What are the advantages of a newsletter?
High traffic
Those who regularly send newsletters to their customers and prospects have the opportunity to establish closer and better contact. This usually also leads to a regular, higher number of visitors to the website. Newsletters lead to a significant increase in visitor numbers immediately (see graphic).
How newsletters lead to permanently higher traffic and generate more customers
The graph illustrates: A newsletter in January 2017 led to a significant increase in visitors (peak). After that, no further newsletters followed in the example. The number of visitors flattened back to normal, and in the period from February to October 2017, the number of visitors remained consistently below potential.
Between November 2024 and the end of January 2025, several newsletters were sent (a total of four within 12 weeks, i.e., at least once per month). This led to a sustained increase in traffic starting with the third newsletter. Since usability (including traffic and a low bounce rate) is a ranking factor for Google, the newsletter also indirectly supports the ranking.
Regular newsletters lead to:
- more traffic/visitors
- better ranking due to lower bounce rate
How do you find the ideal newsletter content?
When planning your newsletter, it’s important that the topics align with the blog, current events, and interesting industry events. The newsletter should then engage the content without giving too much away: The goal is to get recipients to click, read, and stay.
The reactions are immediately measurable and provide information about the target audience. What was clicked? What was of interest? This creates a constant shift between testing and analysis. First, the mailing checks who opens what, and when. Later, these values are analyzed and adjusted for the next newsletter. This improves the quality of the newsletter, aligned with the interests of potential customers.
Customer loyalty and advertising
Current news about the company (promotions, new products, events, etc.) creates a constant exchange of information. Existing customers remember you. Thanks to personalization, the customer is addressed directly. Modern newsletter tools also allow for segmentation of prospects, so that even more targeted emails find their way into the hearts of readers.
Direct, personal contact with a positive impact on the relationship between companies and customers.
When planning, it is important:
- direct address
- Analysis of interests
- Segmentation by interests
- Increasing quality (“on the job”)
The best day to send a newsletter is Tuesday. Or Wednesday? Or Thursday?
When is the perfect time to send a newsletter?
According to Inxmail and Email-Marketing-Forum, the best days for business-to-customer (B2C) newsletters are Mondays, Tuesdays, and Saturdays, as these days have a high open rate. Brevo, on the other hand, argues that Monday to Saturday evenings achieve the best rates for B2C, while B2B works better in the morning. Chilischarf claims that Tuesday through Thursday are the best days for newsletters.
What can we learn from this? There’s no perfect time to send a newsletter.
Business customers are more likely to be reachable online and via email early in the morning. In contrast, end users are more likely to be contacted midday or in the evening, depending on their work, age, etc. What they all have in common is that newsletters are often read on Saturdays or Sundays—when there’s time.
From our experience, we base the shipping time on the following circumstances:
- Target group
- When it is online and
- What content is it about
So, first, the target audience should be defined and the newsletter tailored to their interests. After all, the everyday life of a manager looks different than that of a mother with a part-time job.
To determine the optimal timing, A/B testing is recommended. This is a simple method: not only different designs, but also different times of sending and receiving feedback provide insight into finding the optimal timing. It’s also worth observing when higher open and click rates and lower bounce rates are achieved.
Google Analytics also allows you to monitor how visitors move around the website.
With this information, content marketing ensures more precise content. Content marketing allows you to plan content down to the smallest detail. What content will be published? How should it be structured? And are there other related topics?
This is how you learn through tests:
- Open-friendly design of the newsletter
- Content that leads to clicks
- Recipient’s behavior on the website
- other interests of the recipient
- ideal shipping time
How should a newsletter be structured?
Rather than sending a newsletter using your own email program, choosing a professional newsletter provider is a better option. Professional providers are certified and will ensure that your email address doesn’t end up on a spam blacklist.
Several tools are available for designing and sending emails. Examples include:
- Mailchimp
- short
- Rapidmail
These “SaaS” (Software as a Service) providers are easy to use and, among other things, enable the quick and uncomplicated creation of a newsletter.
It is possible to use an existing format or to create your own.
The structure can vary depending on the company (and business). However, it’s always best to design the beginning of the newsletter in such a way that it entices the reader and makes them want to receive the email and its contents. The topic of the newsletter should be immediately clear and understandable. A personalized greeting makes the reader feel more at ease. Moreover, they’re already used to it from other newsletters.
The respective sections of the topics are short. This makes reading easier and provides an incentive. It also allows for selective reading—reading only what really interests you. Short sentences avoid unnecessary scrolling.
How newsletters lead to permanently higher traffic and generate more customers
A legal notice and a link to unsubscribe from the newsletter are mandatory. Readers must have the option to unsubscribe at any time.
During registration, it is also important to ensure that the recipient provides written consent. This consent must be saved and retained for evidential purposes. Double opt-in means that after registration, the user is sent an email that they must confirm before becoming a subscriber. This, in turn, prevents warnings and further disputes.
Messenger: Newsletter 1:1
The best “yield” for newsletters comes from information created and distributed via a messaging app (WhatsApp or Facebook Messenger). Such a newsletter is even more personal and ties the customer even more closely to the company. Anyone who consents to one-on-one contact already has a very close relationship with a company. We’ll show you how to successfully implement such newsletters and integrate them with chatbots in a one-on-one conversation and through the design of your new communication channels.
How to increase the open rate of newsletters
In addition to choosing the right distribution channel, an appealing subject line is crucial for the success of a newsletter. Personalized subject lines significantly increase the open rate. In addition, the preheader, the short text following the subject line, should also be carefully worded to generate additional interest.
Regular A/B testing helps identify the most effective subject lines and preheaders. This increases the likelihood that your newsletter will be opened and read, which in turn leads to consistently higher traffic to your website.
Conclusion
Newsletters should only convey truly interesting information. Presenting your own offers and products takes a back seat. Recommend yourself as an expert. The goal of a newsletter is not only to retain and acquire customers, but also to generate higher traffic with better conversion rates through regular information.
- The time of dispatch is determined by identifying the target group and their interests.
- Google Analytics analyses help determine a suitable time before the website is accessed for the delivery date. The goal is to interest the recipient in the topics before they search for them on Google (ideally, predicting planned search intentions).
- A/B testing not only helps you find a suitable design, but also determines the ideal timing and subject line.
- Legal notices are mandatory!
- Messenger newsletters are top class!
If you have developed a good concept for the newsletter, it will ensure that you generate consistently higher traffic and thus more relevance for your website.