Online marketing newsletter: best practice & examples
You want to stay ahead in marketing - but you don't have the time to sort through platform updates, algorithm rumours, tool releases and breaking news every day? This is exactly where our online marketing newsletter comes in: We filter the developments that really make a difference and turn them into a monthly overview that gives you clarity instead of overload. We show you examples from our newsletter and give you tips for your own successful newsletter marketing.
Because "trend" and "actual leverage" are often worlds apart. What is loud today is irrelevant tomorrow - and what starts quietly can become a decisive lever for leads, sales or visibility in just a few weeks.
The most important facts in brief
- Newsletters are one of the most effective marketing channels - direct, personal and measurable
- Good examples such as Morning Brew, Airbnb, HubSpot, Notion or Zalando show how different successful newsletters work
- Newsletters are suitable for every industry - from e-commerce and B2B to SaaS and local businesses
- Successful newsletters deliver real added value instead of advertising and therefore remain relevant
- Clear structure, a goal and a focussed CTA determine clicks and conversions
- Those who personalise, reduce and continuously optimise get the most out of their newsletter
- The DREIKON newsletter provides you with practical insights from real projects - directly realisable and without unnecessary theory
What characterises our newsletter
In our newsletter, you won't receive general tips or recycled standard content. Instead, we provide a curated selection of what we see in real projects every day. What that means for you:
- What's currently working - strategies, campaigns and measures that have been proven to deliver results
- What is no longer working - developments that are losing their impact or are already outdated
- Where new opportunities are emerging - trends, platforms and features that are worth utilising early on
- What mistakes you can avoid - typical stumbling blocks from practice that cost time and budget
No theory, but concrete learnings that you can apply to your own marketing. We deliberately focus on clarity rather than complexity: short, understandable content focussing on the essentials.
Why you can trust this newsletter
This newsletter is based on real project experience in SEO, SEA, content, social media, AI and local marketing.
We develop individual strategies, continuously analyse data and optimise in line with clear objectives - and it is precisely these insights that we pass on here.
You don't get theory, but tried and tested approaches from practice.
Do you want more than just insights - and the realisation at the same time?
Then let us do the talking. Whether it's strategy, lead generation, SEO, Google Ads or social media: In a brief initial consultation, we will show you which levers really work for you - and how we can implement them together.
All tips & tricks for your own newsletter marketing
What characterises a good newsletter example
Successful newsletters do not happen by chance. They are based on clear principles that can be found in many best practices. It is particularly noticeable that good newsletters do not look like traditional advertising, but rather like a relevant, well-curated information channel.
A good newsletter example shows one thing above all: email marketing is no longer a "secondary channel", but a central component of modern marketing strategies. Companies reach their target group directly in their inbox - more personally than via social media and at the same time more measurable than many other channels.
The 6 most important features: This is what a successful newsletter looks like today
Every newsletter needs a task.
inform
sell
Build trust
Without a clear objective, the content appears arbitrary - and quickly loses the reader's attention.
The best newsletter examples deliver real added value. This can be
practical tips
exclusive insights
curated content
concrete solutions to problems
Important: Users don't open newsletters because of advertising - but because of benefits.
A good newsletter is immediately understandable. Typical structure:
concise subject line
short introduction
focussed main section
clear call-to-action
The faster content can be captured, the higher the probability of clicks.
Modern newsletters address their recipients individually. For example, based on
interests
behaviour
previous interactions
The result: higher opening and click rates.
A common problem: too much content. Successful newsletter examples show the opposite:
short paragraphs
clear messages
no unnecessary filler text
If you don't get to the point quickly, you will be overlooked.
The majority of newsletters are read on mobile devices. Therefore
clear structure
Sufficient white space
buttons that are easy to click
fast loading times
A good design supports the content - it does not replace it.
Why good newsletters work
A successful newsletter example always shows the same logic: relevance beats reach. Instead of sending as much content as possible, it's about getting the right content to the right target group at the right time.
Trust plays a particularly important role in the German market. Users expect transparent communication, clear senders and clean, GDPR-compliant implementation. At the same time, tolerance for irrelevant content is rapidly decreasing - anyone who does not provide added value will be cancelled.
This is why successful newsletters are usually reduced, clearly structured and strongly focussed on the reader. They guide the reader through content in a targeted manner and deliberately use only one or a few call-to-actions. This creates orientation instead of overwhelming the reader.
Another success factor is consistency. Newsletters work particularly well if they appear regularly and create a clear expectation. Users become accustomed to the added value - and increasingly open emails consciously.
Discover newsletter examples now and improve your own email marketing in a targeted manner.
Be inspired and develop newsletters that are really opened, clicked on and implemented. Would you like to receive the latest online marketing news directly in your mailbox on a regular basis? Then sign up for our newsletter. We are your best practice for curated newsletter marketing with added value. See for yourself.
Newsletter types per target group and relevant KPIs
| Newsletter Type | Goal | Key KPIs |
|---|---|---|
Allrounder | Audience engagement & reach | Open rate, click-through rate, scroll depth, unsubscribe rate |
B2C | Inspiration & traffic | Click-through rate, conversion rate, time on site, returning users |
B2B | Lead generation | Click-through rate, conversion rate, downloads, lead quality |
SaaS | Usage & activation | Click-through rate, feature adoption, retention rate |
Event | Attendance | Click-through rate, registrations, conversion rate |
Sales | Revenue | Conversion rate, revenue per campaign, average order value |
Newsletter sequence | Loyalty | Open rate, activation rate, retention rate |
Categorisation of the KPIs
Depending on the objective, the relevant KPIs shift significantly: while B2C or sale newsletters focus primarily on sales and conversion, B2B newsletters are more concerned with lead quality and trust. SaaS newsletters, on the other hand, are often measured in terms of product utilisation and retention.
It is therefore important to always align KPIs with the objective of the newsletter - not the other way round.
Our recommendation: Good newsletter examples from practice
All-rounder: Morning Brew
A classic among newsletters. Morning Brew combines current topics with entertaining storytelling and a clear structure. Particularly strong: the mixture of information and entertainment, which generates a high level of reader loyalty.
B2C: Airbnb
Airbnb focuses on visually strong newsletters with inspiring content. Instead of pure offers, the focus is on experiences. This creates emotions and increases the click rate.
B2B: HubSpot
HubSpot provides targeted added value for marketers and decision-makers. Content is clearly structured, educational and directly applicable. This positions the company as an expert.
SaaS: Notion
Notion uses newsletters to explain new features clearly and to show use cases. Particularly effective: the combination of product updates and concrete benefits.
Event: Eventbrite
Event: Eventbrite
Eventbrite personalises newsletters based on interests and location. Users receive relevant event recommendations - a powerful lever for engagement.
Sale promotions: Zalando
Zalando relies on clear messages, strong visuals and limited time. The focus is on conversion - without overloading the user with information.
Newsletter section (onboarding): Duolingo
Duolingo impresses with automated email campaigns that activate users and retain them in the long term. The content is playful, personalised and motivating.
The most important newsletter tools
The most important newsletter tools
1 CleverReach
An established tool from Germany, particularly strong in the SME sector.
Strengths:
- GDPR-compliant with servers in the EU
- Easy to use, also suitable for beginners
- Good integrations (e.g. Shopware, Shopify, Salesforce)
2. rapidmail
Also a German provider focussing on simple newsletter creation.
Strengths:
- Very intuitive user interface
- Legal security according to German standards
- Good price-performance ratio for smaller companies
3. mailchimp
International market leader, also widely used in Germany.
Strengths:
- Very extensive automation and segmentation
- Large selection of templates and design options
- Strong integrations and extensions
Would you like to turn newsletter examples into real performance?
Then let us talk to you. We'll show you how to turn inspiration into concrete strategies - from conception and content to automation. The result is a newsletter that not only looks good, but also has a measurable impact.
