Importance of Newsletters in Inbound Marketing
Posted: Thu Jan 30, 2025 5:48 am
Newsletters are the quintessential tool in an Inbound Marketing strategy . They are the perfect way to mature the bond between users and the company and educate prospects with relevant content.
A newsletter can be used for both conversion and customer loyalty. It also allows you to increase web traffic, which translates into new customers and new sales opportunities.
These newsletters keep subscribers up to date direct moving leads email list with information, offers, promotions and product launches, but they also help establish a long-term connection with them by sharing useful, valuable and relevant material.
Newsletters are effective for lead nurturing and follow-up strategies.
Newsletter Success Stories
Below, we'll show you three examples that illustrate how you can use newsletters and email marketing to your advantage to attract new customers and improve your conversion rates.
BuzzFeed
Buzzfeed's emails are the best example of their ability to handle eye-catching headlines. In their emails, they work very well with the text as a whole, including the alternative text for images.
Buzzfeed uses short, engaging texts in all its communications, inspiring innovative and effective email marketing campaigns.
Rip Curl
The following email from Rip Curl is a great demonstration of a successful email marketing campaign for a product. Images, videos, and related messaging are used. The entire email is geared towards the CTA which can only be “SHOP NOW.”
Dropbox
Dropbox has been able to take great advantage by applying growth hacking through simple messages with graphic elements and familiar texts.
In the following email example, registered users are asked to do so if they have not yet used the service. The tone appeals to sensitivity and tenderness, showing a “sad” box with no files. It then adds a short list of benefits and a direct link to try out the app.
How to measure the success of your campaign?
Knowing the reach or acceptance of your newsletters is essential to see if you are on the right track. For this reason, I recommend including several KPIs in your newsletter campaign .
The most classic ones are:
Bounce Rate : This is used to determine the number of emails that could not be delivered to the recipient (soft bounce).
With this tool, you can find out which emails have a full inbox. You can also find out which emails are invalid, non-existent, closed, etc. (hard bounce).
Delivery Rate : Gives you specific data on the emails that could be delivered to the recipient, subtracting the soft bounce and hard bounce.
Click Through Rate (CTR): Allows you to know in proportion, the audience that has clicked on your emails.
It is one of the most important KPIs to measure the success of a Newsletter campaign, because it indicates whether the message sent is relevant or not for the audience.
Open Rate : One of the basic KPIs to closely monitor the progress of your Newsletter-based campaign.
It is calculated by dividing the number of subscribers who opened the email by the number of subscribers who received it, the result is multiplied by 100.
A campaign with a 20% opening rate for its newsletter is considered successful. If, on the other hand, your percentage has been low, it is time to rethink the method for offering content using this technique. It is worth evaluating the time, the subject of the email, and even the content.
List Growth Rate : You can see how quickly your contact list has grown.
The way to calculate it is by subtracting the opt-outs and hard bounces, then dividing the number obtained by the number on the actual list.
There are more metrics that can help you know the success or failure of your Newsletter , but these are the most important.
With the data obtained through these KPIs, you can make the changes you think are correct to improve your campaign.
A newsletter can be used for both conversion and customer loyalty. It also allows you to increase web traffic, which translates into new customers and new sales opportunities.
These newsletters keep subscribers up to date direct moving leads email list with information, offers, promotions and product launches, but they also help establish a long-term connection with them by sharing useful, valuable and relevant material.
Newsletters are effective for lead nurturing and follow-up strategies.
Newsletter Success Stories
Below, we'll show you three examples that illustrate how you can use newsletters and email marketing to your advantage to attract new customers and improve your conversion rates.
BuzzFeed
Buzzfeed's emails are the best example of their ability to handle eye-catching headlines. In their emails, they work very well with the text as a whole, including the alternative text for images.
Buzzfeed uses short, engaging texts in all its communications, inspiring innovative and effective email marketing campaigns.
Rip Curl
The following email from Rip Curl is a great demonstration of a successful email marketing campaign for a product. Images, videos, and related messaging are used. The entire email is geared towards the CTA which can only be “SHOP NOW.”
Dropbox
Dropbox has been able to take great advantage by applying growth hacking through simple messages with graphic elements and familiar texts.
In the following email example, registered users are asked to do so if they have not yet used the service. The tone appeals to sensitivity and tenderness, showing a “sad” box with no files. It then adds a short list of benefits and a direct link to try out the app.
How to measure the success of your campaign?
Knowing the reach or acceptance of your newsletters is essential to see if you are on the right track. For this reason, I recommend including several KPIs in your newsletter campaign .
The most classic ones are:
Bounce Rate : This is used to determine the number of emails that could not be delivered to the recipient (soft bounce).
With this tool, you can find out which emails have a full inbox. You can also find out which emails are invalid, non-existent, closed, etc. (hard bounce).
Delivery Rate : Gives you specific data on the emails that could be delivered to the recipient, subtracting the soft bounce and hard bounce.
Click Through Rate (CTR): Allows you to know in proportion, the audience that has clicked on your emails.
It is one of the most important KPIs to measure the success of a Newsletter campaign, because it indicates whether the message sent is relevant or not for the audience.
Open Rate : One of the basic KPIs to closely monitor the progress of your Newsletter-based campaign.
It is calculated by dividing the number of subscribers who opened the email by the number of subscribers who received it, the result is multiplied by 100.
A campaign with a 20% opening rate for its newsletter is considered successful. If, on the other hand, your percentage has been low, it is time to rethink the method for offering content using this technique. It is worth evaluating the time, the subject of the email, and even the content.
List Growth Rate : You can see how quickly your contact list has grown.
The way to calculate it is by subtracting the opt-outs and hard bounces, then dividing the number obtained by the number on the actual list.
There are more metrics that can help you know the success or failure of your Newsletter , but these are the most important.
With the data obtained through these KPIs, you can make the changes you think are correct to improve your campaign.