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What if you had a way to consistently engage with your audience, drive sales, and build loyalty—all without spending a fortune on ads? That’s exactly what a newsletter can do. As part of a larger marketing plan, a well-crafted newsletter isn’t just another email—it’s a way to directly connect with your audience, build relationships, and keep your brand top of mind without relying on unpredictable social media algorithms.
The best part? They’re easy to create using platforms like Mailchimp, Flodesk, Substack, or even one built into your website host. If you already have a blog, you can pop that content right into your newsletter. Have an active social media presence? Plug in your recent posts. Running a sale? Feature it. Your newsletter becomes the one place where everything comes together to keep your audience engaged.
But before you start hitting “send” on every piece of content you have, take a moment to think about your audience. What do they care about? What keeps them opening your emails instead of sending them straight to the trash? A newsletter should offer real value—something that makes readers want to open, read, and engage every time it lands in their inbox. It needs to be tailored to your ideal client.
Here’s why a newsletter is an absolute must for your business:
A great newsletter isn’t just about selling; it’s about making your audience feel connected to your brand. For example:
Unlike social media, where algorithms dictate who sees your posts, emails land directly in inboxes. And for businesses with longer sales cycles (like real estate or high-ticket services), newsletters keep potential customers engaged until they’re ready to take action.
Plus, for solopreneurs or small business owners, a newsletter adds a personal touch. Sharing a quick reflection, a lesson learned, or even a funny story from the week can humanize your brand and strengthen trust. Speaking of trust…
Showing up in someone’s inbox isn’t just about visibility; it’s also about consistency. You reinforce your brand identity when you regularly send valuable, relevant content, whether it’s expert tips, exclusive deals, or behind-the-scenes updates. Readers start to recognize your voice, and your business becomes a familiar, trusted presence.
Think about the brands you love. If you get a thoughtful, well-written email from your favorite skincare company with seasonal skincare tips, you’ll likely open their next one. That’s how brand loyalty builds, through consistency and value.
If you want to be seen as a leader in your industry (and you should) a newsletter is one of the best ways to do it. By sharing knowledge (not just promotions), you position yourself as the go-to expert in your field. Over time, subscribers will trust your expertise and turn to you when they need your product or service. For example, a nutritionist could share science-backed wellness tips each month and a coffee roaster could educate subscribers about different brewing techniques.
Newsletters make it easier for customers to take action when they’re ready to buy. Often, this happens as part of a drip campaign, a series of emails sent over time to nurture potential customers until they’re ready to take the next step. Rather than pushing for an immediate sale, a drip campaign gradually provides helpful content, answers common questions, and keeps your brand in front of subscribers in a natural way.
For example, a home goods brand might start with seasonal decor tips, followed by an email that features products that complement those ideas. A fitness studio could begin with a free at-home workout and then introduce a limited-time trial offer for in-person classes.
By keeping your audience engaged with relevant, useful content over time, newsletters, especially as part of a drip campaign, gently guide potential customers toward a purchase without feeling like they’re being subject to a constant sales pitch.
Have you ever read an article or watched a video so good that you had to share it? This usually happens over social media, however, a great newsletter can do the same. When you provide exclusive deals, interesting insights, or must-read content, people are more likely to forward your email to a friend. A fitness coach might send out a 5-minute morning workout routine, and a subscriber shares it with a coworker. Or a boutique could offer a referral discount, where sharing the email earns both the sender and receiver a discount on their next purchase.
This is one major advantage of newsletters. You can track what works and what doesn’t. Unlike social media, where analytics can be hit or miss and reliant on algorithms, email platforms give you clear insights into open rates, click-through rates, and unsubscribes. Learning about which emails get opened most, how many people open them, what content gets the most engagement, and more, gives you essential information about your audience. Every email newsletter can get better and better if you’re spending time analyzing your metrics and testing out various tactics, like when to send, how often to send, and what content to send. Refining your content over time helps ensure you’re always delivering emails your audience actually wants.
Have you ever had a perfect Instagram post that barely got seen because of an algorithm change? That doesn’t happen with email.
A newsletter gives you direct access to your audience, no matter what happens with social media platforms. If Instagram shuts down tomorrow or Facebook changes its rules, you still have your email list, which means you still have a way to connect with your customers.
Building an email list is like owning your audience, rather than renting space on a platform you don’t control.
Yes, you should have a newsletter as part of your overall marketing strategy. Don’t overthink it at the start, but do spend some time making sure you really know your audience and what they need. Most importantly, be authentic, be on brand, deliver value, and stay consistent. If you need help building a newsletter template or broader marketing plan, we’d love to help. Reach out and let’s chat.
