Why Every Small Business Owner Should Start a Newsletter
Karen Livingstone
Helping SME's to grow their business by providing focused marketing strategies, training and support to deliver results.
In today's fast-paced digital world, where getting and keeping your audience’s attention is more challenging than ever, newsletters offer a powerful tool to connect with your customers and potential customers. If you haven’t started a newsletter yet, now might be the perfect time to consider adding one to your marketing mix. Why? Let me explain.
The Value of a Newsletter
A newsletter is a direct communication channel between your business and your customers. Unlike social media platforms where you're at the mercy of algorithms, a newsletter ensures your message lands right in your audience's inbox. It's like a conversation over a cup of coffee rather than shouting over the noise of a crowded room.
Here are some key reasons why a newsletter could make a difference for your small business:
1.?You Control the Delivery
Social media posts are subject to algorithms that might limit their reach, but with a newsletter, you have full control. Your content is delivered directly to your subscribers' inboxes, cutting through the noise and allowing you to engage with your audience more personally.
2.?Cost-Effective
We all know that for small business owners, keeping marketing costs in check is essential. Many email platforms, such as Mailchimp or Mailerlite, offer free versions perfect for those just starting out. Personally, I like Mailerlite for its ease of use and flexibility. You can start small and scale as your list grows without breaking the bank.
3.?Build Stronger Relationships
A well-crafted newsletter helps you stay top of mind with your customers, fostering loyalty and encouraging repeat business. It’s a chance to share valuable content, offer behind-the-scenes insights, and nurture a deeper connection over time.
4.?Drive Engagement and Sales
By sharing tips, special offers, or news about your products or services, newsletters can encourage readers to take action. Whether it’s visiting your website, booking a service, or making a purchase, you can subtly guide your audience toward the actions that matter most to your business.
5.?Boost Brand Awareness and Credibility
Consistently showing up in someone’s inbox reinforces your brand. It allows you to position yourself as an expert, building trust and credibility over time. Plus, with email segmentation, you can tailor your messaging to different customer groups, ensuring your content is always relevant.
So, ?How Can You Get Started with Your Newsletter
If you’re ready to give newsletters a go, follow these simple steps:
Step 1: Define Your Purpose
Before sending your first email, think about what you want to achieve. Are you aiming to drive sales, build brand awareness, or simply offer useful tips to your audience? Having a clear goal will guide your content and structure.
领英推荐
Step 2: Build Your Subscriber List
Your email list is gold, but how do you start building one? Begin with your existing customers—those who’ve bought from you or enquired about your services. Add a sign-up form to your website and promote it on social media. You could even create a QR code for in-person events or networking opportunities.
Pro tip: Offering an incentive, like a discount code or exclusive content, can encourage people to subscribe. Just be sure never to add people to your list without their permission.
Step 3: Choose Your Platform and Set a Schedule
Pick an email platform that suits your needs, like Mailerlite, and decide how often you’ll send your newsletter. Consistency is key, but don’t overwhelm your audience. Start with a monthly or bi-weekly schedule and see how it goes.
Step 4: Plan Your Content
Decide on a structure for your newsletter to make planning easier. For example, you could include:
The goal is to keep your content concise, easy to scan, and visually appealing. Add clear calls-to-action (CTAs) to drive your audience to the next step, whether that’s visiting your site or contacting you directly.
Step 5: Create a Template
Most email platforms offer customisable templates, making it easy to design a professional-looking newsletter. Choose a simple layout that reflects your brand and is easy to update for each edition.
Step 6: Track and Improve
Once you’ve sent out a few newsletters, monitor how they perform. Keep an eye on open rates, click-through rates, and unsubscribes to understand what’s working and what isn’t. Experiment with different subject lines, content types, and formats to find what resonates with your audience.
The Bottom Line
A newsletter can help you build stronger relationships with your customers, generate repeat business, and provide a cost-effective way to stay connected. It doesn’t have to be complicated or time-consuming—just focus on delivering value and connecting with your audience regularly.
If you’re not already sending a newsletter, why not give it a try?
Would you like help planning your first newsletter or refining your existing strategy? I’d be happy to chat! Just call me on 07988 676219 or email [email protected].