Newsletter Content

Newsletters are a communication tool in marketing and corporate communications. Today, a newsletter is usually sent as an e-mail by companies in order to promote content or products of a company or to spread news about the sender. With the help of a newsletter, old and new readers should thus be addressed and customers should be won.

One of the most important advertising and communication tools for companies is the newsletter. Usually sent digitally by e-mail, newsletters help to contact and address interested parties, readers or customers in a targeted manner. In this way, companies can actively and directly send news, website content or advertising for their products to registered prospects. Two of the biggest advantages are a targeted selection of recipients and extensive customization options for the mailing. Newsletters are therefore ideal for generating traffic and thus distributing content or supporting content marketing measures. In this way, readers and customers can be easily and specifically directed to the appropriate content on the company’s own blog or in its own store.

Contents of a newsletter

The content of a newsletter depends on the goals of the company, the purpose of the newsletter and the target group to which the mailing is directed. Newsletters are often used to publish news on the company’s own behalf, to disseminate the company’s own website content or to promote the products of an online store. For this purpose, the sender composes one or more short teasers in an e-mail and sends this mail to some or all of his registered recipients.

The content of a newsletter can be tailored to the individual needs of a recipient. The more information the sender of the newsletter has about the recipient, the better the target person can be addressed. For example, based on the articles a user has previously read, an editorial team can recommend additional texts in the newsletter that fit the user’s interests. A store operator can offer targeted products that a user has previously viewed, that match products he or she has already purchased, or even products that a user’s acquaintances have recently purchased or rated.

Free content in a newsletter

Marketing departments or editorial teams often offer free content to entice users to sign up for a newsletter. For example, users can receive free e-books, white papers, or podcasts when they sign up for a newsletter, or, conversely, they can sign up for the provider’s newsletter when they download free content.

Companies can also offer free content to recipients who have already registered for a newsletter and thus, among other things, strengthen customer loyalty, reactivate customers or increase their own reach.

Writing style in a newsletter

In addition to the content, the writing style in a newsletter also depends on the company, the purpose of the mailing and the target group. Whether the reader is addressed directly, the tone is more promotional or the text is written in an upscale language style should depend on what and who the sender of the email wants to reach. Basically, no general statement can be made about the optimal writing style.

The individual elements of a newsletter

A newsletter consists of various textual and graphical elements. Each of these elements can be optimized specifically for the content and the recipient of the e-mail.

1. subject line

Next to the sender, the subject line is the first thing the recipient reads about an e-mail. It must encourage the reader to click on it, must not be too promotional and lurid, but also not too boring and dry. If the sender uses certain terms, there is a risk that the e-mail will end up in the spam folder.

The subject line can be individualized with the help of a database. For example, the recipient’s name or place of residence can be specified. The shopping history of a store visitor can also be used for individualization: For example, a subject line with a product recommendation for products already purchased can encourage the recipient to open the mail.

2. salutation

An individual salutation of the reader is standard in newsletters today. If possible, the first line should contain the name of the recipient. How the salutation is formulated depends in turn on the tone of the rest of the newsletter: The formulation can range from “Hello Mr. …” to “Hello Ms. …” to “Dear …”.

3. introduction

As a rule, the introduction of a newsletter should contain only the most important information and a transition to the following content. This way, the author reduces the risk of the reader bailing out before he has seen the actual content.

4. teaser and call-to-action

Teasers are often the actual content of a newsletter. Usually, an email sent as a newsletter contains at least one teaser that directs the reader to another website with articles, products or other content.

Teasers serve to give the user a brief overview of the content that follows and to arouse their curiosity about what is to come. Therefore, they must be written in an informative as well as exciting way. To make it easier for the reader to click, they should be written simply and structured clearly. For example, a meaningful headline or the most important terms – before a colon at the beginning of the teaser – can quickly make it clear what the teaser is about.

A call-to-action can also increase the click rate and should not be missing at the end of a teaser. It is particularly useful to include this as a graphic element in the form of a button. Labels such as “Learn more here” can prepare readers specifically for what awaits them after the click.

5. farewell and contact information

In the send-off, it’s a good idea to refer to other pages such as social media presences of the sender. Whether a single person or the entire team signs off under the email is again a matter of taste. In any case, however, the recipient should be given a contact address and the opportunity to unsubscribe from the newsletter.

6. images

Images can support the statements of a newsletter’s teaser and liven up the e-mail as a whole. Especially for product announcements in newsletters, images can complement the text of a teaser very well. The potential customer gets a better impression of the product page on which he lands after the click. But also the introductions of articles can get even more attention through graphic representations. Whether images increase the click rate in general, however, is controversial.

In any case, images in newsletters should have a clear image-text relationship, if possible, so as not to confuse the reader. Also, graphic images should have a clear benefit, be limited in file size, and not be used in the newsletter for no reason, so as not to unnecessarily delay the opening of the email due to excessively large files. Since images are not opened in every email inbox, the mailing must also work without the graphics.

Newsletter tools

In the meantime, there is a large number of providers that specialize in sending e-mails and also newsletter mailings. The tools of these providers usually provide the user with tools for composing a newsletter, organization and filtering options for recipient lists, and analysis programs for evaluating a mailing. For efficient marketing, these applications are often very helpful, as they offer the user necessary data, tools and analyses from a single source, thus automating, facilitating and making the newsletter mailing more efficient.

For example, MailChimp, KlickTipp or CakeMail are widely used email and email marketing programs.

Newsletters are still an effective marketing tool in the age of social media. Digitally, newsletters usually exist in the form of emails. The content is highly dependent on the sender’s strategy, company, purpose and target audience. Often it is company news or advertising for articles (editorial) or products (store). The tone of a newsletter also depends on other communication and the company’s goals. Especially with professional mailing or newsletter programs, individual elements of a newsletter can be automatically individualized and thus contact and address readers in a targeted manner. Newsletters are therefore an optimal addition to generate traffic and strengthen customer loyalty. They should not be missing from any marketing strategy and should also flank every content marketing measure.


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