Newsletter

What it means

A newsletter is a regular email a company sends to subscribers with news, tips, articles or offers. It is one of the oldest yet still most effective email marketing tools, because the company reaches people who have themselves shown interest in its content.

Unlike social media, the company owns its subscribers' contacts and does not depend on platform algorithms. A newsletter therefore creates a direct channel for building relationships, driving traffic to the website and staying in customers' minds when they need a service.

The content should be valuable to the reader. An accounting firm might send an overview of tax changes, upcoming deadlines or practical advice for business owners. Regular useful content builds trust and expertise, supporting both content marketing and sales.

How it works in practice

Sending commercial messages generally requires the subscriber's consent. Double opt-in is recommended, with subscribers confirming by clicking a link in an email. An exception applies to existing customers, who may under statutory conditions receive offers of similar products.

Every newsletter must clearly identify the sender and offer a simple one-click unsubscribe. At sign-up, subscribers must be informed about the processing of personal data, and consent must be recorded so that the company can prove it if inspected.

Success is measured by open rate, clicks, unsubscribes and conversions. Segmenting by interests or client type increases relevance. The newsletter can be linked with lead nurturing, with new subscribers first receiving an introductory series.

What to watch out for

Sending newsletters to purchased or harvested addresses without consent breaches electronic communications rules and GDPR, leading to fines and poorer deliverability. Such a list also performs badly, because the recipients have no interest in the content.

Emailing too often or sending nothing but sales offers leads to unsubscribes and spam complaints. It is better to send less but with quality and to keep to the frequency promised at sign-up. Inactive subscribers should be removed from the list over time.