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Campaign Types

Newsletter

A regular email sent to subscribers featuring updates, news, or curated content.

Definition

A newsletter is a regularly scheduled email that provides subscribers with updates, news, insights, or curated content related to your business or industry. Unlike promotional emails, newsletters focus on providing value through information rather than direct selling. They help maintain ongoing relationships with your audience.

Why It Matters

Newsletters keep your brand top-of-mind between purchases and build long-term relationships. They establish your expertise, provide ongoing value, and create a regular touchpoint with your audience. Engaged newsletter subscribers often become loyal customers.

How It Works

Newsletters are typically sent on a regular schedule (weekly, biweekly, or monthly). They contain a mix of content like company updates, industry news, helpful tips, curated links, or exclusive insights. The format remains consistent to set reader expectations.

Best Practices

  • 1Maintain a consistent sending schedule that subscribers can rely on
  • 2Focus on providing value rather than constant promotion
  • 3Use a consistent template that is easy to scan
  • 4Include a mix of content types to appeal to different interests
  • 5Personalize content based on subscriber segments when possible

Frequently Asked Questions

There is no perfect length, but most successful newsletters are scannable with clear sections. Some thrive as short digests, others as long-form content. Test what works for your audience and stick with it.

Light promotion is fine, but newsletters should primarily provide value. A good ratio is 80% helpful content, 20% promotion. Overly promotional newsletters see higher unsubscribe rates.

It varies by audience. B2B often performs well Tuesday-Thursday mornings. B2C may do better evenings and weekends. Test different times and check your analytics to find your optimal window.