An electronic or online newsletter is a frequently distributed virtual publication, generally about one main topic that is of interest to its subscribers. Many newsletters are published by organizations, societies, associations, and companies to provide information of interest to their members, employees, or visitors. General attributes of newsletters include news and upcoming events of the related organization, as well as contact information for general inquiries.
At some point in 2004, many users were inundated by all types of newsletters, overwhelming the market and exhausting the users across the world. As a result, people stopped paying attention to newsletters.
In the last year, the market has begun to make better use of this type of publication, by adding real value for their current and potential customers.
At this point, it is important to make a good distinction. There are three types of newsletters:

1) Promotional newsletters
2) Active newsletters
3) Subscribed newsletters.

The promotional newsletter, also called the “trashy newsletter,” is a false promotional instrument. Its content does not present a real value proposition, and the only goal is to promote or generate a covered marketing activity. People generally detect this type of promotional material and dismiss it instantly.

The active newsletter also has a promotional objective, but from a different perspective. Many companies distributed interesting material through active online newsletters, such as opinionated articles, useful data, relevant industry news, and tips or tricks.

Subscribed newsletters are the most effective, since they are distributed among users who requested them. Web sites may offer simple forms to encourage visitors to subscribe. The users of these types of newsletters are really interested, for some reason, in the company or the products, in which case, the value of the information published is very high.
It is important to differentiate the active from the subscribed newsletters. They might be similar, but the subscribed information must have an extra value that makes the newsletter somehow more specific and less promotional.
Subscribers are not expecting advertising; they expect useful data. The initiation of a newsletter project is a big task, and must be considered very seriously.

The final product is the result of an evolution of steps:
a) Market analysis
b) Product analysis and definition
c) Design
d) Delivery method