Newsletter Marketing Strategies and Promotion Ideas

Newsletter marketing is an excellent strategy for keeping your brand top-of-the-mind for your customers and notifying them about products they may be interested in.
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Newsletter marketing is an excellent strategy for keeping your brand top-of-the-mind for your customers and notifying them about products they may be interested in. You can also use it to establish your authority in your industry.

Keep reading as we share our newsletter marketing strategy and promotion ideas to help you create a successful newsletter marketing campaign and grow your newsletter subscription base.

How to Market an Email Newsletter

Define Your Goals

As you define your goals, ensure they are linked to your overall content strategy.  They should be specific, such as increasing your sales by 20 percent or improving engagement by 15 percent. The goals should guide you to create relevant, segmented content to appeal to various categories of clients.

Define Your Audience

With a defined audience, you will better understand what needs to be addressed in your messages. Knowing your audience also helps you to design your newsletter to make it most visually appealing to them.

Segment Your Audience

When you segment your audience, you can determine the number of newsletters to create for different segments. You can also decide how to design each newsletter to make it attractive to a specific segment. Besides using a different language for each category, you may include unique messages in your newsletters.

Determine Your Publishing Frequency

Newsletter publication is an ongoing process. However, some subscribers may regard your newsletters as spam if you publish too frequently.

Determine the best time of the day, day of the week, or month of the year you will be publishing. Base your publishing frequency on the kind of audience you are addressing and their expectations of you.

You can also give clients the option to choose the frequency of receiving your newsletter, such as weekly, bi-monthly, or monthly. Once you decide your frequency, ensure you have valuable content for each publication.

Prepare your newsletter content in advance to avoid missing your publication date. However, be open to making changes to accommodate trending topics to ensure your content is fresh.

Grow Your Subscription List Constantly

To get quality subscribers, you need to generate awareness for your newsletter on social media and the website. Have a subscription option on your website where visitors can click to sign up for your newsletter. In addition, always look for ways to use it as a call-to-action on your social media posts, particularly when posting interesting content.

Offer valuable products or services to keep subscribers and grow your list. These could be podcasts, e-books, or industry-specific tips in your newsletters. Keep your readers engaged and interested by presenting the same content in different formats.

Create Relevant, Valuable, Easy-to-Read Content

Use punchy headlines and visuals to attract your readers’ attention. Ensure the content is subdivided into short, readable sections to cater to readers with a short concentration span or a tight schedule.

Your tone should be personable and the language appropriate to the target audience. In addition, the content should be relevant to their interests and value-packed.

Use your content to position yourself as a thought leader in your industry. When your audience gains confidence in the quality of your newsletter content, they will effortlessly recommend it to their peers, generating more subscribers for your newsletter.

Test Your Email

Before sending your newsletter, test how the email looks on different devices. It may look different when on a desktop as opposed to on a mobile device. Ensure your email is optimised to look the same way on any device.

You can also use an online testing tool to see which subject lines receive the most clicks. Send different versions of your email to test the one with the most desirable results.

Personalise Your Messages

Your clients will appreciate a personalised message over a general one. However, personalisation does not mean sending a unique email to each subscriber.

It means using the data to address the subscribers by their names and appropriate titles. Research your users upfront and use the information correctly when addressing them.

A perfect example of personalisation is when you visit an e-commerce website and leave without making an order. In most cases, you will receive an email offering you a discount on the item you were searching for.

That would be a perfect trigger to help you decide to make an order. You can also personalise your email messages by including your personal contacts other than sending a generic no-reply email. 


You can automate some aspects of your email newsletter marketing process. When you receive a new subscriber, you can send an automatic welcome email message or a follow-up message after a purchase.

Automated emails perform well because they exploit the element of surprise that most people appreciate. You can begin by exploiting the auto-responder function in your email marketing tool and upgrade to a more complex tool when you need it.

Automating helps you align your emails to your user behaviours. You can then hit your email sweet spot to get better results by sending the emails in the most appropriate context where it will be easier to influence the reader to subscribe.

Matching your customer journey to your communications may help you make it seem natural and easy. This leads to a stronger relationship between you in which the customer ceases to see you as a seller.

When the customers begin to view you as a sales consultant, they may see that you are not solely interested in making a sale but that you also care about the value they get from their purchase. This strengthens your relationship, earning your respect and brand loyalty.

Measure Your Performance

Some key performance indicators (KPIs) include the number of clicks, open rates, unsubscribe rates, the user terminals used to open the newsletter, and when they were opened. If you have linked your email newsletter campaign to your website, you can measure the traffic a particular campaign directs to your site. In addition, you can get data on subscriber profiles and purchases.

Newsletter Promotion Ideas

You can promote your newsletter by increasing your subscribers and using social media. Let’s explore each of these strategies.

How to PromoteYour Newsletter to New and Current Subscribers

Offer Incentives

Use incentives to motivate your existing and new subscribers to remain on your list. Make it feel that by leaving, they are foregoing valuable opportunities to make it harder for them to unsubscribe.

The incentives may be free shipping, educational content, or a percentage discount on their orders. When you reward customers for their loyalty, they become more loyal.

Hold Contests or Sweepstakes

Most people appreciate free things. Design and advertise your contests on social media to make them go viral. This may be an excellent way of getting more subscribers to want to participate. Ensure the giveaways are valuable but also cost-effective.

Develop Data Capture Forms

A sign-up form encourages your site visitors to subscribe to your newsletter without leaving your website. Embed your sign-up form onto your landing page on the sidebars, header, or footer.

Have a Referral Program

If your clients find value in your newsletter, services, or products, they are likely to recommend your brand to others. Make it more enticing for clients to make referrals by awarding clients who share your newsletter to bring on board more subscribers.

Utilise the Test Button Element

Colour may influence your subscribers’ decisions. So might the font, or size, or location of your button.

Play around with the colours on your button to entice visitors to hit the subscribe button. You can also make the button copy personalised and actionable to users. Some helpful copies include:

  • Send My eBook
  • Start My Free Trial
  • Give Me Twenty Percent  Off

Have Exit-Intent Popup Offers

Most people consider popups an unwelcome distraction. Avoid putting off visitors with popups soon after visiting your site. Invest in a tool that detects when they are about to exit. If they have not subscribed, the popup prompt will come up when they want to exit to ensure you capture their details.

Give Subscribers Control over Their Preferences

If subscribers are overwhelmed with newsletters and emails, they will unsubscribe. Allow your subscribers to control their preferences to relieve their inbox anxiety.

Give them subscription options to receive your newsletter weekly, monthly, or bi-monthly. You can also allow them to choose the types of content they want to receive from you by grouping it under topics like spots, finance, beauty etc.

How to Promote Your Newsletter on Social Media

Promoting your newsletter on social media can be effective – depending on the following you have on your social media platforms. Begin by strengthening your social media presence to ensure you have an audience to target. Here are other strategies to help you promote your newsletter on social media:

Link Your Newsletter to Your Social Media Bios

Linking your newsletter to your social media bios may trigger an interest in your followers to engage deeper with you and know more about you from your newsletter content. This will prompt them to subscribe to your newsletter.

 Analyse Your Subscriber Data

You can use your email marketing platform to analyse your subscriber data.  When you know their age, gender, location, and interests, you can use the data to target them with your paid ads. The data also helps you determine the best social media to use where potential subscribers are likely to hang out. 

For instance, if you have more mature followers aged between 29-60 years, you may find them on LinkedIn or Facebook. Vibrant younger subscribers usually hang out on platforms with more entertaining and socialisation content like YouTube, Instagram, and Tik Tok.

Leverage Cross-Promotion

This is an excellent strategy for sharing your newsletter link more widely. You can break down your newsletter and share it as short posts on Facebook, complete with a CTA to subscribe to the newsletter.

You can also create Instagram stories and later compile them into a newsletter. Long posts on LinkedIn with a call-to-action (CTA) to subscribe may also earn you subscribers.

To share your link more widely, you can use it as your profile across your pages. If you are on Snapchat and Instagram, create a tag to notify your followers about your activities on those platforms.

If you use those tags as your profile pictures on Twitter or Facebook, you can also notify users that you are active on Instagram and Snapchat. They may want to see what you post on Instagram, interact with your stories, and learn about your newsletter too.

Use Influencers

The success of social media marketing relies heavily on the number of followers you have. Partnering with an influencer places your newsletter before a huge fan base. This fan base is likely to take the influencer’s word seriously, and if he says your newsletter is valuable, they may decide to subscribe.

Initiate Conversations

You can initiate conversations by asking questions on social media. As the conversation gains momentum, direct it to what you have addressed in your newsletters and invite people to subscribe.

Use your posts to present yourself as an authority in your field to earn people’s respect. Ensure you have a CTA in your social media content, especially when you know the content is interesting.

Use Paid Ads

You can pay to advertise your newsletter on Facebook, Instagram, or YouTube. Paid ads will help you create awareness about your newsletter to a large targeted audience faster.

You may use online tools to track the effectiveness of your ads by evaluating the number of clicks each ad receives, the subscribers it helps generate, and your ROI. You can also tell which ads are performing better and which are the ineffective ones. With this information, you may decide to increase investments in effective ads and terminate the ineffective ones.

Post Behind-the-Scene Footages

You can post short videos showing your brainstorming sessions, how you design and write your newsletter on Instagram and Facebook stories or WhatsApp status updates to trigger interest in the newsletter. Ensure the videos are accompanied by a CTA to subscribe to help graduate your followers to subscribers.

Would you like to ignite the power in your email advertising? Passendo’s Ad Server has all the features you need to maximise your revenue and optimise your in-email advertising workflows. Contact us today to see how it works.

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*By submitting this form, you agree that we may process your information in accordance with our GDPR/Privacy terms.

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