Sending a newsletter
From empty template to sent mailing, plus scheduling, resending and statistics.
Before you start you need two things: a verified sender and a list of contacts.
The template first#
Under Templates you fix your house style: colours for the background, headings, text, links and buttons, the typeface and its weights, the content width, rounded corners, shadows and the thickness of dividers. You also set your logo, a header image and the footer, with your company name and address.
The footer can carry social links. Paste a link to your Instagram, Spotify or website and the icon is recognised automatically.
One template can be marked as the default. Every new newsletter then starts with that styling. Get this right once and you never have to think about it per mailing.
Building the newsletter#
A newsletter is made of sections that you stack and drag around. There are seven kinds:
| Section | What for |
|---|---|
| Text | Ordinary paragraphs with a heading |
| Text and/or image | Text with a photo beside, above or below it |
| Images | A gallery in columns, optionally all cropped to the same height, with captions |
| Button | A clear call to action with its own label and URL |
| Video | Paste a YouTube or Vimeo link; the thumbnail is fetched automatically |
| Divider / spacer | A line, or simply some air between two blocks |
| HTML | Your own HTML, for when you know exactly what you are doing. Unsafe tags are stripped |
Alongside the sections you fill in:
- Internal name. For you only, to find the newsletter again.
- Subject. What the recipient sees in their inbox.
- Preheader. The short preview text most mail programs show after the subject. Leave it empty and the mail client grabs your first sentence, which is rarely what you want.
- Language. Your page language by default, but you can override it per newsletter.
A preview on the right updates as you type.
Personalising#
In your text you can use {voornaam}, {achternaam} or {naam} for first name, last name and full name. They are filled in per recipient.
If you do not know everyone's name, use a fallback: {voornaam|reader} becomes "reader" when the first name is unknown. Without a fallback you get an ugly gap in your sentence, so always do this.
Test first#
Send a test mail to yourself. Look at it on your phone, not just your laptop; that is where it will be read. Check the subject line, the preheader, and whether your buttons are big enough to hit with a thumb.
Test mails count towards your monthly allowance.
Sending#
Pick the list and the sender. You see how many subscribers the list has and how many emails you have left this month. If your allowance is too low, the app says so up front, with the number of recipients.
Two toggles live here as well: track opens and track clicks. Switch them off and no statistics about who opened or clicked are collected.
After sending, the newsletter is locked. To send an amended version, duplicate it; you get a new draft with the same content.
Scheduling#
Switch on Send later and pick a moment. The newsletter gets the Scheduled status and cannot be edited until then. To change something anyway, cancel the schedule; the newsletter returns to draft and is not sent.
Resending#
A sent newsletter has two extra options. Both make a copy and send it only to the group in question, so nobody gets it twice:
- To people who did not open it. Often worth trying a second subject line a week later. You see how many people that is beforehand.
- To new contacts. For people who signed up after the original send.
Viewing online and sharing#
Every newsletter carries a "view online" link, which works per recipient and keeps the unsubscribe link.
To share your newsletter on social media, create a share link. That is a public URL without an unsubscribe link and without a recipient. Newsletters without a share link cannot be reached that way at all, so sharing stays a deliberate choice. You can always revoke the link.
Statistics#
After sending you see, per newsletter: recipients, sent, delivered, bounces, complaints, opened and clicked. Below that are the most-clicked links.
The dashboard shows your average open and click rate across all your sends.
A few things to keep in mind:
- Open rates are an indication, not an exact measurement. Many mail programs preload images or block them entirely.
- Clicks are more reliable than opens. Look at those if you want to know whether something worked.
- Bounces and complaints matter more than either. If they climb, your sender reputation suffers and your next mailing arrives less well.
Delete a sent newsletter and its statistics go with it. Those cannot be recovered.
Updated on 21 September 2026