The advent of new communication technologies has overshadowed the newsletter. Considered "old school", the instrument has even been the subject of controversy. However, the newsletter remains an essential part of a marketing campaign. It leaves a significant impact on consumers, knowing that in 2019, 83% of French Internet users use the newsletter to interact with their brand. The medium frees itself from the space-time constraints that separate the company and its network. There is no doubt that this tool will remain for years to come, provided that you know how to use it. So how do you go about using the newsletter as a communication strategy?
The place of the newsletter in a communication strategy
The newsletter is at the crossroads of communication and digital marketing, but what is it?
What is a newsletter?
A newsletter is a digital communication tool. It is often confused with emailing. The latter refers to the procedures for preparing, creating and distributing the newsletter.
The instrument shares messages electronically to a list of recipients pre-registered in the database. It disseminates information on a specific theme in order to attract attention and arouse interest. The newsletter is also used for promotional purposes.
Popular with businesses, the newsletter instantly reaches the world's targets with a few clicks.
What type of newsletter is used in a communication strategy?
The newsletter categories can be grouped into 5 main families:
- the classic newsletter;
- email marketing ;
- service or transactional emails;
- prospecting or acquisition email;
- reminder emails.
The classic newsletter delivers advice, news and relevant information about the company to a specific audience.
As part of a customer retention approach, email marketing is involved in upselling and cross-selling techniques. While up-selling aims to sell a product that is more valuable than the one initially consulted, cross-selling involves adding a complementary range to the Internet user's basket when a product is purchased.
Service emails are confirmation messages sent to the Internet user following an action on their part.
The prospecting and acquisition email is sent to a list of qualified contacts. It is aimed at prospects who are sensitive to the brand and encourages them to buy a product or request a service.
As the name implies, the follow-up email wakes up inactive prospects and former customers.
How does the newsletter work?
The newsletter follows the opt-in system. In other words, it is reserved for a consenting public that has previously agreed to provide their e-mail address.
Email harvesting offers an opportunity to promote your offer, assert your expertise and maintain the trust of your community. It involves relevant and lively content with good quality text andpersuasive images. These are the ingredients of a successful marketing strategy.
A newsletter with quality content will, at the same time, increase the digital visibility of your company. It will attract more prospects and increase your audience. Nevertheless, the newsletter should be handled with care, as it may have the opposite effect.
What is the interest of the newsletter in a communication strategy?
Marketing experts attach great importance to information sharing. According to the experts, the distribution of data creates a link with the audience. The connection between the brand and the users is precisely at the heart of the challenges of a communication strategy based on the newsletter. Its objective is also to build loyalty to your network and convert your prospects into customers.
The newsletter is less volatile than a post on social networks. Its opening percentage beats the consultation rate of users of a Facebook or Instagram page.
Also read: How to deal with negative reviews on social networks and Google?
How to establish a communication strategy centred on the newsletter?
The newsletter is an infallible loyalty lever, but you still need to know the guidelines to follow when creating it.
Determine your campaign objectives
Developing your campaign objectives saves you time and marketing budget. The issues will further condition the content of the letter while coordinating the whole campaign.
Obviously, subscribers already have a small opinion of your company, via social networks, your website, search engines or through word of mouth. Subscribing to your newsletter shows an initial interest in your offer. The aim of the operation is to deepen your brand before making or re-making a purchase. In both cases, the newsletter will complete the information, convince prospects and build customer loyalty. It will also establish a close relationship with the targets.
Create a mailing list
The newsletter follows the principles of the communication scheme. It includes: a sender who sends a message to a recipient through a communication channel. The procedures stress the importance of a mailing list.
Having a mailing list is good, but having a list of qualified targets is better, hence the importance of screening. Screening will remove sensitive prospects (qualified prospects) from inactive prospects. It will facilitate the personalisation of the newsletter and increase its impact.
Increasing the number of subscribers
There are many techniques for increasing the number of subscribers in your database. You can invite your customers and regulars to sign up for your newsletters. They will be willing to accept the request. In this case, integrate the invitation to subscribe into the ordering procedures. For example, you can model it as a checkbox "I agree to be informed about offers and news".
Another method is toinsert the registration form on the home page of your website. To encourage the operation, offer new visitors a small reward in return for their email address (a welcome gift, a discount on a product, a white paper, etc.).
Creating a captivating newsletter design
The visual of a newsletter has its own importance. It entertains the readers and enhances the content.
You don't need to master HTML coding to create an attractive design. The Internet provides a range ofprofessional emaling tools, such as :
- Mailchimp ;
- Sendiblue ;
- Mailjet ;
- Sarbacane.
These computer programmes are ergonomic and easy to use. They include ready-to-use newsletter templates.
In order to harmonise your campaign objectives with your design, respect your company's graphic charter. Keep the layout clean, the design simple, the background light and the colours limited to 2 to 3 shades.
Pay attention to the content of the message
Content is the culmination of persuading the reader. It requires impact to the point of generating and sustaining interaction between the sender and the receiver. It requires a unique style. Authenticity is the Holy Grail of a newsletter. It distinguishes your message from spam and boosts readership.
Use a catchy title. Tune the tone of the message to the desired outcome. Set the scene to praise the merits of your products. Use originality to promote your brand. Add value by supplementing the information with tips.
Insert a CTA
A CTA (call to action) is a button visible in the newsletter that guides the reader to your website or other page. It also takes on the appearance of a button that prompts a specific action.
Its relevance requires the inclusion of an incentive message such as "don't wait any longer to...", "try...", "click here to...". Some companies opt for a more subjective approach such as: "I'm discovering...", "I subscribe to..."...
Give importance to the design of the CTA. It should stand out from the rest of the content and be placed at the end of the message.
Adapting the medium to the mobile format
According to a study by Digital Report and We Are Social in 2021, more than 5.22 billion people use a mobile device. The survey reveals that 9 out of 10 users use their mobile phones, smartphones or tablets to connect to the Internet and check their emails. Based on this study, establishing mobile-friendly content is crucial.
The strategy will capture the interest of readers. It will improve your subscription rate. It will provide an optimal user experience.
Follow the steps for creating a newsletter
Defining the objectives starts the creation procedures. The step prompts you to answer the question: is the newsletter to promote or to inform?
Then comes the selection of targets, a key stage in the success of the communication strategy. The initial objectives determine the targeting, which in turn ensures the personalisation of the message.
The third step refers to the actual writing of the content, which consists of the subject line, the message and the call to action.
The layout follows the writing. It takes over the graphic requirements of your newsletter. This is where the tools for editing, creating and applying newsletter design come in.
Thesending of the content is the end of the process. However, a test is necessary to check and correct any errors (non-responsive format, content size, inactive links, etc.).
Choosing the right timing for sending
Timing is a determining factor in the success of your newsletter communication strategy. It calls for 2 important variables: the frequency of emails and thetime of distribution. The frequency translates into the number of times you send out to your subscribers. Its definition is based on your production capacity as well as the news within your company.
The broadcast time specifies when the message is received. Each profile has its own habits. Professionals tend to check their emails in the morning and at their desk. Private individuals open their inboxes during their lunch break, in the evening or at the weekend. So adapt your programming to your targets' schedules.
What advantages does the newsletter bring to a communication strategy?
The newsletter raises a range of benefits that will serve your company's interest in your promotional campaign.
Attracting visitors to your website
The main advantage of the newsletter is the instantaneous and rapid distribution of information. It generates a double benefit for your company. It encourages prospects and customers to learn more about your brand and your offers. It also helps your SEO, as search engines consider the number of visits to your site in their rankings.
Increased traffic to your site will enhance the value of your content: blog posts, company news, infographics, videos, market research... It puts your content at the forefront of the digital sphere and will help you achieve your business goals.
The newsletter: a lever for customer loyalty
The newsletter is a powerful tool for retaining prospects. This is the reason for its success. Powerful messages highlight the quality of your products or services. Signing up is the first step towardsanchoring your brand in the memories of subscribers. Moreover, sending messages on a regular basis maintains and consolidates your close relationship with your network.
The tool is also a real sales engine. Its customer retention capacity ensures a rapid and overall increase in purchases. This considerable sales force is the reason why the newsletter has become a mid-funnel conversion tool. Having demonstrated an attachment to your brand, subscribers will validate the purchase.
The newsletter: a tool for sharing
The newsletter is about sharing. In addition to promoting your offers, the instrument shares your feelings and emotions with your targets.
The primary purpose of the newsletter is to reach the heart of the target audience through rich, attractive and powerful content.
Beyond its marketing character, the newsletter is a means of sharing values and bringing together a community driven by the same philosophy.
A way to assert your legitimacy
Some leaders suffer from the impostor syndrome. They believe they are illegitimate in their field. However, the newsletter frees you from these negative thoughts.
Content creation encourages you to invest in your business, to improve your approaches and to deepen your knowledge. These operations are a first step towards your development. They affirm your credibility and establish your legitimacy.
Newsletters confirm your expertise in your field and position you as a leader in your market. With each message, you will even become a reference for consumers.
An affordable and cost-effective communication technique
Affordability is an undeniable advantage of the newsletter. For maximum impact, the communication strategy requires only a small budget. Even so, its development requires a few levels of service:
- the purchase of or subscription to a computer programme specialising in newsletter design;
- outsourcing the creation of textual content (optional);
- the layout process.
The final price of a newsletter is based on the price of the service provider(s) responsible for its implementation. In all respects, its use guarantees a rapid ROI.
A strategy for everyone
The newsletter is a technique available to all users. It is easy to create and requires only a minimum of computer and technical skills. The use of numerous computer tools will also automate the tasks.
In its entirety, the newsletter is an essential component of your digital communication strategy. Using a popular channel, it is based on direct contact with customers.
The newsletter: in brief
Using the newsletter as a communication strategy is the best way to promote your company, your products and your services. The technique also creates a close link with your targets.
As a reminder, the newsletter is a means of distributing information using electronic means to contact a specific list of recipients (subscribers). There are several types of newsletter: email marketing, the classic newsletter, service emails, prospecting emails and reminder emails. Its mechanism is the collection of electronic addresses to send messages at a regular rate.
Its success is based on a series of techniques. It starts with the definition of the objectives of a communication campaign and a mailing list. It calls for the use of several tips to increase the number of subscribers. It involves the creation of a striking design, rich, relevant and mobile-friendly content and a CTA at the end of the message.
The newsletter has several advantages. It attracts visitors and prospects. It builds customer loyalty. Economical and easy to implement, it is a tool for sharing and a way to assert your expertise.
What do you think of the newsletter? Would you use it in your communication strategy? Give your answer in the comments.
