Newsletters are the most common type of email in email marketing. As the name suggests, they often contain news and updates aimed at keeping a company's audience engaged. At the same time, they are designed to gently nudge recipients towards a desired conversion.

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What is a newsletter?

You've probably come across a newsletter before or since. Many of us sign up to newsletters from companies we like to shop with or want updates from - but why do so many companies send out newsletters as part of their email marketing? And why should you get started right away if you don't send out newsletters?

Why do companies send newsletters?

Companies send newsletters to their email recipients to inform their subscribers about the latest news and updates. In fact, many people don't realise that a newsletter is usually not about sales, but about building customer loyalty through relevant content.

Newsletters to increase traffic

Newsletters usually contain useful tips, tutorials/guides, short checklists with links to articles and posts where users can read much more about a topic in detail. In this way, you can easily increase traffic to your website or blog. Therefore, it is always a good idea to send out newsletters and make sure that visitors can subscribe to your newsletter.

Newsletters for awareness

Businesses also want to stay relevant so customers remember them, and newsletters can help with that too. If a company shares valuable and unique content, subscribers often eagerly await the next newsletter. They associate your company logo and sender name with the positive experiences they get from your emails. This is one of the steps to building brand authority. Be careful, though, to know your audience, because it can also have the opposite effect if you don't use the right language to design your newsletters for your target audience.

Newsletters to increase sales

It was mentioned earlier that newsletters are not normally about sales. However, newsletters can help you increase your sales! Because newsletters that aren't selling can help you increase sales, just indirectly. For example, you can share a detailed guide on how subscribers can use your service more effectively. You can also choose to do advertorials, where you include a case with one of your good customers, thus highlighting all the positives. If you are successful with an advertorial and your material looks reasonable in the eyes of your subscribers, there is a good chance that the potential customers who were not convinced to buy something are maturing.

Newsletters to promote your social media

New to Facebook, Instagram or another social media? Then you probably want to get some followers to make your profile look attractive. You can easily use your newsletter to promote your social media. Mention why your account is worth following and tell recipients what content you share on your social media.


Martino Mike d'Apuzzo

Partner & Senior Digital Advisor

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