Most of the people have heard of newsletters, some of us have subscribed to one and even others get some that they did not choose. However, few know what the business potential they represent and the opportunities they can offer us.
Traditionally, newsletters were born as a special type of medium, focused on a particular topic and associated with a community of interest. News talks about the new, about the news. Over time, newsletters have developed and some have become highly relevant in their associated communities, reaching thousands of subscribers.
Newsletters can be useful to different types of companies, brands, professionals, businesses, as long as they have a group of customers to build loyalty and clear and specific common themes.
Among the objectives for which newsletters are produced, the one to keep a client or potential client updated on topics of interest to them stands out. This is the first key to take into account when generating this type of communication medium, if it is only dedicated to selling services or products of the company without taking into account the interests of the clients it will be quickly discarded.
Another issue to consider when undertaking this work is that it helps us to differentiate ourselves from our competition, so it is prudent to find out if our competitors have their own newsletter and, if so, read it and find a way to print a distinctive seal on our proposal..
Generally, newsletters generate a special place in the customer's mind for the sole fact of being the only ones in the category to provide this service. A periodic publication of relevant and professional content positions the issuer as a specialist in the field, not only in the specific subject that the medium deals with, but in the field of business, current media, a communicator in tune with the trends of the market.
A newsletter is particularly useful if our products or services have a low purchase frequency that can lead our customers to forget or lose our data. Also when our clients have a frequent current interaction with us on a specific topic but we know that when they complete their cycle we can lose contact. That is what this type of medium is about, to keep in touch, to be remembered, to keep us in mind, for the next time they need our services, to sell them other services, so that they recommend us to their contacts and enter into a circle with constant feedback.
An organization that wants to encourage a sense of community among its members can make effective use of a newsletter. A professional who wants to position herself as a specialist in her field of action can make the newsletter her main means of communication. A company that wants to ensure direct communication of news to its network of distributors, its employees or its end customers can also achieve its objectives through a newsletter.
But be careful, to make a newsletter it is not enough to have the desire to write and have the knowledge and sources of information, basic requirements without a doubt. You also have to have a special platform, generate a template with the personality of the organization and a layout that is maintained over time. By generating relevant information and with a consistent format, we make it easier for the recipient to find the topics that interest them. By becoming familiar with the medium, the style and the layout, as the editions go by, we will achieve a faithful and motivated reader who will strengthen their relationship with our organization by identifying it with a service that they value. The work involved in a newsletter is not justified if the image that we are going to show does not correspond to the level of the content.
We also need a work plan, a planned periodicity, with communicated delivery dates, if we have different collaborators, and a publication schedule. A discontinuous newsletter shows disorganization and therefore can play against our objectives.
Based on an organized schedule, knowledge of specific platforms, appropriate content and relevant database, we can get started to build our newsletter. The associated loyalty potential is worth the effort.
