6 characteristics that a successful email newsletter must have

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Email has now become the main tool that companies have to communicate constantly and directly with other people. A large number of emails are sent daily, which makes it an ideal medium for organizations to manage their relationship with their customers by attracting, developing and retaining them. In this sense, electronic newsletters are periodic publications that are sent by email over the Internet in a massive way and that deal with one or more topics of interest to their audiences.

Among the main uses are: advertising, marketing, invitations to events, promotions, surveys, notifications, corporate information, news, collections, etc. Below are the most important characteristics that an electronic newsletter must have in order for it to be successful and for the message to be transmitted effectively: It is authorized : it is essential to ask permission from customers in order to obtain email addresses and thus build certified lists that approve the communications sent by the company; Otherwise, there is a risk of being classified as spam and creating a negative perception of the brand.

It has an appropriate frequency : This medium should not be saturated with a large amount of communications, since the recipient of such messages may feel bombarded, causing the opposite effect. It is recommended all contact number list with name to send 2 monthly newsletters; a third can be sent with information that generates well-being for the recipient. It is highly segmented : Based on demographic information and consumer habits studies, segmentations can be made in the contact lists in order for the content to be more relevant and interesting for the organization's audiences. It has an appropriate title : The title is very important because it determines whether a newsletter is read or not.

For it to be effective, it must: express the main idea, be less than 50 characters long, attract attention and engage the person who is reading it. The sender is real: The company that obtained authorization to send the newsletter must be the one listed as the sender in the email that is going to be sent, thus keeping the same name so that the person receiving the communication can recognize it more easily. The content is correct : The newsletter must contain a message that is coherent, clear and simple. The information must be timely and pertinent enough to generate added value and differentiation with respect to the competition.