Understanding The Purpose of Newsletters
How important is a newsletter for your business?
When we think of marketing today, most people jump to social media as their prime focus for marketing efforts. But, when we look closer at the role social media plays in the growth of our business, it almost always pales in comparison to the power of a newsletter.
A newsletter, aka mailing list or email marketing campaign, is a way for your business to connect directly with your customers - both current and potential. It offers you a way to communicate updates, exclusive offers, and more where the chances of them actually seeing your email, opening it, and taking action are far more likely than with a social media post.
In this blog, I’ll share the purpose of newsletters, whether they are right for every business, and the optimal frequency for sending them out. Plus, I’ll break down the benefits of using Squarespace email marketing for your newsletter.
Do You Need a Newsletter?
At their core, newsletters offer a unique opportunity to share valuable content, updates, and promotions directly to the inboxes of your subscribers. This direct line of communication helps you build and nurture relationships with your audience.
One of the primary purposes of newsletters is to keep your audience informed. They can be a helpful way to communicate when:
Releasing a new product
Launching a course or membership
Sharing industry insights
Providing exclusive discounts
Newsletters give you the power to deliver relevant and timely information directly to your subscribers. This not only keeps your brand top-of-mind but also positions you as an authority in your field.
When backed by a strong holistic brand strategy, email marketing campaigns can deliver a far more stable return on investment (ROI) in comparison to social media campaigns. However, using social media as a means to connect with new customers, then invite them to subscribe to your newsletter is a great way to leverage the best of both worlds.
Just because you have a business, should you have a newsletter?
Are Newsletters Right for Every Business?
As a Squarespace expert, I work with my clients to assess their brand and marketing strategy as a part of the initial design process. This allows us to make the best decisions for their goals when it comes to integrating additional Squarespace features like email marketing.
For businesses in dynamic industries with frequent updates, such as e-commerce or technology, newsletters are nearly indispensable.
Yet, even for more static industries, newsletters can still be effective when crafted with creativity and purpose. For instance, a law firm can use newsletters to share legal insights, updates on relevant cases, and establish thought leadership and keep their firm top-of-mind for their clients.
How Often Should You Send Out a Newsletter?
The frequency of your newsletter distribution is a critical factor that can impact its effectiveness. Striking the right balance is key.
Too frequent, and you risk overwhelming your subscribers; too infrequent, and you risk fading into obscurity. I often recommend a consistent schedule that aligns with your content production capabilities and your audience's expectations.
Whatever you do, don’t send mass emails just using Gmail. Promise me you won’t do this.
For many businesses, a monthly newsletter strikes the right balance between staying in touch and avoiding inbox fatigue. However, depending on your industry and the nature of your content, you might find a bi-weekly or quarterly schedule more suitable.
The key is to maintain regularity and provide value with each communication, reinforcing the trust and engagement of your subscribers.
Squarespace Email Marketing: A Seamless Solution for Newsletters
Now, let's talk about the technical side of newsletters. If you have a Squarespace website, using Squarespace email marketing is a natural choice. The platform's integration capabilities and user-friendly interface makes it an excellent solution for managing and sending out newsletters.
With its intuitive design and improved customization options, Squarespace 7.1 empowers businesses to create visually stunning newsletters that align seamlessly with their brand identity.
The synergy between your website and newsletter platform is crucial for a cohesive online presence. Squarespace simplifies this process by allowing you to build your mailing list directly on your website. They offer affordable plans to manage your newsletter and elevated options so it can grow with you as you build your list.
Visitors can easily subscribe, and their information seamlessly integrates with Squarespace's email marketing tools, streamlining the process and ensuring that your communication channels work seamlessly together.
Building Your Mailing List: A Crucial Step in Newsletter Success
Your newsletter is only as effective as the audience it reaches. Squarespace provides user-friendly tools that make it easy to capture leads and grow your subscriber base.
Implementing strategically-placed subscription forms on your Squarespace website, offering exclusive incentives for subscribers, and optimizing your content for shareability are all effective ways to build and expand your mailing list. Social media can also be a channel to leverage in order to gather new subscribers.
Unlock the Potential of Newsletters with Squarespace
By leveraging the smooth integration of Squarespace email marketing and crafting compelling content to engage your subscribers, you can discover the full potential of your mailing list. Whether you're a budding entrepreneur or an established business, an engaging newsletter delivered consistently can be the catalyst for a more loyal audience.
Your Designer
Hi friends! I'm Justin Mabee, a veteran Squarespace website designer with over 12 years of experience building websites. As a top-rated Squarespace web designer, I build rich, interactive sites that don’t look like anyone else’s out there – and they’re intuitive enough for you to pick up and run with after we publish. Need help figuring out your options for a newsletter? Let’s grab some live support time.
