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Christian Strauch
Managing Director & Co-Founder
Managing Director & Co-Founder
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Marketing newsletters are an extremely effective way of staying in touch with your target group, tapping into new sales potential and ensuring your company's success in the long term. The process of creating and sending your own newsletters may seem complex at first glance. But in this article, we will show you in four clear steps how you can do this easily, efficiently and in compliance with data protection laws. Whether you run a small or medium-sized business, are founding a start-up or work in the marketing department of a large company, this guide will help you create high-quality newsletters and reach your target audience with effective marketing.
Step 1: Define target group and purpose of the newsletter
Before you dive into designing and sending your newsletter, it's crucial that you define clear goals and keep a close eye on your target audience. Only when you know the purpose of your newsletter and who you want to address with it can you devise an effective and targeted marketing campaign.
What goal should the newsletter fulfill?
The first question you should ask yourself is about the overall goal of your newsletter. Do you want to inform your customers about new products and offers? Do you want to deepen existing customer relationships? Are you striving to acquire new customers? Or perhaps you want to demonstrate your expertise in a particular industry or on a specific topic?
Clearly defining your goal will help you target the content and message of your newsletter. It also allows you to measure the success of your campaign later and check whether your goals have been achieved.
Which target group should be addressed?
After you've defined your goal, it's critical to pinpoint your target audience. Who are your potential readers? What age groups, interests, and needs do they have? The more precisely you know your target group, the better you can tailor your newsletter to their wishes and expectations.
Remember that different target groups may also have different needs. It may therefore make sense to create different newsletters for different segments of your target group to enable an even more targeted approach.
Step 2: Write newsletter
Once you have defined your target audience and your goal, you can proceed to step 2: Choosing the right content for your newsletter. From our many years of experience in the marketing field, we have summarized the most important tips and advice for creating newsletter content. As always, if you have any questions, please feel free to contact us!
Tips and hints for creating newsletters:
Salutation
A personal salutation that includes the recipient's name can strengthen reader loyalty. You should definitely use a newsletter tool that can implement personalized salutations automatically.
Content
Make the content of your newsletter compact and understandable. Structure it clearly and add informative links or call-to-action elements at relevant points. Make sure the writing style of the newsletter matches the tone of your brand. If you're unsure which topics will resonate well with your readers, you can send different versions and evaluate the clicks. Most newsletter tools offer extensive analytics for A/B testing. And: Keep it simple - avoid overload and pay attention to clarity.
Images
Use images in your newsletter to make it appealing. For WhatsApp newsletters, don't send more than one image. Be sure to clear image rights and use royalty-free images when necessary.
Offer your customers added value
Since your newsletter campaign aims to build a personal relationship with your customers, you should make sure that you also offer them added value that they can experience. You should also consider common communication on your chosen medium: WhatsApp newsletters are not the right medium to promote the latest special offer every week. Rather, remind your customers of service appointments that they would otherwise forget, or use your WhatsApp newsletter to send birthday greetings and include a personalized discount voucher. If your customers don't get any added value from your newsletter, they'll unsubscribe within a few weeks.
Ensure the right frequency
Just as important as the quality of the content is the frequency with which you send out your newsletter. No customer wants to be "bombarded" by deals on WhatsApp or via email. However, occasional tips and messages with added value are a welcome guest in the inbox. We recommend a 14 day rhythm to start with.
Especially with WhatsApp newsletters: Create a feeling of exclusivity
As a personal communication medium to your customers, WhatsApp is particularly well suited to create an exclusive shopping experience. For example, use your WhatsApp campaign to give your customers a behind-the-scenes look at the company. To increase the number of users of your WhatsApp newsletter, it also makes sense to present all new products or announcements there first before publishing them in other advertising media. Recipients of e-mail newsletters do not have the feeling of belonging to an exclusive circle anyway, due to the mass mailing of newsletters via this platform.
Content placement
Place your most important content at the top or above the first section of the screen, as your readers have limited attention.
Call to Action
Use effective calls to action (CTAs) to generate sales or website traffic. Link directly to the promoted product or service in the newsletter. This works for both email and WhatsApp newsletters.
MarketingAutomation
Use marketing automation to send targeted emails based on your subscribers' behavior. For example, when an item is forgotten in the shopping cart, when services are recurring, or when items purchased from you are due for maintenance.
Appealing design
Make sure that click elements stand out clearly from other content. Choose appropriate colors that match your brand and, depending on your target audience, use some emojis as well.
Avoid display errors
Check your newsletters for display problems and use templates if necessary.
Choosing the right platform
Using email newsletters as usual, taking advantage of the WhatsApp newsletter, or going the classic route by mail? In the next chapter we will go into the choice of the right newsletter platform.
Step 3: Collect opt-in from recipients
Regardless of the choice of newsletter channel (WhatsApp, email, mail...), the rule is that an opt-in must be obtained from the recipients in advance. Sending advertising or storing personal data without the consent of subscribers or by opting out has not been permitted in the EU for some time. Unlike opt-out, where the data subject must actively object to the storage of data or receipt of advertising, opt-in requires the recipient to actively consent. The conditions for consent are regulated in Art. 7 GDPR .
There are many ways to collect the opt-in: either pop-up on the website, via form to fill out, as a link on social media or as an invitation in the order confirmation sent by mail. With a little creativity and attractive incentives, such as discount on the first purchase after subscribing to the newsletter, you can quickly build a large number of loyal newsletter recipients. Mateo will be happy to support you.
Step 4: Send newsletter - Choose the right channel
After you've created your newsletter and collected the opt-in from your recipients, it's time to send it out. Choosing the right mailing channel is crucial in this process. Different channels offer different advantages and disadvantages, and it's important to choose the channel that best fits your goals and target audience.
Email Newsletter:
Advantages:
- Email is a widely used and cost-effective delivery channel.
- You can perform detailed analytics to measure the success of your newsletter.
- Email newsletters can contain as much text as you want and, as long as the maximum file size is not exceeded, some images as well
Disadvantages:
- Emails can quickly end up in the spam folder, especially if they are not formatted correctly or are not clearly laid out
- The competition for email newsletters is high. It is very difficult to get the attention of the recipients.
- Open rates and response rates are very low. Only extremely few recipients can be converted to customers.
Newsletter by mail:
Advantages:
- Newsletters by mail are physical and tangible, which can increase awareness.
- There is no spam filter at Post.
- You can target local audiences specifically.
- Older people in particular are easy to contact by mail.
Disadvantages:
- Shipping by mail is extremely more expensive and requires a lot of time and human resources.
- Newsletters by mail can seem intrusive, especially to the younger generation.
- Mailing and printing the content consumes natural resources.
- The poor environmental footprint could negatively influence your customers' purchasing decisions.
- There is little opportunity to track and analyze success.
WhatsApp Newsletter:
Advantages:
- WhatsApp messages have very high open and reply rates and are read quickly.
- The personal user atmosphere on WhatsApp increases customer loyalty and influences consumers' emotional buying decisions in your favor.
- The high conversion rate leads to significantly increased sales revenues.
- Hardly any competition: So far, only a few companies advertise on WhatsApp. Your newsletter will get the attention it deserves between personal messages from friends and family members.
- Automated responses and message templates facilitate communication.
- Direct contact and interaction: You can contact recipients directly and respond to queries or concerns in real time.
- Broad user base: Over 60 million users in Germany alone.
- No spam folder: WhatsApp newsletter reliably reaches recipients
- Personalized communication: WhatsApp enables personalized communication with text modules such as[recipient's first name].
Disadvantages:
- Sending WhatsApp newsletters is chargeable and must be done via the WhatsApp Business API. With Mateo you get access to WhatsApp Newsletter Marketing.
- WhatsApp trading policy must be followed. For example, newsletters related to alcohol, tobacco products, medicines and weapons are not allowed
The choice of mailing channel depends on several factors, including your target audience, budget, and marketing goals. Depending on your choice of delivery channel, you should choose an appropriate newsletter tool.
Create newsletter with WhatsApp newsletter tool from Mateo
Mateo offers a professional WhatsApp marketing tool for your business and a comprehensive service in WhatsApp marketing. The service portfolio ranges from setting up the WhatsApp API, individual tips for collecting opt-ins, maintaining customer data and creating newsletters for your target group to in-depth analyses. We offer a service customized to your business and a professional WhatsApp marketing tool for your business. This can effectively increase sales, increase customer loyalty and make customer communication highly efficient.
Mateo's software also offers customizable message templates that can be used to create WhatsApp newsletters with just a few clicks. Mateo's central inbox, where customer requests from different communication channels can be bundled centrally and processed efficiently, makes it very easy to optimize customer communication with all messengers to the maximum. Furthermore, the integration of numerous other tools into our software solution reduces your workload in customer service. With Mateo, communication and marketing can be 100% DSGVO compliant.
Just schedule a free consultation to get all the details. With Mateo and the WhatsApp newsletter, your company starts into the new marketing age.
With our software, it's up to you whether you want to handle your WhatsApp newsletter marketing predominantly yourself or benefit from our comprehensive service package. We start by defining the target image and analyze both the customer base and the quality of your customer data. We then prepare the marketing calendar and jointly define a content strategy including target groups. We take care of importing your data, creating smart segments and help to obtain opt-in from your existing customers. We also schedule regular appointments on a weekly, monthly and quarterly level, in which your WhatsApp marketing campaign is continuously optimized and planned through. Furthermore, we not only take care of sending the right campaign to the right audience at the right time, but we also perform in-depth analysis of the marketing success so that we can send you a monthly report with KPIs such as sendout and opening rate. So, depending on the client's needs, Mateo offers a fully comprehensive WhatsApp marketing service, which is customized. In this respect, you can use your human resources in other areas and benefit from our know-how.
Revolutionize your customer communication with Mateo!
At Mateo, we are your messaging experts when it comes to customer communication and the right marketing. Hundreds of companies already use Mateo and are enthusiastic about it. Our customers particularly appreciate the following advantages of Mateo:
Central user interface
In addition to WhatsApp Business API, Mateo bundles many other communication channels such as email, Instagram, SMS or Facebook Messenger in a central inbox. On the intuitive and clear user interface, you will find various helpful tools for particularly efficient customer communication. A web widget with the messaging channels you support is available for your customers for particularly easy contact.
Custom Message Templates
Thanks to various message templates that can be created individually, the amount of paperwork is minimized and the efficiency of customer communication is increased. This means that personnel resources in the service area can be used elsewhere.
Newsletter
With Mateo's WhatsApp API solution, newsletters can be sent in a DSGVO-compliant manner. Due to the first-class open rate of 98% for WhatsApp messages, marketing can thus be done much better than via email or other channels.
More positive Google reviews
With Mateo, you create an outstanding customer experience. Mateo can automatically request online reviews from your customers. The more reviews you have, the better you will be found on Google, for example. Reviews also create trust in your company.
Privacy
Mateo's messaging tool is compatible with all German and European legally binding data protection requirements. If the law changes, the software will be revised accordingly. For absolutely secure customer communication, all messages are encrypted end-to-end. You can read all the info about the DSGVO when using WhatsApp in our article"WhatsApp Business and DSGVO". This will help you avoid the warnings, severe penalties and expensive legal costs that often occur in the event of non-compliance with the DSGVO (= use of the standard WhatsApp Business app).
Scalability for all company sizes
The scalability of the messaging tool has been confirmed by the large number of companies already using Mateo with high satisfaction. Whether customers have just a few employees or many hundreds, the software works smoothly and, depending on the package, with an unlimited number of end devices, users and phone numbers. The fact that Mateo significantly reduces the workload in the customer service area opens up new growth opportunities for many companies.
Low cost provider for WhatsApp Business API
With an entry-level price of just 79 euros per month, Mateo is a cost-effective provider of WhatsApp Business API solutions on the German market. Combined with the integration of additional communication channels and various helpful tools, Mateo offers excellent value for money. Mateo's personal customer support assists companies with every step of the integration, ensuring very low barriers to entry.
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