Why is newsletter important in business communication?
Although, for the unkeen eye, sending a newsletter to a mailing list doesn’t seem at first sight a difficult task, specialists have reached a different conclusion.
Keeping in touch through email with potential and existing clients is an extremely important element of the marketing mix that gives best results in any field for over 20 years. This post reviews the advantages of newsletters in regard to sales increase and company’s image improvement.
Brand awareness
Sending a newsletter to all persons that have had a contact with the business, from beginning to present, offers the possibility to increase brand awareness and can actively help target audience to better understand the company’s mission and its products. There is the undesirable chance that lacking of communication should prevent targeted clients to grasp the branding concept.
This is why the newsletter fills this void and imprints customers with the clear image of the business’ mission. To involve audience in an even deeper communication, a well developed newsletter should contain links to resources that encourages the client to discover more information on the activity’s website or on its products’ page.
Expertise
A newsletter can be a useful tool of measuring the competitiveness of a business in its field. PR and marketing specialists note that the entire content of a newsletter has to present customers significant information, to help the company establish itself as a field specialist and market leader. To earn this acknowledgement, a business activity writes about sensitive and important subjects related to its field and shares research results and expertise.
“The two words ‘information’ and ‘communication’ are often used interchangeably, but they signify quite different things. Information is giving out; communication is getting through.” – Sydney J. Harris
Promotions
You can use the newsletter to promote products and services, or for new launches on the market. This strategy completes the on going advertising. Moreover, a company can create special promotions dedicated to newsletter readers, to establish a community and a feeling of membership to this group, highly related to the business.
Contact
The frequency of newsletters, weekly, monthly or half-yearly, helps the company to be permanently in contact with it possible or existing customers in the period in which there isn’t a business communication like buying, selling or negotiating. This resource is more valuable when the promoted products are not part of those that are usually bought.
Coverage
Newsletters represent a clever method to reach target audience. By creating a newsletter containing significant information, you can persuade people or companies interested in your contact to give you their credentials and subscribe. In this way, a business can reach certain potential clients through the credentials they provide for subscribing to your interesting newsletter.
How CRM can help in newsletter marketing campaign
The audience of a company can be different. Each product has its own target determined by specific parameters such as age, sex, preferences, hobbies etc.
It’s obvious that in this case, a single newsletter can’t cover all audience. This is why it’s suggested that there should be different types of message, suitable for each category. A CRM can help the marketing department to send targeted newsletters with specific information useful for each type of consumer. This category dividing can be easily made using CRM in a quick time, optimizing human and financial resources.
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