Which plugin should I use to create a WordPress newsletter?
The WordPress newsletter is popular, and for good reason: WordPress is the leader in blogging and offers numerous extensions (plugins), including the ability to manage and automate your newsletter mailings. Need a step-by-step guide to emailing? Let's get started!
Using WordPress to communicate
Keep a blog
To be visible, both to your network and in terms of search engine optimisation, your company needs to communicate. The best way to do this, for most activities, is with a blog. This is where you publish regular articles about your business and your sector.
Newsletter support
Feeding your blog is all very well. But it's a shame not to produce a newsletter. Some people even think it's missing the point. Your network may have missed out on some of the content published recently: the newsletter is an opportunity to give them a summary.
WordPress as a tool
WordPress is the most widely used blogging tool. Free to use, it is the most advanced CMS (Content Management System) in the field. So it's not uncommon to associate a WordPress blog with it, even when you have a Prestashop site for e-commerce, for example.
Opening a WordPress blog
WordPress is easy to use. It offers a wealth of layout options, without the need to delve into the code or have any technical knowledge. There are two versions of WordPress:
- WordPress.com: which allows you to host your site on WordPress servers.
- WordPress.org: which involves hosting your site yourself or with a hosting company.
WordPress Plugin
The self-hosted version of WordPress is recommended for professional use. You have greater control over the storage of your data. In addition, it gives you access to a library of extensions (plugins), which, on WordPress.com, are only available if you opt for premium.
How do I make good newsletters?
What is a good newsletter?
A successful newsletter is :
- relevant content: writing about subjects that interest your readers ;
- a good design: the visual aspect plays a big part: layout, fonts, colours, the overall look must be well thought out;
- an appropriate frequency: when do you send out newsletters? If the answer is "when I have the time", there's still time to change... A crucial point in sending newsletters is regularity.
Making your newsletters
It's hard to apply these three rules to your newsletters... Unless you have the right tool. There are many emailing software packages available, offering both attractive templates and advanced settings to automate your mailings.
Centralising your communications
You can manage your newsletters from a separate, stand-alone tool. However, insofar as the newsletter is a medium directly linked to the published content of your blog, it is more practical, and even wiser, to manage everything in the same place.
Install a WordPress newsletter plugin
This is why various mailing tools offer an extension that is compatible with your WordPress site. They are available on the dashboard. Simply click on : Extensions, then Add, then search for and install the plugin of your choice.
Emailing plugins
Among the mailing software available as a WordPress newsletter extension, the best known is Mailchimp. However, it is only available in English, which may put some people off. Mailpoet (formerly Wysija) has also been a great success. It's free up to 2,000 recipients. And it is available in French. There are also Sarbacane and Aweber.
Features of emailing plugins
Contact management
With an emailing tool, managing your communications can go further than just sending out newsletters. For your mailing lists, it's a real plus. Internet users can subscribe to your newsletter directly on the site. For your part, the mailing list is automatically updated on an ongoing basis.
Automated mailings
With the autoresponder function in email marketing tools, you can write response emails, which are then automatically sent out at the rate you choose. So you can decide that a new subscriber should receive a welcome email straight away, or in two days' time, or send them specific content in a week's time, and so on.
Registration pop-ups
When you open a site, or after a few minutes browsing, a pop-up window often appears. You can also use this function if you have a mailing tool installed on your site. You can use it to highlight content or to invite your readers to subscribe to your mailing list.
The subscription confirmation procedure
Specialised tools also provide the option of sending your new contacts a subscription confirmation to validate the process. This is a good way for you to qualify your contact base, while being sure that all the emails collected are valid.
Reporting
Action means results. Taking action is good. Acting with full knowledge of the facts is even better. That's why it's vital to evaluate the success of your communication campaigns.
What is the subscription curve? The number of unsubscribes? Open rates? Clicks? Bounces? These are all indicators that e-marketing software can help you analyse in detail, with a view to continually optimising your approach.
WordPress, a fantastic blogging tool, offers a range of extensions dedicated to creating, distributing and optimising your newsletters. Combined with your website, these are powerful levers for orchestrating the various stages of your customer relations.
Article translated from French