What to write in an email newsletter as a small creative business owner
As a creative business coach, a hugely popular topic amongst my clients is how to build an email list and what to write about in their newsletters. So in today’s blog post I thought I would share some of my top tips to retaining email newsletter subscribers. All too often we focus on getting subscribers with no forward plan of actually how to retain them.
The good news is that you probably already know subconsciously what’s good and what’s not in the world of newsletters – how many do you subscribe to? Why do you like them? What keeps you from pressing the ‘Unsubscribe’ button?
Conversely, how often have you signed up to something and almost immediately unsubscribed because the content is dull, repetitive, or just a word for word copy of what they put on their Instagram feed or blog?
Starting an email newsletter can be daunting and when you are working on your own as a solopreneur, it’s a challenge to find the time to create regular emails that also raise your profile in the marketplace. But here’s the thing, if you spend time building AND nurturing your list it will increase enquiries to your business, grow your audience and ultimately connect you with the clients you’ve always wanted.
So here are my top reasons why it’s worth the time and effort in crafting a beloved newsletter that keeps people on your list (even if you think you’re not a ‘writer’):
It allows your potential customers to get to know you, and with knowledge comes like, trust and confidence in picking you as their chosen person to buy from.
If you’re in someone’s inbox they are significantly more invested in what you have to say there than ANYWHERE ELSE on the web – that’s right engagement is MUCH higher than Instagram for example.
You can take your email list with you. Move websites, lose a social media account, none of this matters if you have all your dedicated followers on your email list. It’s yours, no-one can take it from you.
Now you know WHY you should invest time and effort in your newsletter, now it’s time to think about WHAT to write. And please don’t worry if writing is not your forte – try and write as you would speak so that it feels natural not forced. People don’t care that you don’t have an English degree, they signed up because they want to hear about what you’re doing and offering. If they didn’t, trust me, there’s no way they’d have given you their email address.
INTRODUCTION
Welcome your readers, say hi! (TOP TIP: use {First Name} tags if your email platform allows so you can write it like you would as if you were writing to one person, no-one likes to be thought of as just a number!
NEWS
The key part of a newsletter is that you provide news – it could be something personal that has come up for you that you can relate to your business. It could be a new product or event, or something exciting like a studio move, collaboration, new client, or accolade you have won.
Try and make it as personal as possible – make that connection emotionally with your readers. If you have had a studio move for example, expand on why, how it’s affected you and what it means you can do now that you couldn’t before. Lovely shots of your new space are great, but aren’t as engaging as hearing about how the space make you feel or lights you up, or what it means you can do now that you couldn’t before. Tell a story, don’t list facts.
ASK QUESTIONS
One of the most valuable points of my newsletter is being able to survey my readers for their opinions or products, or on a topic that’s close to my heart. You can ask your readers for advice too if you’ve had a dilemma lately that they might be able to give their view on.
CREATE COMMUNITY
Make your newsletter feel like a true community – one that you appreciate and truly value, rather than a list of prospects to sell to. It’ll feel more aligned for you AND it will feel nicer for your subscribers too (making them more likely to remain on your list).
Share industry news too – if something has made the headlines recently that corresponds to your niche, give your take on it. Don’t be afraid to voice your opinion on something, even if it seems controversial. People are bored of being blandly marketed to, they want to know you and what your values and ethos are. Don’t be afraid to share testimonials and reviews of products or services you’re talking about in the newsletter.
GIVE VALUE
Now this doesn’t have to mean discounts or deals (although it can, eg early bird discounts for subscribers only, or early access to tickets for example), I’m talking about giving value through your knowledge or skills, something they cannot get on any of your other channels. This might be a top tip of the week, a short ‘how to’ Youtube Video, gift guide, or free download for example (it doesn’t have to be a huge thing, just a little thank you for being on the list and a taster of your business offering).
KEEP IT RELEVANT
Make sure that whatever you are sharing it is relevant to your business (and what you promised them when they signed up). If you want to go off topic on something close to your heart that’s fine but do it in a way that aligns with your brand voice and purpose. Give them something they can use, or that they are likely to find interesting and something to think about. Relate it in some way to your business and be authentic.
CALLS TO ACTION
Include relevant calls to action, eg book an event, buy a product, read a blog post. Try not to include more than three so that it doesn’t become confused. Direct people to the top 1-3 things you’re focusing on in your business that week.
KEEP IT VISUALLY APPEALING
Make it look like your brand identity with fonts, colours and imagery that are just as carefully designed as your Instagram feed or website – it reminds people of who you are, and they will recognise you on the scroll elsewhere better too.
Break up long pieces of text with images (unless you are a writer of course and words is what they signed up for, although I would still argue accompanying photos or illustrations help support your literary genius!). The truth is that people are increasingly used to consuming lots and lots of bite-size pieces of information online. Keep their attention by making it easy to cherry pick the things that are of particular interest to them.