How newsletters fit into marketing strategy

Why Email Marketing Belongs in Every Digital Marketing Strategy

By Raf Weverbergh LinkedIn

Doesn’t Everyone Just Delete Newsletters?

Isn’t Email Outdated?

Aren’t There Better, Newer Channels?

These are statements we hear frequently—and ones we strongly disagree with.

As a marketing tool, newsletters may not be as trendy as the latest social media platform or as flashy as earned media. Yet email possesses several unique characteristics that make it an indispensable part of any content marketing mix.

(Also read: Curious how to increase newsletter sign-ups? Check out our blog on how to optimise website conversions.)

Why Marketers Love Email and Newsletters

1. Email Is an Exceptionally Reliable Communication Channel

Email delivery rates are generally estimated between 88% and 99%.

Once an email reaches the inbox, there is a strong likelihood it will actually be read. Research shows that 90% of Americans use email daily. Nearly 20% check their inbox more than five times a day, and 10% say they check email “constantly.” The same research also indicates that most professional users continue to check email outside of working hours.

2. Emails Command Real Attention

People don’t merely glance at emails—they read them.

On average, readers spend 12 seconds on a promotional email. That may sound brief, but it is an eternity compared to what platforms like Facebook and LinkedIn count as an impression: content that is at least 50% visible on screen for one second.

In twelve seconds, readers can process a substantial amount of information and make an informed decision about whether to engage more deeply with the content.

3. Email Puts the Initiative in the Hands of the Marketing Team

Once you have permission to use someone’s email address, you can command their attention in a way few other channels allow.

You can reach prospects proactively, without waiting for them to take the first step. Email allows you to drip-feed content, build awareness and trust, and do so within the relative privacy of the inbox. Subscribers can, of course, unsubscribe—but that reflects content quality, not the channel itself.

4. Email Marketing Delivers Exceptional ROI

When it comes to revenue, email continues to outperform.

A UK report from 2019 found that every euro invested in email marketing generated €42 in revenue—a staggering 4,100% ROI. Very few marketing activities offer returns of this magnitude. Writing an email remains one of the most cost-effective marketing efforts available.

Email vs. Social Media

Scepticism around newsletter marketing or email nurturing often stems from a preference for social media. Yet in practice, email is a more reliable and rewarding channel for most organisations.

1. Newsletters Outperform Organic Social Media in Reach

Globally, social media counts approximately 5 billion users. Email usage is comparable, with around 4.5 billion users worldwide.

The real difference, however, lies in quality rather than quantity.

Average email open rates hover around 20%, with click-through rates between 2% and 7%, depending on industry and source. By contrast, organic social media reach averages roughly 5%.

In practical terms, an email can reach more than ten times as many people as a social media post—while also holding attention far longer (12 seconds versus a one-second impression).

Note: This comparison is not entirely perfect. Social media posts can reach users beyond direct followers through engagement. However, this does not translate into ten times more meaningful views or clicks.

2. Newsletters Offer More Control and Less Risk

Email platforms do not own your audience. You can switch providers without losing access to your subscribers.

Social media platforms, by contrast, may suspend or remove accounts if content violates platform policies—often triggered by user reports. While relatively rare, such actions occur frequently enough to pose a real business risk, with potentially serious consequences for revenue.

Email, within legal boundaries, gives you full editorial control.

3. No Dependence on Opaque Algorithms

Social media platforms rely on proprietary algorithms to decide which followers see which content. These algorithms are confidential, change frequently, and offer little predictability.

Email providers do not operate in this way. As a result, your message has a far higher likelihood of reaching its intended audience, with deliverability rates exceeding 90%.

4. Newsletters Don’t Compete with Paid Ads

With the exception of limited in-client advertising (e.g. Gmail promotions), paid content does not take precedence over organic email content.

Social media platforms, however, prioritise paid posts because they generate revenue. Organic reach has been declining for years, and data from 2020 shows that only 5.2% of a Facebook page’s followers see an unpaid post on average.

How to Create Email Content Your Subscribers Appreciate

Email is the ultimate endpoint of inbound and content marketing. We view newsletters as a means of delivering consistent, high-quality content directly to the inbox, gradually building value, trust, and brand recognition.

Best Practices:

  • Keep it simple. Avoid visually overwhelming designs. Focus on content over layout. A logo is often sufficient branding. Email is not built for heavy HTML or video—prioritise text.
  • Write like a human. Use plain language, clear subheadings, and short paragraphs. Vary sentence length, but remember that longer sentences require more cognitive effort.
  • Be honest. Tactics such as misleading subject lines or fake “RE:” prefixes may boost short-term metrics but erode trust over time.
  • Create genuine value. Over 300 billion emails are sent daily. Make yours count by sharing knowledge and references that truly benefit your reader.
  • Maintain consistency. A high-quality quarterly newsletter is better than a flurry of emails followed by months of silence.
  • Always require consent. Sending emails without explicit opt-in is impolite and may violate GDPR regulations.

Which Type of Newsletter Should You Choose?

Several proven formats can serve as strong foundations:

  • The Round-Up A curated overview of interesting articles from your own blog or external sources.
  • The Featured Article A single, in-depth piece you’ve created—often linked to blog subscriptions.
  • The Bundle A collection of articles, links, job listings, and offers, ideal for larger databases.
  • The Promotion Exclusive offers, discounts, event announcements, or sales campaigns.

The only format we actively discourage is generic outreach—unsolicited messages from unknown senders promoting unwanted services. 91% of such emails are ignored, and they can actively damage your brand.

A Final Thought

Email marketing is not mining—it is sustainable agriculture. It requires care, patience, and long-term thinking. And like agriculture, there is a reason it has endured for decades:

Because it works.

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