Newsletters and email are often confused as two different types of campaigns. Understand their differences
Important Basic. Both have their importance, but they both serve very different purposes…
However, we can note two small similarities between these two types of email:
- They give visibility to your product/service/brand;
- they provide relevant and personalized content;
- They increase traffic to your store, tunnel, display site, etc.
Let’s take a closer look at the exact definitions of each.
A newsletter (or informational message) is an email message sent with a regular frequency intended to inform the reader, convey information, answer consumer doubts, and share content and news about your company.
The newsletter is not intended to sell or convert, but it may be useful in case of launching a new product, without promoting it.
Daily, Weekly, Monthly Frequency often depends on the content featured in the newsletter.
Oftentimes, at the time of signup, potential customers expect to receive promotional and marketing codes from you, keep in mind that prospects are like neutral communications (this will avoid giving them the impression that they are only milk cows).
A good newsletter should be able to communicate relevant information that the reader will enjoy reading. The goal is to maintain the relationship, to create impact. Like a magazine or newspaper, a newsletter should be a frequent appointment that readers expect.
Storytelling, identification, emotional connection, authenticity, emotion, (free) high value-added advice, storytelling…
There are many things you can include in your newsletter to improve it.
There is no shortage of copywriting techniques, you will find many of them on the web and even in this blog. But beware, copywriting is a skill in itself, by doing it yourself “with a scoop”, you are taking a risk.
As a copywriter, I believe a newsletter is the perfect marketing tool for revealing yourself, highlighting your values, and telling influential and inspiring stories.
The possibilities of the newsletter are numerous (brand news, transmission of information published on social networks, company commitment and value, etc.)
Especially since a well-prepared newsletter will facilitate your email marketing.
Send by email
Email (or email marketing) doesn’t hide its business ambitions.
his goal? a discount.
The email should encourage recipients to purchase. The goal is to promote your product, service or brand, so that the reader becomes a buyer.
Email should be considered as a marketing strategy in itself.
It is also an excellent way to acquire or retain clients.
To exploit the full potential of email, several levers must be explored
(Personalizing emails, automating the process, etc.)
Be careful not to neglect your email campaign periodicity!
For this to be effective, it is necessary to send emails at appropriate times, in strategic ways, and it is necessary to choose the right cadence that ensures that emails are opened and read, hence the importance of knowing your email audience, and your personality as a buyer at your fingertips.
It is art…
Many still make the fatal mistake of being too pushy with their mailing list, and the danger is that you’re going through a spammer, or a seller in a rush to cash in, not offering any advice or value. In short, “soulless” communication
Hence the importance of having good prior contact, healthy communication, and maintaining it well, with the newsletter.
In general, email means sending simple email marketing campaigns, but we can also talk about automated marketing. It is a matter of programming the sending of emails automatically according to the recipients of the email campaign or its customers profile.
Here are some examples of automation:
- Welcome sequence
Potential customers will receive this sequence after signing up on the landing page. The goal is to connect the lead magnet, announce what they should expect (helpful tip for X, shows, etc.) and reassure them, because they are strangers who don’t know you.
- Abandoned cart sequence
Valid in e-commerce and information products, this sequence is sent to all potential customers who have started a buying journey, but have not made it to the end. Well written, this sequence can generate 15-20% (sometimes more) sales, without spending a single cent on advertising.
- Sequencing before the webinar
The purpose of this sequence is to grab the potential customer’s attention, to warm them up with email after email, to make sure they attend the webinar.
- Sequencing after the webinar
At this point, the presentation has already been made during the webinar. This sequence makes it possible to follow the prospect after the webinar, keeping the “hype”, which the webinar aroused, for sale.
Sequence that refreshes customers who have not purchased since their last purchase.
The sequence that accompanies customers after purchase. Perfect for keeping customers in the brand’s ecosystem and redirecting them to social networks.
3.9 billion people regularly use email (Statista).
Almost half of the world’s population. An upward trend as it is estimated to increase the number of users by 2023 to 4.3 billion
in France :
- 42.2 million people use email in France (mediametric)
- 68 million email addresses are used in France (ContactLab)
- 1.4 billion emails are sent daily in France
Return on investment :
- 59% of marketers say email is the biggest source of ROI (EMA)
- For 73% of marketers, email marketing ROI is taken into account
- “Good” or “Excellent” (selling cycle)
- E-mail 40x more effective in getting new customers From social networks (McKinsey)
- Buyer who received an offer by email advance Spend 138% more From another online shopper (disruptive ad)
- Average B2B email open rate 15.1% (Campaign Monitor)
- The same study reports that B2C emails open rate is 19.7% (Campaign Monitor)
- Delivery rate The average in an email is 99.3% (campaign monitor)
- ripple rate The average for email campaigns is 0.1% (you get a response)
- Average CTR for email campaigns in Europe 4.3%that France above average with 5.2%. (Getreponse)
- 43% of emails are received and opened via mobile (Litmus)
- Emails that are not displayed correctly on the mobile phone may be deleted within three seconds (Campaign Monitor)
- 23% of readers who open an email on mobile open it again later in the day. (campaign monitor)
- 59% of consumers say email influences their purchasing decisions (SaleCycle)
- 26% increase in openings for emails with custom email subject lines (Campaign Monitor)
- 83% of B2B companies use newsletter as a content strategy (Imaginepub.com)
- 40% of B2B marketers say email is critical to their success (Content Marketing Institute)
(statistics source mondedumail.com)
The possibilities offered by newsletters and commercial emails are numerous and interesting.
If you haven’t thought about email strategy yet, you should consider it, because in 2022, email marketing is in great health.
That’s because writing an email can’t be improvised…
Title, body of text, call to action…
Sequence plan, campaign objective…
Calling a copywriter to authorize writing your emails means giving yourself every opportunity to make the most of your mailing list without giving Facebook & Co a penny.
About the author
Sami Sabri: Freelance copywriter, I help web professionals generate more leads and increase sales without spending a fortune on Facebook & Co. How? Thanks to accurate, brilliant, ROI-oriented scripts. I offer a 15-minute interview if you want to discuss your project.
Friendly – Barley