Newsletter as a product

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In this article, I will start talking about the newsletter as a product. It is an expensive, effective and long-lasting tool for customer retention. I launched four such newsletters, monetized two of them, and I want you to do the same.

What is a product newsletter?
Imagine that you sell products for radio amateurs. You have three categories of buyers: young, experienced and those who are just looking for a gift.

For experienced people, you have made a good selection and convenient search. For those looking for a gift - gift sets. And how to attract young people? My suggestion is to help them understand radio electronics and sell them the necessary goods along the way.

Question: How can we help them figure it out?

You can write 20 articles for a blog. They will sit there, people will come to them from search engines, and with some conversion they will turn into customers who can be made regular.

You can create a YouTube channel and turn 50 articles into 20 videos. The effect will be the same. Only if you do it well, it will cost more. This is also a good way, it will also bring people, but the funnel in both cases will be like this:

The bad thing about this funnel is that we lose a huge share of interested people simply bosnia and herzegovina whatsapp data because we don’t hook them in any way. A person looked, liked everything, and left.

This is where the newsletter comes in handy.

Let's take the same 20 articles and 20 videos and package them into a free course on the basics of radio electronics. The mechanics are simple:

A person comes to the site with the problem “I want to get into electronics, but I don’t know how and I don’t know how to start.
You offer him a ready-made solution: a step-by-step explanation of the basics, ready-made projects and everything he needs to do something on his own.
To get this solution, you need to subscribe to the free newsletter. The person subscribes.
You send him the promised material with some frequency. If appropriate, you sell your goods in parallel.
A person contacts you for 3-5-12 weeks, gets used to you, and then comes to you for regular purchases.
This mailing is the product mailing.

A product newsletter is an informational or educational newsletter that in itself solves a problem for a potential buyer.
Imagine that a product mailing is a sign of goodwill towards a potential buyer. You give him a solution to his problems in exchange for friendship and goodwill towards you. He has a problem - you sincerely solve it - become friends.

Why mailing list?
In essence, a product newsletter is the same content marketing, only packaged in the format of a regular newsletter.

Question: why package it like that? There are wonderful blogs, forums, wikis and social networks where you can do the same thing.

Answer: because it is the mailing that gives you access to the client's personal space - to his mailbox. With the mailing, you do not wait for the client to come to you. You come to the client yourself.

Think back to the traditional content marketing funnel:



It's great that we've learned how to attract people with content. But we lose most of our people after they've used our content. We need to retain them.

The newsletter is a retention tool. Here's what a newsletter funnel looks like:



Since the newsletter is free, it is easy for people to subscribe to it. They subscribe, give us their address, and now it is not they who come to us, but we who come to them. They read us with interest, and we are much more likely to make them our clients.