Email newsletter ideas for small businesses
Write emails that people want to read.
In a world where everything is going up except your paycheck, everything dollar and minute you invest into your business needs to pay off.
^^^ Which is why email newsletters and that 42% ROI that comes with it, is a powerful tool to grow a loyal following and claim your spot as the expert in your area.
If you’re curious about what email marketing would look like for your specific business…. I wrote this for you.
The problem? Most people don’t take advantage of the power of email— and many that do, do it wrong.
*quick glance at my own inbox…. Yep, most people either continuously sell themselves or promote affiliates in their emails <quick unsubscribe> OR they merely pop over a discount code and them I never hear from them again.
Raise your hand if you genuinely WANT to take advantage of this 42% ROI but you have no idea what to write about.
If you fall into ^^^ that camp, then this blog post is for you. I scoured my inbox and the world wide web, to bring you all my best ideas on what you can include in a weekly newsletter <for your specific industry> that would people would actually read.
See, email newsletters aren't merely communication tools; they're mini-blog posts brimming with insights, tips, and valuable content. They offer a unique opportunity to educate and nurture your subscribers, fostering a sense of community and loyalty along the way. So, buckle up as we delve into the art of crafting compelling email newsletters that leave a lasting impression.
Let’s do a little experiment. Open up your own inbox and take a scroll.
Take note of what you enjoy and what you don’t. Notice what the industry is.
People typically buy from and engage with others who are similar to them (same buying styles,
In other words, something in your inbox annoys you… it will probably annoy your audience too. Don’t do that. The content you enjoy? Use that as inspiration for your own emails.
Before we dive in…
Get clear on WHY you’re creating an email list from your right-fit client’s point of view.
Of COURSE it benefits you to grow an audience you can email on a whim with a new rad offer, but WIIFT? What’s-in-it-for-them? If you’re not doing this to serve, you won’t get very far. You’ve got to get in THEIR head and solve THEIR problems.
All emails should have 2 things:
A point. A reason for existing. Common purposes include: educating, nurturing, fostering loyalty, launching something, selling something, entertaining, delivering something, welcoming.
A call-to-action. I’m not talking a sales-ey email. But you don want nonchalantly slip in a link or 3 to continue the readers journey. Link to a relevant blog post or a work with me blurb at the bottom, etc.
Aight— let’s go.
Product-Based Businesses:
Whether you run an online clothing boutique, a brick & mortor shop, or any combo of the two, this is for you. Product based emails are likely the bulk of what’s taking up space in your inbox right now.
Showcase your products with story telling. What’s more interesting than a pair of shoes? The journey of the runner who wore them in her first marathon at 65 years old.
Flip your phone around for some behind the scenes looks at how you design your
Take a page from Anthropologie's playbook and curate content that delights and inspires your audience. They have the corner on curated product lists from gift ideas to special occasions to seasonal trends. Offer value beyond promotions to keep subscribers engaged.
Take it further: Get creative with abandoned cart sequences to recover lost sales and boost your bottom line. Steal this subject line from Lululemon: “we like that too”
Another step further: I recently gave my email address to Lonely Ghost. No, I haven’t heard of them either, but they did do something that I did not see coming, and it was a delight. They dropped a discount code to my inbox (what I asked for), and then followed it up 2 automated welcome emails, spaced 2 days apart each. Yeah, sounds daunting— but the content in those emails? Story-telling gold.
Moral of the story? Don’t merely drop a discount code and ghost, ding-dong-ditch style. Stick around. Reign the reader in with your WHY story and let them know what you’re about.
Restaurants:
Hungry for success? Keep your subscribers craving more by highlighting weekly specials, holiday table settings and anything seasonal. Give away some of your most loved, mouthwatering recipes. Give behind-the-scenes glimpses into your kitchen and procesess. Brag on the people behind the apron— the chefs who prepare the food and let your audience get to know who is serving them.
Highlight local farms by showing off where your food is sourced from.
What makes YOUR restaurant different? Lean heavily into that and create content around it. You might come up with content ideas that seem obvious, or assume people already know these things about you. But I promise you, they don’t.
Know the people who are coming in to your restaurant. Ask what they would like to see on the menu and implement the good ideas. Name them after your customers!
When my kids were little, I ate out OFTEN just to give myself a night off of kitchen duty. I didn’t care so much where we ate, as long as my large family felt welcome and I didn’t get too many strange looks if my toddler too off. (yes I tipped very well). These days? I care much more about the quality of my food and where it comes from. I don’t want to eat frozen food that’s been reheated becaues I don’t even make that at home.
Point being— know your audience and write to what kind of experiences they want to have. Prepare them for the experience that’s waiting when they step inside.
Take it further: Simplify the ordering process by linking directly to your online ordering platform for seamless transactions.
Take it even further: Offer secret menu items that are only available if they sign up for your email newsletter.
Creative Businesses:
Calling all photographers, designers, artists, bakers 📢
Writing an newsletter as a creative is especially hard—> Most of us want to play in our art all day, and we are definitely not about promoting ourselves. But in a luxury industry, email marketing is a notch tougher—> we offer wants, not needs.
Not to worry— the payoff is there if you can find your secret sauce on how to connect with your perfect client, and draw in on the *what they’re missing out on without you* factor. Show case studies, unique twists on tradition, custom personalization, behind the scenes processes and the elevated client experience you provide.
Share your technique, tips on how to paint/draw/sew like you do. Fine art is a luxury, so you will want to focus on creating connections, and pulling on the desire to have the awesome, nice, one-of-a-kind things that you create.
Don't let self-promotion hold you back. Share your passion, techniques, and unique insights with your audience. Offer exclusive content, sneak peeks, and behind-the-scenes stories to connect with your ideal clients on a personal level.
Take it further: Reward your loyal subscribers with special discounts or early access to your latest creations for an added incentive.
Service-Based Businesses:
I have a very opinionated view about service based businesses using email newsletters to grow their audience.
Yes, there are many businesses that have this nailed, but many, many more that DON’T. Out of the ones that don’t, I believe they are the ones that could benefit the most.
Specifically— trade professions like home builders, lawn care specialists, dentists, massage therapists, interior designers, fitness leaders, etc. I could go on, but you get the point. There is a wide range of professionals who are frankly missing out on business by not having an email list.
Example: You don’t just cut people’s hair. You’re an artist, a therapist, a shoulder to lean on, and you make people feel beautiful. You’re by their side on the happiest days of their lives. You have a special talent for knowing just what your clients want when they can’t quite explain it. A few ideas for newsletter content: before & afters, photo tour of your salon, new trends and things to stay away from.
Another example: People come to you to build dream homes not just because you’re the best in the business, but because you give back to your community, you look for ways to save clients money, and they really aren’t clients- they’re friends. I would write a bi monthly newsletter on your processes, what people should look for in a home builder, how they should go about selling their current home, etc. You have a ton of content for educating your audience.
I feel like many in this category are local businesses, which is why I believe so strongly that they would benefit from email newsletters. You’re probably not the only chiropractor or spray tanner in town, so by using all the tips I’ve listed here you are sure to set yourself apart from your competition.
Take it further: Streamline your inquiry and booking processes with a CRM (either Dubsado or something that’s tailored to your industry) to save time and enhance the customer experience.
Take it even further: Automate a referral program to incentivize your loyal customers to share your business with a friend and give them a unique discount code or cash back as a thank you.
Business-to-Businesses
Hooo-boy this is your time to shine. *rubs hands together*. Remember that even when you’re nurturing a list of other business owners, YOU are still the expert in what YOU offer.
Lean heavily into what makes you unique. What sets you apart. Whether it be your processes, materials, deliverables, etc… find creative ways to highlight the work you do. Grant exclusive, behind the scenes peeks at what it’s like to work with you with how-tos and case studies.
Also— If your entire business is run online, list buliding is a no brainer.
Bonus: Nurturing Leads
Ever have a consultation or discovery call that didn’t end in a paid client? Add them to your list with a ‘lead’ tag to keep the conversation going with targeted email newsletters designed to nurture and engage your audience. Provide valuable resources, helpful tips, and personalized recommendations to stay top of mind and encourage action.
Take it further: Segment your email list based on lead status and tailor your content to address specific pain points and interests.
Just keep this one thing in mind whenever you’re staring at a blinking cursor:
Pretend your newsletter is a mini blog. Use it to teach, give how-to’s, share social proof, trends, try out new ideas,etc.
If you need more specific ideas on what to write about, hop over to Reddit, read Amazon reviews, or scour Facebook groups. Look for the problems your audience has and the questions they’re asking. People are unfiltered in those places, and you’ll find loads of content ideas.
ASK your audience what they want! Ask in a post, in your stories, in an email….
Create a discount code or a really good freebie in exchange for email addresses. MAKE YOUR FREE STUFF REALLY REALLY GOOD.
Keep your content in alignment with your mission statement, core values, offers and what your audience WANTS.
It's clear that the email world offers potential for businesses of all shapes and sizes. They serve as a two-way street, facilitating meaningful conversations and fostering genuine connections with your audience.
Email newsletters are more than just sales pitches—they're an opportunity to connect, educate, and inspire your audience. By providing valuable insights, sharing compelling stories, and building meaningful relationships, you can create email newsletters that resonate with your subscribers and drive tangible results for your business.
If this was helpful, and you’d like to get started on building your own email list, click HERE and I’ll tell ya exactly what to do next.
Need more help?
>>> Ready to start a list? 25 opt-in ideas + how to get eyeballs on them
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Howdy friend! I’m glad you’re here.
Around these parts, you’ll find digital support for home-grown businesses who want to expand their reach online through purposeful websites and email newsletters that produces a strong & loyal following.
When I’m not wrangling kids, I’m likely drinking my 4th cup of coffee while scouring the world wide web to bring you the latest content on marketing, automations, messaging, simplifying…. so you can close that laptop, be more present, and make more money.
No matter if you’re running a family farm or a SAHM carving her own second act, I firmly believe we are all created for a purpose and that we all deserve quality support while we chase our dreams and live life on our own terms.
