It is acceptable to use emoticons in any mailing. But in a cold mailing they should be in minimal quantity, because a trusting relationship has not yet been formed between you and the reader.
In any newsletter, start the text with a benefit for the person: do not start with the news of the company's anniversary (it is selfish and uninteresting). It is better to inform that you have now released a product that solves several problems at once, or something similar.
And you can briefly mention the anniversary in the mailing list for those who doubt. And in a little more detail - in the mailing list for the hot base. But only if you celebrate it together with the buyer (for example, in a shopping center for a whole week you can get a free express make-up with any purchase from 1000 rubles, etc.).
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Whatever audience you are sending your newsletter to, end it with a call to action. Only in a cold mailing you should also give a tangible discount to the buyer or give him the opportunity to save on delivery; in a mailing for those who doubt, list all the profitable options in detail and make ready-made solutions; in a mailing to a hot base, it is better to give bonuses and exclusive offers rather than discounts.
To write good newsletter texts for any audience, you need really interesting offers for customers, contests with prizes, useful information and a bit of good humor. The letters should also contain a palette of emotions: support for readers, joy about their wins and bonuses, pride in your employees, products and services.
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