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In Spain, the concept of newsletter refers to those informative publications or news that a brand sends to its subscribers periodically by email.

One of the main objectives of creating a good newsletter is customer loyalty, for which the most common strategy is email marketing: the contact way between the brand and the users by an email provided by them by filling in a form, through which they will become part of your database.

Structure of a newsletter in Spain

Subject and Sender

On the one hand, for the newsletter to be effective, the subject line must attract the user’s attention so that he/she decides to open the email. It should also be brief (50 characters approx.). It is important that the sender’s name appears in the email, as it generates trust in the user. The sender can be the name and surname, the brand name or both at the same time.

The content should be created according to the objective:

To increase awareness and outreach of our brand by sharing the latest published content, for example by including CTAs.
Lead conversion: offer the user an incentive to subscribe to our newsletter, such as an ebook or manual.
Build loyalty by providing the user with extra content about the brand.
Tips: put the most important content first and take advantage of the postscript.

Aspects to take into account when creating a newsletter in Spain

Layout

Plain text: give priority to text only.
HTML: add more visual elements such as logos, buttons and CTAs.
Rich HTML, where the visual part takes centre stage.
According to HubSpot, users say they prefer HTML design.

Frequency

The sending frequency of our newsletter will depend on the ability to generate content. The best is to follow a fixed strategy. The most common are daily, weekly, monthly, with the publication of a new article or giving the user the possibility to choose the periodicity.

List of subscribers

For best results, from Supermedia Studio we recommend having an updated and segmented list of subscribers to direct our content to the right people, as well as removing from the list users who do not give feedback to our newsletter.

How can a newsletter help your brand?

By creating long-term relationships, i.e. building customer loyalty. As long as they do not change their email address, they will continue to receive the information.
Bringing traffic to the website through links so that the user continues reading.
It helps to disseminate news, products and promotions.
In addition to email data, users may leave you valuable information when they sign up, which you can then use to carry out a segmentation strategy.

Newsletters can help increase the number of conversions, because by informing about promotions or products you are directing users to your website.

11 keys to create an effective newsletter

Define the objective and style of the newsletter, the minimum and maximum content for each.
Try to limit the promotional content to 10%, as 90% of Internet queries are of an informative nature.
Creativity. Both in content and design, to arouse the user’s curiosity every time he/she opens a newsletter.
Keep the design clean and easy to understand.
Make it easy to unsubscribe, if you want to keep a number of users really interested and engaged to what the company offers and not to mark their mail as SPAM. TIP: It is advisable to use bold capital letters, as it speeds up the process so that the user does not have to look for the unsubscribe button in the footer.
Include videos and interactive formats. Video is the most consumed content on the Internet, so emails with “video” or “link to video” in the subject line are more likely to be opened.
Attractive subject line that catches the user’s attention and is concise.
Be different and unique. Let your readers perceive a difference with other related publications from other companies and also from other channels your company may have.
Use content created by third parties, making it a showcase for influencers and creators in your sector with whom you can collaborate and generate new ideas with different voices.
Remember the CTA. When sending a newsletter, the goal is not always a final sale. It can be to increase traffic to your website, registrations on your website or your e-commerce, as well as to get more subscribers to your social networks. That is why it is important to have an effective CTA or call to action, that is, that button with a hyperlink that directs the user to another page where they will perform the action.
Think about mobiles, as it is very likely that your newsletter will be opened from one, so just like the website, it is important that the design of the newsletter is responsive.

Take note of all these tips and you will see your leads increase sooner than you thought. Not yet subscribed to our newsletter? Click here and find out what’s new with us. We are experts in digital marketing on the Costa del Sol.

With the rise of technology, companies are opting for new strategies and methods in order to be more competitive every day. Chatbots for businesses help increase productivity, reducing effort and costs. The use of this technology in your company allows you to create an effective and permanent customer service (24 hours / 7 days). Responding to customer queries has become essential for businesses.

A chatbot is a digital assistant capable of much more than simply answering customer queries. They can make reservations, inquire about the status of an issue, and provide information about your business whenever it’s needed, without any manual effort.

They not only provide information about a product, but also make suggestions based on the user’s previous searches. Helping customers meet their needs means generating a higher conversion rate.

5 benefits chatbots can offer businesses

Customer communication should exist in all areas of any business, including sales, marketing and customer service. If your company is slow to make the interaction seamless, customers will be dissatisfied and that will negatively affect the business.

An alternative to consider when it comes to improving communication is the use of AI (Artificial Intelligence) powered chatbots, as they help the company improve its presence by automating customer communication. It is becoming increasingly common to see companies incorporating chatbots to improve their communication strategy and provide a better customer experience.

In the past, chatbots were a tool without many benefits and with almost no useful functionality (besides being slow and with constant failures), but today they are important and common tools in the business world.

24/7 availability

Customers do not have to wait for the next available operator when interacting with your company through adapted chatbots as part of the communication strategy. They accompany the customer 24 hours a day. When your chatbot is available around the clock, it supports your customers even on weekends. If a question is sent to an employee outside office hours, a message can be sent for customer service to respond by email on the next business day. If this happens during business hours, the live chat could start immediately.

Increase your sales

If you can get the right information and help your potential customers at the right time, you can easily increase your sales. A chatbot advises and assists users by providing the required information or indicating the right offers.

In this way, the company can react instantly to customer queries and respond to them much faster.

Brings your company closer to you

Chatbots can help introduce your company to your customers. In fact, the chatbot is the most immediate first point of contact with your business, compared to email or telephone. Interactions through a chatbot have a great influence on the user experience and are decisive in the way users perceive the interaction.

Gain insight into your customer’s behaviour

Another benefit of chatbots for businesses is the information you can gain about customer behaviour. You can gain valuable insights into your business strategy from the questions customers typically ask, the problems they tend to have, and the most popular products and services mentioned in chats. With this information, it is also possible to optimise your content strategy based on customer interactions. You can analyse what your customers exactly want based on their geographic scope, age, interests…

The most common uses of chatbots in marketing

Marketing: lead generation, product consulting, increasing interaction, data collection.

Customer service: answering frequently asked questions and support.

Sales: Lead qualification. Support throughout the sales funnel.

HR: Support in staff development and on-boarding.

IT service helpdesk: support for internal and external service desk applications.
service desk applications.

Did you know all the benefits that a chatbot can bring to your company? If you want to keep discovering all its uses, don’t hesitate to follow our blog and contact our digital marketing experts at Supermedia Studio.

What is a newsletter? Tips for creating an effective newsletter in Spain