The writing of the newsletter or bulletin is very important in the email marketing strategy, since it is the direct communication that the subscriber receives.
To make a perfect writing it is necessary to attend to some technical aspects, but also know the different types of emails that can be created. Each type of communication must respond to a different objective and contain some key aspects.
The welcome email
The welcome email is the one that is received automatically at the time of subscription. Al write a welcome email The following aspects must be included:
- Welcome words. This part should be explicit, telling the new subscriber that they are welcome to the listing and also thanking them for subscribing.
- Presentation. It is necessary to present the company, the brand, the products or services, etc. It should be something concise and short, but contain all the information.
- Description. It is convenient to describe what the subscription is about, for example, how often the mailings are made, what they are about and what the subscriber can expect to be included in the list.
- Advantages. In addition, the advantages of being a subscriber should be included, for example, that the content that is included is very useful, that exclusive discounts are offered for subscribers, that coupons are included or whatever.
- Present. It is common that something is offered as a thank you for the subscription, in the welcome email it is convenient to deliver it. If nothing is offered, some justification for it should be offered.
- Invitation. You can invite the new subscriber to follow them on social networks, for which you must include buttons or links so that they can do so directly.
- Fired. A few cordial words should be included to dismiss the message and the invitation to communicate with the company.
The commercial proposal email
The commercial proposal email is the one that aims to make a saleTherefore, it is common that it is framed within a larger marketing campaign.
Before asking the subscriber to buy the product or contract the service, it is necessary to give him some valuable content, in this way he will accept it better. It is advised that the value content be longer than the sales pitch.
The commercial email must be persuasive, creative, simple and concise. It should be structured in a similar way to what a sales talk would be.that is, list the virtues of the product, explain what will benefit the fact of acquiring it, and then, an invitation to buy it.
Calls to action are very important, especially the one that aims to lead to the purchase page. There may also be calls to action to expand the information, to review the catalog, to fill out surveys or whatever applies.
Photos and videos are good resources, but in the right measure, you should not exaggerate and only use them when they are justified in the message.
Showing the product catalog through a newsletter can be a very dynamic way of selling, you can create an interactive catalogue, with downloadable material and a link for orders. Doing this can be a way to build interest and promote one group of products at a time.
Comparative lists of products, prices, or both, are a great way to promote products or services, and to generate sales. This can be drafted in the form of a blog article.
Webinars
Webinars are workshops or online courses and can be very good for gaining notoriety in a niche market.. Imparting knowledge can be a great way to gain authority on a topic.
For example, for a company that sells cleaning products, conducting a webinar on how to clean an industrial plant can be very beneficial for distributing their products.
A webinar must have a promotion, it must be created as a live event and set as exclusive to subscribers. This can help grow your mailing list, while adding value to subscribers.
The best way to choose a topic for a webinar is to teach how to use the product being sold, or how to take better advantage of the service offered. In this way, the imparted knowledge will serve as a promotion for the business.
Social networks are an ideal way to promote a webinar, so you can create a hashtag, plan a series of promotional articles and include a link for the person to register.
If it is a very technical topic or for a specific audience, you can send invitations via email.
blog articles
Another type of newsletter is the one that deals with articles of interest to readers, which may or may not have to do with a product or service. Articles can be used to keep in touch with subscribers and generate brand engagement..
For example, a paint brand can create decoration content, with weekly deliveries, with interesting and original texts. Being sponsored by the company, the content will generate commitment to the reader, who will be oriented to buy the brand when they have that need.
Articles can be used to generate traffic by directing the reader to the company page to finish reading the full text.
Informative newsletter
Email marketing can be used to keep subscribers informed about the company. In this type of newsletter, the objective can be to keep the brand in the minds of customers, to announce new procedures, to send press releases and much more.
This type of email has the character of an official communication, and in many cases, has legal purposes.. The writing of informative newsletters is usually very formal, and they almost always bear the signature of a company executive.
In addition to these, there are many types of newsletters, each with its specific characteristics, which are used for various purposes within each organization.
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