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Nowadays, Email Marketing continues to be considered the most effective online channel to increase our sales, since it starts with the advantage that the user has agreed to have a relationship with our company and wants to receive our commercial emails.

You just have to look at the inbox of our mail to check the amount of information we receive at the end of the day. The truth is that it is much more than we can consume, do not you think? Perhaps the key lies in putting ourselves in the user’s place and asking ourselves the following question: of all the newsletters we have received, how many have we read and why have we opted for those and not others?

Before throwing in the towel and considering that Email Marketing has become obsolete and has become a waste of time, it is convenient to stop for a few seconds to analyze what it is that continues to offer interesting results for brands that have taken advantage of its potential.

What is a newsletter?

A newsletter is a type of email sent by companies periodically to their leads, affiliates or clients, spreading the latest news of a brand. It can be either new posts that have been published in our blog, or offers or commercial promotions, or the launch of a new product.

Of course, what should not be forgotten when preparing an email of these characteristics, is that the user himself has requested to receive it through an opt-in; so we should not disappoint him. To do this, the newsletter must work hand in hand with the recruitment strategies through Inbound Marketing, offering content of quality interest and making the user the lead of the firm.

Requirements for newsletter

One of the first aspects that must be defined before designing a newsletter is the objective to be pursued. When we elaborate an Inbound Marketing strategy, we usually send this type of emails following 3 fundamental premises:

  1. Disperse our quality content to increase awareness of our brand.
  2. Convert subscribers into qualified leads.
  3. Loyalty to our users through useful content, this improving their engagement with our brand.

ordenador, marketing, newsletter

Keys to create an effective newsletter

  • Brief the subject, be direct: Our first challenge is that our subscribers open the emails and the other ways that could influence like: the subject and the sender. Therefore, it is essential to create subject lines that capture the user’s attention with a single glance and awaken their curiosity to click, using our creative skills. Use a language that connects with the user, uses the most original emojis and icons and makes your mail easily recognizable among all others.
  • Take advantage of the space of the ‘Preheader’: This is the part that appears below the subject. Use this space to complete the subject and use it to hide the typical annoying phrase of: “If you do not see this message correctly click here.” In addition, take advantage of giving more information about the content and provide value.
  • Very attractive content: From the moment that subscribers give us the opportunity to offer them information about our business or initiative, we can not let it go! To do this, share the latest content published on your website to capture visits and get it shared. One way to enhance its dissemination may be to include CTAs (Call To Action) that encourage sharing the mail. For example, a “click to tweet” or, simply, a “share this email with whoever you want”. It also places the most relevant and attractive content first, in a clearly visible situation, and even in a preview of the email.
  • Design: There are three ways to deliver a newsletter: With plain text (gives total priority to the text and lacks any type of design or creative images); with HTML text (usually includes visual elements such as logos, CTA buttons, header images, etc.); or with enriched HTML (the visual part charges the main role). Opt for the one that best suits the needs and objective of your business.
  • Frequency of mails: It will depend on your ability to create new content, because if you do not have news on your website, the best is not to send them the same one. Normally, your strategy must have a fixed periodicity, be daily, weekly, monthly or every time a new post is published, promotion or there is a launch of a product to the market. If you wish, you can offer the user the possibility to choose when they want to receive the newsletter.


There is no doubt that the newsletter plays a key role in our Inbound Marketing strategy. The advice is that you should perform several tests until you find the winning formula that allows you to achieve your goals. In addition, it will be essential that you make a detailed follow-up of the results you obtain periodically to be able to make the appropriate decisions and resolve possible details that may arise on the fly.

Do not hesitate and apply these improvements to your newsletter!


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