WordPress Newsletter: Complete Guide to Email Marketing with MailPoet
Email marketing is still the most effective digital marketing channel — with an average return of $36 for every $1 invested. And with MailPoet, you can run your entire email marketing directly from WordPress.
This guide shows you how to set up, design, and automate newsletters in WordPress with MailPoet.
Recommended alternative: Mailerpress
Since this article was written, Mailerpress has become our preferred newsletter plugin for WordPress. Mailerpress runs 100% natively in WordPress with no external services required, has a modern drag-and-drop editor, and combined with FluentSMTP for sending you get full control over email delivery with good deliverability — completely without monthly costs for third-party platforms. MailPoet is still a great choice (and this guide is fully usable), but Mailerpress is worth considering if you're starting fresh.
What you'll learn
- Why email marketing is still #1
- Setting up MailPoet in WordPress
- How to build your email list
- Newsletter design and content
- Automation and segmentation
Why Email Marketing?
The Numbers Speak for Themselves
- 36:1 ROI — Email marketing delivers the highest return of all digital channels
- 4.2 billion email users globally (more than social media)
- 21% average open rate for marketing emails
- You own your list — unlike social media followers
Email vs. Social Media
| Social Media | ||
|---|---|---|
| Reach | 90%+ of subscribers | 2-6% organic |
| Ownership | You own the list | Platform owns followers |
| Personalization | High | Limited |
| ROI | 36:1 | Varies |
| Lifespan | Permanent in inbox | Disappears in feed |
What is MailPoet?
MailPoet is a WordPress plugin that turns your WordPress installation into a complete email marketing platform. Instead of using an external tool like Mailchimp, everything runs directly in WordPress.
Advantages of MailPoet
- All-in-one in WordPress — No switching between platforms
- Free up to 1,000 subscribers via MailPoet's sending service
- WooCommerce integration — Automated emails based on purchases
- GDPR-friendly — Data stays in your WordPress database
MailPoet vs. Mailchimp
| MailPoet | Mailchimp | |
|---|---|---|
| Integration | Built into WordPress | Requires plugin/API |
| Data ownership | All in your database | At Mailchimp |
| Free plan | 1,000 subscribers | 500 subscribers |
| Interface | WordPress-native | Separate platform |
| WooCommerce | Deep integration | Limited |
Setting Up MailPoet
Install the plugin
Go to Plugins → Add New in WordPress. Search for "MailPoet" and install. Activate the plugin.
Complete the setup wizard
MailPoet shows a wizard on first launch. Fill in your company name, address (required by anti-spam laws), and choose a sending method.
Choose sending method
MailPoet Sending Service (recommended) — Free up to 1,000 subscribers, high delivery rate. Alternatively: Your host's SMTP or third-party like Amazon SES.
Import existing contacts
Already have an email list? Import it via CSV file. Make sure you have consent (GDPR).
Create your first list
Go to MailPoet → Lists and create a list. E.g., "Newsletter" or "Customers".
Build Your Email List
Signup Forms
MailPoet has a built-in form builder. Place signup forms:
- In the header — Most visible placement
- In the footer — Accessible from all pages
- In the sidebar — Classic placement for blogs
- As a popup — Effective but can be annoying
- In blog posts — Contextually relevant
Lead Magnets
A lead magnet is something valuable you give in exchange for an email address:
- Free guide/PDF — E.g., "10 tips for faster WordPress"
- Checklist — E.g., "WordPress security checklist"
- Discount code — For web shops
- Free consultation — For service businesses
- Template — E.g., "Email template pack"
Design Your Newsletter
Best Practices
- Width: Stick to 600px width (email standard)
- Mobile: Always test the mobile view — over 60% read email on their phone
- Images: Use images sparingly, they're often blocked
- CTA: One primary call-to-action per email
- Branding: Use your company's colors and logo consistently
What Should Your Newsletter Contain?
Good topics:
- Industry news and trends
- Tips and guides (repurpose blog content)
- Customer success stories and cases
- Offers and campaigns
- Behind the scenes at your company
Avoid:
- Pure self-promotion (80% value, 20% sales)
- Too long emails (keep it under 300 words)
- Too many links (focus on 1-2 actions)
Automation
Welcome Sequence
The most important automation. When someone subscribes, automatically send:
- Day 0: Welcome email + deliver lead magnet
- Day 2: Your most popular article or guide
- Day 5: Present your services/products
- Day 7: Social proof (cases, reviews)
- Day 10: CTA — Book a call or buy
WooCommerce Automations
MailPoet can send emails based on customer behavior:
- Abandoned cart — Reminder about products in the cart
- First purchase — Welcome as a new customer
- Returning customers — Reward for loyalty
- Inactive customers — Re-engagement after X days
GDPR and Email Marketing
- Consent — You need active consent (not pre-checked boxes)
- Unsubscribe option — Every email must have an unsubscribe link
- Sender info — Your company name and address must be visible
- Right to deletion — Subscribers must be able to have their data deleted
Important
Never buy email lists. It's illegal under GDPR, destroys your sender reputation, and results in spam complaints.
Conclusion
Email marketing with MailPoet is one of the most cost-effective ways to market your business. It requires an investment in time to build your list and create good content — but the return is hard to beat.
Start here:
- Install MailPoet
- Create a signup form
- Make a lead magnet
- Set up a welcome sequence
- Send your first newsletter
Need help?
Contact me for help setting up email marketing in WordPress. I help with everything from MailPoet installation to automated email flows.
