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Email & newsletters

Email and newsletter content is the set of messages a business sends to subscribers, from one-off newsletters to automated sequences such as welcome and onboarding emails. It is one of the few channels where you reach your audience directly, without an algorithm deciding who sees it.

Overview

Most email programs have two parts. Newsletters are sent to the whole list on a schedule and carry news, ideas or curated links. Sequences are a fixed series of emails triggered by an action, such as signing up, starting a trial or buying, and they do the same job for every new subscriber.

The welcome email is usually the most-read message a subscriber ever gets, so it is worth more effort than any single newsletter. A short welcome sequence of three to five emails can set expectations, deliver what the subscriber signed up for and introduce the one next step you want them to take.

The hardest part of a newsletter is not the design or the platform but having something worth saying every week. Teams that sustain one usually draw from a steady source of material, such as customer conversations, expert interviews or their own long-form content, and adapt it for the inbox. The guides below cover sequence types, real examples and idea lists.

Put this into practice

See how ContentPod turns expert interviews into newsletter content.

Newsletter content

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Frequently asked questions

What is an email sequence?

An email sequence is a series of automated emails sent in a set order after a trigger, such as a signup or purchase. Common types are welcome, onboarding, nurture and re-engagement sequences.

What is the difference between an email sequence and a drip campaign?

The terms overlap. A drip campaign usually means emails sent on a fixed schedule, while an email sequence is often triggered and branched by what the subscriber does. In practice many teams use the two names for the same thing.

How often should a company newsletter go out?

Choose a frequency you can keep up with good material, and stay consistent. Weekly or every two weeks is common for B2B newsletters; a monthly newsletter works if each issue is substantial.