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1. Why newsletters still matter
Despite the rise of social media and chatbots, the newsletter remains a powerful, personal tool for communicating with your audience: it lands in an inbox people check every day, and — unlike social media — it doesn't depend on a third-party algorithm to be seen.
A well-written newsletter can inform, sell, build loyalty, and position your brand as authoritative in its field.
2. Newsletter goals
Every newsletter needs a clear purpose: are you selling a product? Announcing something new? Sending a useful resource? Clarity of purpose drives everything else, from tone to design, down to the call to action you choose.
3. Recommended structure
- Effective subject line: clear, direct, engaging — it's the single factor that decides whether the email gets opened.
- Short introduction: gets to the point immediately, respecting the reader's time.
- Body copy: useful, personalised content, well structured visually.
- Call to action (CTA): a clear invitation to act (e.g. "Learn more", "Buy now").
- Footer: contact details, useful links, privacy notice, and unsubscribe link — legally required.
4. Effective content: what to write
Avoid long, generic text. Focus on short, clear, targeted content. Include free resources, practical tips, news, or exclusive offers. Every newsletter needs to offer something of real value to the reader: if they find nothing useful, they'll ignore or unsubscribe from the next one.
5. Design and readability
Use clean, responsive layouts. Break up content with headings, bold text, and images. Make sure the newsletter is easy to read on both desktop and mobile, since most opens today happen on smartphones. Tools like Mailchimp or Brevo offer ready-made, already-optimised templates for this.
6. Useful tools
7. How to increase engagement
Personalise content based on your audience, segment your lists, test different subject lines (A/B testing), and send at the right time of day. Include visible CTAs and offer clear, simple actions: the more choices you offer, the less likely the reader is to take any of them.
8. Measuring results
Track opens, clicks, conversions, and unsubscribes. But be careful: since 2021, Apple Mail Privacy Protection (active on Apple devices) automatically opens every email in the background, artificially inflating the open rate. For this reason, CTR (click-through rate — the percentage of people who click a link) is now considered a more reliable metric than the raw open rate.
| Metric | 2026 average | Top 10% |
|---|---|---|
| Open rate | 20.7% | 44.0% |
| Open rate (incl. Apple MPP) | 33.9% | 59.9% |
| CTR (click-through rate) | 2.3% | 5.2% |
| Unsubscribe rate | 0.5% | 0.05% |
Source: Brevo, "2026 Marketing Orchestration Benchmark".
A good starting point for evaluating your results: if your CTR is close to or above 3%, you're already above the general average. Use this data to improve your content and sending frequency, not to chase absolute numbers, which vary widely by industry.
9. Pre-send checklist
| Clear subject line, tested, free of "spammy" words | ✓ |
| One main goal per email | ✓ |
| Visible CTA consistent with the goal | ✓ |
| Layout tested on desktop and mobile | ✓ |
| Unsubscribe link present and working | ✓ |
| Segmented list, not sent to everyone indiscriminately | ✓ |
10. Frequently asked questions
How often should I send my newsletter?
There's no universal frequency: it depends on how much valuable content you can consistently produce. A monthly newsletter that's always useful beats a weekly one that's often thin on content — sending too often is one of the top causes of unsubscribes.
Why isn't the open rate a reliable metric anymore?
Because features like Apple Mail Privacy Protection automatically open emails in the background to protect user privacy, even if the person never actually reads them. This inflates the open rate, making CTR (actual clicks) a more reliable indicator of real interest.
Mailchimp or Brevo — which is better to start with?
Both offer free plans suitable for beginners. Mailchimp is often preferred for its range of templates and automations; Brevo stands out for its integrated CRM, useful if you want to combine newsletters and contact management in one tool.
Communicating well online takes strategy, not just tools
The I.T.S. Planet team supports companies and events with digital communication, from SEO to bulk email deliverability.
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