Email newsletter marketing
Email newsletter marketing is regular email communication with prospects and customers who have agreed to receive it — for news, knowledge, offers and invitations.
Unlike social media, the newsletter list belongs to the business itself: no platform decides who sees the message. This makes it one of the most reliable channels to retain customers and nurture prospects.
The double opt-in process has become established for sign-ups: after signing up, people confirm their address via a link. This documents that the sign-up really came from the address owner.
At agroplanta, for example, Circle connected CleverReach with double opt-in and an automatic reminder to the website and designed and coded custom newsletter templates.
What to look out for
- Set up sign-up with double opt-in and document consents.
- Promise a clear benefit — and deliver it: what do subscribers get?
- Design templates in your corporate identity and test them on a smartphone.
- Define a reliable sending rhythm.
- Analyse opens and clicks and align content accordingly.
Common mistakes
- Addresses from business cards or customer lists are simply added to the list without consent.
- Only advertising, no value — unsubscribes rise.
- Newsletters look broken on smartphones.
Frequently asked questions
A two-step sign-up process: after signing up, the prospect receives an email with a confirmation link. Only after clicking is the address added to the list.
As often as you regularly have something useful to say. Reliability and quality matter more than high frequency.