Scoring with a newsletter

Mann sitzt am Tisch und scrollt auf seinem Tablet. Auf dem Tisch steht eine Tasse Kaffee. Er liest vermutlich einen Newsletter.

Have you ever thought about sending a regular newsletter to your customers to be closer to them? Maybe to introduce them to the latest products or to inform them about the new collection? Although many people are annoyed by the flood of emails that flutters into our inboxes every day, the newsletter is still a good way of business communication. That’s why in this article we’ll take a look at what to consider and how to stand out from the rest.

Are newsletter spam?

Some time ago they really were. Today they are no longer, because before a company or business can send you a newsletter, they need your consent. Some are clever, of course – link the newsletter subscription to a worthwhile discount or you have to specifically object to the subscription. Companies do this for a reason, because once the email has made it into the inbox, it is a reminder or an anchor even if it is unopened. The company is remembered and perhaps this will awaken a desire to buy in some customers. However, it is better if the customers actively agree to this and also receive added value.

What does it mean? Added value?

Basically, newsletters are used to communicate from the sender (the company) to the recipient and to offer the recipient what the sender has to offer. This sounds a bit stilted – to put it simply, the sender wants to sell his or her products. Is that already an added value for the customers? No. Of course people are happy about special offers from their favourite company or perhaps about a competition. But it would be better to use this direct channel to show customers that they are important to the company. And that requires more than just product content.

Was macht einen guten Newsletter aus?

Let’s start with the basics:

  • Relevance: The content should be relevant to the recipients. This means that it should be tailored to their interests and needs. It is important that the newsletter is not too general, but contains specific information and offers that are of interest to the target group.
  • Regularity: A good newsletter should be sent out regularly. Depending on the target group and the topic, this can be weekly, monthly or quarterly. The important thing is that recipients can rely on it and know when to expect the mail.
  • Clarity: The newsletter should be clearly structured and convey a clear message. Long texts and confusing layouts scare off readers. It is important that the information is quick and easy to grasp.
  • Personalization: Personalized newsletters that include the recipient’s name or interests are very effective. They show that the sender really cares about the recipient and takes them seriously.
  • Call-to-Action: Ein guter Newsletter sollte eine klare Handlungsaufforderung (Call-to-Action) enthalten, die den Empfänger zur Interaktion auffordert. Das kann z.B. ein Link zu einer Landingpage, ein Angebot oder eine Umfrage sein.
  • Call-to-action: A good newsletter should contain a clear call-to-action that prompts the recipient to interact. This can be a link to a landing page, an offer or a survey, for example. The layout should be clear and well-structured to facilitate the flow of reading. Images and graphics can also enhance the newsletter and arouse the interest of readers.
  • Mobile optimization: More and more people read newsletters on their smartphone or tablet. Therefore, it is important that the newsletter is also easy to read on mobile devices and automatically adapts to the screen size.

The four points that make your newsletter special

If you have considered the above points, you can set the topping, so to speak, with the following ones.

  1. Unique content: You sell socks? Then write a story about the history of the sock. You sell cosmetics? Then inform your customers about the skin care of the ancient Greeks. Or find something else interesting around your core topic. Offer your subscribers exclusive content that they can’t find anywhere else. This could be insider information, exclusive offers or expert tips.
  2. Creative design: Use a creative and appealing design to stand out from the crowd. This can be achieved, for example, by using animated graphics, videos or interactive elements.
  3. Clear objectives: Define clear objectives and ensure that each newsletter supports those objectives. A clear focus on subscribers’ needs can help them find your emails particularly valuable and relevant.
  4. Personal Branding: Use the newsletter to build and strengthen your personal brand. You have the chance to present yourself as an expert in your field. Don’t forget that!


It is best to use a combination of these techniques. This way you ensure that your newsletter stands out and stands out from the rest. However, it is important to remain authentic and above all not to cross the line between added value and “annoying”. Unfortunately, this is sometimes very narrow.

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