Both emails and newsletters allow you to communicate with an audience, but there are some key differences between the two formats. In this comprehensive guide, we will compare and contrast emails vs. newsletters so you can decide which communication method is right for your needs.
Emails
An email is a digital message sent from one person or organization to another person or group of people. Emails are used for one-to-one or one-to-many communication. They are sent through an email provider like Gmail or Outlook and delivered to the recipient’s inbox.
Here are some key features of emails:
- Personal communication – Emails are best for personalized messages sent to individuals. You can customize the content for each recipient.
- Informal tone – The language in emails is usually more casual and conversational.
- Quick send time – Emails are delivered almost instantly after you hit send.
- Two-way communication – Recipients can reply directly to your email, facilitating back-and-forth discussion.
- Low cost – Sending emails is free for most personal accounts and inexpensive even for large volumes.
- Easy tracking – You can request read receipts to see if recipients opened your email.
- Limit on length – Most emails are fairly short since they display in the inbox. Too much text can be overwhelming.
- Low open rates – Email open rates average around 20-30% for marketing messages.
Example uses of email include:
- One-on-one messages
- Meeting invites
- Quick updates or reminders
- Transactional notifications
- Sales outreach
Newsletters
A newsletter is a digital publication focused on a specific topic that is sent periodically to subscribers. Newsletters have a more formal structure and tone than one-off emails. They may contain news, insights, promotions, or other recurring content tailored to the interests of the subscriber base.
Here are some key features of newsletters:
- One-to-many communication – Newsletters are sent to all subscribers at once.
- More formal tone – The writing is typically more polished with a journalistic style.
- Scheduled send times – Newsletters are pre-written then sent on a set cadence (daily, weekly, monthly, etc).
- One-way delivery – Recipients read the newsletter but cannot reply or have a discussion.
- Design flexibility – Newsletters allow extensive formatting with images, graphics, sections, columns, etc.
- Content variety – A single newsletter can contain different types of content like articles, product features, guides, etc.
- List building – You can grow your subscriber list over time by promoting the newsletter.
- Higher open rates – Newsletters see higher open rates around 20-50% since users opt-in.
Example uses of newsletters include:
- Industry updates or company news
- Product releases or feature announcements
- Special promotions and sales
- Spotlights on customers or fans
- Thought leadership content
- Company or brand stories
Emails vs. Newsletters
Now that we’ve covered the basics of each format, let’s compare emails and newsletters across some key factors:
Factor | Newsletter | |
---|---|---|
Purpose | Personalized messages and conversations | Distributing themed content to many subscribers |
Frequency | Sent as needed, no fixed schedule | Scheduled send cadence like daily, weekly, etc. |
Audience size | One or a few recipients | Hundreds to millions of subscribers |
Tone | Informal, conversational | More formal and polished |
Style | Reads like an individual message | Structured more like a publication |
Length | Short | Any length |
Design | Plain text focused | Graphics, formatting, sections |
Mobile optimization | Moderate | Highly optimized for mobile |
Content format | Typically just text | Can include images, video, audio, etc. |
Recipient actions | Can reply, forward, unsubscribe | Read only |
Measurement metrics | Open rate, click rate | Open rate, click rate, subscriber growth |
Key Takeaways
Now that we’ve explored the characteristics of emails versus newsletters in depth, what are some of the key takeaways?
- Use emails for one-on-one or small group conversations and personalized messages. Turn to newsletters when you want to reach a large segmented audience.
- Emails are better for quick casual communication while newsletters have editorial polish. Align your tone accordingly.
- Think of newsletters as recurring content publications vs. individual emails sent on-demand.
- Newsletters allow much more extensive formatting, design, and multimedia content.
- Subscribers opt-in to receive newsletters which leads to higher open rates compared to cold email outreach.
- Measure the success of both channels through open rates and click rates. Factor in subscriber growth for newsletters.
Best Practices
Follow these best practices when using emails and newsletters for maximum impact:
For Emails
- Keep subject lines clear, compelling, and relevant to the content.
- Get to the point fast in the opening sentences.
- Use a friendly, conversational tone appropriate for the recipient.
- Proofread carefully before sending.
- Include a clear call-to-action when desired.
- Personalize each email by name when possible.
- Make sure your emails are mobile responsive.
- Test different send times to see when your recipients are most engaged.
For Newsletters
- Create a visually appealing design that formats well on mobile.
- Establish clear sections and structure.
- Write snappy headlines that draw readers in.
- Highlight key information first before deeper content.
- Include a mix of text, images, infographics, video, etc. to engage readers.
- Make sign up forms easy to find and use.
- Promote your newsletter through channels like social media.
- Send a welcome email to greet new subscribers.
Choosing Between Email and Newsletter
Deciding between email and newsletter ultimately depends on your goals and audience. Here are some guidelines on when to use each:
- Send emails for personal outreach, individual relationships, appointments, invitations, quick questions, etc. Keep them targeted.
- Use newsletters when you have broader content relevant to an entire audience segment and want an ongoing distribution channel.
- Focus emails on building relationships, starting conversations, sending updates between individuals. Let newsletters distribute and promote curated content collections.
- If you want back and forth dialogue with recipients, email works better. Newsletters are a one-way communication method.
- Send new product or service announcements via email when you want rapid sharing on a one-to-one level. Use newsletters if you have an extended storyline and ongoing updates.
- Utilize emails to send time sensitive information like event invites or confirmations. Reserve newsletters for evergreen content and stories.
- Small businesses starting out may find more use from emails to build personal customer relationships. Larger companies can leverage newsletters to reach their extensive audience.
Conclusion
Email and newsletters are two powerful digital communication channels with distinct use cases. Email facilitates personal two-way conversations while newsletters distribute themed content to engaged subscriber segments. Decide which method best suits your goals and audience needs.
Use email for relationship building through personalized messages sent directly to individuals. Turn to newsletters when you want to reach a broader audience with curated content collections. Follow best practices like compelling subject lines for emails and strong visual designs for newsletters.
With a strategic understanding of the differences between emails and newsletters, you can leverage both formats to effectively engage your readers, nurture your audience, and accomplish your communication objectives.