Email newsletter
Every email term you need to master email marketing and email deliverability, explained clearly and simply.
Email Marketing
Definition
An email newsletter is a recurring email sent to subscribers containing curated content, company updates, industry news, or promotional offers. Unlike one-time promotional emails, newsletters follow a consistent schedule (weekly, bi-weekly, or monthly) and aim to provide ongoing value to keep subscribers engaged with your brand.
Common Use Cases
Share weekly industry news and curated content with subscribers
Announce new product launches, features, or company updates
Deliver educational content like tips, tutorials, and how-to guides
Promote upcoming events, webinars, or sales
Showcase customer success stories and case studies
Provide exclusive offers or early access to loyal subscribers
Re-engage dormant customers with win-back content
Build thought leadership by sharing original insights and analysis
Why Email Newsletters Matter
Email newsletters maintain direct communication with your audience without relying on social media algorithms. They deliver an average ROI of $36-$42 per dollar spent and keep your brand top-of-mind between purchases. Newsletters build trust through consistent value delivery, nurture leads through the sales funnel, and create opportunities for re-engagement with inactive subscribers. Companies with active newsletter programs see 80% higher customer retention rates.
How Email Newsletters Work
Email newsletters are distributed through email service providers (ESPs) that manage subscriber lists, design templates, and track engagement metrics. Subscribers typically opt in through signup forms on websites, during checkout, or through lead magnets. The ESP handles delivery, ensures compliance with anti-spam laws, and provides analytics on open rates, clicks, and unsubscribes. Most newsletters use HTML formatting with responsive designs that adapt to mobile devices.
Best Practices
Maintain a consistent sending schedule so subscribers know when to expect your emails
Verify email addresses before adding them to your list to reduce bounces
Segment your audience to deliver more relevant content to different groups
Write compelling subject lines that accurately reflect the content inside
Keep content scannable with clear headings, short paragraphs, and bullet points
Include a clear call-to-action in every newsletter
Optimize for mobile since over 60% of emails are opened on mobile devices
Monitor engagement metrics and remove inactive subscribers to maintain list health
Frequently Asked Questions
How often should I send a newsletter?
Most successful newsletters are sent weekly or bi-weekly. The key is consistency rather than frequency. Choose a schedule you can maintain long-term and that provides enough time to create valuable content. Test different frequencies and monitor unsubscribe rates to find what works for your audience.
What is a good open rate for newsletters?
Average newsletter open rates range from 15-25% depending on industry. B2B newsletters typically see 20-25%, while B2C averages 15-20%. Focus on improving your own benchmarks over time rather than comparing to industry averages. Clean, verified email lists consistently achieve higher open rates.
How do I grow my newsletter subscriber list?
Offer valuable lead magnets like ebooks, templates, or exclusive content in exchange for email signups. Add signup forms to high-traffic pages, use exit-intent popups, and promote your newsletter on social media. Always use double opt-in to ensure subscriber quality and engagement.
Why are my newsletters going to spam?
Newsletters land in spam due to poor sender reputation, invalid email addresses causing bounces, misleading subject lines, or missing authentication (SPF, DKIM, DMARC). Regularly clean your list by removing invalid addresses, honor unsubscribe requests promptly, and verify new subscribers before adding them to your list.
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