What is newsletter marketing and why is it important?

Skillwise Solutions
3 min readNov 20, 2020

-Riya Sen

Newsletter marketing is the practice through which businesses send information and product-focused content to a subscriber list comprising potential and existing customers via an emailed letter. In order to keep their brand top-of-mind for customers; online companies use newsletters, build authority in space and inform readers of items that can attract them.

Gauging the success of newsletters

Newsletters need to have a quantifiable effect on the business, just like other marketing campaigns. The first step is setting measurable goals, which often include:

  • Recipient rise, measured in subscribers
  • Read the newsletter, calculated according to the open rate
  • Complete the appropriate action (normally a website visit), calculated by click-through rate
  • Make a buy, measured in revenue attributed

Such basic objectives are addressed to different sales strategies or business projects that the newsletter should improve. An online clothing retailer heading into the fall season for example, may want to promote their jacket collection and other winter clothing. The newsletter could then contain content about winter fashion trends, with tracking links to cold-weather products.

Successful newsletters are not sales-driven, but informative.

Offers, sales and promotions are constantly bombarded by web users of every kind. The material has to be truly compelling in order to get clients to open and read an email — without an effort to sell them products or services. Users are much more likely to open an email intended for them to be educated or amused, and this is achieved in the subject line. But the obligation to actually follow through on the pledge of the topic comes with the assumption.

Newsletters offer an opportunity for online companies to demonstrate authority and experience on the subject of their goods. Tell subscribers why some items are better, how famous certain models are, or a brand storey. These give readers a reason to trust you and also tell a story that brings more personality to your brand. Customers with a deep dedication to a specific business invest 23 percent more than average customers, and the newsletter is a prime candidate to differentiate between a company and the competition.

90/10 is one suggested methodology for newsletters: 90 percent data, 10 percent sales content. Less is more with the right mix, and the instructional material can lead to more sales than copies of the items.

Checklist for an effective newsletter

To meet their target markets and build brand awareness, businesses from a number of industries use newsletter marketing. Depending on the wants and needs of its readers, each business designs its delivery differently. However to make it effective, every newsletter contains certain required elements:

  • Creative headlines: Subject lines should entice the reader to open the email and show its contents accurately.
  • Significant and regularly planned: The information should be unique to the target audience and should be released on a regular basis.
  • Strong call to action: There should be a desired action for each newsletter to be carried out by the reader
  • Uncluttered format: If the formatting confuses or overwhelms the leads; they are more likely to unsubscribe or disconnect from the newsletter.
  • Mobile responsiveness: In order to check emails and shop online, more people use mobile devices. For the best results, companies need to make sure their newsletters are optimised for tablets and smartphones.
  • Unsubscribe: Even though that means dropping your subscription to a newsletter, businesses want to keep leads as happy as possible. In addition, for prospective customers to sign up, opt-in forms must be visible.
  • Incentives: Incentives would not only encourage buyers to opt into the promotion of newsletters, but to make a purchase.
  • Terms and Conditions: When they sign up for a newsletter; leaders may want to know what their personal information is being used for. Have a connection to your privacy policy so they can be confident that they won’t share their information.