to something that only users who are really interested in the content of your newsletter will do.

These emails are produced following the same line of content, with similar themes, so that the user who has subscribed always has relevant content.

The newsletter acts as a fully online magazine subscription, where interested parties provide the email and receive the journals.

The objectives of a newsletter are generally not commercial. They fit into funnel-top strategies such as content marketing but can also be used for business purposes more discreetly.

Businesses often aim to deliver value to subscribers by being as relevant and helpful as possible to increase organic traffic to their website / blog.

To receive them, you must provide the email address, so it is more difficult for a newsletter to be classified as spam.

But why are newsletters so good for your strategy?

Check it out now!

Why use the newsletter in your business?

Generating leads , building more concrete relationships and increasing traffic are some of the goals you can achieve by using a newsletter.

Through it, you can create a long list of emails from people who are interested in your business and have the potential to be future customers.

Your lead list is more qualified and allows more assertiveness .

Through it you can create a longer lasting relationship with customers, communicate your company news and projects.

This can further arouse people’s interest and encourage them to visit your website, blog or social networks.

Remember that the newsletter is not part of the direct sales process, but relationship marketing, for the purpose of gaining leads and turning them into brand loyal customers.

In addition, because they are sent to each user, they allow for more strategy customization and therefore better results, as subscribers feel more unique and will pay special attention to your brand.

You can leverage it to spread the word about your business and offer unique benefits to encourage buying.

In addition to strengthening the relationship with your customers, which makes loyalty and preference for your brand more likely.

How does a newsletter work?

Think of a user accessing an article from your blog or website.

If he is interested in your content, naturally he will want to know more and deepen his knowledge.

For this, the user considers subscribing to their newsletter , which allows access to related content without the need to search for them on the page.

This facilitates user access to your page, which will always have a reminder to access its content.

The sign-up form usually asks for more basic information and should be highlighted on your page so that the user can find and fill it easily, but without interfering with your experience – place it where there is space.

The information requested is usually just email and name. No need to ask for more data, as the user is just beginning to create intimacy with your brand.

After completing the form, user data is recorded in a mailing list that you can use in other strategies.

Then simply submit content that you find relevant to the subscriber to pique their interest.

Check out now how to make a newsletter.

How to create a newsletter in a simple and quick step by step

First of all, you must think about your persona, your habits, times of availability and interests .

You should also consider how the structure of the email will be made.

These are some initial aspects you should consider. To develop a newsletter, you need to pay attention to some essential factors.

With that in mind, we have created the following step by step so that you can create a newsletter efficiently.

1. Keep in mind clear objectives and goals

It is important that you know exactly what goals you want to achieve with the newsletter.

Keeping clear goals in mind can help you through the entire newsletter creation process. But not only that: you know exactly what the user must do to achieve that goal.

We have talked before about some of the goals a newsletter can achieve; they are: increase organic traffic, generate leads, promote events, among others.

Tip: Insert calls to action (CTA) into email to integrate your strategies digitally and drive users to other places where your brand is present – social networks, website, landing page, and more.

2. Choose how often emails are sent

To choose how often emails are sent , it is important that you know the persona to determine when you are available and when you interact most.

Ideally, send content at least once a month so that your brand does not fall into oblivion.

Also, keep consistency in sending emails to the subscribers accustomed themselves with them and have to wait to receive them by adapting your routine to be able to read the newsletter.

Tip: Once you have chosen a frequency, have well-defined trigger days and times on them so you can adapt your routine to read your emails.

3.Choose the automation tool

Once you’ve set the goals and frequency of your newsletter, choose the email automation tool that best suits them.

There are several email marketing tools that have this function, some of them free.

It is important that you use a tool to automate the e-mail triggering process so that you can maintain the desired consistency and frequency.

Tip: Avoid sending random emails to subscribers. Try to send only relevant emails, according to the interest of subscribers, seeking to produce related content.

Otherwise, your emails may be misleading and classified as spam, or simply not yielding good results because they are irrelevant to subscribers.

4. Create the newsletter layout

Now is the time to design your newsletter!

Maintain the branding of your brand and do not pollute the newsletter with too many elements.

Having a visual identity is important for the user to identify with your brand and to associate it with good feelings.

Polluting the newsletter too much can make a bad impression of your brand.

Some email automation tools also offer certain design templates you can edit to make it fit your brand identity.

Tip: Make simple layouts and make sure you enter contact information and pages on social networks.

5. Define the content

Content is very important for your newsletter strategy to work.

Ebooks, blog articles, success stories, promotions, events, and webinars are some of the content you can use in your strategy.

You can spread them through the newsletter and it must also contain relevant and engaging content.

As said before, the newsletter is not at an advanced stage of the sales funnel, so send educational content without many promotions that can make a bad impression.

Tip: Make content so that it piques users’ interest in some of your products / services.

But remember not to make a business email. Speak indirectly without necessarily citing what your business offers.

6. Footer is important

Be sure to enter more information about your business – location, contact, and social networks – so users can find it.

Also, show that you respect your audience and insert a link or button so that the person can easily and quickly unsubscribe.

By doing so, you show that your brand really values ​​and respects customer feedback, creating a good image.

7. Answer all your subscribers

The newsletter is a mutual and interactive communication.

To create a more concrete, deep and lasting relationship, it is important that you have someone on hand to answer subscriber questions or feedbacks.

We don’t like it when someone ignores us, it makes a bad impression and can result in negative feelings.

And this is true for a business-customer relationship as well, so be sure to answer each of your subscribers.

8. Beware of Very Heavy Emails

What do you mean “heavy” emails?

It’s those emails that take a long time to load and sometimes even close so we don’t spend too much time.

Not all of your leads have a good internet / mobile / computer, so avoid too heavy images or too many unnecessary visuals.

In addition to polluting content, this can increase email load time for some people.

Not only that: Many email services also block images, requiring user authorization to view them.

If the image is required, be sure to place the alt (alternative text) tag that describes the image so that the user knows what it is without having to view it.

9. Measure the results

There is no point making the whole strategy and having no way of assessing whether it has had a positive or negative impact on your business.

Therefore, make a collection of analytical data .

This allows you to define whether your strategy needs optimizations and which aspects can be changed to improve results and provide the best user experience.

Here are some metrics you can consider for this performance review. Check out:

Open rate;

Click through rate;

Number of entries.

Tips for creating a good newsletter

Check out some general tips you can consider for better results with your newsletter.

Consider the mobile experience

Being mobile friendly is no longer a differentiator for companies in the digital environment: it is necessary.

Most people today access email from their cell phones. Therefore, your emails must be appropriate for this format. Otherwise, the user may be confused and not see all the information in the email.

Consider the size of images, buttons, and other components of your email so that they are mobile friendly.

Make an introductory email

After the user subscribes to your newsletter, send a welcome email about which subjects the newsletter deals with, how often and some information about the company and the content producers themselves.

This way you can make a good first impression and the user knows exactly what to expect from upcoming emails.

If necessary, make more than one newsletter

If your audience can be targeted to groups with different preferences, it is best to create a newsletter for each persona.

By doing so, you can deliver relevant content to your entire audience without focusing on just one segment of it.

Now that you know what a newsletter is and how to create a successful one, it’s time to create yours!

It is worth investing in a newsletter for your business, because, if done well, will bring great results.