Thinking of sending out newsletters to your clients? While deciding to send out regular newsletters is your first step in the right direction, it would also be worth your while to familiarise yourself with the different types of newsletters. Would you be sending out a “news flash” each morning (like those from News24) or are you going to send out a bi-annual sales-orientated newsletter?
Types of newsletters
- Branding focused. These newsletters are designed to create brand awareness. They’re usually not filled with a bunch of articles, but heavily focused on the product’s character and feelings associated with the brand. Use lots of graphics and appropriate slogans and one-liners for this type of newsletter.
- “Burn the list”. These newsletters are focused on quick sales. The newsletter would usually be filled with product photos, prices and short descriptions.
- Relationship-focused. The purpose of these newsletters is to build a personal relationship with your target market. Try to get to know your readers – ask for their input (or you could even have a “guest column” for one of your readers). This type of newsletter often tries to create a community out of the readership.
- “Link to”. This type of newsletter contains elements of both relationship-focused and “burn the list” newsletters. These are generally very short, containing only a couple of hundred words and very little proper information and it is focused on getting a client to search for further information.
Newsletters say a lot about your company’s image and professionalism and selecting the correct type of newsletter to best promote and work with your business can be one of the most crucial business decisions you make. Newsletters are effective and popular as they create a feeling of personal contact and interest as well as being convenient and accessible.
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