Newsletter, what is it and how to create one for your business or brand

Maybe you still don’t know what is a newsletter And that is why you have not decided to create one to start developing an entire email marketing strategy.

When we talk about the newsletter, the first thing that you should get out of your head is the idea of ​​sending mass mails or emails that end up as spam, we will see later that we must take into account many more details that avoid precisely that.

Therefore, you must forget that idea that a newsletter is something annoying for the recipient or that you can associate with spam, if it is well planned and elaborated you can connect with customers or potential buyers through content of value and interest to them.

So, let’s see what a good newsletter is and how you can create it.

What is a newsletter

A newsletter is a 100% digital communication channel used to send content by email, with a certain periodicity, a people who have subscribed and are interested in receiving certain information.

The newsletter, also known as a newsletter, contains a type of content for which the people who receive it are interested, obtaining an implicit acceptance from them to receive it in your email inbox, preferably by double-optin.

Some data

The use of email marketing (a strategy that this type of communication should be part of) is on the rise, as shown by some very significant data:

  • 4 billion people use email daily and it is estimated that they will be 4,600 million by the year 2025 (Statista). The use of email is more alive than ever.
  • 31% of B2B marketers say that sending newsletters is the best way to attract potential customers (B2B Content Marketing).
  • 71.8% of small companies are using email marketing to communicate with their customers and this channel is the one that more return on the investment made gives them (Campaign Monitor). It outperforms Facebook, traditional marketing or SEO in return on investment.

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Among the many advantages of sending newsletters, we highlight two:

  • Higher conversion than through other channels, up to three times those that can be obtained through social networks.
  • Direct communication with the client, without intermediaries in their own email.

What uses can newsletters have for my business

A newsletter is a great tool that brings a whole series of advantages to your brand’s marketing strategy, either by using this resource independently or by combining it with other channels and actions that we are carrying out.

These are the three main uses for which we recommend starting your first newsletter.

1. Customer loyalty

This is the main motivation and reason for sending newsletters.

Sending a newsletter with certain periodicity serves to create a greater bond with your customers, staying in the customer’s mind for a longer time maintaining or reinforcing the image of your brand in him over time and therefore avoiding being forgotten.

The key to obtaining good loyalty is generate a communication link by providing content of value and interest for the client over time without it being necessary to carry out direct sales by this means.

At Canva they treat each customer in a special and close way.

canva loyalty image

Among their newsletters this is a very significant example of how they try to build customer loyalty by making them feel important and always keep their tool in mind to create great designs.

2. Get conversions

With your business the main objective is sales, a newsletter is a great tool to increase your sales by attracting your customers to a product or service that may interest them and, therefore, finally end up buying.

get conversions

This is a good example of email marketing aimed at the direct sale of a product.

3. It serves to generate more traffic to your website

When your shipments not only pursue direct sales but you are interested in visit your website to bring traffic A good newsletter that includes reasons for clicking and a visit is a good tool.

This increase in traffic can be aimed at customers who already have loyal customers, or on the contrary, to those who have not yet bought and who you need to attract first to later get the sale.

Generate traffic

It is a very resource common in the media the use of this type of informative newsletter to attract readers to your news.

In this particular case, that traffic was for an online streaming event, however, the usual thing is to incorporate links to the most outstanding news as a summary and hook to increase the number of clicks and, therefore, traffic to the medium.

How to create your newsletter

To begin, we recommend using one of the many email markting applications that allow you make mass shipments to your customers.

In most cases, these applications have editing tools to design your campaigns from scratch or using pre-defined templates.

In any case, the degree of customization is high and thanks to how intuitive they are, their design is very easy.

Select subscribers

When starting to create your first campaign, the first thing to consider is who you are going to send that newsletter to. Select the subscribers to whom you are going to send it.

All the previous work on segmentation of our customer database will be key to be able to send our newsletter to the people who may be most interested

In addition, it is important that this database is as clean and optimized as possible, thus avoiding duplicate contacts, bounces, emails that are not valid, unsubscribers. For all this, our email marketing application is our ally and takes care to a large extent.

Write a catchy subject

Another key point is the choice of a subject.

As it is the first text that your subscribers will see in their inbox, you must take great care of the text you choose and, above all, that it encourages them to open and read the email.

These are some basic recommendations for a good affair:

  • Be direct and clearly state what it is about
  • Be brief, do not use more than 40 characters and if in three words it is possible, go ahead
  • Avoid terms and words that motivate marking as spam
  • Do not tell everything in your subject, generate curiosity to know more details and information about it, reserve what you want to tell for the body of the email

These are some examples of real affairs written by brands:

Design the newsletter

The elements that we are going to have to incorporate into our design are usually the same regardless of the type of campaign we are carrying out.

You must first contain a presentation by using the our brand logo or business at the top, allowing the subscriber to identify us immediately.

In this upper part it is also optional to incorporate a link to view the email in a browser

Next we must show a headline that must be directly related to the objective of that campaign that we are sending.

Of course that headline must be concise, direct, prominent and have hook.

Design the newsletter

Below is the inclusion of a outstanding image is the most common, although it is not always necessary, depends to a large extent on the type of campaign and its purpose.

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The image must have a complete link with the objective of the campaign, the title and the content of the campaign.

For example, if the objective of our campaign is the sale of a product, a good idea would be to show that product in that most prominent image.

The same happens in this other campaign whose objective is informational and loyalty.

brand loyalty

On the other hand, all the weight of communication has it the body of your newsletter.

The wording of this text is what contributes most of the message you want to communicate.

For this, it is recommended that you use a clear structure, do not write long paragraphs, separate ideas by paragraphs, use bold, underlined, bullet points, or any other element that allows you to attract the attention of the reader.

However, when we refer to attracting attention we must take into account the inclusion of calls to action that can be included in buttons or links.

These calls to action are linked to the objective of our campaign, in turn it is not advisable to include them in excess.

Lastly, to finish the design of your newsletter it is necessary to include in the pie your contact details and, most importantly, the unsubscribe option.

Send your first newsletter

Once you have the design it can be very tempting to click on the submit button, however it is highly recommended that you always send yourself or other trusted contacts a test.

In this way you can see how it is received and therefore detect possible errors or improvement options.

In addition, if your application allows it, another recommended practice is to send two different versions of the same newsletter using test A/B Thus, according to the results obtained, know what works best.

It is also important not to send your subscribers any day and at any time.

Choose the moment when more users can be connected and receptive to reading your email.

In general, both Monday mornings and Friday afternoons are a very bad option.

If the application you use allows schedule shipments use this functionality, it will be of great help to you.


We have almost reached the end of this post, of which as a conclusion we want to tell you several recommendations of everything we have discussed:

  • Draw up an email marketing strategy and follow it at all times over time
  • Segment very well by interests to obtain better results
  • Create and design by focusing on the objective you are pursuing with your campaign

We hope we have helped you better understand what a newsletter is and that this guide can help you decide to send your first messages to your subscribers.