Let me say something slightly unfashionable.
I love email newsletters.
Not the spammy kind. Not the “20% off, today only, forever” kind.
The kind that feels like a note from someone you actually want to hear from.
Why newsletters matter more than ever
When you post on social media, an algorithm decides who sees it.
When you send a newsletter, it goes to the people who asked for it.
That’s a big difference. These are people who raised their hand and said: yes, I’d like to stay in touch. That’s not an audience. That’s a relationship.
But I have nothing to say
This is the most common worry. And I don’t think it’s true.
A local business always has something to say. It’s just not always a sale.
- What’s new this month, and why you made it.
- A behind-the-scenes moment. A mistake. A small win.
- A local recommendation. Another business you love. An event worth going to.
- An answer to a question customers keep asking.
- A thank you.
People don’t subscribe to be sold to. They subscribe because they like you. Write to them like that.
Keep it small and honest
You don’t need a weekly magazine.
Once a month is wonderful. Once a season is fine. Consistency matters more than frequency.
And short is good. One idea, one story, one link. Done.
A good newsletter feels like a letter from a neighbour who happens to run a great business.
Ask kindly, and only for what you need
Put a simple signup on your website. Tell people what they’ll get and how often.
Ask only for what you need. An email address, maybe a first name. And let people choose what they’re interested in, if you write about different things.
And always, always make it easy to unsubscribe. Respect builds trust. Trust builds everything else.
Think in cycles
I like to plan newsletters the same way I plan content: in cycles.
A season. A theme. Three or four letters. Then a pause to look back. What did people open? What did they reply to? What felt good to write?
Adjust. Start the next cycle.
(And yes, I practise what I preach. There’s a newsletter signup at the bottom of this page. No pressure.)
