Who sends newsletters today?

and what is email marketing?

You’ve probably considered a newsletter.  As a business practitioner, it’s a way of keeping in touch with your clients. Perhaps you are fearful of being a nuisance or having nothing to say?This is quite natural if you haven’t produced a newsletter before.


You might also consider the relevance of the written word in the age of YouTube and Facebook Live. Newsletters are not a new strategy but surprisingly successful because you are communicating directly with the recipient. They can open it at leisure and forward to a friend. Some will always prefer to consume their content as words, some will prefer listening to podcasts  or watching video. I’ll explain how to address this dilemma.


A newsletter is email content you send regularly.   They are easy to scroll through for the reader.  I’m sure you receive many yourself. If you use google mail you will see a list of newsletters from your own opt-ins e.g. Notes from the Planet etc. they normally land in the updates box. When you send a newsletter your clients will have agreed to receive it to comply with GDPR.  You can tailor the content to individual preferences, something they value.


Newsletters can be given any name that is right for your industry e.g. updates, healthy living tips, notes from the universe, monthly maven hits or whatever is appropriate for your business.

The difference between email marketing and newsletters

Email marketing is a broader term, a a plan of actions that contribute to an overall project or goal. This could be a newsletter,  e.g. to attract participants to sample a workshop;  Attract 10 new clients to a Free online course, which introduces them to a high-value coaching programme.  Depending on your business type you may choose to use some of the exmples below.

 Email marketing examples

  1. A welcome email for when someone joins your list or downloads your free offer.
  2. A series of emails that are part of a FREE Sample training course.
  3. Special offers – these could include price reductions, free places, discounts, bonuses or other offers that you create.
  4. Newsletters are designed to keep the customers you have warm and wanting to use your services. They could invite them to dip into a course or announce an update in a product you have created, introduce your latest blog.
  5. Re-engagement emails – if you notice that someone is not opening any of your emails you may wish to ask them to re-opt in or opt out.  Not wishing to sound harsh.  It does help your recipient to decide whether they want to continue to hear from you or not.


Anyone who wants to keep in touch with their clients can send a newsletter.

Anyone who wants a way of keeping in touch with those who sign up for receive updates and send a newsletter.

4 reasons to send newsletters

  1. They keep a warm feeling going between you and the client.
  2. It helps them to remember you – even if they don’t read every word.
  3. If you have a regular sending schedule it reminds you to keep your blog updated with fresh content which helps people not on your list to find you.
  4. It primes your clients and people who have signed up to hear from you to open emails from you.  When you send a special offer it’s not such a surprise.


How often you should send a newsletter?

Mant would say at least once a month, so you don’t get forgotten; Some who have more to say or plan to send out offers more frequently will send it out weekly or fortnightly to make sure that there are some touch points between the offers.

News means new and interesting


Don’t worry that you are, a small business and don’t really have enough news for a newsletter. When you set your mind to it you will surely be able to think of some new angles, new viewpoints, new ways of saying something relevant to your clients about your business.

Ideas for newsletter content

  • Case studies
  • Testimonials
  • Behind the scenes
  • Industry news
  • Opinions
  • Reviews
  • How to’s
  • Survey results
  • Answers to frequently asked questions


You will reach the stage where instead of thinking what to include you are deciding what to exclude to keep it a reasonable size.


 Newsletters in the age of Youtube and Podcasts

If writing is your thing you will probably want to create your material in writing. As stated before some people will prefer to consume video or audio.  There’s nothing to stop you using the information you’ve produced to create a video or podcast.


And how long does it take to do all this?  Anything that is worthwhile doing will take some time and sending a newsletter is part of a strategy.


If it fits your plan to achieve your business goals, it’s worth doing.

Over to You

What do you call your Newsletter if you send one? Have you ever re-purposed the material into a Video or Podcast?  Please comment in the box  below.



I work with clients to help them identify the best strategy for them. If you would like a Marketing Audit please click here.


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