By newsletter, we mean that normally periodic communication is sent by companies to their customers or prospects who have voluntarily subscribed to the mailing list. According to the best-known surveys and market research conducted by leading international companies, around two-thirds of the interviewed managers consider email as the most effective tool or, in any case, the one that brings a satisfactory ROI (i.e., the return on investment).
Users normally subscribed to the newsletter have done so voluntarily, and in case they can unsubscribe at any time, it follows that, as a rule, users who receive the newsletter already know the sender, considering him reliable. Considering that the opening rate of a newsletter starts from 10-20% up to 60-70% in the case of b2b communication. The quality of the user database profiling about the content plays in favor of the newsletter’s performance of the message itself (like saying, do my users care what I’m sending them?
Have I excluded users who don’t care?). Sending communications, promotions, or content in general to your subscribers is better if personalizing the message (for example calling the recipient by name) allows you, especially in the long term, to create an ongoing relationship with the recipient himself; it follows that the topics and the contents you have to deal with must be interesting for him: under penalty of unsubscribing or loss of interest in you.
Also, pay attention to the content of the email you send, and always follow these rules:
The call to action is the call to action, that thing we would like the user to do thanks to our email, for example:
Certainly, one of the constant activities, sometimes necessary, to increase our newsletter subscribers is lead generation. Lead generation is a set of activities that allow your company to obtain subscribers, i.e., user contacts, who demonstrate an interest in your company’s services or products. Often this activity is part of a broader web and content marketing strategy involving advertising tools such as Facebook and Linkedin.
Also Read: Business Incubators: What They Are And How They Work
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