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Newsletter

What is a newsletter?<br>

A newsletter, also known as an e-newsletter, is nothing more than an email that is sent regularly to all those who voluntarily subscribe to a list to receive news, offers, etc.

They are a widely used tool in digital marketing to generate traffic, as well as to build loyalty and keep us present at all times in the minds of customers or potential customers.

What are newsletters used for?

You can send a newsletter for several reasons, as this is a communication tool highly valued by digital marketing professionals.
Some of its most notable uses are:

  • Users can receive relevant news.
    They are used as a loudspeaker to publicize innovations, remarkable news and to send information about new products.
  • Foster loyalty.
    Whether they are leads or customers, we can remind them about what our brand stands for, so they will think about our company when looking for the products or services we offer.
  • They invigorate our blog.
    If we include links to our blog with more information, we can receive recurring visits and the newsletter could become a reference for subscribers.
  • We can impact different segments.
    A newsletter can be used to give specific information related to a topic of interest to a segment of people interested in this kind of content.
  • They can help us tho show that we know what we are talking about.
    They are used to show us as experts in a niche, so users will consider our opinion when purchasing the products or services we offer.
  • Attract traffic to our website.
    They are often used to generate traffic to a website or landing page, through links added to the email.
  • They are a fantastic tool for creating a community.
    They are very valuable as a tool for creating a community or group of people with common interests.

Parts of a newsletter

Although there are common parts in all newsletters, not all of them have images or unsubscribe links.
However, from Mailrelay we will show you those that, based on our experience, are essential:

Sender

Make sure you use a sender that your recipient will recognize, avoid no-reply email addresses

Subject line

It is perhaps the most important part of the newsletter, as the subject line is the first thing subscribers will see, thus determining whether the campaign will be successful or not.

Preheader or subtitle

The preheader is the line of text that users will see immediately after the subject line.
It is really relevant for improving open rates.

Newsletter body

This is where the information is placed, so it must be in accordance with the subject line and the preheader we have used.
Try to ensure that the text is relevant to subscribers and if possible, use storytelling to give it a touch of quality.

Images

To give visual strength to the newsletter, it is essential to add visual resource content such as images, graphics, infographics … to complement the text.

Call to action

Newsletters are sent with an intention, so the use of calls to action (CTA) are vital to fulfill the objective of the newsletter.

Unsubscribe link and web version

Subscribers’ interest in our newsletters can fade, so add the possibility for them to unsubscribe using an unsubscribe link, you can include it before starting the message or at its end.

Add a link so that they can view the newsletter in their browser through a link to the web version, in this case, the link should be be available before subscribers start to read the message, so they can access this version if the email is not easy to read.

Footer or disclaimer

Use the bottom part of the newsletter to include your legal conditions, references to trademarks, rights of use, etc… as well as any other relevant information that needs to be added.

Features for creating a successful newsletter

These are the characteristics of the most effective newsletters, the union of all these features, make them an essential communication tool in any company.

  • Identify your brand
    The newsletter design must be created according to the colors and corporate identity used for other materials produced by your brand.
    In other words, its typography, colors, images, etc. must be in accordance with those you use in other channels with your audience.
  • Very clear sending frequency.
    Your emails must be sent to subscribers’ mailboxes with a very specific frequency (daily, weekly, fortnightly, etc.), so that the recipient gets used to receiving and reading them almost instinctively.
  • Relevant content for readers
    The newsletter must give its recipients the feeling that it is worth spending their time checking it.
    Therefore, use language according to your audience and provide relevant content for your readers.
  • Generate interaction or reactions.
    When you add a CTA or create relevant content, you should think about what you want your subscribers to do; if you want them to act, click on a link, purchase a product, download a pdf or share the information with their friends.