4 Types of Email Newsletters for Brand Marketing
An email newsletter can be an excellent way to market your brand creatively and to reach customers directly with new information or relevant company updates. Newsletters are a proven way to deepen audience engagement, enhance brand advocacy, and improve sales. But how do you know which type of email newsletter is best for your brand marketing needs and goals? Read on for four examples of the primary types of email newsletters and how their purposes can benefit your business.
If you are announcing a special event or a massive sale, let your customers know by sending a “one-off” email, specifically advertising this occasion. These emails can be sent outside of your regularly scheduled newsletter blasts, and are shorter and more efficient than regular emails. They are designed to be stimulating and engaging, so readers will know immediately why they are receiving the email and take action. The goals of one-off email newsletters often include:
- Encouraging recipients to register for an event
- Spurring interaction with you on social media
- Inspiring recipients buy from a sale or download an asset
News Blast Email
If your company just accomplished something significant, you may want to send a news blast email. If you have won an award, launched a new product, or are hosting a special event, send a press release and then send a new blast email to make stakeholders, fans, and followers aware of your recent success. This can help boost your click-through and open rates, drive traffic to your website, and increase social media interactions.
However, be selective about when you send these emails. If you inundate subscribers with too many emails, they may quickly be inspired to unsubscribe.
Subscription Email Newsletter
If your company has a consistent stream of activity or content every month, you may consider a subscription newsletter. This sends regular updates to your followers on recent events in the company. These email newsletters should invite subscribers to click through and “read more” about each update you list in the email. A regular subscription email newsletter will help maintain a customer base that is engaged with your brand and feels a personal connection to your company.
If you have an excellent company blog that is frequently posting new content, digest emails can help inform recipients of the latest and greatest must-read pieces you have published in an easy and manageable way. If you like, you can also include relevant content you have found from other sources on the web. These kinds of email newsletters set your company up as a trusted source of knowledge while also driving traffic to your website by curating the best content for your audience.
Depending on how you want to interact with your followers and fans, and what aspects of your brand you want to focus on, any of these four email newsletters can be a great addition to your online marketing plan.
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