Newsletter
The newsletter is a great tool for
communication, it is a serious tool which is generally not
suited to send irrelevant information or gossip, basically
because you would risk losing all of your subscribers in the
blink of an eye. Without a doubt, it is one of our favourite
tools.
Because it is so powerful, effective and interesting, there
are a few very important rules to follow when sending
newsletters. Many companies would be ill advised to use it
lightly. They think that because they have the e-mail address
of a client or user they can bombard them with newsletters as
they please. Many of their recipients don’t even read such a
shower of newsletters, or even bother to unsubscribe from the
mailing list… they just delete their mail or set the filter to
do so automatically. Their reaction every time they get one of
those is that of indifference (in the best case) or
disapproval if you become annoying, and make it worse by
insisting regularly. You better learn to stop listening to the
dumb person from the marketing department and understand that
sending e-mails in an indiscriminate way is bad practice. Be
moderate.
Often the marketing departments know this already but do it
anyway because they became addicts to bombarding and don’t
realize that their rush to sell will hit back against them
sooner or later. Their followers will go from curiosity to
rejection and that will end up making them stop buying your
products.
Is there a sweet spot, an ideal frequency to send emails? It
isn’t always the same because every sector is different and
also every user, but one must understand that sending 3
e-mails per day or even 3 per week is very excessive. Have you
seen the ordinary mailboxes completely overloaded with
publicity? Do you think the owner will read through it all?
No, it all goes to the bin or the fireplace and it is
annoying. The same applies to an overload of e-mails. Nobody
likes to arrive at work and have to go through dozens of
adverts to be able to read the important ones. Even some
important mails are deleted because of so much spam which will
be discarded. Bear in mind that these practices hassle your
clients, so be coherent!
Now, once understood the concept of frequency, let’s move on
to the content. Variety is crucial, I don’t think anybody
likes to eat fried eggs for breakfast, lunch, tea and dinner.
Don’t saturate your clients with newsletters with offers,
promotions and sales. These are good and interesting for both
parties, but only in moderation. If you want your clients to
be looking forward to your newsletters, add other kinds of
contents; professional, educational, informative,
recreational, tutorials, etc. Yes, it may include offers,
promotions and discounts, but don’t use it exclusively for
these things.
Of course, there is a catch. Creating interesting contents is
a laborious task and requires a skilled professional. It is
easier and faster to just dump a truck load of offers on your
clients, but do you really think it is a good idea to treat
them like that?
We create newsletters for your company.
We propose contents and assess which is a logical and ideal
frequency for your clients.
We report the impact of your mailing.
We plan the mailing campaigns based on differentiating topics.
Of course, we can do all of this in each and every language of
our translation services.
We will make sure your clients will look forward to receiving
your next news bulletin.
