What is an email newsletter?

Email newsletter

An email newsletter is a recurring message sent to subscribers who've opted in to hear from you. It might arrive weekly, biweekly, or monthly. The content varies: industry news, how-to tips, product updates, curated links, or behind-the-scenes stories. What stays consistent is the relationship it builds between sender and reader.

Unlike promotional emails designed to drive immediate sales, newsletters focus on delivering value first. They keep your brand present in subscribers' minds without asking for something every time.

Why newsletters still matter

Social media algorithms decide who sees your posts. Email doesn't work that way. When someone subscribes to your newsletter, you gain direct access to their inbox, with no middleman and no pay-to-play.

That direct line creates compounding value over time. Each send reinforces your expertise, reminds subscribers you exist, and gives them a reason to trust you when they're ready to buy.

Newsletters also let you own your audience. Platform changes can wipe out your social following overnight, but your email list stays with you.

What makes a newsletter effective

The best newsletters share three qualities: they're consistent, valuable, and easy to read.

Consistency means showing up when subscribers expect you. If you promise a weekly newsletter, send it weekly. Irregular sends train people to ignore you.

Value means every email earns the time it takes to read. That could be a useful tip, an interesting perspective, or exclusive access to something subscribers can't get elsewhere. Ask yourself: would I open this if it landed in my inbox?

Readability means respecting how people actually consume email. Short paragraphs, clear subject lines, mobile-friendly design. Most subscribers scan before they read, so make scanning easy.

Newsletter vs. other marketing emails

Newsletters differ from transactional emails (order confirmations, password resets) and promotional campaigns (flash sales, product launches). Here's how they compare:

Email Type

Primary Purpose

Typical Frequency

Newsletter

Build relationship, provide value

Weekly to monthly

Promotional

Drive immediate action

As needed

Transactional

Confirm or inform

Triggered by user action

Many brands blend these approaches. A newsletter might include a soft promotion at the bottom, or a promotional email might lead with valuable content. The key is knowing which purpose drives each send.

How to start a newsletter

Begin with your audience. What do they care about? What problems keep them up at night? Your newsletter should address those concerns, not just broadcast what you want to say.

Next, choose a realistic cadence. Monthly is easier to maintain than weekly, especially when you're starting out. You can always increase frequency once you've built the habit.

Then focus on building your email list with people who genuinely want to hear from you. Quality beats quantity: a small list of engaged subscribers outperforms a large list of people who forgot they signed up.

Ready to launch your first newsletter? Start your free ActiveCampaign trial and use our drag-and-drop editor to build something subscribers actually want to open.

Common newsletter formats

There's no single right way to structure a newsletter. The format should match your content and audience expectations.

Curated roundups collect the best links, articles, or resources from around the web. They work well when your audience values discovery and doesn't have time to find things themselves.

Original content newsletters feature your own writing, insights, or stories. They build authority and give subscribers something they can't get anywhere else.

Hybrid formats mix both approaches. You might lead with an original thought, then share a few curated links below.

Product-focused newsletters highlight new features, use cases, or customer stories. These work best when subscribers have already bought from you and want to get more value from your product.

For inspiration on what to include, explore these newsletter ideas that keep subscribers engaged.

Measuring newsletter performance

Track these metrics to understand what's working:

Open rate tells you whether your subject lines and sender reputation are strong enough to earn attention. If opens are low, experiment with different subject line approaches.

Click-through rate reveals whether your content motivates action. Low clicks might mean your content isn't resonating or your calls-to-action aren't clear.

Unsubscribe rate signals when you're missing the mark. Some unsubscribes are normal and healthy, but a sudden spike suggests a problem with content, frequency, or audience fit.

List growth shows whether you're attracting new subscribers faster than you're losing them. Steady growth indicates your newsletter is worth sharing.

FAQs

How often should I send a newsletter?

Start with monthly or biweekly. Consistency matters more than frequency. Once you've established a rhythm and have enough content, you can experiment with sending more often.

What's a good newsletter length?

Long enough to deliver value, short enough to respect your reader's time. Most successful newsletters can be read in under five minutes. If you have more to say, link to longer content on your site.

Should I include images in my newsletter?

Images can enhance readability and reinforce your brand, but they're not required. Some of the most popular newsletters are text-only. Choose based on your content and audience preferences.

How do I grow my subscriber list?

Offer something valuable in exchange for an email address: a useful resource, exclusive content, or early access to something subscribers want. Make signup forms visible on your website and promote your newsletter on social media.

Want to see how easy newsletter creation can be? Try ActiveCampaign free and send your first newsletter today.