🔹Why are digital newsletters more important than ever today?

In an age of information overload, consumers crave quality content and an authentic connection with brands. This is where digital newsletters step in – regular email announcements or magazines from your company that bring value to readers. Today, newsletters are more important than ever for several key reasons:

1. Building Credibility and Trust: When someone signs up for your monthly or weekly newsletter, they give you permission to regularly enter their inbox. This is a privilege you must not betray. Through quality content – such as expert tips, guides, case studies, or exclusive news – you become an authority in your industry. Over time, your subscribers will perceive you as a reliable source of information, and that trust directly influences purchasing decisions. For example, companies that consistently send educational newsletters notice a higher degree of loyalty and more frequent repeat purchases, because they have built a relationship with the audience that competitors can hardly undermine.

2. Maintaining Connection and Audience Engagement: A digital newsletter is like a continuous conversation with your customers. Even when you don’t have a new offer to sell, through the newsletter you can hold the audience’s attention with interesting industry stories, event announcements, or showcases of satisfied clients. This approach keeps your company top-of-mind – when the subscriber is ready to buy a product or service in your niche, they will remember you. Statistics say that 61% of consumers enjoy receiving promotional emails weekly, and 38% would like to receive those emails even more often. This clearly shows that a good email story is not boring; on the contrary, the audience is hungry for quality content. Newsletters are the bridge that spans the time between purchases, keeping the relationship with customers alive.

3. Direct Channel Independent of Algorithms: Unlike social media posts where the algorithm determines who will see your post (and often that organic reach is disappointingly low), the email newsletter is sure to arrive in the inbox of all your subscribers. Of course, not every one will be opened, but you have far greater control. With a good subject line and sender reputation, you can achieve an above-average open rate. Many marketers state that their newsletter open rates and click rates are on the rise – as many as 77% of marketers have noticed an increase in email engagement in recent years. This confirms that newsletters are not only relevant but are becoming increasingly influential.

Best Practices: The key to a successful newsletter is consistency (sending frequency according to plan), value (content that solves problems or entertains), and moderation in selling (the 80/20 rule – about 80% of the content should be useful and interesting, and 20% should be sales messages or offers).

For example, we advise our clients to share expert insights and case studies through newsletters, thereby attracting audience attention and building authority, and only then insert a subtle call to action.

Readers do not perceive such a newsletter as an advertisement, but as a guide they eagerly read, thereby subtly creating conditions for a sale.

In 2025, when customer trust is hard to earn, the digital newsletter is perhaps the strongest weapon for long-term loyalty and market differentiation.

🔹From Behavior Analysis to Sales Call That Delivers Results

User behavior analysis in email campaigns represents a true revolution for sales teams. It is no longer about randomly “cold” calling contacts who may have never heard of you. Instead, the sales team gains insights into who the “hot” leads are – those potential clients who have shown a high level of interest and readiness to buy through interaction with your emails.

Here is how this process works and why it dramatically increases the success of sales calls:

First, modern email platforms provide detailed analytics on the behavior of every subscriber. You can see who opened each email, who clicked on specific links, who viewed your price list via a link in the email, how much time they spent on your site after clicking, etc.

This data enables the application of a scoring system – assigning “points” for every action that indicates interest (e.g., opening an email = 1 point, clicking on an offer = 3 points, multiple consecutive opens = 5 points, etc.). After a certain period, a group of contacts with the highest points is singled out – these are your most warmed-up leads.

Now sales takes the stage. Instead of classic cold calling with an uncertain outcome (where the average success rate of cold calls is barely about 2% in 2025), your salespeople focus on warm contacts who are already familiar with the brand and interested.

A call to such a potential client is no longer “cold” – they recognize your company from the newsletters or email offers they received, have probably already considered your solution, and are close to a decision.

The conversation then flows much easier, because you are calling with a clear insight: you know what they are interested in. For example, if analytics shows that someone clicked three times on a link about a specific service in your email, the salesperson can start the call with that very topic, offering additional information or demo – practically hitting the customer’s “core” interest.

This is no longer intrusive blind selling, but a consultative call that guides the client toward a solution they are already researching.

The results of such an approach are astonishing. Companies that engage in lead nurturing (cultivating the relationship before the sale, e.g., through email education) record 50% more sales-ready leads with 33% lower acquisition costs.

In other words, marketing and sales together lead to more customers with less budget spent when leads are first “warmed up” through automated campaigns.

Furthermore, nurtured leads who go through an educational email sequence ultimately spend 47% more money upon purchase than those who were not nurtured – meaning that patiently informing the client results in greater value per customer.

Conversely, 80% of new leads never become customer if proper tracking and nurturing are absent, which emphasizes how important it is to perform this phase.

For the sales team, this is like getting a list of “VIP” potential clients every month.

Instead of 100 random calls, they can focus on 10 most promising contacts and achieve better performance.

Conversions grow, because you are calling people who are already halfway or at the end of their buying process, and the salespeople’s time is used more efficiently.

In short, subscriber behavior analysis turns what used to be painful cold calling into a warm, targeted sales conversation – thereby closing the loop between marketing and sales and significantly increasing the closing rate.

🔹Biggest Mistakes in Email Marketing That Can Cost You Dearly

Email marketing provides enormous opportunities, but only if it’s done correctly. In practice, two key mistakes can ruin your efforts and cost you dearly in lost opportunities:

• Wrong Platform Choice: The tool and platform you use for email marketing largely determine the outcome. If you choose an inadequate solution – say, a platform without reliable deliverability or without advanced automation options – your emails can end up in the spam folder instead of the inbox. The average email deliverability rate globally is about 83-85%, meaning that roughly every sixth email never reaches the recipient. With a poor platform and configuration, this percentage can be significantly lower. Imagine that 20-30% of your list never sees your messages – that’s a huge loss of potential sales. Besides deliverability, the wrong platform often lacks tools for segmentation, A/B testing, integrations with the website or CRM, which limits you from running campaigns professionally. Choosing the right platform is the foundation of success: it needs to be reliable, scalable, and tailored to your needs.

• Hiring Unskilled Individuals for Strategy and Implementation: Email marketing today is not just “send a newsletter occasionally.” It is a sophisticated channel that requires a multitude of skills: strategic campaign planning, copywriting that sells, design that looks professional on all devices, knowledge of data analysis, understanding of GDPR/anti-spam regulations, techniques for improving deliverability, and much more. It is a big mistake to entrust email campaign management to an untrained person or team. The results can be disastrous – from emails that look unprofessional, through campaigns that irritate users, to serious technical issues like blacklisting your domain due to non-compliance with sending rules. Hiring unskilled people often means the absence of a proper strategy: you might be sending too little or too often, perhaps you are not segmenting the list so everyone gets the same messages, or you are not analyzing results and optimizing the approach. Such an amateur approach can ruin even a good subscriber list – users will lose interest or trust. The value of an experienced email marketing specialist or specialized agency lies in the fact that they know exactly what to send, to whom, when, and how to deliver it for maximum effect. Investing in expertise pays off manifold: companies with a dedicated team for nurturing and email achieve not only more leads, but those leads generate higher revenue. Therefore, do not entrust the most profitable channel to the inexperienced – that can truly cost you dearly in the long run.

How to Avoid These Mistakes? The solution is in the right combination of platform and expertise.

You need a high-quality technological solution and people who know how to use it.

Fortunately, today there are services that combine both. Email Marketing Center is just such an example – a powerful email platform with all advanced functions (segmentation, automation, integrations, analytics), along with an expert team behind it that provides you with support in designing and implementing the strategy.

By using a proven platform and the experience of professionals, your email marketing becomes a precisely tuned machine for generating leads and sales, instead of an uncertain experiment.