If you’ve started a newsletter for your handmade business but aren’t sure what to send each week or month, have I got a download for you!
Before you jump in, I want to explain the purpose of it first.
You’ve probably landed here because you know you should be making better use of your newsletter but aren’t sure what to send aside from product mentions.
You’re also probably worried about annoying your subscribers.
First – do not worry about annoying your subscribers
If you’ve followed anti-spam laws and have added people to your subscriber list legally (and not just put them on your list because they’ve emailed to ask you a question or purchased a product from you), they want to receive your emails.
And if at any time they decide they no longer want to receive your emails, they can simply click the “unsubscribe” link (which should be included in every newsletter email you send)
Second – you can absolutely stick to promotional emails but you’re right to think subscribers might get bored of that
Big retailers do it all the time; send promotional emails after promotional email. However, they have huge subscriber lists and are attracting more subscribers everyday with their ability to constantly offer discounts to encourage signups. Even with a high unsubscribe rate and low open and click rate, they still have thousands of people viewing their products.
When you have a smaller newsletter list, you need to keep unsubscribes down and the number of people who open and click your emails high.
Promotional emails tend to have lower open and click rates and higher unsubscribe rates.
That does not mean you shouldn’t send emails mentioning a new product you’re offering or a sale you’re running; these are crucial to making money from your list.
But if you mix in content that provides value to your readers (instead of constantly asking them to provide value to you), you’ll keep more people on your list and opening/clicking your emails.
So this 365+ Newsletter Ideas list is full of non-promotional content ideas for your business.
Non-promotional does not mean you don’t promote your products, business or brand. It just means you do it in a more subtle way.
Let me share an example.
Around Easter, you may send an email with the subject line: “NEW Easter products”. It tells subscribers exactly what they’ll find inside the email and that it’s going to be asking them to spend their money.
We typically don’t open our email accounts to look for ways we can spend our money.
We log into our Hotmail and Yahoo accounts to read messages from people we know, to read stories, learn something new or discover something interesting.
Isn’t it more exciting when you see an email from a friend compared to when you see a sales email from a business?
If you can make your email feel more like a message from a friend, you’ll have more subscribers opening, reading, clicking and staying subscribed to your emails.
So “NEW Easter Products” could turn into:
- “3 of my favorite looks for Easter Sunday” if you sell items like clothing or accessories
- “5 steps to creating the perfect Easter table setting” if you sell home decor, kitchen or dining items, food products, etc.
- “Cut back on sugar by giving these Easter treats instead” if you sell children’s products, food items or anything that would make a good Easter gift
Now you’ve piqued the subscriber’s interest and have them thinking they’ll learn something new by opening your email.
You don’t just want to trick readers into opening your email; you must deliver on the content you’ve promised and provide value.
But now you have a way to disguise a product mention in an informational message.
Here’s how I would do that.
Let’s say I sell table linens and I’ve created table runners, napkins, and placemats that would be perfect for Easter. I may send the following email:
RE: 5 steps to creating the perfect Easter table setting
Easter is big in my house and I always host a brunch after the Easter egg hunt. I think hosting a memorable meal involves paying attention to all the details and I like to set the table according to the occasion to indulge all the senses. You don’t have to spend a lot of money to create the perfect table setting, just add a few thoughtful touches.
STEP 1 – Add a punch of color
I like to use a colorful table runner to act as the backdrop for my center pieces. These pastel runners are from my Spring line (link) and are perfect for brightening up a table.
STEP 2 – Add living art
Flowers are an inexpensive way to dress up your table, especially if you’ve planted tulips in your garden. Use a vase you have on hand, fill it with your favorite spring flower and place it in the center of your table.
STEP 3 – Add lighting
Candles create a lovely ambiance to any meal. If you have little ones, flameless candles are the way to go. Or you can enclose real candles in sturdy candle holders that keep flames out of reach and can’t be easily opened or tipped over.
STEP 4 – Add place settings
Don’t worry about buying colorful dishes; incorporate color using napkins or placemats. If you match the color of the napkins to the table runner, it ties everything together and makes quite the impact. Here are a few napkin and placemat options from my spring line (link).
STEP 5 – Add a personalized touch (optional)
Place your folded napkins on top of each plate and then add name cards with a personalized note, plastic Easter eggs with a message or small gift inside, or a decorative item on top of each napkin. It adds a special touch to table settings and keeps guests entertained as you bring food to the table.
*Insert photos of Easter table settings using your tips and products
*Links to products mentioned
I’d love to see a picture of your Easter table setting if you use my tips or products! Please hit reply if you have any questions.
Have a great Easter!
Now you can see how you can create an interesting newsletter that provides value to your subscribers AND promotes your products in a way that doesn’t make subscribers feel like you’re constantly selling to them.
With this technique in mind, I’ve created the free download 365+ Newsletter Ideas. Please sign up for my weekly newsletter below if you’re interested in receiving it!
Hey, I’m Erin 🙂 I write about small business and craft show techniques I’ve learned from being a small business owner for almost 2 decades, selling at dozens of craft shows, and earning a diploma in Visual Communication Design. I hope you find my advice helpful!