How does newsletter marketing work?
The way newsletter marketing works is simple: customers register to receive newsletters via a company’s website, its social media pages or even as part of an ordering process (opt-in). After registration, the email address is added to the company’s distribution list. Large providers or shops with a wide range of products even have several mailing lists in order to serve completely different target groups with suitable content and offers.
Appropriately prepared information is then regularly sent out to these distribution lists in newsletter format.
The different uses for newsletters
In newsletter marketing, it is absolutely important to define the specific purpose of each mailing. In other words, it is important to be specific: Which information is to be sent to which target group with which goal? – Every planned newsletter content is then measured against this goal formulation. And only what fulfils the defined purpose is included in the final mailing.
Newsletter outreach is the appropriate tool for a variety of purposes:
• Advertising Newsletter
• New customer acquisition
• Existing customer care
• Brand loyalty
• Traffic increase
• Sale
Offer advantages for readers
Users sign up for newsletter offers because they expect personal benefits. After all, modern customers and interested parties want to be “remunerated”, so to speak, for voluntarily giving their e-mail address to a distribution list. Advantages can be, for example, exclusive discounts for newsletter readers or exclusive product access.
Another way is to offer readers added content value as an advantage. To do this, however, you have to manage to keep offering relevant topics and added value in your newsletters.
Generally speaking, a newsletter subscription can be seen as a much greater commitment on the part of the user than, for example, following an Instagram or Facebook channel. The company should honour this commitment with relevant content so that readers keep “staying tuned”.
Content and design in newsletter marketing
In terms of content, newsletters can be used for all topics that a company wants to communicate to its customers or other business contacts. This is not only about sales and advertising or information about the launch of new products. Advice and blog articles can also be the basis of newsletter content.
Also popular are internal company news as newsletter content: News about company events, new employees or new investments are exciting for many readers who do not reduce a company to pure products. To strengthen the connection to their own brand, companies should also prepare such content in newsletter style. In times of sustainability and fair trade, background information on production and quality assurance is also very much in demand.
Secret of success: added value
The success or failure of newsletter marketing stands or falls with the content: It is crucial to offer readers personally relevant content and, above all, added value. Depending on the target group, this can be help and tips on specialist topics, exclusive access to sales promotions or even company news.
Even the subject line must meet the reader’s needs: in just a few words, the sender should get to the heart of the benefits the reader will gain from opening and reading the email.
You can gather more information here.
Important topics for newsletter design are:
• Product news
• Sales promotions / Sales
• Events and promotions
• Company News / Network News
• Adviser & Tips
• Background information on production and company
In order to stay in contact with readers, the recommendation to companies for newsletter marketing is: a newsletter mail should be sent to the distribution list at least once a week. Offering added value and advantage content in it every time requires professional newsletter planning. This is indispensable. Because readers today very quickly unsubscribe from the mailing list if they find that a company’s mails have nothing personally relevant to offer them.
It is therefore always important to keep an eye on the target group and their needs, questions, wishes and areas of interest – and to align your own newsletter content with them.
The importance of newsletter design
The design is decisive for the success of newsletter marketing: In order to pick up the reader at first sight with a newsletter and to arouse his interest, there are some design tips. For example, pictures with people have a much better effect than pure product photos. In order to be quickly identifiable for the reader, the company logo should always be at the beginning of the newsletter.
The design of the text modules should also be carefully considered: short teasers and several paragraphs instead of long text passages, links to further information highlighted in colour and boldface for keywords relevant to the target group are the be-all and end-all. Be careful with formatting and fonts: More than two different font sizes or a variety of different fonts can make the newsletter design chaotic and confusing.
ONELINE is happy to support you in creating suitable newsletter designs.
Tips for newsletter optimisation
From time to time it is worthwhile to revise and optimise your own newsletters. The basis for this is the analysis of past newsletter mailings: Opening and click rates are checked to determine which contents and offers work – and which do not.
Among the indispensable components of newsletter marketing are the call-to-action and the opt-out option. The latter must be mandatory – and should not be hidden somewhere in the small print. Because if customers have to search forever to unsubscribe, this does not exactly strengthen their brand affinity with the company.
Newsletter vs. social media: Which works better?
Newsletter marketing has an enormous advantage over posts in social media channels: as a sender, you don’t have to share the attention of users with many other info points. Whether it’s an Instagram story or a Facebook ad, there are countless potential distraction and jumping-off points around the positioning of your own messages on social media that lure users away.
When reading a newsletter, on the other hand, the sender has the reader’s full attention and concentration. This makes it possible to present even more complex products and topics. In addition, managing social media channels requires significantly more personal commitment and effort – while newsletter distribution and feedback channels can be completely automated. ONELINE will be happy to inform you about the possibilities of automation.
