Study: Newsletters are growing more popular
When it comes to email marketing, there are many different types of email messages businesses send to potential customers. These can include news about new products, company updates, promotional emails about sales and discounts, transactional emails related to orders, and messages designed to reengage potential customers, such as those who abandoned items in an online shopping cart.
All of these can be very useful, and companies need a comprehensive email marketing plan that incorporates multiple approaches. It is also helpful to look at available statistics to see which types of emails are being used more frequently. When doing so, some studies have found that newsletters, which customers typically sign up for intentionally, are growing more popular. In 2024, 46% of companies used newsletters, but that figure increased to 58% in 2025. It will be interesting to see whether this trend continues or changes as 2026 continues.
Why newsletters can be effective
One of the key strengths of newsletters is that subscribers choose to receive them intentionally because they want information about products or services they are already interested in. This helps explain why newsletters can be so effective. Open rates and conversions are often higher because recipients already want the content being sent to them.
In fact, some companies run promotions specifically to grow their newsletter subscriber lists. A business may advertise a free product giveaway, requiring no purchase, with the only condition being that the individual signs up for the newsletter. This creates immediate engagement from people who have clearly indicated interest in the company’s products or services.
What should newsletters include?
A newsletter can include a wide range of information, making it a versatile communication tool. Industry news and company updates are common inclusions. These updates help customers stay informed about industry changes or the direction a company is heading in the coming year. This can keep customers interested in future products and aware of upcoming developments.
Newsletters can also be more long-form than promotional emails. When advertising an upcoming sale, the goal is often to keep the message short and direct, encouraging quick action. In contrast, newsletters are designed for readers who want more detailed information and are willing to spend time reading the full message.
Because of this, the target audience may differ. Someone who subscribes to a newsletter typically wants to learn more and engage with in-depth content. Someone receiving a promotional email may be a past customer who is primarily interested in discounts, new products, or upcoming deals, rather than detailed explanations.
Expanding your email marketing
Newsletters are just one component of a broader email marketing strategy. At Content Customs, we can help with all aspects of email marketing, from identifying your target audience to creating effective email content and developing headlines that improve open rates. Contact our experienced team to learn more about how we can help.
