In the context of email marketing, the newsletter is one of the possible uses that companies can make of the email tool. Its sending is part of the web marketing strategies available to companies; it can be used by them as a source of traffic.The necessary condition to receive a newsletter is the subscription to the service which must always be authorized by the user in compliance with the privacy legislation and the GDPR.

The contact database has an inestimable value for companies and its segmentation further enriches it. Initially born as a paper update bulletin that companies sent to their customers, its dispatch has now become consolidated as digital, giving life to both free and paid services.


While both using the email tool, between the dem and the newsletter there is a substantial difference based on the purpose of sending. In the case of the DEM, the purpose is exclusively commercial, the sending does not have a well-defined frequency and is purely for sale. When we talk about newsletters, we focus mainly on the information aspect, by sending useful content on a given topic, and on the contact that the brand wants to maintain with the consumer. Furthermore, the newsletter service has a fixed frequency.

The use of one of the two tools within the corporate communication strategies does not exclude the other as they are compatible with each other; the important thing is to avoid annoying the members.


The main email marketing platforms for sending newsletters and DEMs
The creation of an effective email message requires a very different set of skills: together with the technical elements that allow the reception of the message, on the one hand it is necessary to build a message that, through the persuasive power of words, captures the attention of the recipient, on the other hand it is necessary to graphically structure the elements so that they do not generate confusion in the mind of whoever receives the email.

The layout

Anyone who designs the layout of a newsletter knows that the user’s attention must be captured in a few seconds. The texts inside it, therefore, must be short and captivating and inserted in a simple and well-organized structure. The choice of colors and the subdivision into paragraphs are very important, as is the presence of exclusive contents that increase interest and facilitate loyalty to the service, to the company, to the brand. Within a newsletter it is important to create a visual hierarchy of elements to visually guide the reader, use effective color combinations and use a responsive design that allows the reader to correctly view the content from any device.

How to write a newsletter: Tone of voice

In writing a newsletter, the right choice of words is the element that facilitates the establishment of a connection between the user and the company. The tone of voice of a brand is what makes it more human and recognizable among many, what gives it a character of uniqueness. In choosing the tone of voice for a newsletter, it is necessary to be consistent with the rest of the corporate communication, without forgetting the target to which it is addressed and the objectives to be achieved.