Digital Newsletter Strategy
MarketingStrategy

What’s in Your News(letter)

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With most of the world being accessible with just a click of the mouse, digital newsletters can be a great brand awareness tool for your company. So, we’re here to answer some common questions we get about digital newsletters and address the ultimate question: should your company have a digital newsletter?

The Resilience of Newsletters: A Look at Open Rates

Some might assume the era of email newsletters is over, given the rise of social media and other communication channels. However, statistics consistently show that newsletters remain relevant and effective. According to a report by Campaign Monitor, the average open rate for email newsletters across all industries is around 17.92%. This means that when done right, newsletters can still capture the attention of a target audience.

If you’ve sent digital newsletters in the past and they were less successful than you thought, it could be time for a makeover (psst…that’s what we did, and we gained 10% more opens per email). Start by analyzing past performance metrics to identify where your weak points are. Then, consider updating the design, reevaluating content relevance, and optimizing for mobile devices. Check out a few of our tips below.

What to Include in Your Digital Newsletter

The success of a digital newsletter mainly relies on its content. Does the content speak to your target audience? Is it relevant information? What can your target audience take away after reading your newsletter? To ensure your newsletter stands out, consider including the following key features:

  1. Compelling Content: Provide valuable and relevant information that resonates with your target audience. Share industry insights, tips, and updates that add genuine value. If your audience can walk away with a lesson learned or a resource, your newsletter has done its job!
  2. Engaging Visuals: More often than not, newsletters tend to be very text-heavy. Break up text with eye-catching visuals. This could include infographics, images, or videos, enhancing the overall appeal of your newsletter and making it more shareable and memorable.
  3. Clear Call-to-Action (CTA): Guide your readers on what to do next. Whether it’s visiting your website, downloading a resource, or participating in a survey, a clear CTA encourages interaction with your brand.
  4. Personalization: Tailor your content to your audience’s preferences. Utilize data to segment your subscribers and send targeted content, increasing the relevance of your newsletter.
  5. Attention-Grabbing Subject Line: The battle for attention in crowded inboxes begins with the subject line. According to a study by Convince & Convert, 35% of email recipients open an email based on the subject line alone. Your subject line should be concise (One sentence MAX), compelling, and evoke curiosity to stand out. Experiment with emojis, personalization, and urgency to see what resonates best with your audience.

If you’re STILL not getting as much reach as you’d like, send out a survey asking your subscribers what they prefer to see in your newsletters. Then, tailor your content to fit their preferences.

The Crucial Decision: Should Your Company Have a Digital Newsletter?

In a world saturated with digital communication channels, it’s natural to question the necessity of a newsletter. However, the benefits of maintaining a consistent and informative newsletter far outweigh the drawbacks. Newsletters build and maintain relationships with your audience, nurture leads over time, and provide direct communication, enabling a sense of community and trust. Additionally, your newsletter continuously provides brand awareness to your subscribers, keeping your business in their minds every time your name appears in their inbox (aka free advertising).

The relevance of digital newsletters still prevails even with rapid technological advancements. The key lies in understanding your audience, delivering valuable content, and adapting to industry trends. Whether starting from scratch or revamping an existing newsletter, the potential for increased engagement and brand loyalty makes it a worthwhile investment for businesses of all sizes. Don’t underestimate the power of a well-crafted newsletter – it could be the missing link in your digital marketing strategy!

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