Newsletters for Small Businesses: How to Get Them Right

Introduction

If you’re running a small business, you’ve probably wondered: Are newsletters for small businesses still relevant? The short answer—absolutely. In fact, they remain one of the most powerful tools for building a loyal audience, driving sales, and establishing authority in your industry.

But what exactly should a business newsletter contain? How often should you send one? And can newsletters actually make you money? In this blog post, I’ll break down everything you need to know about newsletters for small businesses—in an easy-to-understand, no-fluff way.

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What Are Newsletters and What Do They Contain?

A newsletter is a regularly sent email that provides valuable content to your subscribers. Unlike promotional emails that focus on selling, newsletters focus on building relationships and offering useful information. They help keep your audience engaged, informed, and connected to your brand. Whether you’re a small business owner, blogger, or service provider, newsletters allow you to nurture leads, drive traffic to your website, and establish authority in your niche.

What You Can Include in Your Newsletter:

• Exclusive Content: Behind-the-scenes updates, industry insights, or personal stories that give subscribers something they won’t find elsewhere.
• Tips & Advice: Actionable advice that helps your audience solve a problem, whether it’s social media growth, business strategy, or productivity hacks.
• Curated Links: Share blog posts, relevant news, or resources your audience will love, positioning yourself as a go-to source for valuable information.
• Product Announcements: New launches, sales, or limited-time offers to keep your audience informed and encourage conversions.
• Customer Testimonials: Highlight how your business has helped real people, reinforcing trust and credibility.
• Surveys & Polls: Engage your audience and gather feedback to tailor your offerings to their needs.
• Calls to Action (CTAs): Encourage readers to visit your website, book a call, or follow you on social media for more value.

Pro Tip: Your newsletter should feel like a conversation, not a sales pitch. Write like you’re talking to a friend, keeping the tone warm, engaging, and helpful.

Why Are Newsletters Used in Business?

Many small business owners focus on social media, but newsletters give you something social platforms don’t—control. Algorithms change, but your email list is yours. Unlike Instagram or Facebook, where reach can fluctuate, email marketing ensures that your message reaches your audience directly. Newsletters allow you to nurture leads, engage your subscribers, and turn casual readers into loyal customers. When done right, they become a powerful asset in your marketing strategy, driving consistent traffic and revenue.

Benefits of Newsletters for Small Businesses:

• Build Brand Loyalty – Regular touchpoints keep you top-of-mind for your audience, reinforcing your brand identity.
• Drive Website Traffic – Well-placed links can bring readers back to your blog, product pages, or services, increasing engagement.
• Increase Sales – Strategic product mentions and exclusive offers can lead to more conversions without feeling overly promotional.
• Boost Engagement – Unlike social media, emails land directly in inboxes, where subscribers are more likely to see and read them.
• Nurture Leads – Newsletters help guide potential customers toward a purchase by providing valuable content that builds trust.
• Own Your Audience – With email marketing, you’re not at the mercy of changing algorithms or platform shutdowns.

Pro Tip: People buy from businesses they know, like, and trust. A well-crafted newsletter helps you achieve all three by consistently delivering value to your audience.

Are Newsletters Still Important and Relevant in Small Business?

Absolutely. In a world of fleeting social media posts, an email newsletter is a direct line to your audience. Studies show that email marketing has an average ROI of $42 for every $1 spent—one of the highest in digital marketing. For small businesses looking to grow without relying solely on paid ads, newsletters remain one of the most cost-effective marketing tools available. They provide consistent engagement, drive website traffic, and help build long-term relationships with your audience.

Here’s why newsletters are still relevant:

• Your audience chooses to hear from you. Unlike ads, newsletters go to people who want your content, making engagement rates higher.
• They last longer than social posts. An Instagram post disappears in hours, but an email sits in an inbox until opened, increasing visibility.
• You’re not at the mercy of algorithms. Facebook and Instagram control who sees your content. Your email list is yours, allowing you to reach subscribers directly.
• They keep your business top-of-mind. Regular newsletters remind customers about your brand, making it more likely they’ll buy from you when they need your product or service.
• You can segment and personalize emails. Unlike social media, where everyone sees the same message, email marketing allows you to tailor content to different audience segments for better results.

Pro Tip: A strong email list is an asset that grows in value over time. The sooner you start building and nurturing your subscribers, the more impact your newsletters will have on your business.

Can Newsletters Help Make Money?

Yes! Newsletters aren’t just for engagement—they can drive serious revenue. When used strategically, email newsletters can become a direct income stream while also boosting sales for your business. Unlike social media, where organic reach is unpredictable, an email list gives you access to a loyal audience that’s already interested in what you offer. With the right approach, newsletters can turn subscribers into paying customers and create recurring revenue for your business.

Ways Newsletters Can Make You Money:

• Selling Your Own Products – Whether it’s an ebook, a course, or a physical product, a well-timed newsletter can drive sales by promoting special offers, product launches, or discounts.
• Affiliate Marketing – Recommend products you love and earn a commission when subscribers make a purchase through your affiliate link, making newsletters a great passive income stream.
• Sponsorships – Businesses pay to be featured in popular newsletters, especially those with a targeted and engaged audience. Sponsored placements can generate consistent revenue.
• Paid Subscriptions – Some newsletters offer premium, exclusive content for a fee, such as industry insights, advanced tutorials, or behind-the-scenes business strategies.
• Upselling & Cross-Selling – Newsletters can introduce existing customers to complementary products or services, increasing the lifetime value of each subscriber.
• Driving Traffic to Monetized Content – If your website generates income through ads or paid memberships, newsletters can increase traffic, leading to higher revenue.

Pro Tip: Monetization should be subtle. Offer value first, and sales will naturally follow. Focus on building trust with your audience, and they’ll be more likely to buy from you when the time is right.

How to Write Newsletters for Business

Writing a newsletter isn’t just about slapping words into an email—it’s about keeping readers engaged, delivering value, and driving action. A well-crafted newsletter builds trust with your audience while also guiding them toward your business goals. Whether you want to nurture leads, increase website traffic, or boost sales, following a structured approach ensures your emails are effective.

Here’s how to do it right:

1. Start With a Strong Subject Line

Your subject line determines if people open your email. Make it intriguing but clear. Avoid clickbait—your email should deliver on the promise of the subject line.

• 3 Mistakes Small Businesses Make with Marketing (Are You Guilty?) – Sparks curiosity while addressing a common concern.
• How I Made $10,000 from My Newsletter (And How You Can Too) – Personal and actionable, showing potential benefits.
• The One Email Strategy That Tripled My Sales Last Month – Focuses on results, making it hard to ignore.

2. Hook Them in the First Line

Your first sentence should make them want to read more. Try a surprising fact, a relatable story, or a bold statement that connects with your audience’s needs. If you lose them here, they won’t keep reading.

3. Keep It Short and Scannable

People skim emails, so make your content easy to digest. Use short paragraphs, bullet points, and bold text to highlight key takeaways. Avoid walls of text—readability is key to engagement.

4. Include a Call-to-Action (CTA)

Every newsletter should have a purpose. What do you want readers to do next? Visit your website? Buy a product? Reply to your email? Make sure your CTA is clear and compelling.

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5. Be Consistent and Authentic

Consistency builds trust. Stick to a regular schedule—whether weekly, biweekly, or monthly—and ensure your emails reflect your brand voice. Readers should feel like they’re hearing from a real person, not a corporate script.

Pro Tip: A well-placed “P.S.” at the end can boost engagement. Use it to reinforce your CTA, share a final thought, or add an exclusive bonus link.

How Often Should You Send a Newsletter?

The key is consistency. Sending newsletters on a regular schedule keeps your audience engaged and ensures they don’t forget about you. However, frequency depends on your content strategy, industry, and how much value you can consistently provide. If you send emails too often without enough quality content, you risk unsubscribes. If you send them too infrequently, people may forget they signed up in the first place.

Here’s a general rule of thumb:

• Weekly: Best for engagement, but only if you have quality content. A weekly email works well for businesses with frequent updates, such as content creators, eCommerce stores, or service providers with ongoing promotions.
• Biweekly: A great balance between staying in touch and avoiding email fatigue. This is a solid option for small business owners who want to maintain engagement without overwhelming their subscribers.
• Monthly: Works well if your audience prefers in-depth updates. If your emails are more like newsletters packed with valuable insights, case studies, or long-form content, a monthly schedule can keep readers engaged without being overwhelming.
• Seasonal or Event-Based: Some businesses benefit from sending newsletters around product launches, promotions, or major industry events rather than sticking to a strict schedule.

Pro Tip: Test different frequencies and see what your audience responds to best. Monitor open rates, click-through rates, and unsubscribe rates to determine the ideal schedule for your business.

Newsletters and Paid Ads—Can They Work Together?

Yes! While newsletters grow your audience organically, paid ads can accelerate that growth by helping you reach more potential subscribers faster. When done right, combining newsletters with paid advertising can create a powerful marketing funnel that brings in new leads and nurtures them into loyal customers. Instead of relying solely on organic email list growth, strategic ads can bring highly targeted traffic to your signup form.

How to Combine Newsletters & Paid Ads:

• Run Facebook/Instagram ads to a free lead magnet (e.g., a free guide, checklist, or webinar) that collects emails. This builds your email list with people who are already interested in your niche.
• Retarget email subscribers with ads to re-engage them. If someone hasn’t opened your emails in a while, a reminder ad on social media can bring them back.
• Use lookalike audiences to find more people like your best subscribers. Platforms like Facebook and Google allow you to create ad audiences based on the behavior of your current subscribers.
• Promote newsletter-exclusive offers. Running ads that highlight VIP-only discounts or content available through your newsletter gives people a reason to sign up.
• Test different ad formats. Try carousel ads, video ads, and simple lead-generation ads to see what converts best for your audience.

Pro Tip: A warm email list converts way better than cold traffic from ads. The more engaged your subscribers are, the easier it is to sell to them later.

How to Monetize a Newsletter

Monetization doesn’t happen overnight, but with a loyal audience, you can turn your newsletter into a revenue stream. The key is to provide consistent value first so that your subscribers trust your recommendations and are willing to invest in what you offer. Whether you’re selling your own products, promoting other brands, or offering premium content, newsletters can generate a steady income when done right.

Strategies for Monetizing Your Newsletter:

• Sell your own products/services – If you offer coaching, online courses, Canva templates, or digital downloads, your newsletter is the perfect place to promote them. Subscribers already trust your expertise, making them more likely to buy.
• Affiliate marketing – Earn commissions by recommending products or services you genuinely love. Choose affiliate programs that align with your niche and audience needs, and include personal insights on why you recommend them.
• Sponsored placements – Brands pay to be featured in newsletters with engaged audiences. Once you have a strong subscriber base, you can charge businesses for ad placements or sponsored content.
• Create a paid newsletter subscription – Offer exclusive content, in-depth industry insights, or special bonuses in a members-only email. Platforms like Substack and Patreon make it easy to set up a paid newsletter model.
• Promote high-ticket offers – If you provide one-on-one services, premium courses, or consulting, your newsletter can nurture leads and convert them into paying clients over time.
• Bundle your newsletter with other offerings – Some businesses package their newsletter access with coaching programs, private communities, or special mastermind groups to increase value.

Pro Tip: The more engaged your audience is, the easier it is to monetize. Focus on delivering high-value content before making frequent sales pitches.

Newsletters in Email Marketing—Are They the Same?

Not exactly. Email marketing is the overall strategy that encompasses different types of emails, while newsletters are one type of email you can send to your subscribers. Newsletters are a powerful tool for building relationships and engaging with your audience over time. By providing valuable and informative content, newsletters help establish your brand’s voice and authority.

Types of Emails in Marketing:

• Newsletters: Regular updates, educational content, and relationship-building with your audience. Newsletters help maintain ongoing communication and keep your brand top of mind.
• Promotional Emails: These include sales announcements, product launches, or limited-time offers designed to generate immediate action.
• Automated Sequences: Pre-scheduled emails, like a welcome series or a follow-up campaign, that nurture leads through a personalized journey.
• Transactional Emails: Sent to confirm an action, such as an order confirmation, shipping details, or payment receipt. These emails also play a crucial role in customer retention.

Pro Tip: Use newsletters to build trust and provide value consistently. This creates a strong foundation, so when you send promotional or sales emails, your audience is more likely to convert. An effective email marketing strategy focuses on audience segmentation, providing personalized content, and optimizing email frequency to maximize open rates and engagement.

Should You Have Double Opt-In for Newsletters?

Double opt-in means subscribers confirm their email before joining your list. This process ensures that your email list is full of engaged and interested individuals who genuinely want to receive your content, leading to higher-quality leads. While it adds an extra step to the sign-up process, it helps you build a more reliable and engaged audience, which is crucial for effective email marketing campaigns.

Pros of Double Opt-In:

• Higher-quality subscribers who are more likely to engage with your content and convert into loyal customers.
• Fewer spam complaints, as subscribers have explicitly confirmed their interest in receiving emails from you.
• Better email deliverability, as a clean list reduces the risk of emails being marked as spam or sent to the junk folder.

Cons of Double Opt-In:

• Some people forget to confirm their subscription, leading to potential loss of leads.
• Slightly lower sign-up rates, as the added step may discourage some from completing the process.

Pro Tip: If you struggle with low email deliverability or find that your emails are frequently marked as spam, implementing double opt-in can significantly improve your sender reputation and ensure your emails reach the intended recipients. Additionally, double opt-in ensures compliance with regulations like GDPR, protecting both you and your subscribers.

Should All Bloggers Write a Newsletter?

If you’re a blogger, yes! Your newsletter is an extension of your blog—it keeps readers coming back, builds your brand, and helps establish a direct line of communication with your audience. A well-crafted newsletter serves as a valuable tool for maintaining long-term relationships with your readers by offering consistent content updates, exclusive insights, and personal engagement. It allows you to keep your audience informed about your latest blog posts, product launches, or other important news related to your niche.

Why Bloggers Should Use Newsletters:

• Drive traffic to new blog posts by sending out links to recent content, which encourages readers to visit your site and engage with your content. Newsletters offer an effective way to keep your audience up to date with fresh blog posts, increasing your organic reach.
• Grow a loyal audience by providing valuable content that resonates with your subscribers, fostering a deeper connection and building trust over time. A loyal audience is more likely to share your content, boosting your blog’s visibility.
• Monetize with affiliate links, ads, or digital products by leveraging your newsletter to promote offerings and generate passive income. Newsletters can serve as a platform to showcase affiliate products, advertisements, and your own digital products, creating multiple revenue streams for your blog.

Pro Tip: Blogging and email marketing go hand in hand. By combining your blog’s content strategy with a well-targeted newsletter, you can increase engagement, attract more traffic, and create opportunities for monetization, ultimately maximizing the potential of your blog.

Best Platform to Write Newsletters

Choosing the right platform for your newsletter depends on your specific needs, goals, and the size of your email list. The ideal platform should offer the features that align with your email marketing strategy, whether you’re a creator, small business owner, or looking to implement advanced automation. It’s crucial to choose a platform that allows for easy scaling as your subscriber base grows, ensuring you can continue to engage your audience effectively without technical barriers.

Top Picks for Newsletter Platforms:

• ConvertKit – Best for creators and bloggers looking for simple yet powerful email marketing solutions. It provides features like easy automation, customizable sign-up forms, and the ability to segment your audience for more personalized communication.
• MailerLite – Great for small businesses that need a budget-friendly, user-friendly email marketing platform. With its straightforward interface, MailerLite offers great flexibility with automation, landing pages, and detailed analytics to help track your email performance.
• Flodesk – Known for its beautiful, easy-to-use templates, Flodesk is perfect for those who want visually stunning newsletters without the hassle of complicated design tools. It’s a great choice for creatives and entrepreneurs who want to make a lasting impression.
• ActiveCampaign – Best for advanced users who need robust automation features. ActiveCampaign offers powerful customer relationship management (CRM) tools, detailed segmentation, and advanced analytics to help optimize your email campaigns.

Pro Tip: Choose a platform that is easy to use and scalable as your list grows. Ensure it offers the features you need for automation, audience segmentation, and design, so you can focus on creating valuable content while growing your email marketing efforts effectively.

Final Thoughts

Newsletters are one of the most effective tools for small businesses. They help build relationships, increase sales, and create a loyal audience—all without relying on unpredictable social media algorithms. Unlike social media platforms, newsletters allow you to directly communicate with your audience, providing them with valuable content they’ve opted to receive. This creates an environment for trust-building and encourages long-term engagement with your brand.

If you’re not already using newsletters, now’s the time to start. Focus on delivering value first, and the results will naturally follow. Whether you’re sharing tips, updates, or exclusive offers, your audience will appreciate content that meets their needs.

Ready to launch your newsletter? Let me know in the comments what you’ll include in your first email!

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