Newsletter
email newsletterA newsletter is a regularly published email letter that recipients have subscribed to themselves. It keeps the company in subscribers’ minds between purchases and drives traffic to content and services without platform algorithms.
Good to know
A good newsletter is value given, not a monthly bulletin: the reader opens it because they benefit themselves, and the sales content rides along with the value. A working rule of thumb is 80/20: most of the content helps, a fifth sells.
The letter’s most important property is a predictable rhythm: the subscriber learns to expect it and the maker learns to produce it on routine. A monthly letter done well for years beats a weekly one that fades in three months. Subscribers are collected in your own channels and with lead magnets, never bought lists.
IN PRACTICE
The formula of a working letter
One lead story per letter
A clear main piece and 2–4 light picks. An all-covering digest goes unread and unacted.
A recognisable sender and voice
A human name as the sender and your own tone separate the letter from bulletins. Personality is a competitive edge.
A measurable path onward
Links UTM-tagged to content and services: the letter is a traffic source, not an endpoint.
PITFALLS
Two newsletter mistakes
The letter is about the company, not for the reader
An "our news" digest interests only the sender. Every piece’s test: what does the reader get from this?
The rhythm follows the mood
Three letters one month, then half a year of silence teaches the list to leave. Less often and regular wins.
FREQUENTLY ASKED
Frequently asked questions
How often should a newsletter go out?+
A monthly rhythm is sustainable for most companies: frequent enough to be remembered, sparse enough for quality. Keeping the chosen rhythm matters most.
How do I grow newsletter subscribers?+
In exchange for value: lead magnets, a signup form beside your content and a checkout opt-in. Say what the letter gives and how often.
What is a good open rate for a newsletter?+
In B2B newsletters 25–45 %. After the technical changes of recent years, your own history is the only reliable benchmark.
Does a newsletter have to be beautiful?+
Clear is enough: light formatting and readable text often outperform heavy image layouts that stick in filters.
How do I know the letter works?+
Beyond opens: clicks, site traffic via UTMs and ultimately deals that started from the letter. Ask directly too: replies to the letter are the strongest signal.
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Maintained by the VSCY editorial team · Updated 6 Aug 2026 · Part of the marketing glossary (99 terms)
