Inbox Gold: Why Newsletters Are Your Small Business’s Secret Weapon

Does anyone still do newsletters? Do they have value today where social media reigns supreme? Like pizza, just because a SUPREME option exists doesn't destroy the value of other options. Who doesn’t love a straight up pepperoni pizza?

Newsletters may not be as exciting (or delicious) as a pepperoni pizza, but they’re still worthwhile. When you make them engaging and actually worth reading, you’ll find a whole new way to connect with your audience that pays off big. So stop putting newsletters in the same category as Nigerian Prince scam emails and put them to good use for your small business. Here’s why newsletters are dope for small businesses and how you can make yours a success.

Why You Gotta Start a Newsletter for Your Small Businesses

It’s no secret that we’re big fans of social media here at TAWC. And even though it might be the primary weapon for a lot of small businesses, newsletters have lots of value in today’s world. But are they worth it when you’re juggling all these other marketing venues like some crazy sideshow magician? Yes, and here are the top reasons you should be jumping onboard.

1. Direct Access to Your Audience Social media algorithms are a pain in the ass. While we have figured them out to some extent, they still change frequently and require adjustments to strategy regularly. In other words, they can be more unreliable than a NYC bus timetable. One day you’re reaching thousands, the next day Facebook decides your post deserves to be seen by your mom and maybe your dog – and how the hell is your dog even on Facebook? Email though, now you’re talking. That stuff lands right in your audience’s inbox, served hot and fresh with their morning cup of coffee just waiting to be read and acted on. No pesky algorithm interference. Just straight-up communication like Paula Abdul would want.

2. Builds Trust & Loyalty

You’re dope. Your small business is one of the best in the area. Make sure the people know it. Along with your blog and social media, a newsletter helps establish you as the local trusted expert – the hometown Neil deGrasse Tyson. Your industry insights, tips, along with some exclusive offers give people a reason to stick around and with some time, love, and tenderness people will start seeing your small business as the go-to brand for your niche.

This man knows nothing about newsletters.

When the time comes that they need/want a product or service you offer, well, we’ll give you one guess as to who they’ll think of first.

3. It’s Cost-Effective Marketing

Like WuTang said, C.R.E.A.M. (Cash Rules Everything Around Me). As a small business, margins are often tight. Paid ads can add up faster than the Roadrunner, so when something is dirt cheap and highly effective, you better latch onto that like one of those crazy fish always stuck to the side of the tank. With platforms like Mailchimp, Kit, or Flodesk offering reasonably priced or even free plans, your excuses for avoiding newsletters are dwindling quickly.

4. Drives Sales Without Driving Your Audience Away

Nobody wants to be bombarded with "BUY NOW!!" emails – well, unless they have some weird kink. But people do like exclusive deals, insider perks, and valuable content that makes them feel like VIPs. A well-crafted newsletter gently nudges people toward purchases, making sales feel natural instead of forced. As the Jackson 5 would say, easy as ABC.

Let's Get It Started

"Alright, you've convinced me. How do I start this dang thing?" we hear you asking us. We're so glad you asked. We've boiled it down to 6 simple steps, because the internet loves lists. Are you ready? Because we are. Let's get it started in here.

1. Pick a Platform, Not Your Nose

Don’t overcomplicate this. Platforms like the ones we mentioned earlier (Mailchimp, Kit,  and  Flodesk) make it easy to design, send, and track your emails. There are a lot of options other than those we’ve mentioned, so do some research and pick one that works well for you and your small business’s budget.

2. Build Your Email List (The Right Way)

No, don’t buy an email list. That’s like showing up uninvited to someone’s house, telling them you’re a missionary here to talk about your small business, shoving a pamphlet in their hand and telling them they need to check you out. It doesn’t work well for other groups, it probably won’t go over well for you either. Instead, organically grow your list with these tactics:

• Add a sign-up form on your website.

• Offer something free (discounts, e-books, exclusive content) in exchange for an email.

• Use social media to promote sign-ups.

Ask customers at checkout if they’d like to receive updates (both e-commerce and in-person).

3. Create Killer Content that Would Make Jason Vorhees Jealous

Your newsletter should be a mix of valuable info and personality. What does that look like? Here’s a good formula to follow:

• 80% value (tips, insights, behind-the-scenes, stories)

• 20% promotion (special offers, product launches, discounts)

Make it short, punchy, and actually useful. Nobody wants to read a novel in their inbox. Linking out to longer articles or blogs on your site is also a great way to expand on lengthier topics and drive traffic to your small business's site.

4. Nail the Subject Line Like You Were Bob Vila

Subject lines determine whether your email gets opened or go directly to jail without passing Go or collecting $200.

Keep it:

• Short and intriguing ("Your Customers Are Begging for This… Are You Giving It to Them?")

• Personal ("Hey [First Name], Here’s a Little Something Just for You")

• Value-driven ("5 Quick Fixes to Boost Your Sales Today")

5. Keep It Consistent

Weekly, biweekly, monthly, whatever. Pick a schedule and stick to it. Ghosting your audience for months and then popping back up out of nowhere? Not a great look. It’s like that friend who only comes around when they need help with something. You’re better than that. Keep ‘em on the line with regular, expected updates.

6. Track & Tweak (Not That Kind of Tweaking Though)

Most email platforms let you track open rates, click-through rates (also called CTR), and engagement. Pay attention to what works - if certain kinds of subject lines get more clicks, use that style more often. If people aren’t engaging, adjust your content. You wouldn’t keep using a pick-up line that consistently got you slapped, would you?

7. Use These Additional Protips to Make Your Newsletter Stand Out

• Make it skimmable – No giant walls of text. Use bullet points, images, and headers to break it up. TAWC say, "Why use lot words when few do trick?"

• Use your voice – Let your brand personality shine. You spent all that time creating a brand kit and brand voice, you better use the damn thing! No one wants to read corporate robot-speak. If you have any questions on this, we can circle back offline. ;)

• Include a clear Call To Action (CTA) – Whether it’s "Read more," "Shop now," or "Reply to this email," tell people what to do next.

• Test and refine – Run A/B tests on subject lines (read our blog for more info on A/B Testing), email formats, and send times to see what gets the best results.

Send It

From connecting directly with your audience to building trust and driving sales, newsletters offer unique benefits that social media simply can’t match. When used in partnership with your overall marketing, newsletters are a goldmine reinforcing your small business's brand and keeping you on your customer's mind. So get in there and send it!

But maybe you're too busy running your small business. Hey, we get it, and that's why we exist. If you want to get a newsletter started, but just don't have the time, why not let us do it for you? Send us a message today and let's get going!