Dedicated Email vs Newsletter
March 29, 2021
Content in an organization is vital. The usage of dedicated email and newsletter maintains a flow of relevant communication between clients and businesses.
An effective email marketing strategy combines both dedicated email and newsletter. Dedicated email focuses on promoting a single product and a call to action. However, the newsletter is all about communications. The whole email highlights various products to inform the clients of new product launches and incentives.
The use of dedicated emails and newsletters has become prevalent since the COVID-19 landed. Organizations are now enriching clients with great content. Dedicated mails intend to send promotional information to email subscribers.
It entirely focuses on one promotion or rather a call to action, while the newsletter provides informational content regarding any promotional announcements, launching new products, incentives, or free trials.
Both ways of communication are meant to drive sales messages that will increase revenues. Therefore, when crafting the content, you should make it precise and not fluffy. Ensure it's appealing and use descriptive words that will push the subscriber to click it. The aim is to provide content that will give answers to your client's pain -points.
There are various types of emails. But today, we focus on dedicated emails. They are also called stand-alone emails. As mentioned earlier, they provide relevant information about one offer about a given product. For example, it is a great tool to notify clients of a new product that has been launched and include a call to action to drive sales.
This tool will only be a success if you create a custom email and then send your publisher's list of subscribers, as a way of borrowing authority. However, each mail is wholly entitled to a single advertiser, which helps reach a particular target audience—a great way to leverage a site subscriber base. In the mail, include numerous links connected to a landing page and a direct call to action.
Advantages of Dedicated Emails
This tool will remain in your digital space for quite some time. Their longevity allows clients to re-read and share them with families and friends. You can purchase dedicated mails on a per-send or flat rate basis.
Unlike newsletter, stand-alone will offer promotional context that introduces a call-to-action button to drive sales on that single offer.
Easy to create
You only require an email template to craft your message in there. This makes it easier to build your dedicated sends than newsletters that need graphical elements to build it.
Easy to track
You can easily measure dedicated sends. After promotions, a single message, and a call to action, tracking the progress will be straightforward. You'll be able to check on conversion rates, click-through rates, and individual lead generations.
Most markets will prefer this tool since it gives a unique opportunity to target a relevant demographic. Most people tend to engage more with dedicated emails than newsletters.
The publishers who provide this kind of mails make more revenue. This is so because the format that they use tends to be unique, and their target audiences are very valuable. The cost of renting out an email list attracts more revenue too.
You might be a very established brand; however, it is necessary to use the publisher's details to create brand awareness to a particular audience. Besides, increasing the chances of a client opening your mail, you get to borrow authority from an already trustworthy publisher.
Disadvantages of dedicated sends
Despite the revenue opportunities that come with these sends, there are drawbacks too.
Some mail platforms suspend email accounts that receive a considerable number of complaints related to spam.
The email schedule isn't transparent. Therefore, it lacks inconsistency. Most marketers will only use dedicated email in case of a new offer, which may be sporadic. Even though you try and maintain a given schedule, your recipient might not know since there is no connection or relationship between the emails.
These tools aim at promoting a single product. You can not add diverse content and calls to action that might be imperative to the business.
It’s a primary tool used by businesses as a marketing strategy. If correctly used, a newsletter can generate great results. It is used to deliver organizational information or content to clients via emails.
Advantages of Newsletters
Newsletters aim at providing informational content to email subscribers. This tool enables marketers to build habitual interactions with clients; through this, they recognize the brand with a positive attitude.
Leverage existing content
Unlike dedicated send that is limited to one content, a newsletter can summarize the most essential blog content and share them with clients. They will use the links to the best blogs and attach them to the newsletters.
Use of diverse content
Disadvantages of newsletters
A newsletter is also defined by some cons that include:
Lack of call to action
A dedicated send will have the main call to action, but a newsletter will not have one. This is so because a newsletter might include tidbits of different content types that will dilute the main call to action.
As compared to dedicated sends that are easy and simple to create, a newsletter uses complicated graphics to build one. Its design has an uphill task to work on.
For instance, you have to take time making tough decisions on where to place texts, alignment, images, and prioritization of news. Even if you're an established brand, it can help use a publisher's name to get awareness with a particular audience.
For an ideal marketing strategy, every business will require a mix of dedicated emails and newsletters, whether the company decides to use a more explicit sales-driven content or a content-driven newsletter complement each other.
About THE AUTHOR
After working for multiple digital advertising agencies and managing hundreds of client accounts, spending millions of dollars via Google Ads, Facebook Ads, Native Ads and Direct Media Buying, I took things out on my own and started SparrowBoost. Now, my tight-knit team and I continue to get smarter and more efficient at running our own campaigns and we share our knowledge with you.Learn more about SparrowBoost