In times of social media, messenger marketing, and AI-driven advertising, the classic email newsletter may seem almost old-fashioned. But this impression is deceptive: email marketing remains one of the most efficient and direct channels in digital marketing. A well-planned newsletter not only delivers high open rates but also facilitates long-term customer loyalty, targeted personalization, and measurable results – all at comparatively low costs.
In this article, you will learn why email newsletters are so effective, how they can be strategically utilized, which content works, and which tools assist in this process.
1. What is an email newsletter in digital marketing?
An email newsletter is a regularly sent email that delivers relevant information, offers, or content to a defined target audience. In marketing, its primary purpose is to:
Inform prospects and customers
Build trust
Promote products or services
Encourage users to take actions (e.g., purchase, sign-up, download)
Newsletters differ from automated transactional emails (e.g., order confirmations) by their content-focused emphasis on added value and relationship building.
2. Why are newsletters so effective?
Despite new channels, email remains one of the most important tools in the marketing mix – and for good reason:
a) Direct channel
Unlike social media, emails reach the recipient's inbox without algorithmic barriers.
b) High ROI
According to DMA (Data & Marketing Association), the return on investment of email marketing exceeds 40 euros per invested euro – significantly higher than other channels.
c) Own distribution list
An email list belongs to the company itself. Unlike followers on other platforms, the contact is sustainably usable.
d) Personalization possible
Email systems allow for precise targeting based on name, interests, behavior, or segments.
e) Automation potential
Once established campaigns can deliver lasting results – e.g., welcome sequences or product series.
3. Types of email newsletters
Depending on the objective, various newsletter types can be distinguished:
► Informational newsletters
Regular updates on a specific topic (e.g., industry news, trends, tips). Goal: retention and expertise building.
► Promotional newsletters
Contain special offers, discounts, or product recommendations. Goal: increase sales.
► Event newsletters
Announce webinars, trade fairs, or online events. Goal: participation and community building.
► Automated newsletters
Part of an automated email sequence, e.g., upon registration, cart abandonment, or product interest. Goal: conversion.
4. Structure and content of a successful newsletter
A good newsletter follows a clear structure and provides the recipient with relevant added value. Here are some essential elements:
a) Subject line
The most important line of the entire email. It determines whether it gets opened.
Tips:
Generate curiosity (“5 tips you definitely don't know yet”)
Use personalization (“[Max], your update for May”)
Brevity and clarity
b) Preheader
The preview line in the inbox – supports the subject line and meaningfully complements it.
c) Greeting & introduction
Personal, direct, possibly with the first name and a friendly tone. Show that you know the reader.
d) Main content
Textually and/or visually appealing
To the point
Value-based (e.g., tips, tools, case studies, discounts)
e) Call-to-action (CTA)
A clear call to action – e.g., “Read now,” “Buy now,” “Register for the webinar.” Don’t overload – one to two CTAs per email are often enough.
f) Footer
With legal information (imprint, privacy policy, unsubscribe link). A mandatory component!
5. Success factors for newsletter campaigns
► Segmentation
Not every recipient is interested in the same thing. Segment by target groups, interests, purchasing behavior, or region.
Example: Customers who have already purchased receive different content than mere prospects.
► Personalization
Use first names, product interests, or previous purchases for tailored content. Tools like ActiveCampaign or Klaviyo make this easy.
► Timing & frequency
Test when your target audience is most active – weekday mornings or weekends? Find the optimal frequency: too often seems annoying, too rarely causes bonds to weaken.
► Mobile optimization
Over 60% of all emails are read on mobile devices. Pay attention to responsive design, short texts, and large CTAs.
► Testing & optimizing
A/B tests of subject lines, CTAs, or sending times help to improve performance.
6. Tools and platforms for email marketing
There are numerous professional tools that make email marketing easier. Here’s a selection:
Mailchimp – classic choice for small and medium-sized businesses
Sendinblue (Brevo) – GDPR-compliant and versatile
Klaviyo – strong in e-commerce (e.g., with Shopify)
ActiveCampaign – ideal for automated marketing
HubSpot – comprehensive CRM integration
Features offered by these tools:
Drag-and-drop editors
Templates & design tools
Segmentation & automation
A/B testing
Analysis & reporting
7. Metrics for measuring success
► Open rate
How many recipients opened the email? Guideline: 15–25%.
► Click rate
How many clicked on a link? Guideline: 2–5%.
► Unsubscribe rate
How many unsubscribed from the newsletter? < 1% is uncritical.
► Conversion rate
How many bought, registered, or continued reading after clicking?
Important: Monitor trends and continuously optimize based on this data.
8. Legal: GDPR and double opt-in
Strict data protection regulations apply in email marketing – especially in German-speaking regions.
Mandatory points:
Double opt-in procedure: Users must confirm their registration (e.g., by clicking in the confirmation email).
Unsubscribe link: Must be included in every email and be easy to use.
Data protection and imprint obligation: Both pieces of information must be clearly accessible.
Purpose limitation: Explain transparently what data you will use.
Violations can lead to not only warnings but also severely damage user trust.
9. Practical examples of successful newsletters
► E-commerce newsletters
Personalized product recommendations
Birthday discounts
Reminders for cart abandonment
► B2B newsletters
Whitepapers & industry analyses
Invitations to professional webinars
Case studies & references
► Service providers
Blog articles with tips & know-how
Customer testimonials
Calendar booking for consultations
10. Conclusion: The newsletter as digital relationship management
The email newsletter is far more than just a marketing tool – it is a channel for relationship building, trust creation, and long-term brand loyalty. Especially in digital marketing, where users are flooded with information, clear, direct, and valuable communication is essential.
A good newsletter informs, inspires, and activates – turning readers into long-term customers or fans.