How to write a newsletter for your small business (that people open)

A newsletter is just an email to people who already like you. That's the whole trick. Write it like that, and it works. Write it like a brochure, and it goes to the folder nobody opens. I've seen that folder. It's bigger than my food bowl.

The shape: one, one, one

1. One useful thing. A tip, a how-to, a seasonal reminder. Something they'd want even if they never bought from you again.
2. One bit of news. A new service, new hours, a job you're proud of, a slot that opened up.
3. One ask. Book, reply, reply with a question, forward to a friend. Just one.

Three short sections. You're done.

A template

Subject: Before the first frost: 3 things to check

Hi Sam,

October's the month to check three things before it gets cold: your outdoor taps, the gutters, and the boiler pressure. Here's how to do each in five minutes: [link]

News from us: we've added Saturday mornings, from next week.

If your boiler hasn't had a service this year, reply to this email and we'll find you a slot.

Jos

How often

Monthly is plenty for most small businesses. Whatever you pick, keep it. A monthly email that always arrives beats a weekly one that stops in March.

Who you can send it to

Only people who said yes: customers who ticked a box, people who signed up on your site. Don't add everyone from your inbox, and never buy a list. Every email needs a way to unsubscribe, and most email tools add it for you.

What not to do

• Don't write an essay. If it scrolls for days, it gets saved for later, which means never.
• Don't make it all sales. If every email is a discount, they learn to ignore you until they need a discount.
• Don't worry about design. Plain emails that look like they came from a person often do better than glossy ones.