The Importance of Newsletters in Marketing

A 2021 study by HubSpot found that about 99% of people who have email accounts check them at least once per day. Additionally, more than 50% of respondents in that study said they check their email more than 10 times per day. Obviously, email is a fantastic way for small businesses to reach existing and potential clients. However, it’s easy to send email marketing content that is perceived as annoying, spammy, or just uninteresting. Creating a newsletter campaign is a great way to distribute useful, interesting content while building brand familiarity and encouraging engagement. Read on for more on incorporating newsletters into your digital marketing strategy.

What are Newsletters?

Newsletter marketing is a method of sending useful content and information directly to people who have signed up to receive it. Existing and potential customers who have given you their email address have expressed that they are interested in learning more about your business and receiving updates. A newsletter can consist of lots of different things, but at its core, it must contain something your audience will find engaging, fun, and/or useful. If not, you could run the risk of sending emails that are unengaging or feel like spam. As of 2021, email generates about $42 per $1 spent, which equates to a 4,200% return on investment (ROI). Email marketing is a smart investment, and a newsletter is a great way to organize and send content with the goal of driving sales and developing brand loyalty.

Developing a Newsletter Marketing Strategy

Build Your Database

You can start building your database in a few simple ways. Ask current and prospective customers to sign up for your email lists on your website. You can even offer sign-up incentives, such as coupons or promo codes. Once these customers have given you their email addresses, you have permission to market to them, and your content will not immediately be perceived as spam. You are a familiar connection that can provide information about a service or product about which they have already expressed interest.

Lead Magnets

Lead magnets are incentives that businesses offer to potential customers with the intention of growing targeted leads. They should deliver real value and should be attention-grabbing. Lead magnets should quickly solve a problem or answer a question. This starts your relationship with your potential customer on a positive note. You can identify a good lead magnet for your brand by considering the questions you are most commonly asked by customers. Your lead magnet should answer one, some, or all of those questions. You can then decide on an offer for your lead magnet. For example, a cosmetology school might offer a lead magnet in the form of a list of local funding resources for cosmetology students.


While collecting email addresses is a great way to create your database, you can also collect information from leads in person. If you have a storefront, ask customers for their email addresses at checkout. You can also invite them to write their email addresses down on a list. There are lots of other places you can meet potential customers in-person as well, like conferences and trade shows.


Segmenting your email list is a method of splitting your subscribers into different groups based on a variety of factors. It is a great way to improve open and click-through rates. You can tailor your newsletters to individual segments with the goal of providing the most relevant information possible. You can use demographic data, such as age or gender, as well as geographic location or purchase history.

Create Strong Email Newsletter Content

Use Strong Subject Lines

Most people receive dozens of emails per day. It’s easy for emails to get lost in the shuffle, so an eye-catching subject line is crucial. You can use a subject line related to a product your customer has recently purchased, which directly engages the customer and asks for an honest opinion. You can also include one introducing a newsletter with a numbered list, which perform well and encourage people to read for quick, easily digestible tips or information. Other headlines that have high open rates offer deals, promotions, or opportunities for free products or services.

Provide Solutions

Solving your reader’s needs is one of the main purposes of distributing newsletters. If your customers feel they can trust your brand to provide useful content and information via email, they are more likely to continue to open those emails, share your content, and follow your links. You’ll want to include newsletters in your rotation that offer short, succinct lists or articles on topics related to your brand. For example, a pet grooming company might include a list each month on easy, at-home grooming tips. Your newsletter must be useful in order to prove relevance and encourage readers to continue to open and engage.

Offer Exclusive Promotions

Offering access to exclusive content within your newsletter is a great way to get new subscribers and keep existing ones. You can encourage people to submit their emails by informing them that you offer special promo codes and/or coupons to newsletter recipients. Sign-up bonuses, such as discount codes for first purchases, are a great way to get people to sign up. You should also consistently be sending this exclusive content in addition to the rest of your newsletter information. This will create anticipation and excitement for your newsletters.

Strategically Place Calls to Action (CTAs)

There are many different types of calls to action you can include in your newsletters. They are clear, concise, and let the reader know exactly what to do. For example, you might place a “buy now” button in the middle of a newsletter introducing a new product you are offering on your ecommerce store. Calls to action make it simple and easy for customers to engage with your brand and ultimately drive revenue directly via your newsletter.

Personalize Your Newsletter

Personalizing your newsletter is a great way to foster a personal connection with your customers. You can address subscribers by name, which show that you respect them enough to take the time to address them by name. There are email automation tools that a digital marketing agency can help you implement to do this. You can also personalize newsletters via user-generated content, such as photos your customers have shared with you via social media. This establishes community around your brand and show that you care about your customers. Asking questions and inviting readers to engage directly is also a good method of personalizing your newsletter.

Include Contact Information and Social Media Links

It may seem obvious, but remember to promote your social media through your newsletter. Include links to all of your profiles and encourage your customers to follow and engage. This is a fantastic opportunity to build your social media followings and therefore develop your brand. Also, you should always make sure your contact information is readily available in at least one place in your newsletter.

Develop a Consistent Schedule

A consistent newsletter schedule helps build your relationship with your customers. Committing to a set schedule shows your readers that communicating with them is a priority for you. They may also come to expect your content at a certain point during the week or month, so consistency is key. Establish a reasonable schedule for your newsletter content so that your subscribers can count on receiving it regularly. A digital marketing firm can take care of this for you so that your newsletters go out on time and keep your customers engaged.

Contact Us

If you are interested in including newsletters in your digital marketing campaign, contact Dragonfly Digital Marketing today. We can help you identify specific goals, reach your target audience, and start building brand familiarity within your community. Call 800-636-0347 to get started.

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