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Newsletters: what are they, and why are they so important for your business?


Keeping the public up to date with news, promotions and important business information is a strategy that large companies use and that is very useful to maintain a captive and loyal clientele. It is an infallible strategy that gives very good results, as long as it is perfectly combined with a good email marketing strategy.

Successful companies apply a myriad of strategies to get to the top of the market and stay relevant, among which always stand out those that achieve customer loyalty, using tools such as newsletters or web newsletters, which have a great impact on the public, when used correctly.

Newsletters are a very effective way to transmit information about your business to your customers, including news, promotions, offers and anything else you could want to communicate. They are perfect for keeping your audience up to date with your company’s news.

It is also the perfect way to get closer to customers, who gradually become more and more loyal to the content of the newsletters and, of course, to the brand. Of course, it all depends on what is presented within said newsletters, so that they capture the attention of the recipients and keep our company at the top of their minds.

If you produce a good publication, with attractive and interesting content, adapted to your target audience, you can be sure that your customers will be very interested in each issue and will buy what interests them the most.

How to create a good newsletter?

To develop a good newsletter, it is recommended that you seek advice and support from companies specialized in email marketing, where you can find the appropriate technological tools to do it, there are even very complete free newsletter software without having to pay anything.

With the right software you can develop outstanding digital publications, in which you present not only detailed information about your products, services and business products, but also information of interest to your customers, who will appreciate everything you can provide to meet their needs.

There are email marketing web portals that have very good options of special applications to produce newsletters with professional quality and very easy to use. In addition, they provide all the advice and technical support necessary for the user to complete their projects successfully.

They also offer advanced statistics, so you can analyze the performance of the corresponding campaigns, immediate responses that help improve communication with customers, and simple operation, with easy-to-use commands.

Another advantage of these programmes is that they allow you to work in teams and run different types of tests, such as A/B testing of subjects and senders, to verify which version performed better.

Both old hands and newcomers can use this software and get very good results, with very high quality products that will help your communication channels with your clients to become even closer. Newsletters do just that: they bring clients closer to your firm and strengthen the relationship.

In terms of the structure of the newsletter, first of all, you should consider the message you want to convey, the main and cross-cutting themes, to whom, how regularly, the style of language to be used, the type of design and other elements that will shape the publication.

For example, if you have a shop that sells sports equipment, your newsletter should focus on that area, on sports practice, exercise and even fashion and tourism, because in some way these are the areas that have to do with your product and that you can exploit to your advantage.

The content has to be related to the mentioned areas and to your product directly. You should select well the articles you are going to present, which you can combine with 

express advertising of your brand.

Likewise, the style you are going to use must be adapted to the characteristics of the audience in order to get closer to them and achieve an effective bridge of familiarity and trust, which helps a lot to increase the possibilities of doing business with the users.

Advantages of sending newsletters

When you use newsletters in your email marketing campaign, you will have a good information product to present everything you want to show about your company. Newsletters also incorporate other important benefits:

  • Visibility: the simple fact of having an informative medium that directly reaches your subscribers will give notoriety to the company, who will always be aware of it. You can also include links to the company’s social networks in your content, which will give you more visibility and, consequently, increase visits, organic traffic and the possibilities of selling.
  • High profitability: the investment required to write and distribute a digital newsletter is extremely low, so the return on investment (ROI) and the resulting profitability is very high. There is talk of ROI margins of approximately 4,000 %, i.e. 40 times more than the investment.
  • Promotion: without a doubt, another advantage is the publicity that newsletters provide, which is very good when it comes to promoting a website or blog to increase the number of followers.
  • Personalization and segmentation: with the help of email marketing software, it is possible, in addition to creating newsletters, to personalize and segment the mailings, according to the parameters assigned to the corresponding software.
  • Empowering email marketing: Web newsletters reinforce email campaigns by providing the ideal motive to continue sending messages to customers and subscribers, which strengthens the main objectives of reaching recipients to capture and keep their attention.

So if you are putting together the advertising plan for your company, consider including the development of a comprehensive email marketing campaign and the use of periodic newsletters representing the firm with information of interest and direct advertising of your products and services. It’s an easy, inexpensive and quite practical strategy that you should push to move forward successfully. You will be able to see results in no time, as well as creating a stronger bond with your customers.