Why start an email newsletter? Ten key reasons your business needs one
‘You really should start an email newsletter!’ This is one of the best bits of business advice I’ve ever had. But it didn’t feel like it at the time. It felt heavy. Another thing on my long to-do list. Another big commitment. When will I find the time? What will I write about? And last, but certainly not least, how on earth to start?
I knew the theory behind having an email newsletter for my business. All the benefits it could bring: a list of potential clients, a community of like-minded subscribers, an easier way to promote my offer to a ‘warm’ audience.
I knew that even in these days of social media platforms, email remains very much part of our lives. So much so that Forbes suggest around 88% of people check email every day. And that’s a lot of people.
Now, three years later, I have an email newsletter: Best Words Express. It’s where I share tips and resources for writing, writing copy and content. Is my list of subscribers huge? No, not yet. Is it always easy to find the time to write? In all honesty, that’s another no. But ask me, is it worth the time and energy? Absolutely.
Wondering if you should start an email newsletter for your business? I’d encourage you to do exactly that and here are my top ten reasons why. It’s not all funnels, lead generation and open rates. It can be fun too.
My top ten
1 Your space, your pace
It’s your newsletter and you get to decide how it works. You select a format, decide on the frequency and the ‘feel’. Start by sending a monthly update with a round-up of your (business) news. Or collating weekly insights about the language learning industry. It really is up to you. Long, short, literary, practical? Your choice.
2 Your words, your voice
Writing and sending emails to your subscribers can become a conversation. You know who you’re writing to and why they read your emails. It’s not like the void of social media and wondering if anyone will even notice your post. Your subscribers read your words and very often reply to you.
3 Your community
I know, this sounds a bit touchy-feely. We’re talking about emails, not shared experiences, not real life. But the fact is, your subscribers choose to hear from you regularly. If they didn’t feel part of something, the unsubscribe button is always there – and should be clearly visible. You don’t want readers on your list who don’t want to be there.
4 Share what matters to you
What’s going on in your business? Have you written a new blog post (!) or created a new resource? Are you planning a new course or updating an offer? Your audience want to know, so tell your readers first. In return you’ll get feedback on your plans in the shape of open rates, link clicks and replies.
5 Flexible and adaptable
You can modify your newsletter as you go. After all, you haven’t made any big promises to anyone. Test what works, find out what readers value and tweak your content and schedule to fit you and your audience. It can take a while to define what works best. Enjoy the process of finding your approach.
6 Content you can repurpose
One of the biggest advantages of writing a newsletter is that you create new content regularly. You send your news, views, ideas and insights to your subscribers first but then can re-use, repurpose and repost them where you wish. Posts for social media? A LinkedIn article? A short video for YouTube? Yes to all three.
7 A writing routine
The more you write, the better you write they say. And I really believe this to be true. Your first few newsletters might be slow to create; there’s no denying that. We are all programmed to want to get things RIGHT. By the time you get to newsletter number ten, writing will be easier. You’ll find a flow and start to enjoy it. Try it and see.
8 Cost-effective marketing
Writing and sending an email newsletter is like writing and sending a letter. But for free. Most email service providers offer trial periods or unpaid options for newsletter newbies. All you need to get started is to purchase your own domain. And some time and enthusiasm.
9 Your journey to email marketing
For most of us, creating a newsletter is our first experience of email marketing. But there’s a whole lot more to come. Setting up automated email sequences, creating groups of subscribers, sending onboarding messages to new clients. These all save you time, giving you space to focus on the parts of your business you enjoy most. And with platforms like MailerLite, it’s easy to set these up. I have, so you can too.
10 Having a newsletter is FUN
Really! For me starting my newsletter has been one of the rewarding things I’ve done in my business. I enjoy planning out my content, find the writing of each email offers just the right amount of challenge, and the satisfaction of seeing people reading and enjoying my words is unbeatable.
Of course, at the end of the day, a business needs to make sales too. And that’s where having a newsletter comes into its own. I make about 50% of my sales through my newsletter content. So, what’s not to like?
Tempted to set up your email newsletter, but not sure how to start?
I can help.
The Newsletter Morning: From Ideas to Inbox
An event designed to jump start your newsletter. Join me on Saturday, 26 July and let’s demystify newsletters together.
In four live sessions, you’ll discover how to:
Create a newsletter that reflects who you really are.
Develop a content plan and get past blank-page paralysis.
Welcome and nurture new subscribers to your world.
Build connections and share your expertise.
If this sounds right for you, reserve your seat today.
Let’s take your newsletter from someday to sent.
