Why email newsletters are back in fashion

Email newsletters, we all know what they are and we all receive lots of them (some better than others!), are you getting that fear of missing out if you’re not sending one?  Let’s delve into the world of newsletters and see if your fear of missing out is really justified!


Why send a newsletter in the first place?

Email newsletters are not only useful they’re also one of the best channels for developing stronger relationships with your prospects and customers.  They demonstrate your skill, keep you top of mind and establish your authority in your field.

Many businesses focus on communicating to prospective clients and simply forget about maintaining relationships with their current clients (which, let’s face it, are a lot easier to upsell to than to gain new clients!), a newsletter is a great way to keep in touch and bring them beneficial and useful content.Why send an email newsletter?

Now, let’s be honest, we all receive many newsletters and many of those are filed straight into delete.  They give generic information and seem to be a way to simply sell services and brag about the company.

Successful newsletters should provide quality information and insights to your clients, prospects and subscribers and are one of the cheapest ways to market yourself and your business.

I use MailChimp for my own and my clients newsletters as I find it easy to use and really cost-effective depending on how many contacts you have (most have the free version and this works great).


What on earth should you include?

Now, you know the benefits and you’ve been persuaded to create an email newsletter, what exactly should you include?

Think of the emails which you receive and I guarantee there are at least one or two that you actually enjoy receiving and get real value from.  Try and replicate these good newsletters and improve on them!  Think about the information that is useful to your customers’ interests, desires and needs.  For example, in my monthly newsletter I provide social media tips, information on local networking events and links to useful blogs, so in essence I’m doing the research so my audience don’t need too!

Don’t worry about giving away information for free either, obviously don’t give away your trade secrets but by providing small and frequent tips you’re enhancing your reputation as the expert or go-to person in your field.  It may be surprising, but many people don’t actually act on your tips anyway!  They read them and think ‘Ohh that’s a great idea, I’ll do that’, but then never actually get round to doing it or don’t have the time – that’s where your name will pop into their mind when they do eventually want that job doing, they may just think ‘I just haven’t got the time to do this, but I know Nicola could help me’.


A few top tips for what to include would be:

  • Tips
  • Industry updates
  • How-to’s
  • Company news (limit this to only one or two per newsletter though)
  • Surveys
  • Frequently asked questions


How often should I send it?

Now you know the benefits and what to include, what about the frequency of your newsletter?  You need to be realistic about what you can manage, there’s no point telling everyone you are going to send a monthly newsletter only for you to slip and start sending it as and when you’ve got time.  If you don’t think you’ve got time for a monthly newsletter, why not make it a quarterly edition?  It’s better than not sending anything at all and you’re still making contact with those all important subscribers.


Who do I send it to?

Your email audience is powerful and worth more than gold dust!  You’ve got an invitation into somebody’s inbox so don’t waste it!

I would recommend creating a subscribe page to your newsletter via MailChimp – a great way to increase your audience and adhere to GDPR compliance.

  • Current customers – ask your customers if you can include their details in your newsletter and get their written approval (by email preferably), why not send them the link to the subscribe page and ask them to sign up.
  • Prospects – Include a lead magnet on your website or a Subscribe button
  • Social media – Share your subscribe button on your social channels, this has worked really well for me, I’ve increased my newsletter audience and started to build great online relationships too!
  • Email Signature – Include a link to your newsletter on your email signature


Hopefully the above will have persuaded you to firstly, get started on your email newsletter and secondly, know what to include.  If you feel like getting started but just don’t have the time, feel free to give me a shout, I’d be happy to give any advice or help get you started.