How many of us can say we have never received a newsletter? The answer is rather obvious: very few! This is because in today’s society, both email and newsletters are considered increasingly effective and essential communication and marketing tools for staying in touch with one’s customers or stimulating their purchasing decision.
If implemented in the right way, email marketing can in fact be a valuable strategic tool that cansignificantly strengthen the relationship with the customer: newsletters, in particular, are the information and loyalty tool par excellence, and if designed and set up in the right way, they are also able to considerably increase one’s return on investment (ROI).
But what is meant by email marketing?
Email marketing is the promotion of products and/or services using email as a channel. In short, it exploits email in all its forms to promote products and services, build customer loyalty and generate traffic. Unlike the one-to-one messages, the main feature of email marketing is that it involves sending a message by selecting multiple recipients: dozens, hundreds or even thousands. What distinguishes this type of communication is the fact that is based mainly on “permissions,” which means that those who receive messages must have signed up and given their consent to a newsletter service.
But what is meant by email marketing?
Which newsletters do subscribers prefer to receive?
Now far from being associated exclusively with spam, newsletters have been experiencing considerable success in recent times, thanks in part to a growing awareness among companies of the importance of providing valuable content to customers.
Thanks to “customer centric” email marketing communications, which are much more useful than the generic newsletter, the customer gets information more in line with his or her needs and expectations: from newsletters offering loyalty rewards, suggesting complementary products and/or services, or wishing a happy birthday, this type of communication is one of the most important tricks to implement to finalize the purchase and guarantees more concrete results than the generic newsletter.
If your web agency recommended you to invest in an email marketing campaign or are planning to do so soon, you will certainly find it difficult to have a complete frame of reference of how emails should be handled. While you want to stay in the minds of your contacts and customers, you also don’t want to go overboard and risk annoying them, so what is the best approach to take to get the intended result in terms of strengthening its business and increased turnover? The solution lies inidentifying the right sending frequency: a newsletter, by definition, must have a periodic frequency, but how often is it best to send it? The truth is that there is no ideal frequency, as sending depends mainly on the quality content and useful information we have available.
To choose the right frequency, it is necessary then to take into consideration the content to be promoted, proceeding to segment the target audience, creating a well-profiled and targeted subscriber list so that a diverse communication can be offered that is constantly hooked to customers’ interests.
Simply put, the more quality content we have available, possibly current, the greater the possibility of being able to afford frequent mailings, up to and including the borderline case of a daily newsletter.