Newsletters have been a popular marketing strategy long before the Internet was ever conceived and continue to be so in both hard copy and digital formats. But just why are they so effective as a key component of an overall marketing strategy? That’s an interesting question because there are several ways in which they can be used internally as well as externally.
Options for Distribution
Stepping into the 21st century, you will most often be distributing both internal and external newsletters in digital format. Email distribution is the most common way to get those newsletters out there, and usually to a subscription email list you have built over time for external recipients. If you plan on sending internal newsletters to employees, platforms like Beehiiv can be used as well.
There are many reasons why you would want to send internal newsletters but of special significance is to keep employees apprised of upcoming new product lines and various promotions your company will be undertaking. Newsletters are a great way to keep your employees well-informed in between staff meetings.
A Wide Range of Benefits Found in Newsletters
When it comes to using newsletters as a marketing strategy, just think of all the various types of content that can be found within one single issue. Companies can announce upcoming new products, which are just out of R&D and ready for mass production. Then there are special sales that can be announced and a variety of information best disseminated to a targeted audience rather than as a blog or informative article on the company’s website.
The announcement of new products can also benefit employees, especially those with customer-facing roles. Internal newsletters are often distributed to generate excitement on sales floors because these are the people responsible for closing the sale. The better informed your sales team is, the easier it will be for them to show and demonstrate the products they are selling.
The Best Way to Avoid Flooding Subscribers’ Inboxes
As a consumer yourself, how often are you frustrated by the sheer number of emails you receive daily from company after company? Many users will come to a point quite quickly when they will begin deleting those daily emails that are crowding their inboxes. While you want to communicate regularly with your audience, one weekly newsletter will be better received than a flood of daily messages they are tired of deleting.
If you create an engaging newsletter format that will direct the recipient’s attention to key points you are trying to highlight, you can accomplish so much more with a weekly missive than a ton of daily emails. Take a few moments to think about how you are tired of the time-consuming chore of cleaning up your inbox. You at least need to skim each message to make sure you aren’t missing anything of importance, so it takes quite a while to go through several hundred daily messages. Wouldn’t you rather receive marketing material weekly rather than daily? Most people would.