Newsletter
A newsletter is a periodical publication distributed to a subscribed audience, usually by email. It brings together content with a recognisable editorial proposition and can inform, share analysis or maintain a relationship with readers
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
Its quality depends on relevance, continuity and a transparent relationship with the audience. Address collection and use, as well as options to stop receiving messages, should be designed for the applicable context. When evaluating results, it is useful to distinguish clicks from subsequent actions and interpret opens with caution. An editorial publication and a commercial message can share a channel without serving the same purpose.
Also known as
Email bulletin
Topics
Variants and linked concepts
- Mailing list. A mailing list is the set of addresses and preferences behind the sends. It should be kept up to date and managed with appropriate permissions.
- Email bulletin. Email bulletin is another name for a newsletter. A single entry is kept to avoid duplicating the same intent.
- Open rate. The open rate depends on tracking technology and privacy mechanisms. It is not equivalent to the message actually being read.
- Unsubscribe rate. The unsubscribe rate relates cancellations to a defined mailing base. Changes should be studied together with frequency and relevance.