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What are Newsletters: What is the purpose of a Newsletter in 2022
Newsletter: Have you ever received an email containing a promotion or update from a company? These emails are often referred to as newsletters. Newsletters are one of the marketing strategies that are often used and are considered quite effective.
If you pay attention, many digital and non-digital companies use email newsletters as one of their marketing strategies. So that you can better understand what is meant by a newsletter, consider the following explanation.
What is Newsletter?
Frank Jefkins said that newsletters are short information media or news broadcasts, aimed at readers who are busy or don’t have much time to read too long and detailed news.
Simply put, a newsletter is an email that contains the latest information or updates from the company for each of its subscribers.
In the world of marketing, newsletters can be interpreted as a marketing strategy that is often used to promote a product, event, or special notification from the company for each of its customers.
In addition, the newsletter can also contain the latest feature updates or recommended articles from the company blog.
Generally, the information shared will be sent via company email to email subscribers who have registered or are subscribers of the company.
Newsletters themselves have several functions, namely as a medium of communication and liaison between customers and the company, media for publication and delivery of information about the company’s activities, as well as an image of the company in the eyes of the public.
What is the Newsletter Benefits
After you understand the definition of a newsletter, then you can consider the use of a newsletter and the benefits that your company will get.
1. Maintain a Good Relationship with Customers
One of the benefits obtained through the use of newsletters is to build and maintain good relationships between customers and the company.
Subscribers can keep your company in mind when they read your newsletter. That way, the company hopes that the newsletter will increase engagement between customers and the company.
2. Make it easier for customers to know company updates
You need to know that the main function of a newsletter is for customers to get the latest information and updates from the company, for example, products, promotional programs, events, and so on.
The average subscribers who get the newsletter are people who have used the company’s products or services.
That’s where the company gets data and emails to send out newsletters. On the other hand, customers who have subscribed by filling in their data can also get an email newsletter from the company.
3. Define User Segmentation or Profile
Apart from being a promotional medium, newsletters can also function as survey media. Surveys can be useful to find out which products are attracting the most customer interest.
That way, you can use the collected data later as a database to create other features that support customer needs.
4. Reach More Visitors
Newsletters are a medium of interaction with customers. When not everyone has time to check certain websites or news, newsletters can be an option to stay connected with customers.
That way, both old and new customers can regularly get information about various events, promos, new products, and other information from the company.
5. Increase Sales
The next benefit of using a newsletter that is no less important is that it can help increase company sales. Having a call to action in the newsletter can help direct customers to go to the old products on the website.
This can make it easier for customers to directly make transactions without having to leave the page that is being opened.
Sample Newsletter
The following is an example of a newsletter used by several companies in Indonesia.
1. Duolingo
Duolingo is an application that provides services for learning various foreign languages via mobile phones. This Duolingo application is an example of a newsletter that invites its users to continue to practice enriching foreign languages.
2. Netflix
Then there is Netflix, which also uses newsletters for its promotional media. Usually, the newsletter that is sent, contains promotions and an invitation to continue to subscribe to using Netflix.
Netflix users who have previously used Netflix for a certain period (one year or one month) then when the subscription period has expired, usually Netflix will send a newsletter with a call to action that directs them to a new registration page to start subscribing again.
3. Mailchimp or Gramedia
Mailchimp and Gramedia also send a newsletter to their customers. Generally, the newsletters that are sent display more content that contains events or discount programs that are being held.
With the use of a call to action and an attractive visual display, it makes many subscribers read the newsletter with pleasure.
4. OVO
As one of the most popular e-wallet companies, OVO chose its promotional media through email newsletters and managed to attract the attention of potential users with an attractive visual concept.
OVO also inserts a link that directs customers to an ongoing promo program page with an interesting call to action, such as “CLICK HERE”.
5. Medium
Next up are online publishing platforms such as blogs and wordpress, namely Medium. Newsletters sent by Medium usually feature a selection and recommendation of popular articles each week.
Tips for Making Interesting Newsletters
For the use of newsletters to be delivered properly, companies need to create good newsletter content as well. Well, here are some tips that you can use as a reference to create an interesting newsletter.
How to write a message for your newsletter?
1. Clear goals
In making a newsletter, you must have clear and specific goals. These goals will later determine the next direction in the process of preparing topics, sentences, and designs that will be used.
2. Contains informative messages
Next, make sure the newsletter contains informative content but remains short. The use and choice of language must also be considered. The more interesting the content, the more interested customers are to read it.
3. Diverse content
Even though the main purpose of creating newsletter content is to increase user engagement, providing diverse content is also important, you know!
Using the same content over and over again can make customers ignore incoming emails. Therefore, try to provide various types of content to use in the newsletter.
4. Attractive visuals
Not only that writing needs to be structured in such a way, but it is important to package the newsletter with an eye-catching display and visuals.
Therefore, you need to consider the graphical appearance of the newsletter before it is finally sent. It would be better if the newsletter has the characteristics of your company. This is intended so that customers are interested in opening and reading the newsletter that is sent.
5. Responsive display
Creating a responsive newsletter that can be accessed through various devices, such as desktops, tablets, and mobile phones will make it easier for customers to open and read them.
This is important considering that most people currently access the internet using their devices. So, you need to consider the submitted template will appear properly on the device.
6. Call To Action (CTA)
After the newsletter is packaged so attractively, the CTA or Call To Action is also an important element that should not be missed in the newsletter.
The unique Call To Action using images will attract customers who read the newsletter to be directed to the company website, fill out surveys, or see certain products that these customers might be interested in.
7. Conducting Evaluation
After the newsletter is distributed to subscribers, the next tip is to evaluate the feedback that has been received from customers. This is so that the next newsletter that will be sent can be packaged better.
Also read: Understand the Online Vegetable Business Strategy Before Starting.
Conclusion
As stated above, newsletters are one of the media or tools that can bridge the company with customers to share information about the company, such as events, promo programs, new products, and other information updates.
The newsletters sent aim to establish and maintain good relations with customers, and media for publication and delivery of information about the company’s activities, and as a representation of the company in the eyes of the public.
Keep in mind, that using a newsletter doesn’t mean it doesn’t cost anything. Companies still have to budget costs and make financial reports.
