Newsletter in WordPress

Sending via Host: PHP

WordPress offers one technique on a silver platter: sending via PHP. This is because the PHP function mail() is typically used by WordPress to send system notifications via email. Accordingly, you can also use this function to send newsletters. However, despite sounding simple, this method should be approached with caution – it comes with several drawbacks. First, most web hosts disable this function by default. Second, many servers are either not optimally configured or are misconfigured for the PHP function, which can lead to issues. Furthermore, SPF and DKIM settings cannot be configured. A quick reminder: SPF (Sender Policy Framework) helps ensure the authenticity of emails by specifying which servers are authorized to send emails on behalf of a given domain. The sender’s domain includes an SPF record in its DNS server. DKIM (Domain Keys Identified Mail) is another email authentication method that ensures an email remains unaltered during transmission. Both settings are essential for professional and reliable newsletter delivery. In summary, these drawbacks can cause mass emails to be sent very slowly – or not at all. Just as problematic, there is a high likelihood that your emails will end up in recipients’ spam folders.

Sending via Host: SMTP

SMTP (Simple Mail Transfer Protocol) is a core component of email transmission, responsible for receiving emails from a sender client and forwarding them directly to the recipient server or another SMTP server. You may already be familiar with this: when setting up a new email address in an email program, you always need to enter an SMTP server. One advantage of this method is that most web hosts provide direct access to SMTP servers. However, in addition to other benefits, you should be aware that some hosts impose hourly or daily sending limits for SMTP. So, if your newsletter mailing list contains significantly more than 500 recipients, you should consider an alternative.

Sending via external SMTP server

An external SMTP server, such as Amazon SES, offers several advantages over the SMTP servers included in conventional web hosting packages. With an external SMTP server, hourly or daily sending limits are completely eliminated. In addition to providing a reliable sending infrastructure, these servers also offer advanced authentication and reputation management. They also improve email deliverability, reducing the likelihood that your mailings will end up in the spam folder. So, keep this in mind: a good newsletter plugin should allow you to send emails both via your own server and through an external SMTP service.

Sending via Cloud Services

Another option for sending newsletters is through a cloud service such as MailChimp or ActiveCampaign. Sending via cloud services offers the same advantages as external SMTP services – and even more. With cloud services, you gain access to browser- or app-based software, allowing you to create email campaigns, opt-in forms, and automations. You can also manage contacts comprehensively and analyze newsletter statistics with ease. Cloud services offer two options for integration. Option A is to use a plugin such as MailOptIn or Thrive Leads to implement opt-in forms or pop-ups on your website. The email addresses collected through the plugin are then transferred to the newsletter tool. Option B allows integration via iframe or JavaScript. Many newsletter services automatically provide signup forms that can be embedded into your website using iframe or JavaScript.

Internal newsletter services and classic plugins with external newsletter services

There are many ways to send newsletters, and the range of options is vast. However, newsletter services can generally be divided into two main categories: internal newsletter services, which are built directly into the WordPress backend as newsletter plugins, and classic plugins with external newsletter services, which are integrated with your WordPress website.
Integrating an internal newsletter service is relatively simple, and the quality of these tools is generally higher. In addition to popular newsletter services, the plugin directory also includes some plugins that do not require additional newsletter software. These WordPress newsletter plugins, which come with built-in newsletter functionality, can be used directly in the backend as a tool. This means that managing recipient lists, sending newsletters, and viewing statistics can all be handled directly within WordPress using the appropriate plugin.
Classic plugins with an external newsletter service, on the other hand, are integrated with WordPress and allow you to set up newsletter registration on your website. However, recipient management, the newsletter editor, and email dispatch are handled through the external newsletter tool.

The disadvantages of using internal newsletter plugins

When using internal WordPress newsletter plugins, emails are sent directly from the web space where your WordPress website is hosted. While this may seem convenient, it also comes with several drawbacks. As mentioned earlier, some web hosts are simply not optimized for sending newsletters, which can lead to technical issues. Additionally, mail functions are often blocked, and you may need to navigate usage limits. To run a professional newsletter operation, you’ll also need additional features, including an editor, A/B testing, analytics tools, a subscription and unsubscription process, and automated email sending.

Disadvantages of using external newsletter plugins

Plugins from external newsletter services offer exactly these professional features, so you can check that off your list. However, one important factor to consider is that by integrating external newsletter plugins into WordPress, you establish a connection to third-party servers and will likely need to set third-party cookies. Just like when using external tools such as Google Analytics on your website, you must integrate the newsletter service into your cookie consent tool to obtain visitor consent. Additionally, you must ensure that your preferred newsletter service is GDPR-compliant.
Overall, using external newsletter plugins inevitably incurs monthly costs. Additionally, relying on third-party providers comes with the risk of data leaks due to hacker attacks or phishing, should the provider be compromised. External plugins can also impact website loading times, as they continuously and intensively communicate with the site.

A brief introduction to classic newsletter plugins for WordPress

Enough with the theory – now it’s time to introduce you to a selection of classic newsletter plugins that you can integrate with your website. You may already be familiar with some of these services, but let’s expand your horizons!

Clever Elements

The Berlin-based company Clever Elements not only boasts major clients such as BMW but also operates servers in Germany, ensuring compliance with data protection regulations and giving users confidence that they are working in accordance with privacy guidelines. Interested users can test the tool, which includes a white-label solution, free of charge for 30 days. After that, pricing is based on the number of subscribers – for 50,000 subscribers, the cost is €170 per month. While Clever Elements is praised for its intuitive user experience, its newsletter plugin falls short in terms of features – key functionalities such as autoresponders and advanced personalization options are unfortunately missing.

Clever-Reach

We proudly present one of the largest do-it-yourself email marketing tools! CleverReach is part of Ashampoo, a software company founded in 2007, and comes packed with professional features – from A/B split testing and RSS campaigns to social media integration and landing page creation – it has everything you need, including a free plan! While the free plan is not completely ad-free, it still allows you to send up to 1,000 emails to 250 subscribers per month. If you need more, you can opt for the Basic plan at €60 per month, which includes 20,000 emails to 5,000 subscribers. For larger needs, the Professional plan costs €900 per month and allows unlimited mailings to up to 100,000 subscribers.
The key advantages of CleverReach include its headquarters in Germany, the availability of numerous integrations, and email automation with workflow views. However, not everything that glitters is gold. Users have noted several drawbacks, including the lack of advanced CRM features, the absence of web tracking for visitor interactions, the limited functionality of the editor, and the significantly higher price compared to competitors.

Rapidmail

With more than 200,000 B2B customers, Rapidmail, based in Breisgau, ranks among the top players in the newsletter market. This flexible and intuitive tool describes itself as best suited for companies that send emails to a smaller number of recipients. Rapidmail offers users two pricing plans: Starter and Premium. The Starter plan begins at €15 per month and includes unlimited email sending to up to 500 subscribers. Users particularly appreciate this billing model, as it is based solely on the number of subscribers. The server location in Germany is cited as a key advantage of this newsletter service, along with its well-designed template editor and high deliverability rate. With a 90% success rate, it is considered “excellent” compared to the competition.
While users appreciate the billing model, and the Starter package is relatively affordable, the Professional package comes at a significantly higher price. However, since key features like A/B testing and email scheduling are only available in the Professional plan, users often have no choice but to pay the higher cost. Despite the higher price, the service also lacks an integrated landing page builder, meaning an additional external tool is required if needed.

GetResponse

In the US, two newsletter tools dominate the market: MailChimp and GetResponse. With over 350,000 customers in 183 countries, GetResponse stands out by offering far more features than many competing email marketing tools. For those interested in trying it out, the free plan allows you to send up to 2,500 emails to up to 500 subscribers per month. Additionally, GetResponse offers a 30-day free trial, giving users the chance to explore its premium features in more detail. If you’re convinced, you can choose from four pricing plans: Email Marketing, Marketing Automation, E-Commerce Marketing, and Max. When it comes to features, GetResponse stands out with its email automation and list automation capabilities, which allow customers to be automatically moved to a specific mailing list based on their actions. With the Conversion Channel feature, users can create optimized landing pages for campaigns. Additionally, the Google and Social Media integration enables ad monitoring on both platforms directly from the newsletter tool. As if that weren’t enough, GetResponse even offers a live chat feature for your website, ensuring that valuable leads aren’t lost. The only downside for users is that some email automation features are only available in the higher-priced plans.

Mailchimp

Everyone recognizes the iconic symbol of the little monkey holding an envelope. Of course – we’re talking about Mailchimp! This US-based newsletter service is one of the world’s leading email marketing tools and has recently added a CRM feature, which is already included in the free plan. Users can send up to 1,000 emails to 500 subscribers per month at no cost. The highest-tier plan, priced at €385 per month, allows users to send 500,000 emails to up to 50,000 subscribers. If you ask Mailchimp fans why they chose the tool, the first thing they mention is its highly refined editor, which offers a wide range of modular elements. The template selection is also impressive, with all designs being fully responsive. But Mailchimp isn’t resting on its laurels – quite the opposite. The platform continuously expands its feature set, recently adding an AI-powered email creator.
Until a few years ago, Mailchimp was known for its generous free plan, offering a wide range of features. However, over time, the service has significantly reduced these offerings, a change that still frustrates some users. An even bigger issue, however, is compliance with EU data protection regulations. As a US-based company, Mailchimp stores its data on US servers, meaning that some EU privacy guidelines do not fully apply.

Mailjet

Mailjet stands out as one of the most affordable newsletter tools on the market, with pricing based solely on the volume of emails sent. Founded in 2010, the company also offers a unique selling point that sets it apart from many competitors: It allows teams to collaborate on an email campaign in real-time, much like Google Docs! Additionally, Mailjet promises (and delivers!) an easy setup for automation, transactional emails, SMS, A/B testing, and a wide range of integration options. Mailjet also allows users to create opt-in forms, and it prioritizes security and GDPR compliance, giving users peace of mind. And the best part? It’s all available at an affordable price! The free plan lets you send up to 6,000 emails, while those with larger needs can opt for the highest-tier plan at €385 per month, which allows up to 500,000 emails to an unlimited number of subscribers. Despite these advantages, it’s worth noting that list management is not particularly user-friendly, and the automation options are somewhat limited.

Brevo

A well-known tool with a new brand identity, Brevo – formerly Sendinblue – has repositioned itself in the market. Based in France, the company has moved its hosting and data processing to Germany, ensuring GDPR compliance by default. So far, so good – or even better: Brevo is known for its cost-effective automation, particularly for smaller recipient groups, and aims to minimize spam complaints with its Spam Check feature. Speaking of automation, Brevo takes an innovative approach by incorporating website visitors’ browsing behavior into its automated workflows. With Brevo’s free plan, you can send up to 9,000 emails to 2,000 subscribers per month at no cost. For €59 per month, you can send 100,000 emails to up to 500,000 subscribers. Does that price sound appealing? Then you’ll also appreciate Brevo’s landing page editor for special campaigns and its SMS campaign capabilities. However, there are a couple of drawbacks. In the affordable Lite plan, Brevo includes its provider logo in emails and only removes it for an additional fee. The service also charges extra for multiple team logins – to enable this feature, you must subscribe to the Business plan and pay €11 per user per month.

Klick-Tipp

The German newsletter tool (ATTENTION: not to be confused with Kick Tipp!) provides a comprehensive email solution for businesses across all industries. It stands out with its advanced tagging features and pricing model, which allows an unlimited number of emails to be sent to up to 10,000 contacts. For those with larger mailing lists, KlickTipp offers the Enterprise plan, which includes a dedicated mail server. In higher-tier plans, an API interface is also available for third-party integrations. In addition to various campaign automation features, users can assign specific attributes to recipients, allowing them to build a comprehensive database using tags. Split testing is also available at any time. The fact that all mail servers are located in Germany and are therefore GDPR-compliant is another major advantage for users. However, those hoping to test KlickTipp for free will be disappointed – there is currently no free trial period available.

Mailflatrate

With its extensive reporting and automation features, the Mönchengladbach-based newsletter service Mailflatrate has built a strong reputation. Another key highlight is its CSA certification. CSA (Certified Senders Alliance) is a European organization that maintains a whitelist, ensuring that emails sent from certified tools are highly unlikely to be classified as spam. Mailflatrate is also highly regarded for its flexibility, as it seamlessly integrates with various solutions through APIs and plugins. In addition to a free plan, which allows users to send 20,000 emails to up to 2,000 contacts per month, Mailflatrate offers a selection of three monthly subscriptions – named Neptune, Moon, and Saturn – as well as two annual plans, called Earth and Sun. The only drawback, according to reviews, is that A/B testing is currently only available manually.

A quick guide to internal newsletter plugins for WordPress

Since we’ve covered one option, it’s only fair to explore the alternative! This time, we’ve taken a closer look at the WordPress newsletter plugin portfolio and put together a curated list for you. But see for yourself!

Email Subscribers & Newsletters

The name says it all: Email Subscribers & Newsletters is a beginner-friendly plugin with an average rating of 4.6/5 stars. Users appreciate that it includes all essential features while remaining easy to use and not overwhelming. When combined with Icegram for pop-up creation and Rainmaker for subscription form design, Email Subscribers & Newsletters becomes an even more powerful tool. It also offers basic automation features, and the pre-designed templates are a definite highlight. Many people don’t know that this service includes its own SMTP server, along with WooCommerce integration and a captcha. It also automatically cleanses lists, and users can calculate the SPAM score of their emails. And last but not least, the service is fully GDPR-compliant! The plugin is free to install, thanks to its open-source nature. For those who want additional security features, premium templates, and automatic list cleaning, there are Starter and Pro plans starting at €6.50 per month. However, the editor mode for your emails does not include a drag-and-drop builder.

Mailster

Mailster is a newsletter system that offers all the same features as Mailchimp, from creating forms for newsletter sign-ups and segmentation to managing newsletter subscribers. Mailster has two key advantages: the plugin can access the data from your WordPress installation and send personalized emails based on that information. Plus, it provides a much better cost-to-performance ratio! With easy installation in the backend, over 400 free and paid email templates, and a variety of tags for personalization, Mailster offers users a wealth of features! It excels particularly in its analytics: open rates, click rates, bounces, spam complaints, redirects, unsubscribes, and link clicks are all available for each campaign. Additionally, the email marketing provider is fully GDPR-compliant right out of the box. Mailster is available in Starter, Professional, and Agency plans starting at €79 per month.

MailPost

Are you new to email marketing or do you run a WooCommerce store? If so, MailPost is the perfect solution for you. With over 300,000 active installations, this WordPress newsletter plugin offers more than 50 newsletter design templates. If you regularly publish blog posts, you can easily send updates to your readers when new content is live, as long as MailPost is integrated into your backend. The plugin allows you to create newsletters effortlessly via drag and drop and organize different target groups by segmenting your subscriber list. As mentioned, MailPost is particularly valuable for WooCommerce store owners, as it enables you to automatically send newsletters and emails based on specific actions, such as the purchase of a particular product. The free plan allows you to send up to 5,000 emails to 500 subscribers. For businesses with over 200,000 subscribers, MailPost offers tailored pricing plans.

The Newsletter Plugin

The Newsletter Plugin is known for its simple operation and management, as well as its drag-and-drop design – just the name alone says it all! What stands out even more technically is its ability to integrate seamlessly with other WordPress plugins and tools. For instance, emails can also be sent through Brevo or Mailgun. Additionally, the user-friendly API makes it easy to add subscribers from other systems.

Integrating internal newsletter plugins into WordPress

To integrate a WordPress newsletter plugin into the backend, simply search for the newsletter tool in the plugin directory and install it. The plugin will automatically be added to the left-hand navigation bar in the backend. Right-click to access the subscribers. If users register through the form on the website, which you can customize in the WordPress backend, they will be added to this list.

Integrating external WordPress newsletter plugins

If you’re integrating external newsletter plugins into WordPress, the first step is to choose your preferred newsletter system. There, you’ll create an account with your email address and configure your recipient list. Next, create a form that allows subscribers to sign up for your recipient list, including the double opt-in emails. You’ll also need to set the sender’s email address and name for your email dispatch, then embed the registration form on your website using the newsletter plugin. Finally, it’s time to create your first email template!

Legal considerations

While considering design, features, and the best possible outcomes for your email campaigns, one thing must never be overlooked: the legal aspects of creating newsletters. Since the GDPR regulations came into effect in 2018, it is crucial to review several key points and comply with strict guidelines. Failing to do so could result in injunctions – especially if your data is stored and processed on external servers. We’ve summarized the most important factors for you!

Contact form and double opt-in

Every beginning starts with a contact form – this could be a poetic way to describe newsletter marketing. This is because potential recipients must be informed on the form that they are signing up to receive regular newsletters. After entering their information and submitting the form, they must confirm their registration again. This process is known as double opt-in, which means that customers must actively confirm their newsletter subscription twice. The first step is for them to enter their details in the form. After submitting, they receive a confirmation email with a link to the registration, which they must click manually. The double opt-in process is not optional; it must be integrated.

Data protection

The privacy policy should also be linked in the contact form, as recipients will be entering their personal data. The privacy policy, which should be available on your website, must include details about the newsletter tool and explain its functions. Additionally, it must outline how the tool will use the recipients’ data.

Unsubscribing from mailing lists

The GDPR also requires that you give your recipients the ability to easily and quickly unsubscribe from the newsletter at any time. This means that you must include an unsubscribe link at the bottom of the footer in each of your newsletters. Make sure to check this feature in your newsletter tool, as it is often provided automatically. Regardless, it is your responsibility to ensure that the unsubscribe option is available in every mailing.

Order processing contract

If you choose to work with external newsletter software, the personal data of your recipients will be transferred outside your own web space and managed externally. Therefore, you must sign a data processing agreement with the provider of your newsletter tool. This agreement is standard for providers, which is why contract templates are readily available.