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How to write a perfect newsletter

The Newsletteris an excellent promotional and communication tool for brands that do business online. Through email marketing companies can acquire qualified leads, take care of the relationship with potential and acquired customers, and increase sales over time.

The newsletter therefore must necessarily be an integral part of the marketing strategy.

As can be seen from the following chart, it occupies the final part of the sales funnel and is used, in synergy with the other communication channels of the brand, in the period of time that goes from the first contact request from the potential customer to the decision of purchase.

Graph showing the digital sales funnelREDUCE AND CUSTOMIZE THE OBJECT 

Said that, let’s see how to write an effective newsletter to create successful DEM(direct email marketing) campaigns. The first step is to write an  object that works. The object is the most important element of the newsletter,  a preview of the content, a short text string that communicates directly and immediately the main topic with the aim of attracting the attention of users, getting curious and inviting them to continue reading.

Newsletter2Go, company specialized in newsletter management and marketing automation, examined 12,000 newsletters and analyzed their performance. The study showed that the fundamental characteristics of a performing object, which invites users to the action and enables to obtain higher opening rates, are length and customization level.

The study showed that opening rates is closely related to the length of the object: emails with a short and concise object have a higher opening rate. It must not exceed 60 bars, included spaces: an object containing between 10 to 20 characters obtains an opening rate of 35,5%; percentage drops to 30,2% when characters are between 30 and 40; it falls further to 27,8% when characters are between 80 to 90.

In addition, it is advisable to shorten the object to prevent it from being cut and not properly displayed on mobile devices. For the same reason, it is better to place the key concepts and the main information at the beginning, in order to immediately arouse the interest of readers.

Today digital content is mainly used through smartphones. The average user receives a great deal of information and takes a very short amount of time to selecting interesting content. The object must therefore be clear, concise and engaging.

Besides the length, the personalizationof the object also plays a decisive role in the success of a newsletter. An easy way to customize an email subject is to enter the recipient’s name. There is evidence that this kind of newsletter gets a higher opening rate, 32.57% compared to the average of 20% because the name catches the attention and the recipient feels directly concerned.


Designis another important element for the success of a newsletter. It is not just an aesthetic factor but the way to organize content of the email. The newsletter is not always read comfortably in a PC screen, on the contrary most of the time it is consulted on the mobile phone while the recipient is moving. For this reason it is necessary to pay the utmost attention to any stylistic choice to ensure maximum readability:

  • responsive template
  • division into paragraphs
  • recognizable links
  • captivating and optimized images
  • well-highlighted and positioned “call to action”.


The tone of voice is another important benchmark for effective business communication. The tone of voice is the communicative style that a company adopts to relate with its audience in the various channels and contexts. It reflects the company’s brand and values, so it must be uniform and consistent in all corporate publications: the website, the blog, the social networks and last but not least the newsletter, to make the brand unique and recognizable.


Not only the how is important, but also the what. Many companies use newsletters as a mere promotional tool for sending commercial messages. Nothing could be more wrong. Most people do not want to receive advertising messages, but useful information. Consequently, the best strategy is to plan an editorial calendar that includes the sharing of different kinds of content:

  • articles to read from your blog or external sources
  • important news regarding the company or the reference sector
  • ebooks and white papers, research and studies into interesting subjects for members
  • commercial and advertising content such as offers and promotions


To create effective newsletters it is necessary to first define the sales funnel and, on this basis, plan the calendar of publications to feed the public with the so-called“lead nurturing”, that is the constant dialogue of the company with the potential customers. acquired, throughout the period from the first contact until the time of purchase and even beyond.

Only through a non-invasive and increasingly personalized communication, a brand can direct the choices of potential customers towards their products or services. providing an answer to their questions and a solution to their problems.



The last point is perhaps the most important. Once the email marketing activity is started, it is possible to find a large amount of data from the newsletter management platforms, the so-called KPI (Key Performance Indicator) that, based on the recipients’ behavior, help us to understand if the newsletters we have sent have been successful or on the contrary we have to change our strategy.

Example of reports on newsletters openings and clicks

The main parameters are:

  • open rate: how many recipients have actually opened the email. A low rate may mean that the copy of the object was not effective.
  • click rate: the number of clicks on the links in the newsletter. This parameter is influenced by the quality of the contents in the body of the email: images, texts and calls to action.
  • click-through rate: the percentage of clicks, or the number of unique clicks compared to the number of unique openings. This parameter indicates the ability of the newsletter’s contents to attract and involve recipients.
  • bounce rate: rebound rate, which is the number of undelivered emails compared to those sent. It is a very important parameter, which is used by newsletter management platforms to measure the reliability and reputation of the sender.
  • unsubscription rate: the number of recipients who have canceled the subscription to a specific newsletter, a value that usually around 2%. If the percentage is higher, it could depend on the frequency of the sending of emails or the quality of the content of the messages.


Data monitoring and analysis are fundamental activities to evaluate the results of an email campaign and to plan new ones. Setting clear goals and identifying the most relevant KPIs for your reference sector and business is the key to getting the most out of every email campaign.

 If you want to know how to integrate the email marketing activity with your online business strategy, ask for our consultation. We will be happy to help you plan and manage your newsletter campaigns.