Right, I’m going to level with you, I could totally tell you a step by step of how to create a killer email newsletter in this first paragraph, BUT we are going to do this properly! I swore to myself that when I wrote a blog about this – that I would use the opportunity to help people write GOOD newsletters, the ones that people actually want to open, read and look forward to receiving. NOT the one’s that people immediately archive, don’t open or send straight to junk.
Starting a newsletter that actually works for your business is all about knowing your audience and defining your purpose.
Let’s dive in…
Why are email newsletters good for your business?
Newsletters aren’t just another marketing chore, and they definitely aren’t just about selling – they’re about building relationships and building a community.
Here’s why they’re worth the effort if you do it well!
Having a newsletter helps you build a community. Someone’s inbox is their VIP space, they have to let you in. A newsletter lets you chat directly with people who chose to hear from you. No algorithms, no ads – just you and your audience.
Newsletters are amazing for brand building. Every email is a chance to show off your personality, expertise and values in a more intimate space. Over time your people start to know, like and trust you and that’s when they become ready to invest or might even recommend you to others.
It’s not a quick fix, but newsletters are unbeatable for long-term growth. Unlike social media where posts have a shorter shelf life, newsletters stick around. They nurture leads, keep you top of mind and turn casual readers into loyal customers.
Planning your newsletter content
Now we’ve covered why newsletters can be great for business, let’s look at how to craft one that your audience will love!
1. Look around for inspiration & plan your structure
Think about the newsletters you love. What makes you open them?
For me, it’s James Clear’s 3-2-1 emails, because they’re short and sweet, they don’t bombard my inbox and they’re incredibly thought provoking (I love all things personal development).
My Three T’s Newsletter tries to adopt a similar approach with it’s structure – my target audience are busy business owners, who need help with marketing their business and want to learn quick tips that help them feel less overwhelmed and more in control of marketing their business. By keeping a similar format each time (Three points – a tip, a trick and a takeaway) packaged in a short 3 minute read, people start to learn what to expect from me when I pop up in their inbox each month.
Take a look at the newsletters you love and ask yourself:
- What was it that made you subscribe? (Was it a freebie? A social media post? A link on a website)
- What makes you stay? (Fun tone? Useful tips?)
- What would make you unsubscribe? (Too salesy? Too long? Irrelevant information?)
Once you’ve answered these questions from your perspective, think about who your target audience is and what their typical circumstances are. Then re-answer the questions above from their perspective. Better yet if you already have an audience, ask them directly for their feedback (more on this below).
Remember: your newsletter should feel like an email from a helpful friend. Check out the Do/Open book written by David Hieatt if you need more guidance for how to plan your email newsletter.
2. Keep it short and sweet
You and your readers are busy, juggling work, family, friends, staying hydrated and just staying alive sometimes! There are a million other bits of content competing for their eyeballs and their attention spans are short. If it helps, imagine what they might be up to the moment your email hits their inbox. They might be:
- Reading in bed in the morning whilst they’ve hit snooze for the last time
- Chugging a cuppa on a 10-minute coffee break
- Sneaking a peek at their emails in between client meetings
- Scrolling when the kids have just gone to sleep
So, keep it short, scannable and valuable. Use bullet points, headers and a friendly tone to break up the text and keep it easy to read.
3. Ask your audience what they’d like to read about
Audiences love to get involved, so if you ask them what they want to read about in a newsletter, they’ll tell you. It might be relatable stories, candid behind-the-scenes peeks, or some quick and easy industry tips. Ultimately, your newsletter should make their lives easier, not just promote your latest offer.
4. Find your frequency (Consistency is key!)
How often should you send out your newsletter? Weekly, monthly, quarterly? There’s no one-size-fits-all, but here are two key things to remember – rule of thumb:
- If you email too often, you’ll annoy people and they’ll unsubscribe.
- If you don’t email often enough, they’ll lose that sense of connection with you.
- Pick a frequency you can keep consistent with and use the open rates and unsubscribes as a way to gauge if you’re doing too few or too many.
Consistency is SO important. Honestly, don’t start a weekly newsletter if you know you won’t have the time to keep up with it. It’s much better to start at a rate you can commit to comfortably and build up from there.
5. Include a call to action
So you’re providing value first – perfect! Now I’m guessing the whole point of starting your newsletter was because you want to increase your sales right? So this is where you need to include calls to action.
Book now, sign up here, donate, get in touch, enter here – all of these are examples of a call to action. Essentially an action that you want someone to take when they read your newsletter.
Don’t send an email newsletter straight from your normal account
If you’ve designed an eye catching email and you’re about to hit send from your normal business email account, STOP. You’re making a big mistake.
If you’re going to send out regular newsletters to subscribers you need to use a proper email platform.
Here’s why:
- It’ll help you avoid spam filters. Gmail hates bulk emails from personal accounts and will send them straight to your customers’ spam folder.
- Using an email platform means you can get proper sign-up permissions, so you don’t fall foul of GDPR.
- The platform will give you access to all sorts of handy data so you can see who’s opening, who’s clicking, what they’re clicking, the times your emails get opened most and more! This will help you to refine your newsletter strategy and give your audience more of what they like, when they like it.
Which email platform should I use for my business newsletter?
There are heaps of platforms out there at different price points, with different features – it can feel a bit overwhelming where to begin so take some time to do your research. You may already have a CRM in place or a website with email built in (like on Shopify) so take a look at the things you’re already subscribed too before signing up to something new.
Features are important and I’d recommend using a platform where you can create sign up forms and automated flows as well as just a standard newsletter. – typically these are the features the people grow towards in the future. Pricing wise, there are a couple of models, ones where you pay more the more emails you send or the more subscribers you have and others which are a standard fee with unlimited sends and subscribers.
Mailchimp is one of the most well-known platforms, and it does have an intuitive interface and some great features – particularly love the analytics. However the pricing tends to creep up as your subscriber list grows, which can seriously add up over time.
I use Flodesk for my Three T’s Newsletter – it has some gorgeous templates, user-friendly automations, easy to read analytics, great email flow set ups and landing pages for your sign ups (see mine here). Plus, it charges a low fixed fee which doesn’t creep up even when your subscriber list does. I’m on the unlimited email plan which gives you access to all email features, unlimited emails and unlimited subscribers and I currently pay $38 (around £28) per month. There is also a specific E-Commerce plan which I haven’t used yet but looks great.
A little treat from me to you….
If you do decide that Flodesk is right for you, sign up to Flodesk use my affiliate link and you’ll get 50% off your first year subscription fees. Full transparency – I also get a little reward if you sign up too – it’s a win win!
Get started with your first email newsletter
Once you’ve done your planning, the next thing to do is get started! Remember, your first newsletter doesn’t need to be a masterpiece. Done is better than perfect and you’ll learn as you go.
Here’s a simple structure to get you going:
- Introduction – a warm hello (Imagine you’re writing to a friend)
- Share one useful tip or story (Keep it light and helpful)
- Involve the audience add a call to action (e.g. “Want to deep dive this topic? Listen to my podcast episode here” Ready to learn more? Book a one to one.)
Newsletters are one of the most underrated marketing tools out there. They build trust, keep you connected, and – when done right – actually add value to your audience.
Have a peek at my newsletter for inspiration
You can get more of my marketing insider tips and check out my newsletter style by signing up to receive The Three T’s monthly newsletter. Marketing tips, tools and takeaways for the business professional.
If you want more of a MWM fix you can check out the rest of my blog, follow me on IG and Linkedin for lots more value packed marketing content and behind the scenes shenanigans.
