Have you ever thought about launching a newsletter for your business but pushed it to the bottom of your to-do list because you didn’t know where to start?

Email marketing is a useful way to nurture and grow a customer list who trust you – so that you can ultimately sell your offering to them when the time is right.

Now, with the constant changes to the algorithm on social media platforms, it is even more important to make sure your business finds another way to reach its customers. A good social media marketer will help you increase your brand’s reach and audience, but, ultimately, with social media, you’re growing your community on someone else’s platform.

Anyone who regularly publishes content needs to be pushing that content through a newsletter in order to increase its reach among your ideal customers and drive traffic to your website.

Before I launched Lollipop Social’s newsletter, The Sugar Rush, I had several misconceptions about email marketing. Talking to my clients, I realised these worries were what stopped other business owners from launching their own newsletter:   

  • With all the time already spent on creating marketing content, I don’t have time
  • I’m not very technical and don’t know any ‘easy’ email marketing software
  • Who would want to read my newsletter?

What might be stopping you from launching your own newsletter?

“I don’t have time to write a newsletter”

Content creation for newsletters doesn’t have to take ages. We all have short attention spans and a good email newsletter should get to the point quickly. In my experience you hit the sweet spot with just three or four paragraphs.

If you are already writing blogs or producing vlogs, you have enough content to turn this into newsletters.

Make time in your diary to repurpose this existing content into newsletter copy. Once you get used to this, it shouldn’t take you longer than an additional hour.  

“I’m not very technical”

There are many email marketing tools out there. One popular one (and it’s free) is MailChimp. Yes, it’s a new system to learn but it’s so intuitive that within a morning I learned:

  • How to set up lists
  • How to create branded emails, with pictures, links and merged fields
  • How to test the emails before sending
  • How to measure success

If you’re not very technical, like me, you may require some expert help with:

  • Setting up data capture forms on your WordPress site. There are, however, some clever plug-ins that make this very easy
  • Creating a sign-up page for your newsletter on your website (I’d highly recommend this) and uploading promotional images to your blog

“Who would want to read my newsletter?”

Content marketers advise that you write your content with a specific person in mind. The more detailed you can be about what you want to achieve from your newsletter and who you want to read it, the better.

It’s worth doing your homework here and taking time to work out who your ideal customers are and what they are interested in.

Knowing this will make it easier to create content that sparks their interest and they consider to be valuable.

How to get started with developing user personas:

  1. Use Google Analytics to identify your most popular blogs
  2. Use social media analytics to check which posts drive the most engagement
  3. Phone your existing ideal customers, or someone who resembles them, and find out what their questions and challenges are
  4. Use social media to ask your community what burning questions they have

Learn more about how to get started with user personas here: Pinpoint your ideal customers.

next steps for launching your newsletter

There is no better time than now to start growing your own email list with a branded newsletter.

Do you want to get started, but don’t know how? Get in touch and book a free Sweet Mini Pick Me Up.

Be sure to come back soon as we’ll be publishing a further blog in this series with more tips, and sign up to The Sugar Rush to receive free marketing and social media tips in your inbox.