Is it just me, or are email lists having a huge moment right now? Yes, newsletters have been around for ages, but it seems that recently, it’s becoming the norm for everyone to have one. And for good reason. If done well, newsletters have the power to grow your income, authority, and community in a way unlike almost anything else.
Even though we can rationalize why newsletters are awesome, there’s still a tough question to be answered:
*record scratch*
What in the heck should you send to your email list?!
I struggled with that question for ages. Though I started building my list over two years ago, I didn’t start sending a weekly newsletter until about 20 months later, simply because I had no idea what to send. Now? I’m totally in the newsletter groove and send a weekly email to our nearly 6,000 subscribers. Today, I’m sharing eight things you can send to your email list so you can stop feeling confused and start rockin’ your own newsletter.
1. Free downloads, worksheets, or e-books
People absolutely love free stuff, so long as it’s highly useful or targeted at them specifically. If you’re unsure of what to send, starting with freebies is a way to draw your audience in and show them how much knowledge you have on a particular topic. If the freebie is helpful, it also establishes trust between you and your subscribers and primes them for any paid products you may want to release in the future.
You can also use free downloads as “content upgrades,” which are additional materials that a reader can sign up to receive after reading a blog post.
Related: Here’s our free library of worksheets and e-books for bloggers + biz owners
2. A behind-the-scenes look at your life, blog, or business
Since your newsletters won’t be broadcasted all over your website, they’re a good place to get a bit more personal. Subscribers enjoy getting a behind-the-scenes look at how you run your blog or business and it can establish a deeper, more personable bond between you and your fans.
3. Income reports
Some bloggers share their income reports on their blogs for anyone to see, but if you feel apprehensive about putting your income on your website, then you could instead send monthly income reports to your subscribers! Income reports can provide a lot of value to aspiring bloggers and business owners and are usually popular online. Plus, it sounds like a pretty enticing opt-in offer if you let potential subscribers know that they’ll get your income report each month.
4. Traffic/Growth Reports
Similar to #3, you could send reports to your subscribers about the traffic or growth you received on your website or social media over the past month. We’re all a little nosy when it comes to what other people are doing, so getting to learn about someone else’s growth (and the steps they took to get there), can be both useful and interesting to your tribe.
Related: Here’s an example of a traffic report we recently shared
5. An extra, exclusive blog post
Having trouble thinking of what to send your subscribers? Here’s a really simple way to decide: just send them an additional, exclusive blog post. They likely subscribed to your list because they love what you share on your blog, so sending a blog post with similar content would probably go over very well. This also keeps your routine roughly the same. Instead of trying to do something totally different for your newsletter, this suggestion means that you just have to do a little extra of what you already do.
6. Reminders and News
If you have products, services, or events as part of your brand, then this option could work very well. Instead of sending out new content to your subscribers, you could simply send them updates when you’ve added new products to your shop, are offering a discount, are teaching a workshop, etc. This keeps your subscribers up to date and advertises all of the awesome things you’re doing.
7. Recap of recent or popular blog posts
Just starting out? Want to keep things simple? You could send an email with a recap of some of your most recent or popular blog posts! It’s unlikely that every single one of your subscribers reads each of your recent posts, so sending them an email update could be a great way to remind them about your site and drive traffic back to your blog.
8. A remix of an old blog post
Have an old-but-awesome post that no one seems to notice anymore? Remix it and use it as a newsletter! You can change it up a bit so that the information is up to date and infuse it with any other tips or ideas you want to add. This can be an awesome way to recycle older content.
Pin me for later!
A few more pointers, my newsletter lovin’ peeps:
The most important factor in sending great newsletters is making your emails useful for your subscribers. Whether you’re sending an update about your life, an income report, or something else, always aim to answer, “How is this helpful to my readers?”
Related: My #1 Tip for Writing Better Blog Posts
How many subscribers do you need before you can start sending a newsletter? Honestly, I recommend getting started as soon as one person signs up! Don’t hold yourself back because of a number you’ve internally equated with “success.” The numbers will eventually come, but you need practice and a routine in order to really make your newsletter stand out. Plus, you can always tweak and reuse old newsletters later on, once your list has expanded.
How often should you send your newsletter? Ideally, I think you should send out a newsletter once a week, but not right away. Why not? Because it can be very overwhelming (for you) to send them out that frequently when you’re getting started. Trying to send out a weekly newsletter, and failing to do so, might be exactly what will cause you to throw in the towel for 20 months like I did. 😉 Instead, start with once or twice a month and work your way up as it begins to feel manageable. It’s much better to start slowly and grow gradually than to begin with a sprint and quickly run out of steam.
Related: Why You Should Start Building an Email List
So many awesome suggestions! Thanks for this, I’ll be using some of these very soon for my own list 🙂 One question, how did the design of your newsletter evolve?
Monica | monica-galvan.com
Awesome, Monica! And it’s funny you ask because while doing some research for this post, I pulled up my very first newsletter and cringed at what it looked like. I’m assuming your question means aesthetic design, but let me know if I’m wrong there! But the design basically evolved as my site evolved and changed. I always aimed to keep it in a similar aesthetic as my site’s design at the time and studied a few peers’ newsletters to see which sections they included. In the end, the design and layout ended up becoming my own, but not without lots of experimenting. 🙂
SO helpful Mel! You rock 😀
Sarah | More Than Adored
Woohoo! So happy to help, Sarah. 🙂
Right in time, Melissa! Sometimes I just feel you’re somewhere really next to me, creating your magically motivating articles right when I am in the middle of something! I am currently working on my newsletter that I aim to be something my readers will still learn from and benefit from (however, my blog’s niche is very different). But I’ve heard you asking that question, how this would be useful for my readers, and I keep on asking it while working on every pattern of that soon-to-be-the-most-lovable-newsletter-my-readers-will-get!:) Thank you, I think I am on the right way!:)
P.S.: I can’t find the comment I left you before, but I saw your reply.. Yes, my website’s design is all hand made by me, it’s hand embroidery:)
Oly | TLV Birdie Blog
So awesome, Oly! I bet it will be great. 🙂
And that is SO cool that you embroidered all that! So creative, girl.
Hey Melissa!
before starting my newsletter, I thought about what I like from a newsletter, and basically i’m lazy when it comes to scoping out blog posts that I may have missed. So, I post my blog post every Friday, and then do a re-cap the following Wednesday. I include a direct link to the blog post they may have missed and a direct link to the free add-on they may have missed out on.
I read somewhere that you as a blogger need to ‘respect peoples inbox,’ don’t send them a load of crapola because if someone has let you in to their inbox- it’s like a sacred place, so send them lots of goodies!
Tash
thisandthatplease.co.uk
That sounds like a great routine, Natasha! And I totally agree that one’s inbox is a sacred place. It’s like inviting someone into your virtual home. 🙂
Whilst I don’t yet have a mailing list, I have a few ideas for newsletter-esqe emails up my sleeve! I can’t wait to start sharing them with my subscribers. Thanks for an informative and helpful post Melyssa.
Brittany | Written By Brittany
Awesome, Brittany! Glad to help. 🙂
I don’t have a newsletter but been playing around with the idea…and also seeing what other newsletter offer (in my niche) so as to have a clue what I could share as well! Some people fill up their mailing list with people that have commented on their blog (happened to me a couple of times), what do you think about that? (most people who do that include in their first newsletter that you’re getting this because you commented etc)!
Seeing what others in your niche are offering is a great idea!
And do you mean that they took their email address from the comment form? That is definitely against the “rules” of collecting emails and kind of shady. I wouldn’t go that route. Instead, you can include an opt-in form right above where the comments section is, encouraging them to sign up. 🙂
I have a newsletter, but since my blog isn’t a business yet, I like to send something inspiring once a month. Maybe something happened to me and it could inspire someone else, or I share some BTS about running my blog, things like that. I don’t know if my subscribers like that, but it’s something I’d love to receive in my inbox 😉
That’s awesome, Alice! I love that A) you started a newsletter before your blog became a business, and B) you’re sending something YOU would love, too. Great job!
Thank you, Mel!
Creating an interesting, regularly scheduled newsletter that benefits subscribers is QUITE the challenge. Thanks for these tips and ideas!
Oh Courtney, I SO get that. It was really tough for me for a LONG time. I’d just say keep practicing, trying new things, and allowing it to just “come to you” over time. I don’t know many people who started successful newsletters right from the start.
Thanks so much for the advice! i was stuck on when you should start having newsletters!
Glad it helped! 🙂
Ohh, this is awesome, Melyssa!! Excellent ideas. “Plus, you can always tweak and reuse old newsletters later on, once your list has expanded.” I hadn’t even thought of that! I love how there are so many different things you can do with your newsletter. I personally send out exclusive, personal letters to my list. They’re basically a mash of behind-the-scenes, tips, downloads, and updates/recent blog posts. I also include a challenge at the end to encourage readers to take action.
Thanks for the super helpful post! 🙂
That sounds awesome, Allison! I love that you include a challenge at the end. LOVE that. Such a great way to make your newsletter actionable, useful, and memorable.
Thank you for saying that we can start slow (yes, I felt like I needed permission from a pro ;)…I’ve been so overwhelmed at the thought of it. But your point about starting them NOW, before I really have the numbers makes so much sense. It’s like doing some dry runs. I have great ideas..now, to execute them LOL
Woo! Glad you feel that way, Kristiina. 🙂 And I’m glad that point made sense to you. And on the bright side…when you DO have a big email list in the future, you can reuse those old newsletters because it’s likely people will have forgotten about them and most of your audience won’t have seen them. So they won’t be going to waste. 🙂
I’ve just started concentrating on building my email list almost 2 years into my blog. I’m glad you mentioned that emails can be done a couple times a month to start bc that’s what has stopped me from continuing. I felt overwhelmed about trying to come up with content every week. Thanks for the post!
Awesome, Erin! I definitely think that twice a month is better than nothing at all. 🙂
Love love this list! I’ve been struggling with new ways to work on my newsletter :). Thanks!
Glad it helped, Ginny! 🙂
You are absolutely right!! The newsletter era seems to have set in on the blogging community and as a newbie I kinda put it on the “What’s the point right now?” But I like what you said about even if you uno subscriber you can always start! Thanks for giving me the extra push to try something new 🙂
Kelsey | http://www.abalancingpeach.com
Glad to give you that push, Kelsey! 🙂
I’m sending one out bi-monthly right now, and that’s been really helpful for getting used to sending them and not getting overwhelmed. 🙂
That’s awesome, Stacia! I think it’s all about what works for you at first. 🙂
This is such a great resource to keep around for ideas! Currently I send out about 2 newsletters a week 1 with all of my blog posts from that week and another with an update about my business or a letter from me. In exchange for emails, I offer a free download as well as specialized tips! Thanks for sharing!
xo Caroline
http://www.calijaedesigns.com
That sounds like a great strategy, Caroline! 🙂
These are great tips. I see quite a few style bloggers who just send out their latest posts without offering much other incentive to have users subscribe to their email list. I love that you included ways to offer value to subscribers!
– Liz Lizo
http://www.LizLizo.com
Thank you Liz! I definitely think it’s all in the value you provide, otherwise there’s no incentive, like you mentioned. Thanks for chiming in! 🙂
I have been reading your posts and keeping up with your blog for a little while now and you guys have greatly helped me learn a lot about blogging. You are my go to place when I need help or advice about something, so I just wanted to say thank you and keep up the great work! You are awesome.
Thank you so much, Jasmine! I really appreciate that and I am SO glad you’ve found useful content here. If there’s ever a post you wished we had written, please let me know and I’ll try to include it. 🙂
Thanks so much for this post, Melyssa! I really need to catch up on all of them 😉 I’ve been working a lot on the back-end of my site lately (trying to rebrand my photography business) + I recently opened up a mailchimp acc to start sending newsletters, but I got stuck cause I want to send out a free styled stock image to anyone that subscribes. My goal is I want my subscribers to immediately receive the product I have to offer for them, but the problem is it looks like Mailchimp wants you to pay them for automated newsletters? Any thoughts on how to get me moving to the next step? I hate to move up to a paid account without any subscribers yet… *confused
Thanks!
Carmen
You can place the link you want to share either in the “Thank You For Subscribing”-page or Final Email 🙂
Thanks, Isabel! I will try that. 🙂
Yep, exactly what Isabel said. Woohoo! 🙂
Thanks so much ladies! It’s finally set up! Yay!! 😉
Woohoo!! Get it girrrrrl. 🙂
This is great! I definitely get the newsletter block and I don’t want to feel like I am always trying to sell my products to my subscribers. Lately I have been linking my blog posts to my business newsletters that way I do share some information instead of “sell, sell,sell!” I include a snippet or overview to the blog post and then they can always click to learn more.
I toootally get that, and I think it’s great that you don’t always want to sell. People seem more responsive when you give them tremendous value and then weave in your products every now and then as opposed to all the time. Sounds like you’ve got it figured out! 🙂
I am so guilty of letting my newsletter lapse because I don’t feel I have anything new to share. Thanks for the great ideas!
Megan
Wonderful post! I am currently sending a monthly newsletter linking some of the post (my favourite ones probably) but I would like to increase the number of my subscriber. What are your suggestions??? I have a mailchimp subscrition form but nobody seems to be interested in it.
Hey there! I took a look at your site, and I think my biggest suggestion to get people curios about your newsletter is offering them a freebie. Give them a reason to want to give you their email address! Perhaps an exclusive recipe or a free e-book or some type of download. Maybe right under the mailing list box you can add a little tidbit about what your newsletter subscribers will have access to if they provide their email. Hope that helps! 🙂
I think I will prepare some collection of recipe about sushi (everybody seems to love it) and I will add some exclusive recipe. Thank you very much for your help, I really appreciate your customized advice.
My pleasure! A collection of sushi recipes sounds AMAZING! Yum!
Thank you so much for this post. I was doing newsletters regularly when I first started my biz, but got discouraged as I didn’t think my content was that great. I have now decided to give it a whirl again, so these tips are very useful.
Keisha xo
I’m sure your content is super awesome, Keisha! Don’t you give up 😉 good luck girl!
I NEEDED this! Thanks Melyssa!
Great tips! I have a small list but I’ve been hesitating send a newsletter out. It’s so intimidating but there’s no time like the present.
Hi Nia! It can be so scary at first, but I know you can do it! Thanks so much for commenting! 🙂
I’m with you on that Nia! I’ve been hesitating as well but here we go!
This is my biggest struggle! I would love to do a freebie but as a fashion& beauty blogger I’m so lost!! Thanks for the tips!
XOXO
Christina
http://Www.styletothet.com
You could also have an opt-in freebie with style tips! “How to style ______ 10 ways” or something like that 🙂
Thanks for commenting, Christina!
Hey Melissa,
I have a completely different niche… I’m a book blogger! Basically, I review books and do book discussions. What kind of freebie would you think I could send – there’s not really much, is there?
– Paul
Hey Paul! Have you considered making a resource list? Like “Top 5 Books I recommend for Self Improvement” or “7 Science Fiction Books You Must Read This Summer”? I think you have a lot of great options in the book niche!
Good luck 🙂
@disqus_bnAyqgVqSH:disqus You can send a PDF when I can put some notes about the books that I read, like a Book journal 😉
Hi! Thanks, Great tips. I needed this I am just starting get people to sign up for my mailing list through my free eBook offer, but now am having that,”what now” momemt. I think I am going to start out once or twice a month. Wish me luck!
Sounds like a plan! Ease your way into it and see what resonates best with your audience. Good luck, Jamie 😀
I love your conversational and practical voice! Do you recommend MailChimp? Or is there another program you like?
MailChimp is great but I also highly recommend taking a look at ConvertKit for your email marketing software. 🙂
Thanks for sharing these newsletter/list tips!
No problem at all! Thanks for reading, Bonnie. 🙂
Thank you so much , this was really helpful but I plan to launch a religious blog where I talk about everything from relationships to parenthood, and also charity but I am a bit confused on what freebies I can give to my community to get them sign up for my newsletters
That’s a great question to ask in our private Facebook group! If you haven’t joined already, you can do so right here:
https://www.facebook.com/groups/blogandbizbffs/
Hi Melyssa! Amazing content as usual! Im working on your recent email sequence – the Email List Accelerator! Im preparing everything with the help of so many of your articles and the courses I received with my donation for your charity! Im learning so much the last few months. Im hoping to launch my website/blog next month! I want to have my email all set up- so this sequence has ben amazing.
I’m working on it now, but I have a question. Since I want to have the indoctrination sequence for anyone that signs up – I also wanted to have a Monday morning email that sends out every week. But I’m unsure on the “rules”. If someone signs up for the opt-in freebie I am going to offer and then receives the welcome email series, do I need to set up a secondary sign up on my site/social media for them to sign up for the Monday morning email? Or if they sign up, should I just write “Receive this opt in freebie and a Monday Morning Email” for subscribing. I hope this makes sense and I look forward to hearing your response! Thanks so much!
Hi Michelle! I’m so glad the Email List Accelerator has been helpful for you. Best of luck with your launch!
Depending on your email service provider, you should be able to easily create different sequences and tags to segment your list and have everyone who signs up for your list also receive your Monday Morning emails.
Thank you so much for your kind words and response! I am in the process of choosing my email provider too! I’ve found some helpful info on your site regarding MailerLite, CovertKit and Mailchimp…as well as in he Facebook group. I think I am leaning towards MailerLite to start off with!
Thank you for answering my question- I’m glad it made sense! I just wanted to make sure I wasn’t breaking any rules by sending people another type of email that they didnt “sign up for” but since I am learning when they sign up to be apart of an email subscription thats when we decide what to send! Thanks again 🙂
Thanks for Share very nice and valuable information, Is any way to get list of email id so we can send them emails..
Hi Melyssa,
I’m very new to newsletters and I have a question:) I’m wondering how to send my old newsletters to new subscribers. What I mean is: every time someone subscribe will receive my emails starting from the very first one. Let’s say you subscribed 4 weeks ago and you have my 4th letter now, but a new person subscribe today and should receive the first letter (when you already have 8th letter that person has 4th) How to set it up automatically? Is it a campaign I should be sending?
Hi Anna, Exactly! 🙂 You would set up a welcome automation sequence. It’s really fun to create. Depending on what email list provider you use, they should offer some tutorials on how to set this up. I know Mailchimp and Convertkit, ActiveCampaign, Infusionsoft, pretty much all of them offer this feature 🙂