Definition
💡 A newsletter is an email regularly sent to provide information or updates about a product or service. It typically covers content such as news, articles, tips, events, promotions, and other relevant information related to the newsletter's topic.
Newsletters are only received by subscribers—people who signed up to receive them. They're typically used to build relationships with the audience, promote products or services, and keep subscribers engaged with the latest updates and developments.
Example
Organic skincare company Naturelle ABC sends its subscribers and customers a weekly newsletter. The emails contain helpful guides and information about the benefits of using natural ingredients in skincare and tips for maintaining healthy skin. They also send regular updates on new product releases and promotions and upcoming events or workshops on sustainable living and wellness.
How do email newsletters work?
- Offering a free downloadable or lead magnet: Companies or individuals capture emails through a free webinar or a free guide that's of value to their target audience. People must leave their email addresses to register for the free event or access the free guide. They must also confirm they want to subscribe to the newsletter as part of most countries' data privacy compliance guidelines, e.g., GDPR.
- Creating the newsletter content: The company or individual will develop newsletter emails that are sent regularly — weekly, biweekly, monthly, etc. These messages might involve newsletter copy/articles, creating visuals, designing the layout, and setting up automation with their email platform.
- Designing the email template: A visually appealing and user-friendly template is created for the newsletter using HTML or a drag-and-drop email editor—usually templates available on their platform.
- Sending the newsletter: The newsletter is sent to all subscribed recipients regularly.
- Tracking performance: Metrics such as open rates, click-through rates, and unsubscribes are monitored to measure success.
Why are email newsletters still popular in marketing?
Despite the popularity of social media and other digital marketing channels, email newsletters remain a popular tool for businesses to reach and engage with their audience. Here's why:
- Direct communication: Newsletter emails are sent directly to subscribers' inboxes and can be customized to address specific interests or demographics. This makes newsletters more relevant, personalized, and tailored to the target audience than any other marketing channel.
- Building relationships: Newsletters' one-on-one nature can help businesses stay in touch and build long-term relationships with their audience. Individuals and organizations can communicate and provide value in their own tone and style, building customer loyalty, engagement, and even repeat business over time.
- Cost-effective: Compared to traditional marketing and paid social content, sending newsletter emails is a relatively low-cost yet effective channel for reaching a large audience. You can even use free platforms, especially with a smaller email list.
- Analytics tracking: Newsletter platforms offer detailed analytics that allows businesses to track the performance of their emails and make improvements based on data.
Industry standards and benchmarks for newsletters
While there are no set rules for how often a newsletter should be sent or what content it should include, some industry standards and benchmarks can help you set your newsletter for success. These include:
- Consistency: To keep subscribers engaged and interested, newsletters should be sent out regularly (e.g., weekly, bi-weekly).
- Relevant content: The content should align with the target audience's interests and provide value to them.
- Engaging subject line: A catchy subject line is essential to encourage recipients to open the email and read its contents.
- Mobile-friendly design: Since most emails are opened on mobile devices, newsletters must be optimized for easy smartphone viewing and navigation.
- Personalization: Including personalized elements such as the recipient's name or interests can make the newsletter feel more tailored and increase engagement.
- Call-to-action: A clear call to action should be included to encourage subscribers to take a specific action (e.g., visit a website, make a purchase).
