Know when to use email marketing or newsletters in your digital strategy

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Individual connected with cell phone and notebook while receiving several emails
Digital marketing offers different formats for companies to explore when it comes to impacting, capturing and convincing their customers. Among the more dense and less instantaneous content we can mention e-mail marketing and newsletters , for example.

The two look similar in terms of language and layout, but they actually serve different purposes . And so the questions arise: what are these purposes? Which format is better? When should you use them? Let's find out below!

When to use email marketing?
If the information you want to disseminate is timely, then this is the best format. Email marketing cayman islands whatsapp number database not have a set frequency or a standard to be followed. Its objective is generally to promote the subject discussed at the time of sending .

Because it is a long format, it allows you to include more dense information, but with the intention of promoting it only while it is happening. And whether or not it will be used by the customers who receive it.

In other words, if your company has made any changes that need to be communicated to your customers, if you are offering a new product or service, or if you have decided to launch an unmissable and limited promotion, this is your means of contact.

When to use the newsletter?
The newsletter, in turn, needs a defined frequency and is intended to inform your customers constantly, without expecting a sale in return. The focus here is on close relationships and engagement with your audience .

Sent weekly, biweekly or monthly, newsletters bring your customers relevant news about your area of ​​expertise and updates on products and/or services on the market. The information is for your knowledge and adds some kind of value to the reader.

Therefore, it is ideal that it always brings new content from your blog. In addition to helping to increase the visibility of your website, it also contributes to increasing your credibility on the subject.

Here’s a tip ! Put a registration area on your website for those who want to receive a newsletter about the topics you cover. This way, you can also capture new leads in the process!

See also : 5 practical digital marketing tips for healthcare providers

Newsletter or email marketing: which format to choose?
When considering newsletter versus email marketing, the choice depends on the specific strategy of each situation. So, let’s analyze the pros and cons of each format:

Newsletter
Positive points
Audience engagement : allows for a broader approach, sharing not only promotions but also relevant and informative content;
Branding and rich content : provides space for stories, articles, updates, keeping readers engaged and establishing brand identity;
Frequency and expectations : can create a regular expectation among subscribers, generating anticipation for new content.
Negative points
Less focus on direct sales : may not generate immediate sales, as the content is more informative than promotional;
Creation time : It takes time to develop relevant and interesting content.
Email marketing
Positive points
Focus on conversions and sales : it is highly effective in promoting products/services and can lead to direct conversions;
Personalization and segmentation : allows you to segment audiences more precisely and personalize messages according to user behavior;
Tracking Metrics : Provides detailed metrics to track campaign performance.
Negative points
Risk of being perceived as spam : If not executed well, it can result in low open rates or even be marked as spam by recipients;
Overly sales-focused : This can drive away subscribers if the content is overly promotional and doesn’t offer added value.
In any case, statistics point to the positive aspects of using email to communicate with customers . According to The Bottom Line , 60% of consumers prefer to receive emails from brands, while 46% prefer to connect via social media profiles or direct messages. And according to a Hubspot survey , 77% of companies have seen an increase in customer engagement via email during the pandemic. In other words, the use of email is far from becoming obsolete.

Check out : How to increase brand recognition for your healthcare company

5 best practice tips for using email marketing and newsletters
Following these practices can help ensure your emails are more effective, thereby improving engagement and relationships with your recipients.