What Is A Newsletter? Definition, Purpose & Tips [2024]

The digital world is always surrounded by a constant flow of content. The appetite for digital content seems insatiable, from bite-sized videos on TikTok to documentaries on streaming services. Today, brands, too, understand the importance of content for building and nurturing relationships with their customers. Emails help them do just that!

Yes, emails. Despite the rise of many social media platforms or video-based content distribution channels, emails are still relevant, and email continues to be highly appropriate. Over 4.9 billion users globally check their inboxes daily, some even multiple times a day.

According to a survey by Constant Contact,  64% of users check their work email daily, and 30% check it several times a day.

Newsletters are a prime example of email marketing, allowing brands to share valuable information, promotions, and stories that keep their customers engaged and foster brand loyalty. Let's delve deeper into how newsletters leverage the power of email to connect with consumers and build lasting relationships.

What is a Newsletter?

Newsletters are a form of digital publication that brands send to their subscribers periodically. The purpose? It can vary from brand to brand. However, the primary purpose is to engage the customers by sending them valuable content.

Newsletters can cover various topics, from industry news and updates to educational content and special offers. Again, it depends on your product. If you are a fashion company, you can send your subscribers weekly or seasonal fashion trends. Similarly, if you have a SaaS product, your newsletter can include weekly updates on what’s new in the industry or any content piece that directly improves the user experience of your product. Here’s an example of a newsletter from Smartlead that educates them on the changed email-sending requirements by Google:

In short, newsletters can help you communicate directly with your subscribers and thus foster stronger relationships and brand awareness.

Why Newsletters Are An Important Email Marketing Tool?

Newsletters are an excellent way to stay in touch with your customers without being too pesky. Emails are not in your customers' faces; they can check them whenever they have time.

Newsletters are a cornerstone of email marketing, a proven and effective way to connect with customers.  Here's why they stand out:

• High ROI: According to reports, email marketing delivers a high return on investment (ROI) - an average of $42 for every $1 spent. This translates to a significant financial benefit for businesses that leverage email marketing effectively.
• Permission-Based Marketing:  Newsletter subscribers have opted-in to receive your emails, indicating higher interest and engagement than other marketing channels. This means you're reaching a pre-qualified audience already receptive to your message.
• Scalability: Newsletters can be sent to a large audience with minimal effort, making them ideal for businesses of all sizes. They can also be easily automated and personalized, allowing you to reach many subscribers efficiently.
• Measurable Results:  Email marketing platforms provide detailed analytics on open rates, click-through rates, and other metrics, allowing you to track the performance of your newsletters and refine your strategy over time.  

This data-driven approach will enable you to measure the success of your campaigns and make adjustments to improve results.  Newsletters clearly show what content resonates with your audience and what kind of content drives conversions.

How To Create A Newsletter?

A successful newsletter strategy requires planning and effort. Here are the key steps to follow:

1. Define Your Goals

The first step in creating a newsletter involves setting concrete goals. You can set major goals like informing, educating, entertaining, or promoting; once they are ready, you can break them down into the specific content or information you want to share with your audience. Move from broad goals to specific, measurable ones. For example, instead of "inform," set a goal to "educate readers on the benefits of solar energy by providing three actionable tips in each issue."

Consider using the SMART goal framework to define your goals. Specific, Measurable, Attainable, Relevant, and Time-bound.

Here are some specific and measurable goals for a newsletter:

• Increase brand awareness by 20% within six months, as measured by website traffic.
• Generate 100 new leads per month through newsletter signup forms.
• Improve customer satisfaction by 15% within a year, as measured by customer surveys.

While setting specific goals is important, remember the long-term vision for your newsletter. What impact do you want to create in the long run?

2. Know Your Audience

Understanding your target audience's interests, pain points, and preferences is crucial for crafting relevant content. To gain valuable insights, conduct surveys, analyze social media engagement, and create buyer personas.

Now, how do you do that?

You can explore some tools and techniques to understand your audience:

• Surveys and polls: Consider running a survey or a short quiz to understand your subscribers better.
• Social media analytics: Analyze engagement metrics on your social media platforms to see what content resonates best.
• Website analytics: See what content your existing audience clicks on and spends the most time with.
• Customer Relationship Management (CRM) tools: If you have a CRM, use it to gather customer behavior and preferences data.
• Buyer personas: Develop detailed profiles of your ideal subscribers, including demographics, psychographics, and online behavior.

3. Plan Your Editorial Calendar

An editorial calendar will help you decide the frequency and consistency of your newsletter. Consider audience preference, content production capacity, and industry best practices. Weekly newsletters are ideal for fast-paced industries, while monthly newsletters work well for more in-depth content.

When you know what content needs to be sent, you can avoid last-minute scrambling and focus on creating quality content.

A clear plan facilitates collaboration among team members and ensures everyone is on the same page.

4. Craft Attention-Grabbing Subject Lines

A compelling subject line is essential for opening an email.

Here's how to craft subject lines that grab attention and drive clicks:

• Keep it short and sweet: Aim for 50 characters or less to avoid getting cut off in inboxes.
• Focus on benefits: Highlight the value your newsletter offers to the reader. What problem does it solve? What knowledge will they gain?
• Spark curiosity: Use questions, teasers, or unexpected statements to pique their interest and make them want to learn more.
• Numbers and urgency: Numbers can grab attention, and urgency can create a sense of FOMO (fear of missing out).
• Personalization: Personalize subject lines with the reader's name or location to increase open rates.
• A/B testing: Test different subject lines to see which resonates best with your audience.

Remember: Don't mislead or use spammy tactics.  Your subject line should accurately reflect your newsletter's content and build trust with your audience.

5. Personalize and Segment

Personalize your newsletter content whenever possible. While addressing subscribers by name is a good start, explore other personalization options. For example, if you run e-commerce newsletters, highlight products related to your subscribers’ past purchases or browsing history.

If relevant, tailor content based on their location. For example, highlight local events or promotions. Spotify, for example, sends personalized concert recommendations based on your location.

You can also segment your audience to deliver highly targeted content. You can segment based on demographics (age, location), behavior (purchase history, website activity), or interests.

Segmented newsletters feel more relevant and personalized, leading to higher open rates and click-throughs.

6. Incorporate Visuals

Break up text and enhance engagement with images, infographics, or videos.

But don’t overdo it. Choose visuals that directly connect to your content and enhance the message you're trying to convey. If you’re using videos, remember to go for high-quality images only. Grainy or pixelated images leave a terrible impression.

Include alt text descriptions for visually impaired readers and consider color contrast for those with visual impairments.

7. Include Clear Calls to Action (CTAs)

A solid call to action (CTA) is the bridge between your compelling content and achieving your desired results.

When framing a CTA, focus on selling benefits. Use action verbs like ‘Download Now’, ‘Grab Your Copy,’ ‘Learn More,’ etc.

Strategically place your CTA throughout your newsletter. Consider including one at the beginning, middle, and end, especially after a relevant article or offer.

You can also A/B test your CTA versions to see what works best.

8. Embrace AI for Content Creation

AI-powered tools can help you brainstorm ideas, summarize lengthy articles, optimize language, and generate subject lines that maximize open rates.

AI writing assistants can analyze your content and suggest improvements in grammar, sentence structure, and overall clarity. They can also help you maintain a consistent tone and style throughout your newsletter.

Here are some examples of AI content creation tools you can explore:

• Jasper.ai: Offers a wide range of features, including content generation, copywriting assistance, and subject line optimization.
• Rytr: Generates content in various formats like blog posts, social media captions, and ad copy and can even translate content into multiple languages.
• Wordtune: An AI writing assistant focused on rewriting and improving existing content for clarity, conciseness, and engagement.
• MarketMuse Contentbot: Analyzes competitor content and suggests gaps and opportunities, helping you create targeted and relevant content.

Newsletter Examples You Can Get Inspired From

The content of your newsletter will depend on your goals and target audience. Here are some examples:

• Industry News and Updates: Keep subscribers informed about your industry's latest trends and developments.

Check out this example from Upwork:

• Educational Content: Offer valuable information and insights that position you as a thought leader. Check out this example from Namecheap:

• Product or Service Updates: Announce new products, features, or promotions.

Here’s an example from Adobe:

• Personalized Recommendations: Give customized recommendations for products or services your subscribers engage with the most.

Here’s an example from Amazon Prime:

• Exclusive Content: Offer subscribers exclusive discounts or early access to new content as a reward for their loyalty.

Check out this example from Audible:

• Upsell or cross-sell content: Upsell or cross-sell your products to give more value to your subscribers while improving your ARPU (average revenue per user).

Check out this example from Figma:

Newsletter Template and Design Tools To Help You Get Started

By now, you know that newsletters are a fantastic way to connect with your audience, but staring at a blank canvas can be daunting. This is where newsletter templates come in. They offer a great starting point, which you can customize per your brand’s requirements.

However, selecting the right one can be difficult, as there are so many options out there to spoil you with choices. Here are a few template resources that can help you get started:

1. HubSpot

A marketing giant, HubSpot provides a vast library of free and premium newsletter templates. These templates encompass various industries and styles, ensuring you find one that aligns with your brand and content type.  HubSpot goes beyond templates, offering valuable resources on email marketing best practices to help you craft effective newsletters.

2. Litmus

Litmus is renowned for its email testing and analytics tools and offers a curated selection of high-quality, responsive newsletter templates. Its focus is on functionality, guaranteeing that your newsletter renders flawlessly across different email clients and devices (desktop, mobile, tablet). This is crucial for ensuring a consistent user experience for your audience.

3. ConvertKit

If you're a creator building a loyal following, ConvertKit caters specifically to bloggers, artists, and educators. Their templates are designed to showcase your work and foster strong relationships with your subscribers.  Whether you're a photographer highlighting your latest portfolio or a musician promoting upcoming gigs, ConvertKit's templates can help you connect with your audience on a deeper level.

4. Canva

A popular design platform, Canva offers many free and customizable newsletter templates.  Their strength lies in ease of use and a vast selection.  Canva allows you to personalize pre-designed templates with your brand colors, fonts, and images, making it an excellent option for beginners or those seeking a quick and easy solution.

5. 99Designs

While known primarily for freelance design services, 99Designs also offers a marketplace for pre-made newsletter templates. Here, you can browse and purchase unique templates created by professional designers. This is a good option if you're looking for a distinctive and premium template that stands out.

6. Campaign Monitor

Campaign Monitor is a well-established email marketing platform that provides a library of responsive newsletter templates alongside their email marketing tools.   These templates ensure your newsletter displays well on all devices and can easily integrate with their platform for streamlined sending and analytics.

7. Themezy

Specializing in WordPress themes, Themezy also offers a collection of premium newsletter templates that can be used with various email marketing platforms.  Their templates are known for their high quality and professional design, making them a good option for businesses seeking a polished and sophisticated look.

Things To Keep In Mind When Selecting A Newsletter Email Template

• Visual Cohesion: Pick a template whose colors, fonts, and overall style complement your brand. Consider using your brand color palette and logo to maintain consistency.
• Brand Voice: Does the template's layout feel professional, playful, or informative? Choose one that reflects the tone you want to convey in your newsletter.
• Readability Matters: Ensure the template prioritizes clear and easy-to-read content. Look for sufficient spacing, appropriate font sizes, and good contrast.
• Mobile-Friendly: In today's mobile-first world, responsiveness is crucial. Choose a template that displays well on all devices (desktop, mobile, tablet) for optimal user experience.
• Customization Options: The best templates offer flexibility. Look for one that allows you to easily customize elements like colors, fonts, images, and layout to create a unique look for your newsletter.

How To Measure The Success Of Your Newsletters?

Measuring the success of your newsletter goes beyond vanity metrics. It's about understanding how your content resonates with your audience and achieving the goals you set for it.

Here's a breakdown of key email metrics to track and what they tell you:

• Open Rates: This metric reveals the percentage of subscribers who open your email. A good open rate typically falls between 20% and 40%, but this can vary depending on your industry and audience. A consistently low open rate might indicate issues with your subject line, sender name, or sending frequency.
• Click-Through Rates (CTRs):  This metric shows the percentage of subscribers who click on a link within your newsletter. A high CTR suggests your content is engaging, and the CTAs are compelling.  Analyze which links receive the most clicks to understand what content resonates with your audience.
• Unsubscribe Rates:  While some unsubscribes are inevitable, a high unsubscribe rate (over 0.5% per email) indicates a need for improvement. Analyze unsubscribe rates alongside other metrics to identify potential issues.  For example, a sudden spike in unsubscribes after a specific campaign might indicate content that wasn't relevant to your audience.
• Engagement Metrics:  Open rates and CTRs provide a good starting point, but actual engagement goes beyond clicks. Track how your audience interacts with your content after they open your email. Look at metrics like social media shares, forwards, and comments on your newsletter content. This shows if your content is sparking conversations and being shared with others.

Beyond the Basics:

List Growth Rate:  Monitor how quickly your subscriber list is growing. A stagnant or declining list might indicate a need to revamp your signup process or marketing efforts.

A/B Testing: Be bold and experiment! Experiment with subject lines, send times, content styles, and calls to action to discover what gets the most engagement from your audience. A/B testing allows you to optimize your newsletter for better performance.

Campaign-Specific Metrics:  If your newsletter is part of a more extensive marketing campaign, track additional metrics relevant to those goals.  For example, if you're promoting a new product in your newsletter, track website traffic and conversion rates to see if your newsletter drives sales.

Conclusion

A well-planned newsletter content strategy can be a powerful tool for building brand loyalty, driving traffic, and achieving your marketing goals. By focusing on audience needs, delivering valuable content, and leveraging technology like AI, you can create newsletters that resonate with your audience and help your business thrive.

FAQs

1. What is a newsletter?

A newsletter is a digital publication delivered electronically via email at regular intervals. It's a versatile tool individuals and organizations use to connect with their audience, share updates, and achieve various goals. Newsletters can inform subscribers about industry trends, company news, upcoming events, or curated content. They can also be educational, offer in-depth articles or tutorials, or foster community by sharing stories and discussions.

2. How often should I send my newsletter?

The ideal sending frequency depends on your content volume and audience preferences. Here's a general guideline:

• Weekly: Ideal for fast-paced industries or newsletters with a lot of content.
• Bi-weekly/Monthly: A good balance for most newsletters, providing consistent content without overwhelming subscribers.
• Less Frequent (Quarterly/Bi-annually): Suitable for newsletters with less frequent updates or targeting a niche audience.

Experimenting and finding the frequency that resonates best with your audience is crucial. Monitor your open rates and unsubscribe rates to gauge engagement and adjust accordingly.

3. What are some legal considerations for sending newsletters?

Anti-Spam Laws (CAN-SPAM, GDPR): Ensure you comply with anti-spam regulations in your target regions. This includes obtaining user consent, providing an unsubscribe option, and accurately identifying your sender information.

Copyright: Respect copyright laws by using your content or obtaining permission to use others' work.

Data Privacy: Be transparent about how you collect and use subscriber data.

4. Can I create a successful newsletter without a large budget?

Absolutely!  Several accessible and affordable email marketing platforms offer essential tools to create and send newsletters.  You can also leverage free online resources for design templates and stock photos.  The key is to focus on high-quality content and build a solid connection with your audience.