Well, let's face it: email is the most widely used digital communication medium in the world.
In 2023, 4.03 billion people around the world use email , and experts expect that number to grow to 4.48 billion by 2024 đ€Ż.
You didn't expect that, huh?
Yep, practically half the world's population uses email.
Even if you add Facebookâs more than 2.2 billion monthly active users to Instagramâs more than 1 billion, their total doesnât even come close to matching the vast number of users who rely on email.
No platformânot even social media with its legions of influencers and fan followingsâcomes even close to the potential reach of email, making it one of the most widespread and universally used media, and unmatched in the digital marketing landscape.
You may be wondering, âSo what?â
And so, it is clear how the company newsletter represents, today more than ever, an essential element to include in your strategy .
But if you have no idea where to start, don't worry! In this article we explain step by step:
Let's start with the basics: what are newsletters and what are they for?
The newsletter is essentially an email , which can be informative, commercial or transactional in nature , which is sent periodically and at precise intervals to all those who have signed up to this service by leaving their data (their email address, precisely đ€).
Let's get one important thing straight: âš newsletter â spam âš
Let's put it this way: newsletters are like that friend of yours who sends you interesting and useful news and tips, while spam is like that street vendor who constantly pesters and exhausts you with unwanted offers.
The newsletter is basically used to maintain constant contact đ„ with customers and potential customers, to cultivate đ± and keep the relationship alive đ„ and encourage them to take the desired action đȘ .
Through interesting content, useful and relevant information, exclusive news and targeted updates on the brand's products or services, the newsletter acts as a privileged window to involve the public, increase engagement, encourage conversions and build a lasting relationship.
Why send them?
Here are the six fundamental reasons why a company should send newslettersđ
Acquire and convert customers
According to a HubSpot survey, 80% of B2B marketers say that email marketing, including newsletters , is key for their customer acquisition strategy.
And, according to research from McKinsey, email marketing is approximately 40 times more effective at converting customers than social media.
How does this process of customer acquisition and conversion "with newsletters" work?
Pretty much like thisđ
A user discovers your brand and is very interested in your products or services, but is not yet ready to take the big step (purchaseđž).
But, since he is interested in your content, he subscribes to your newsletter . WOW, awesome đ.
Yeah, but what do we do now? đ€
Now all you have to do is send him (and not bombard him ) with useful and interesting content (even promotions ) with your newsletter ; in this way you cultivate the relationship with the user, convincing him more and more that your products or services are right for him and acquiring authority in his eyes.
And what if the user, even after you have sent lots of interesting content and enticing promotions, does not convert? Was it all for nothing?
No, there is nothing to fear : continue to send valuable content and be sure that, even if the user decides to make the purchase a long time from now, among all your competitors, he will choose you .
Why? Well because you are the one who "fed" him with valuable content , you are the point of reference in his head regarding your specific sector.
They trust you because, with the content sent via newsletter, you have acquired authority in their eyes .
đAnd if that wasn't enough, I'll also tell you that, with regards to converting prospects (potential customers, i.e. the user who is very interested in your products or services but hasn't yet bought, as we talked about above) into customers , a 2020 HubSpot report revealed that users who read marketing emails spend 138% more than those who don't receive emails.
So not only do newsletters help you acquire customers, but they also help them spend more, increasing their value.
Keeping customers updated
Newsletters are an effective way to inform customers about new products, special offers, industry news, or company changes.
Is the catalog enriched with new products? Is the company changing location? Let your subscribers know! đ§
Increase website traffic
Newsletters often include a link to your website, inviting users to click on it. This brings many people to the site , with all the benefits that this brings.
Research from Backlinko found that businesses that send out newsletters see a 3.5% increase in site traffic compared to those that don't. Two birds with one stone, basically. đïž
Build customer loyalty
A regular newsletter helps build and maintain a relationship with your customers , retain them and not make them switch to the competition, and convince them to come back to you (and not your competitors) to buy again .
If you manage to build a solid bond with your customers , also thanks to the newsletter, they will not leave , even if your main competitor and bitter enemy presents them with the offer of a lifetime.
In short, you will never get rid of them! đ
Increase engagement
Thanks to a series of strategies (such as interesting and user-relevant content, email personalization, the presence of precise Call To Actions, the presence of dedicated promotions and surveys), newsletters capture attention , involve and effectively encourage users to interact and participate .
Not bad, huh? đ
Spatial Return on Investment (ROI) (high)
According to research from Litmus , the average return on investment for email marketing is $42 for every dollar spent . So, if you were wondering: yes, it is definitely worth it. đŻ
However, remember that the success of this strategy depends on a number of factors, including the quality of the content, the frequency of sending and the personalization of the emails.
So, have we convinced you?
But how many types of company newsletters are there?
You would never have imagined it, but it's true: there are different types of newsletters based on content, functions and purposes and above all websites/entities that send them.
For business websites (for companies):
Informational newsletters : Designed to provide valuable and relevant information to customers, they contain things like company updates, industry news, or helpful tips. They work wonders to establish your company as an authority in your field. đ
Commercial newsletters : focused on promoting products or services , they often feature special offers or discounts. They are the right ones for you if you want to boost sales and increase profits.đž
Blog Update Newsletters : Summarize your recently published blog posts to drive traffic to your website. đ
Drip Emails : These are a series of emails sent over time to engage and educate subscribers . They are very effective at "nurturing" prospects and building long-term customer relationships . đ„
Welcome newsletters : These are sent to new subscribers to introduce your brand and set the tone for future communications.đŁïž
For e-commerce:
Transactional newsletters : These include information related to specific transactions, such as order confirmations, shipping updates. They help keep customers informed during every stage of the purchasing process. đïž
Seasonal newsletters : these are the ones tied to specific events, holidays or anniversaries and often feature seasonal or themed offers to help drive sales during peak periods (sales, Christmas holidays, Black Friday and so on) . đ
Promotional newsletters : advertise special offers, new products or events, to stimulate sales and increase traffic to the website.đ
Paid newsletters: provide premium content at a cost (great way to monetize your audience and offer added value.đȘ
Event Recap Newsletters : These newsletters summarize recent or upcoming events, to keep customers engaged and up to date with company events.đ
Personalized newsletters , especially for e-commerce, are an extremely effective tool: they allow you to send tailored content to customers based on their interests and purchasing behavior and therefore increase the probability of purchasing.
Do you ever receive, on your birthday, an email with a discount dedicated just to you, which makes you feel so special and pampered?
There you go, you just got a personalized email. Yay!
Additionally, newsletters can be segmented based on customer tastes and interests , providing relevant product recommendations that may interest the consumer.
Segmentation is a delicate process where every mistake is very dangerous : you don't want to risk sending a vegan person an informative email where you illustrate tasty meat-based recipes that they can make by purchasing your products!
Is finding topics the new finding a needle in a haystack?
Coming up with topics for your company newsletter can be a painstaking and sometimes thorny and tedious task, but there are numerous simple ways to get inspired and come up with ideas easily without having to rack your brains and bother higher powers.
For example, for your company newsletter, you might start by sharing favorable articles about your company or industry news and updates.
Remember that educational content â such as in-depth articles on topics relevant to your industry or products, or guides and tutorials on how to get the most out of your products or services â is always popular with users.
Offering a behind-the-scenes look at your company, messages from the CEO , or insights into your companyâs history and milestones could be another great way to engage your audience and further strengthen the bond with users, making them feel a part of the company.
You can also update your subscribers on any awards or recognitions they have received (to build your company's reputation) or important changes that are about to happen.
Providing inspirational content can also be greatly appreciated by your subscribers.
But what is an editorial calendar?
The role of newsletters within a company's editorial calendar is fundamental.
It is a tool that helps you keep track of content types , promotional channels, authors , and most importantly, publication dates.
Compared to other channels such as social media, newsletters can offer a more detailed and personalized approach to communications.
While social media posts may be seen by a wider audience, newsletters target people who have shown a direct interest in your business and are therefore more likely to engage with the content.
Newsletters also allow you to track metrics like open rates and click-through rates , which can provide valuable insights into your subscribersâ engagement and interest. This makes newsletters an integral part of any business content strategy, complementing other channels and providing a regular point of contact with your audience.
But is there anyone who reads?
Yes, there is. Trust me.
And it's not us who say it, but the statistics say itđ
Average newsletter open rates vary by industry and target audience, but generally hover around 15-25%.
So, the fact that newsletters are ignored is just a common misconception, a popular false belief, which is on the same level as the one that supports the existence of the Loch Ness MonsterđŠ.
But if you're still not convinced, we offer you a comparison of the opening rates of the other digital channels most used by companies outside of email marketing, to understand which is the most effective.
Newsletter - Email : according to several studies, the average email opening rate is 15-25% (it may vary depending on the sector, the target audience and the quality of the newsletter content).
SMS : even if they are slowly dying out in the marketing strategies of companies, they have a very high opening rate, which reaches almost 98% . This is due to their immediacy and the possibility of receiving the message even without an internet connection.
WhatsApp Messages : It is a communication channel increasingly used by companies. The opening rate of messages on WhatsApp is 98% , similar to that of SMS. In short, who would not read a message received on WhatsApp?
LinkedIn Messages : It is primarily a professional communication channel. The open rate of messages on LinkedIn is 24% , similar to that of emails. However, not all users are open to receiving promotional messages on LinkedIn.
Social Media (Facebook, Twitter, Instagram) : These are communication channels widely used by companies, but the opening rate of messages varies greatly. On Facebook, the opening rate is 20% , on Twitter it is 30% and on Instagram it is 25% .
However, it is necessary to underline one important thing:
While SMS and WhatsApp messages have very high open rates, it is important to consider that not all users are willing to receive promotional messages on these platforms.
Dedicated to private and personal use, they would not like to feel bombarded by ads on these channels.
Optimize the elements
As we have seen, there are many factors that influence the opening of newsletters by the user.
Among these factors, the correct setting of all those elements that make up the email is also included. Here are some tips to optimize them and make the differenceđ
1. Email subject
An effective email subject line can increase open rates by up to 33%, according to research by SuperOffice. It is the first point of contact with the reader and can spark curiosity or create a sense of urgency, thus encouraging the opening of the email.
The element on which the success of an email marketing campaign mainly depends.
The ideal subject line length is a matter of balance . Subject lines that are too short can underperform in terms of click-through rate and overall engagement. On the other hand, longer subject lines, in the 110-140 character range , tend to have higher open and click-through rates.
But be careful not to get carried away and go overboard with the length!
Also try using emojis : the average open rate of emails with emojis in the subject line is exactly 3% higher than emails without any emojis. Even in this case, however, they should be used sparingly .
2. Preview text
Research from Litmus suggests that preview text can influence open rates by up to 7%.
Like the email subject, the preview text also serves to convince the recipient that the email is worth opening.
3. Body of the text
There is no specific data on its direct impact on open rates, as the body text is only displayed after the email has been opened.
However, high-quality content can positively influence the click-through rate you receive and the percentage of readers who remain subscribed to your newsletter.
Obviously the graphics that make up the body of the newsletter text must have a " standard " format that allows a certain recognisability of your company.
This means using the same colors and fonts - which reflect your company's - in all emails, and of course always including your company logo .
You can also insert images and animated GIFs , but be careful about the format and weight!
4. Email Personalization
According to Experian statistics, personalized emails can increase open rates by 29%. Showing readers that you know and appreciate them can encourage them to engage more with your emails.
5. Choosing the sender name
According to research by Pinpointe, a recognizable sender can increase open rates by up to 24%.
It is the first element of trust that your subscriber relies on to decide whether to pay attention to your communication or not.
Ensuring that the sender's name in the newsletter matches your company name or your first and last name (if a professional), and therefore putting your face to it , is crucial to establishing an authentic connection with the recipients.
An unrecognizable - or even worse, non-existent - sender can instead lead the recipient to ignore the email or consider it spam.
Would you open an email from Tixian0_The_Best_82 ? Unless you have a friend named Tiziano born in 1982, I bet you would immediately click DELETE.
And so would your subscribers.
How to increase company newsletter subscribers?
In this section, we will show you effective and proven strategies to increase the number of readers of your company newsletter and reach a wider audience.
Offer Exclusive Content : One of the most effective strategies is to offer exclusive content or early access to new products or services. Whether it's guides, e-books, webinars, or special discounts that are only available to subscribers, these free products will attract subscribers like flowers attract bees! đ
Using Pop-ups or Sign-up Forms : Installing them on your website's homepage can be an effective way to attract new subscribers. Note: Make sure the form is easy to fill out and highlights the benefits of signing up! đŻ
Promote your Newsletter on Social Media : You can do this through regular posts, stories, or even paid ads. Always make sure to highlight the benefits of subscribing to your newsletter! đŻ
Start a Referral Program : It can incentivize your current subscribers to share your newsletter with their friends and colleagues. Try offering a small discount for every new subscriber an existing user brings! đ„
Developing and Promoting a Lead Magnet : A lead magnet is a free offer that is given in exchange for contact information. For example, you could offer a free e-book or webinar in exchange for signing up for your newsletter! đ
Live Events : Attending trade shows, conferences, and other events can be a great way to get newsletter signups. Make sure you have a place where people can leave their email address and sign up! đïž
Postcard or Signup Form Collection : This can be especially effective in retail stores or other places where your target customers frequent. Make sure you have a place where people can leave their contact information! đ
Promotions or contests : offering an incentive, such as a discount or the chance to win a prize, in exchange for signing up to the newsletter is always a very effective strategy! đ
Networking : When you meet people, whether for business or pleasure, ask if they might be interested in receiving your newsletter! đ€
Business Cards : Adding a QR code or short URL that directs people to a newsletter signup page to your business cards can be a successful tactic! đ«
Invoices or Receipts : If you run a business that issues invoices or receipts, consider adding information on how to sign up for your newsletter! đ§Ÿ
What is the right frequency to send newsletters?
Determining how often to send a company newsletter is a delicate balance that depends on several factors.
You don't want to "bombard" your subscribers with too many emails: you risk annoying and stressing them, leading them to unsubscribe.
At the same time,
Be careful not to overdo it in the other direction: sending too few emails could make you appear "missing".
Generally speaking, the frequency of sending newsletters varies from company to company based on factors such as objectives, targets, contents .
Here are some parameters to consider to evaluate the right frequency of sending newsletters in each specific case:
Content Production Capacity : If you have a dedicated team that can consistently produce high-quality content, you may be able to send out newsletters more often. But, conversely, if content creation is a slow process, it may be better to limit the frequency of your newsletters. Quality takes time! âł
Audience Preferences : Some customers may want to receive frequent updates, while others may find them annoying. A survey or direct feedback can help you understand your audience's preferences! đ
User Behavior : Monitor metrics like open, click, and unsubscribe rates to understand how your audience is responding to the frequency of your newsletters. If you notice an increase in unsubscribes or a decrease in open rates when you send newsletters more frequently, it might be time to slow down. Slow down! đŠ
Content relevance : The frequency of your newsletters should also depend primarily on the relevance of your content. If you have important news or offers to share, it might be appropriate to send newsletters more frequently. As Bill Gates says, Content is King! đ
Industry : Some industries, like news or finance, may require daily updates; others, like home decor or clothing, may only require weekly or monthly updates. Consider your goals, too! đŻ
Always remember,
The key is to provide value to your subscribers, so frequency should be determined by your ability to provide useful and relevant content .
The rule is basically: send newsletters when you have something really useful to communicate. The goal of providing valuable content must prevail over the desire for a constant presence in subscribers' inboxes.
A well-structured editorial calendar will help you plan your mailings effectively, ensuring a well-managed flow of messages for your contacts.
Clean up: Get rid of inactive contacts!
A key strategy to improve opening and subscription to your company newsletter is to avoid sending newsletters to inactive contacts .
Here are three reasons to do itđ
1. Save on marketing costs . Email marketing platforms usually charge based on the number of contacts in your mailing list. By removing inactive contacts, you are cutting down on unnecessary costs! đž
2. Improved open rate . If you only send newsletters to those who are actively interested and engaged with your content, your open rate should increase. This is because you are focusing your efforts on the contacts who show the most interest. đĄ
3. Maintaining your sender reputation . If your emails are marked as spam or not opened, your sender reputation can decrease. This can affect the deliverability of your emails, with a higher risk of them ending up in the spam filter. Focusing on active contacts helps maintain a good sender reputation! đ
How Newsletter Sending Software Improves Deliverability
You may be wondering: "What is deliverability ?" đ€
We'll explain it to you right away!
This is the ability of an email to reach the recipient's inbox without being blocked or marked as spam by spam filters.
This is a critical aspect of email marketing, as low deliverability can mean your emails aren't reaching your target audience.
Using newsletter software like Brevo or Mailchimp can significantly improve the deliverability of your emails.
Here's howđ
Sender Reputation: These newsletter software maintain a good sender reputation with major Internet Service Providers ( ISPs ). This means your emails are more likely to be accepted and reach the recipient's inbox.
Email Authentication: These tools support email authentication through standards such as SPF, DKIM, and DMARC , which strengthens your reputation as a legitimate sender and reduces the chances of your emails being marked as spam.
Comparison of costs and functions of the main software
As you may know, there are a wide range of newsletter sending software available in the market, each with its own features and functionality.
In this section, we will explore some of the best solutions to help you manage your newsletters efficiently and effectively, comparing their costs and features .
Here is a comparison table showing Mailchimp 's monthly costs , Short , ActiveCampaign And GetResponse , very popular software for email marketing.
Newsletter software | Monthly cost (Italian market) |
Mailchimp | From âŹ9.99 to âŹ299+ |
Short | From âŹ19 to âŹ399+ |
ActiveCampaign | From âŹ9 to âŹ229+ |
GetResponse | From âŹ10 to âŹ99+ |
Prices are approximate and based on standard plans. Each software offers different pricing options depending on the number of subscribers and features desired.
Of course, our advice is to visit their websites to get a more accurate estimate based on your specific needs.
Remember, cost shouldn't be the only determining factor in choosing your newsletter software.
Make sure the software offers the features you need, such as email automation, customizable templates, and a good email deliverability rate.
In the meantime, with this graphic we give you a general overview of the features included in the free plan of Mailchimp , Brevo , Active Campaign and GetResponse :
Sending software | Monthly cost (Italy) | Free plan features |
Mailchimp | varies based on the plan chosen | Up to 2,000 contacts, send 10,000 emails per month, marketing automation, email templates |
Short | varies based on the plan chosen | Up to 500 contacts and 300 emails per day, customizable email templates, SMS and WhatsApp campaigns |
ActiveCampaign | varies based on the plan chosen | Does not offer a free plan |
GetResponse | varies based on the plan chosen | Up to 500 contacts, signup and contact forms |
How to increase sales with lead scoring?
Lead scoring is a strategic method used by digital marketers to classify and segment contacts based on their readiness to be contacted by the sales team.
It is a fundamental process for identifying your â best subscribers â: those contacts who are most likely to become customers due to their level of engagement and interaction with your company.
âWhy contact the best members?â, you might be wondering đ€ .
Well, because these are individuals who have demonstrated significant interest in your products or services , and are therefore more likely to convert into paying customers .
Reaching out to these subscribers can lead to increased sales, improving your marketing return on investment.
Lead scoring can help you identify these high-quality contacts through a scoring system .
This system assigns a score to each contact based on various criteria , such as the contact's behavior ( opening a newsletter, clicking a link ), demographic information, and interaction with your website.
This score can then be used to identify the most promising contacts and focus your marketing and sales resources on them.
Major newsletter software, such as MailChimp, Brevo, Active Campaign, and GetResponse, have specific features to allow you to do lead scoring.
Here are links to the official lead scoring guides for each of these email marketing tools:
MailChimp : Doesnât have a built-in lead scoring feature, but you can integrate with external platforms like Zapier to implement lead scoring. Learn more about how to do this here .
Short : It has a lead scoring feature, and you can find the official guide on how to set it up here .
Active Campaign â Has a built-in lead scoring feature.
GetResponse : GetResponse also has a lead scoring feature. Check out their official guide here .
Corporate newsletters and GDPR: the guidelines to follow
You may have heard of GDPR , the data protection law that aims to protect the privacy and personal data of European citizens.
This regulation imposes strict rules for the collection, processing and management of personal data by companies and organizations, and must also be respected by all those who offer newsletter services .
Let's see what are the mandatory elements that must be present in every newsletter sent in Italyđ
Sender identification : The sender of the email must be clearly identified.
Contact Information : A way to contact the organization or individual responsible for the email must be provided (a physical address, email address, or telephone number) .
Unsubscribe option : Every email must contain a link or method to allow the recipient to unsubscribe or withdraw their consent, but above all it must be easy to find and use.
Reason for data processing : You must clearly explain why you are collecting the recipient's data and how you intend to use it.
Privacy Policy : Each email must contain a link to your Privacy Policy where you explain in detail how you handle the personal data of recipients.
Furthermore, for companies or professionals operating in Italy, it is mandatory to include the VAT number in commercial communications , according to Legislative Decree 196/2003 and EU Regulation 2016/679 (GDPR). This helps to ensure transparency and allow recipients to identify who is processing their personal data.
In addition to the elements already mentioned, the law requires some additional mandatory elements in a newsletter. These include:
A clear reference to the fact that the message is a commercial communication.
The clear identification of the entity or individual responsible for sending the message.
The presence of a link to revoke consent to sending emails.
Information that the recipient has the right to object to the processing of his or her personal data for marketing purposes.
Conclusion
In short, the company newsletter proves to be a reliable and valuable ally : with their ability to reach a targeted audience, stimulate interest and encourage interaction with readers, these powerful digital communications confirm themselves as an irreplaceable tool for promoting your brand , directly engaging the public and, above all, acquiring new customers .
And let's not forget that, while requiring a fairly limited investment, it brings in very consistent profits (the average return on investment for email marketing is $42 for every dollar spent).
We hope that with this guide article we have managed to help you fully understand the enormous potential that company newsletters represent for the growth of your business !
If you need further information, advice and suggestions, do not hesitate to contact us !
Or, if you found this article useful and interesting,subscribe to our newsletter !
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