Newsletter marketing involves sending out informational newsletters to interested parties (See also Permission Marketing). Some companies send newsletters through the mail, but the vast majority of companies today connect with customers over email. Email is cheaper and faster and produces data that can be more easily studied to create more relevant newsletters.

Newsletters contain a range of content that is not exclusively related to shopping. Companies might include everything from industry news, to interesting statistics, and “how to” articles in a given issue of a newsletter. Because consumers already indicated their interest in receiving the newsletter, companies can create more interesting content they know will engage their base.