A newsletter is an email that is sent at a predetermined frequency to people who have signed up to receive that email. We can translate the term newsletter as “newsletter” and this type of communication, which includes offers or other types of content, is capable of creating a close relationship between brands and their audience.
Have you thought about creating a newsletter for your business?
If you have never considered this possibility, we invite you to give it a try, because the newsletter will allow you to strengthen the bond with your audience and, consequently, make your brand the obvious choice for people when they decide to buy the type of product or service that you offer
This can be decisive to captivate your audience. According to data from the American company , a visitor who arrives at a website through a newsletter spends 80% more time on that page than those who come from other channels.
Can you imagine how many these people who browse your e-commerce can generate?
If you are excited to use this tool, then we share tips, examples and tools to create your company’s newsletter. Let’s go! 📧
What is a newsletter?
A newsletter is an email that is sent to people who have signed up to receive that email. Newsletter is a term that comes from English and we can translate it as “newsletter”.
This format is a fundamental piece of the e-mail marketing strategy of companies, since it is responsible for maintaining contact with the target audience with varied messages that go beyond exclusively offering the sale of a product.
There are different types and formats of newsletters and each company chooses the one that best suits their needs. To find yours, we recommend that you subscribe to some of them, including those of your competitors, to see how they do it.
As part of your research, we invite you to subscribe to the Tiendanube newsletter through the form that you will find below. In addition to seeing what a newsletter looks like in practice, you take the opportunity to discover relevant information about e-commerce and digital marketing.
6 advantages of doing a newsletter
In this section we will briefly share the main advantages of creating a newsletter to spread the news about your business and interact with your customers and potential customers:
- Newsletters have great potential for conversion and loyalty.
- Being a channel that has the permission of users to receive your communications, you can build a closer and more organic link with your readers.
- It is a resource that involves little investment and is capable of impacting a large number of potential customers.
- Newsletters are an excellent tool for .
- It allows you to carefully segment the users who showed interest in your brand, with the aim of offering them exactly what they are looking for.
- Being an alternative channel to social networks, in the event of a crash on these platforms (), you will be able to maintain communication with users.
Why the newsletter can be useful for your brand
Do you still have doubts about the effectiveness of the newsletter? Here we share some data so that you can measure the power of this resource:
- There are 4 billion users in the world who have an e-mail and use it on a daily basis!
- Marketers who used targeted campaigns during 2021 saw their revenue increase by 760%.
- 74% of Baby Boomers (people born between 1949-1968) think that email is the most personalized channel to receive communications from brands. The same is the opinion of 72% of Generation X (1969-1980), 64% of Millennials (1981-1993) and 60% of Generation Z (1994-2010).
- Shoppers spend 138% more when they receive email offers, compared to those who don’t receive email promotions.
- According to the , for every £1 (equivalent to approximately USD 1.39) spent on email marketing in the UK, the return was £42 (equivalent to approximately USD 52.38).
How to make a newsletter?
It is possible that, at this point, you think that it is time to go directly to the design and sending of your newsletter. However, there are some preliminary steps that we suggest you complete before doing so.
Let’s see in detail what are the 10 steps to make a newsletter:
1. Define your goals
Like any other, the first thing you have to do is establish your main objective. Do you want to attract more visitors to your website? Or do you just want to increase your sales?
After this, we recommend you define more specific objectives, regarding the open rate and click-through rate that you expect to have when you send your campaigns.
If you don’t know what these rates consist of, don’t worry, because in step number 9 we will explain how to monitor the results of newsletter campaigns and we will delve into these indicators.
2. Set the frequency of sending your newsletters
At this point we regret to inform you that there is no magic formula that works for all segments and audiences.
For this reason, you have to pay attention to two essential aspects of periodicity:
- It should not be too constant to the point of overwhelming recipients;
- And it shouldn’t be so spaced out that it makes people forget about your brand.
We also suggest that you perform as many tests as necessary. Here applies the technique of trial and error. You can start by sending one newsletter per week, see the results, and then try to send it twice a week.
In step number 10 we are going to talk about the tests or tests that you can apply when doing email marketing to improve your results.
3. Determine the type of newsletter
The two types of newsletters most used by companies are content and promotion. Let’s see each of them.
content newsletter
As its name suggests, this type of newsletter works closely with your content marketing strategy.
The idea of this type of newsletter is to send interesting information and materials to your audience, with two key objectives: for your brand to become a benchmark within your field and to bring visitors to your website.
Some examples of content that your newsletter can have are:
- Blog articles: here you can write a short summary about the post and add a link that directs your subscribers to read the full text on your site.
- Answers to frequently asked questions (FAQ) related to the category to which your business belongs.
- Case studies linked to your business.
- News from other blogs or media outlets that you think may be of interest to your audience.
Promotion Newsletter
In this type of newsletter you will spread information about your products or services. The idea is to keep your audience informed about the news of your brand.
In this sense, the messages you can send may refer to:
- Launches of new collections.
- Offers and benefits that will take effect on a special date.
- Tips on personalized gifts that your audience may find useful for giving to family or friends.
4. Choose an email marketing tool
To give your newsletters a more professional image, we suggest using a .
Currently there are multiple platforms that you can use without having technical knowledge. Also, these tools have custom fields (such as the recipient’s name at the beginning of the e-mail) that help prevent your emails from being considered spam. Some very popular ones are or .
5. Design the newsletter
Now everything is ready to move on to the design phase! To do this, we share some good practices:
- Avoid that your e-mail is a great image. When the text is in the image file, it makes it difficult for visually impaired people to access the message, who use software that can only read text, not images. Also, when the email is just an image, it is more likely to end up in the “spam” tray.
- I included CTA. CTAs or calls to action seek to direct the audience to a specific offer or content. In general, they are written with imperative verbs to indicate what the person must do. This resource helps encourage your audience to click on the links you’ve shared.
- Don’t write long emails. Keep in mind that few people have the time to read a lengthy email, so it’s best to get straight to the point.
- I included a button at the bottom of the email so people can unsubscribe. This prevents those who do not want to receive your content from reporting your emails as spam.
Learn about the most used platforms to manage your emails and design them with free templates:
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6. Inform your audience that they can sign up for your newsletter
It is a good practice to inform through your social networks that you have a newsletter. Likewise, we suggest you put banners on your website, informing .
Do not forget to place the registration forms in visible places on your page, such as the header (the top part of your website) and the footer (the bottom part).
7. Do shipping tests
Before making each shipment, it is important to carry out the respective tests to:
- verify that there is no error that prevents the recipient from opening the e-mail;
- identify that mail is being sent and received normally;
- Verify that the design works on different types of devices (especially mobile and desktop).
To do this, it is convenient to send the test e-mail to different servers. For example, send the newsletter to your corporate email address and another to your personal email. I opened the message on a computer and mobile to verify that everything is working properly before sending it to your contact base.
8. Offer good service to your subscribers
To gain the trust of the people who make up your contact base, you have to respond to their messages when they ask you a question after receiving your newsletter.
On the other hand, if a subscriber requests that their email be removed from your contact list, honor their request.
By complying with this request, you will not only prevent your brand from having a negative image, but you will also be able to comply with that of Argentina.
9. Measure results
Tracking the e-mail marketing metrics of your newsletter will allow you to identify points for improvement and what is working perfectly.
Some of the main indicators are:
📧 Delivery rate: percentage of emails sent that are actually being delivered to recipients.
If there is a significant difference between emails sent and delivered,…
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