What is a newsletter?
The email address entry window is like an iceberg. Most Internet users only see the newsletter widget and think that its only function is to absorb email addresses that will never be used for anything. Meanwhile, the newsletter is a mechanism whose operation can completely change the way your company operates. It can increase your sales, distinguish you from other entrepreneurs, and even become your way of doing business!
newsletter and how does it differ from country code +972, israel phone numbers mailing ? By definition, the former means a message in which you inform about some news, while the latter seems to be simply the sending of emails. The former is associated with regularity and cyclicality, for example with sending every Friday or every other Sunday, while the latter is completely occasional. The former should provide facts, and the latter should sell, so the sender expects some kind of reaction only to mailing.
And what about mailing and newsletters in practice? That such a distinction makes no sense. A newsletter often contains an invitation to make purchases, and mailing can certainly take place regularly. Both terms have become synonymous and mean exactly the same thing, and therefore you can use them interchangeably. We will too. Thanks to this, we have established that the name does not have too much significance. But you really have to look behind the scenes of how the mechanism works to understand that it itself has a huge significance.
How does the newsletter work?
Understanding the role of a newsletter is very important if you want your company to grow. That is why it is worth listing the key elements of such a system first. Mailing is primarily:
application or script,
database,
email content,
UTM,
CTR.
Do you see any new words here? Don't worry, we'll explain them in a moment. This is really easy and useful knowledge. Let's work out each of these entries.
Application or script
A program is responsible for collecting and sending email addresses correctly. It can be one of the modules of a ready-made online store or website, it can be a separate plugin that enhances the capabilities of your website, or it can be an independent application that you have to log in to separately. Some of these types of tools offer the absolute minimum of functionality, i.e. collecting email addresses, viewing such a database, and the ability to send messages at a selected time. Sometimes also an archive of sent emails. The most advanced newsletter management tool is a real treasure trove of possibilities that give you the ability to build different groups of recipients (manually or automatically), create an entire sequence of messages, and also design the "logic" of the newsletter, i.e. dependencies such as: if the recipient does X, then do Y.
Database
This is a database of email addresses. It is up to you whether all the records (this is what individual values in the database are called) will be in one list or in several, and it is also up to you how you will use each of the mailing lists. Of course, the database should constantly grow, it is also worth updating it, e.g. deleting non-existent email addresses. And just as a reminder, we will mention that such a database must have its own administrator, but you can read about it in the entry dedicated to GDPR.
Email Content
For many people, this is the most troublesome part of the newsletter sending process. And that's very bad! If you want to communicate with customers, it's clear that you have to have something to say, or something valuable to convey. And if you don't plan on any news or surprises for your recipients, then simply don't collect email addresses. Although you'll probably regret it. Because the content of the newsletter should be either interesting or useful, and preferably both. It can be information about interesting news and changes in the company, news about new products, educational materials or an incentive to buy in the form of discount codes. But the goal is always the same: building a community around your company.
CTR
English Click-through rate means the click-through rate, or the ratio of clicks on a link to its display. CTR is usually defined as a percentage and relative to 1000 displays. For example: if 20 people click on the link in your newsletter, then your CTR is 2%.
An email address database is a very powerful sales tool, as long as it is your own database. You can easily find offers to buy a database or send a newsletter to someone else's database. In the opinion of most people - ours included - this is throwing money down the drain. Because someone else's database is either completely wrong (it will be difficult to sell a new car to a group of young mothers) or "tired" (no wonder - they probably get 20 similar emails every day and treat each one as spam). But the database needs to be - as they say - warmed up. What does that mean?
Newsletter – how to do it
