It’s impossible to have a business without customers. But, getting customers (especially those who are loyal to your business) can be a serious challenge.
Email newsletters are one of the best ways to build a loyal following of customers and potential customers. By sending out consistent emails that provide value to readers, you are able to build trust, and ultimately get your readers to convert (make a purchase).
Now, you might be thinking, “if it’s that simple, why doesn’t everyone just create a newsletter and immediately achieve success?”
The answer — because it’s not that simple.
Building a newsletter audience is a serious challenge that requires time and effort. It’s not enough these days to just send an email every so often to your email list.
You need to have a plan.
The number one goal of your newsletter should always be to provide value to your readers. If you fail to do this, nobody will want to open your emails.
So, how do you provide value?
There are several ways that you can provide value in a newsletter. The best option will largely depend on the type of business that you have, as well as who you are targeting.
This article covers 4 types of newsletters that you can use to provide the most value to your readers and build a list of loyal customers in the process.
The 4 types of newsletters to send to your contacts
For the purposes of providing a consistent newsletter example, I created a fictional online coffee distributor called “Sekai Coffee.” That way you can see how each newsletter type can work after being created in the SendinBlue responsive design email builder for the same “company.”
So let’s get started.
1. Business/Product Updates
The first newsletter template is focused on providing updates to your readers about new offerings or changes with your business. This format is the most literal version of a newsletter.
When sending an email campaign like this, you can include any of the following:
- Important updates to an existing product: This could be software updates for an online service or a new version of a best-selling product from your ecommerce store.
- New products or product line: If you have a new line of swimsuits for your online surf shop, your customers need to know!
- New developments with your business: This could include anything from announcing a newly hired team member to discussing your latest venture capital funding agreement. Any news that involves your business that your readers will want to know. It could also include links to any PR mentions that you have had.
Obviously, this type of newsletter is not for everyone.
If your business makes changes rapidly or you offer a wide variety of services like ecommerce stores, it might make sense for you to send out this type of newsletter.
This format typically does well on a monthly schedule. That gives you plenty of time to make sure you actually have meaningful changes that your customers will want to know about.
If you send updates about your business too frequently, you may run the risk of your readers losing interest.
2. Curated Content Relevant to Your Industry
Another way that you can start building your following is by curating content that is relevant to your business or industry.
This newsletter format involves you curating articles that fit two criteria:
- Top article that is relevant to your business/industry (use BuzzSumo to find top articles).
- Published by an influential source that will boost your credibility
By sharing this content with your audience, you are establishing yourself as a trustworthy resource in your industry. This will make your customers more likely to use you (and your business) as a resource when they are looking for relevant information.
This strategy is best suited for small businesses that are working to ramp up their content strategy but haven’t been able to produce a good volume yet.
3. Highlights from Your Own Content
If you are creating content on a regular basis, then you should absolutely consider creating a newsletter that distributes the best articles to your email list.
Even if you are producing multiple blog posts per week, it’s unlikely that your customers are going to see all of them. The best way to get them to read your posts is by sending them directly to their inbox.
This is one of the most popular formats for a newsletter. If you have an optimized content strategy that nurtures your leads and builds better customer relationships, this is the best newsletter template for you.
The last of the newsletter templates combines any or all of the above-mentioned formations.
In an ideal world, this is probably the best type of newsletter. It provides the most value to readers, which builds trust with your business and ultimately leads to more sales.
The main drawback to using this format is the amount of time that it takes to create. Because you are piecing together all of the different types of newsletters, you need to be tactful in what you choose to include. This is also important because you don’t want to overwhelm (or bore) your readers with too much information packed into one email.
The solution to this would be to either increase frequency so that you aren’t trying to pack everything into one monthly email or to be very picky in what you choose to include.
Ready to start sending your email newsletter?
Now that you know the main types of newsletters, you should be able to choose which one is best for your business.
Newsletters are one the best ways to start building relationships with your customers, so don’t wait to start sending!
If you need more inspiration on your design, check out SendinBlue’s email template library in the email design tool, or download a free HTML email template.
Do you have other information that you like to send to your newsletter subscribers? Let us know in the comments section!