Email Marketing and Newsletters

For the same budget, email often outperforms social media: you own the list, no algorithm sits in between, and the message actually arrives. But a purchased or poorly managed list kills deliverability.

You build it slowly, cleanly, and measure as you go.

01 — The list

Consent only

• A clear sign-up form, stating what subscribers will receive and how often.
• Never purchased or scraped addresses without consent.
• A useful lead magnet to give people a reason to subscribe.

02 — The tool

A dedicated sending service

An email tool handles deliverability, unsubscribes, and statistics. Sending a newsletter from a regular inbox ends up in spam, and can get your domain blacklisted.

03 — Deliverability

Three records to configure

SPF, DKIM and DMARC authenticate your sends with email providers. Without them, a share of your emails never arrives. See our guide on domain names and hosting.

04 — The content

Useful, regular, personal

• An editorial line: what the subscriber gets out of each issue.
• A sustainable pace (weekly, biweekly, monthly) — announced and kept.
• An honest, concrete subject line; the first send should be a welcome sequence.

05 — Measure

What actually matters

Open rate (subject line and reputation), click rate (content and offer), unsubscribe rate (relevance and frequency). Adjust based on these three numbers.

06 — Frequently asked questions

Frequently Asked Questions

How often should you send?

Whatever pace you can sustain while delivering value every time. One good email a month beats an empty one every week.

Is double opt-in mandatory?

Not everywhere, but it improves list quality and deliverability, and it secures consent.

What should you do about inactive subscribers?

Run a re-engagement campaign, then remove those who don't respond: they drag down your open rate and reputation.

07 — Resources & links

Where to go, concretely