Email marketing and newsletters: a channel that hasn't aged

Email gets buried every year — yet it keeps bringing some of the best payback figures. The reason is simple: it's your own channel, independent of social media algorithms. Let's break down how to run newsletters right.

Why email still works

• Your own channel — the base belongs to you, not the platform.
• No algorithms — the email reaches the subscriber (if not in spam).
• Personalization and segmentation — different things for different groups.
• Payback — one of the most profitable channels when done right.

Step 1. A legal base

Gather subscribers honestly — through consent (a lead magnet, a subscription). Bought lists = spam, a ban and a ruined sender reputation. No one else's addresses without consent.

Step 2. Segmentation

Don't send everyone the same thing. Split by interests, behavior, funnel stage. A relevant email gets opened, an irrelevant one gets unsubscribed.

Step 3. The subject line

The subject decides whether it's opened. It has to hook and be honest (clickbait with no substance = unsubscribes and spam complaints). It's the email's "hook."

Step 4. The content

• Value first — usefulness, not just "buy."
• One clear message and one main call to action.
• Readability — short paragraphs, structure.
• Balance — useful emails and selling ones, not just sales.

Step 5. Automation

• A welcome series for new subscribers.
• Trigger emails — an abandoned cart, hasn't visited in a while.
• Reactivation of "sleeping" ones.

Metrics

Open rate, CTR (clicks), conversion, unsubscribes, deliverability, spam complaints. A rise in unsubscribes and complaints is a signal you're sending the wrong thing or too often.

What to avoid

• Bought lists and spam.
• "Buy" in every email.
• Too-frequent newsletters → fatigue and unsubscribes.
• Clickbait subjects with no substance.

Takeaway

Email marketing = a legal base + segmentation + a hooking subject + value + automation. It's your own channel with high payback, independent of algorithms. We help build channels of direct communication with the audience.