Against all the indicators pointing that digital marketing strategy is dying, a Newsletter can provide a significant increase in your company sales when used correctly. For that, we’ll explain what a newsletter is and the different types you can adopt, the structure and the best practices to get positive results adding this tool to the digital marketing strategy of your company.


Email Marketing has been used by companies to get customers which in this case must be through a subscription, download of any material and the conversion into a purchase of a product or service.
There are three types of marketing mail: transactional, promotional and relational.

Transactional is the type of automatic emails that confirm some kind of transaction; the promotional has the purpose of promoting something like a product promotion or an event, while the relational ones look forward to developing and stimulate the relationship between the company and the customers. It is in this last type of email marketing that the newsletters fit.

In addition to retaining customers, the biggest goal of a Newsletter is to improve the relationship between them and the company, giving them relevant content that can help on the growth and improvement of your customer’s business.

Types of newsletter

The content of the newsletter depends on your company type of business and the target you seek to achieve.


This kind of newsletter, by rule, is about a specific subject that is elaborated by the company, consulting different types of information, where the goal is to advertise quality articles that provide an overview of the topic.


This type of newsletter promotes content created by the company, highlighting the ones that showed a better performance.


Finally, the institutional newsletters are, as the name says, related to organizations and institutions, and can be useful for the external audience or internal communication.


Structure – Newsletter

1. Name of the sender and email

The first goal of the newsletter is to initiate a conversation with your reader, that’s why you must define the spokesman for your company and the email you will use, without forgetting that you should always use the same over time. Remember that you shouldn’t use emails with “don’t answer” or “no reply” because in addition to alienate your possible readers, it may show that your company doesn’t concern about his opinion.

2. Attractive Subject

Nowadays, people receive too many emails and yours might pass unnoticed. To fight that you must use an attractive subject to get the reader’s attention. You must also use the support text space, which presents the first words from the header of your email, to complement your matter; and increase the opening possibility of the email by your reader.

3. Unique content

If you managed to get people to open your email, it is time to captivate them with unique content, based on your consumer behavior and the interests shown by this.
Knowing that you cannot please everyone, you should previously evaluate your audience, define the topics to address and the best way to write it.

4. Attractive CTA 

If you want the reader to have a sort of engagement with the newsletter, insert Call-To-Action to stimulate his curiosity. If you want the reader to open an article from your site or to fill a form, let it clear with a CTA.

5. Optional items

It is mandatory to have text and links on a newsletter, but you can customize yours inserting images, videos or gifs.


Use images related to the spoken subject but don’t exaggerate, because when using too many of them, besides distracting the reader and disturb his experience, the servers must block them. So, we suggest you work with HTML format email and present you the following solutions:

— The links on images are also important because even when they show up, will be still possible to click on it and for last, pay attention to their size;

— Pay attention to the size of the image because a very large one will take longer to load which can influence the bounce rate of your email.


Most of the tools don’t allow including videos due to safety measures that block the loading of external archives. To overcome this restriction you must insert an image with a video screenshot and add his hyperlink to redirect the user to the video when he clicks on it.


Currently, one of the most used resources to overcome the videos restriction, because they are inserted as images but can transmit a movement idea, which can be very attractive to the reader. Just like the images, you must always fill the Alt Text; and the only disadvantage of this type of item is that you cannot attach a link to them.

6. Include the option for cancellation of the sending

It may seem strange but allowing people to stop receiving your newsletter will restrain your contacts list only to people interested in knowing more. Besides that, this is also one of the steps required by GDPR (General Data Protection Regulation).


Some tips


At the moment you decide that your company must create newsletters, you need to segment your database to send this according to the interests of the reader. To turn this possible you must collect data from your subscribers; and you can do it through forms, landing pages, or other ways to send the right email, with content, titles and differentiated CTA for each audience.

Test the Newsletter sending frequency

Testing the number of times you send a newsletter is essential to reach your target audience as accurately as possible.

Sending too many emails makes the reader feel uncomfortable and may cause a high unsubscription rate or be marked as spam. Although, sending fewer emails will difficult the proximity between your company and the customer. In addition to the suggested email per month, it is critical to test and find a sending frequency balance.

Initially, you must do A/B tests on the following areas:

  • – Subjects – The point where the customer will decide to open or not the email, so you should test with copy, where you need to be creative; and the subject must catch the attention immediately.
  • – Emails format – You must test many sending types such as newsletters with information, promotional emails with offers or leads raising and discover which one of them is best accepted by the customer.
  • – CTA – There is the need to understand which CTA (call to action) creates more engagement by the client.
  • – Hours – It is essential to do multiple tests with all the possible hours to discover which one is the best to get attention and engagement from your target.

In addition to this testing, it is essential to have monthly control over emails to send and a schedule with detailed information so that every content and graphic material needed is ready in time.

Avoid Spam

As a way of avoiding that your newsletter goes to the spam box, we suggest you the following:

– Pay attention to people that ask for the subscription cancellation, because sending an email for those who don’t want to receive will, in addition, to mark your company as spam and to be able to create a negative impact on the community in relation to your company, if this one discloses this information. Otherwise, the server will recognize this behavior and difficult the delivery of new emails from your company;

– Do not use words as free, click here, promotion, and others;

– Be careful when using red color throughout your newsletter because tends to be seen as spam due to the number of sent emails with this color as a way of catching the reader’s attention;

– Do not use graphic signs in excess (?!);

– Limit the subject to proximately 50 characters.

Welcome email

If you pretend to invest for real on email marketing, the first thing you should do is sending a welcome email to every customer that shows interest in receiving your newsletter. In addition to causing a good first impression, you can take advantage of and present your company’s spokesman if you use this strategy so that in future emails the customer is able to identify your company faster.

In this first email, you can also inform your customers about the subjects you will address, the frequency that you’ll be sending the newsletter, ask to add your contact so your email won’t go to the spam box and present every communication channels like Facebook or Instagram.

Interactive and Customized Content

Interactive content creation will make people pay more attention to the shared content on the newsletter. An example of this type of content is the videos or gifs because they’re currently the most efficient way of catching people’s attention. Another example is the buttons that suggest engagement from the customer.

To make your customer feel special and close to you, you must use any type of customization like sending topics, messages, and CTAs with the company’s own name or his company.

Test first!

Before sending the newsletter to your contact list, you should take a test and send it not only to yourself but also ask someone to give you a review to prevent grammatical issues, ensure that your newsletter has a comprehensive message and that all links and images are correct.

Pay attention to the adaptability of your newsletter on different types of devices because nowadays most of the email accesses are through mobile. In the case of non-adaptability, you’ll have to opt for a simpler structure that adapts in every size.

Measure results 

After sending the newsletter, is crucial to measure its impact through metrics to verify if you’re reaching the expected results. If not, you can find mistakes and fix them in the next newsletter. For that, you can use the following metrics:

  • – Opening rate: allows you to measure the success of your strategy or the obstacles in catching the audience interest. You might have to improve whether the email subject, the sending hour or the sending historic;
  • – Click Through Rate (CTR): allows you to compare the division between the clicks and the emails opening so you can get indications in case there is any problem related to the content quality or the message segmentation;
  • – Inactivation rate of the list that will show you the number of emails which stopped to interact or were invalidated at the sending moment;
  • – The growth rate of the list to verify the number of new emails;
    – You must also check how many sales you had throughout those actions.

Reply to your subscribers

It is wrong to think that sending the newsletter is enough to catch the customer’s attention because this one will only get answers by them if you stimulate the reader’s engagement, inserting, for example, surveys or logins on your newsletter. So don’t leave your subscribers unanswered so that the relationship between you grows.

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