Digital Marketing

Why Email Newsletters Are Making a Comeback and How to Do It Right

By ARM Administrator
May 19, 2025

In the early 2010s, email newsletters began to lose relevance. Saturated with promotional content and increasingly marked as spam, they often felt impersonal and ineffective. In recent years, however, they have regained importance and are now seen as a powerful and strategic communication tool. A key reason behind this comeback is that email newsletters allow businesses to communicate directly with their audience without relying on third-party platforms or algorithms. As consumers grow more concerned about data privacy and transparency, newsletters offer a permission-based and straightforward communication channel.

Why brands are turning away from social media and back to the inbox

While social media platforms were once the golden ticket for brand exposure, they have become increasingly unpredictable for marketers due to constant algorithm updates and privacy regulations that have steadily diminished organic reach and constrained precise audience targeting. For example, Facebook’s organic reach for business pages has steadily declined, currently around 2.5%. This unpredictability has caused widespread 'algorithm fatigue,' forcing brands to rely heavily on paid ads to maintain visibility. By comparison, email newsletters offer steadier engagement, with open rates typically between 20% and 30% and click-through rates near 3%.

What makes email newsletters a must-have in modern marketing

Email newsletters serve as a powerful tool for building long-term relationships, delivering consistent value, and supporting measurable business growth. Here’s how:

Strong return on investment

Email marketing stands out for its extraordinary return on investment. According to the data, for every £1 spent, companies typically generate around £36 in return, translating to an impressive 3,500% ROI. Such a remarkable return makes email marketing deliver significant business value for companies of all sizes across any sector. A prime example of this power is Ben Fridja's preorder strategy, which sold 25% of his product stock before launch through exclusive discounts to his engaged email list. Offering early access and exclusive discounts to an engaged email list demonstrates how email marketing can effectively drive early sales and customer acquisition with minimal investment.

Focused and targeted communication

One of the strongest advantages of email newsletters is their ability to deliver personalised content. Around 79% of consumers say they prefer to receive promotional emails from brands they are interested in, making email an essential tool for marketers to foster engagement. By segmenting mailing lists based on user behaviour, preferences, or demographics, businesses can craft messages that directly reflect the needs and interests of each recipient. Such personalisation drives action and offers opportunities for increased interaction, building customer loyalty and long-term trust.

Control over audience data

Brands retain complete control over their email lists, maintaining uninterrupted access to their subscribers. In a time when digital privacy is a growing concern, owning your audience data ensures a more secure, stable, and independent way to engage with customers without relying on third-party platforms.

How to create an email newsletter people want to read

A good email newsletter doesn’t feel like a sales pitch. It feels like a helpful update from someone you trust. Whether you're trying to keep your audience engaged or build long-term relationships, the key lies in consistency, clarity, and respect for the reader’s time. Unnecessary embellishments or distractions should be avoided. Below is a step-by-step guide on how to get it right.

Start with a clear strategy

Creating a successful email newsletter begins with a well-thought-out strategy that outlines your goals, frequency, tone, and audience. Whether your aim is to drive traffic, increase sales, or nurture brand loyalty, having a defined purpose helps tailor content to your audience’s needs.

Choose the right email marketing platform

Your email marketing platform should make your job easier, not harder. Platforms like Mailchimp, Brevo, and Moosend offer drag-and-drop editors, segmentation options, and automated workflows. Look for one that is user-friendly, integrates with your website or CRM, and is scalable to meet your evolving needs.

Offer a compelling reason to subscribe

People are more likely to share their email addresses if there is something in it for them. Provide value by offering exclusive content, early access to products, or special subscriber-only deals. Make sure your call to action clearly communicates what subscribers will gain and why it is worth their time. For example, New York Times Cooking combines beautiful visuals with a warm, personal tone, making their newsletters feel like a trusted source of inspiration rather than just another promotional email.

Segment your audience for better targeting

Sending the same content to everyone seldom works. Audience segmentation ensures that the right content reaches the right people. For example, webinar attendees may appreciate expert insights, while new buyers might be more interested in user guides or promotions. Over time, segmentation will increase engagement and reduce unsubscribes.

Design for clarity and responsiveness

A cluttered design can overwhelm readers and reduce engagement. Keep your layout clean, use consistent fonts, and maintain a clear visual hierarchy. Limit images, make good use of white space, and ensure your emails are mobile-responsive, as more than half of all emails are read on mobile devices. Brands like Morning Brew excel here by using simple, clean designs that make their conversational content easy to scan and enjoy on any device.

Check before sending

Always preview your email on both desktop and mobile to ensure it looks right. Test links, proofread the content, and experiment with different subject lines. A/B testing is vital for finding the best styles and sending times.

Wrapping up

Newsletters are long-term, strategic assets making a strong comeback in the age of content overload. As audiences grow weary of surface-level marketing, the inbox offers a trusted space for value-driven, permission-based communication. It’s a platform where attention is earned rather than bought. For marketers aiming to build lasting relationships and deeper brand affinity, email is more than just a distribution tool. It is a direct line to relevance and trust. By placing newsletters at the core of your strategy, you’re not only staying in touch; you’re building a community that grows with you. References: https://2020insights.com/marketing/why-are-newsletters-making-a-comeback/#:~:text=Newsletters%20Build%20Trust%20Over%20Time,convert%20subscribers%20into%20loyal%20customers. https://blog.beehiiv.com/p/why-email-newsletters-are-making-a-comeback https://www.zerobounce.net/blog/email-resources/email-marketing/email-newsletters-in-get-them-right https://www.impactplus.com/blog/why-email-marketing-newsletters-are-making-a-comeback https://www.bluent.net/blog/newsletter-marketing-is-making-a-comeback