First of all, it is important to define the concept of a newsletter. Newsletters are emails with an informative focus, which are sent frequently. In other words, unlike conversion-focused newsletters, these messages focus on building relationships with the public and increasing brand authority.
In fact, the material can cover a variety of subjects, bring the latest news on a specific topic, company, product or service or even a collection of relevant and new information, including emphasizing institutional actions – which makes the newsletter a valuable weapon for internal marketing and team engagement actions.
Furthermore, many marketing strategists consider the direct mail mortgage marketing newsletter a gateway to other email marketing campaigns within a complete digital strategy.
Being one of the most common and initial formats of any email marketing (EMM) sending, newsletters tend to generate a lighter relationship with the lead, offering a more informative tone within the communication with the company in question.
Newsletters are excellent ways to reinforce your brand in the consumer's mind, as they offer diverse content and can also generate traffic to your company's other digital channels.
Furthermore, it is important to highlight that newsletters are generally sent to your entire lead base, precisely because they have this more open tone, without a direct commercial focus.
In other words, your newsletters can serve as brand reinforcement for customers who are at different stages of the funnel, at different purchasing moments and with different needs.
READ MORE: How to improve your email marketing segmentation?
Benefits of newsletters for your business
It is common for managers to want to know if it is still worth investing in sending newsletters. The answer is: yes! Newsletters, as we mentioned earlier, are excellent ways to build relationships with your audience.
If you have a blog, for example, or profiles on social media, you can compile a summary of your latest posts and send them in a newsletter. This practice can help you generate more traffic on social media and increase the reach of your blog posts. It is also worth mentioning that it contributes to social listening strategies .
Furthermore, communication via email is an excellent channel for those who need to establish a B2B or B2C relationship. This means that, within your digital strategy, regardless of the type of communication established, sending newsletters can help boost your business.
According to the same survey, 79% of B2C marketers rely on email to promote their new articles or blog posts. This proves that the strategy is still strong in the digital environment, even with the growth of platforms that focus on instant messaging.
READ MORE: Email Marketing Tips