Your clients want to feel a personal connection with your brand, and sending out a newsletter is a fantastic way to speak to your entire client base or a select group in a manner that is direct, assertive, and compelling. Below, you’ll find BWM’s top tips for improving your newsletter strategy so you can enhance your relationship with your clients and bolster your business!
Don’t Content Stuff
There have been a lot of exciting recent developments within your company, and you can’t wait to share them with your customers! Though it may feel imperative to include everything you possibly can about your company in your routine newsletter, it is best to adhere to a specific theme or topic that is relevant to the services you’d most like to promote or the products you’re looking to highlight. For example, a newsletter from a med spa on the first day of spring can include links to recent helpful blogs about keeping your skin fresh during allergy season, along with introducing any new seasonal services or products that are relevant to springtime wellness concerns. Avoid plugging services that simply don’t fit the bill – there are plenty of other ways to draw attention to these services outside of your newsletter, such as creating fun and unique social media content.
Use Images That Pop
Images are central to your newsletter strategy. They set the tone for your newsletter, letting your clients know what they should be feeling, what they can expect, and what they can look forward to. Only use high-quality images for your newsletter. It is always best to use organic images straight from your business, but if you do not have any recent, relevant photos available, using licensed stock photos is your next best option. It is important to follow online image guidelines when using “free” images in your business-related content, so always ensure you have the proper permissions before sending out your newsletter.
Make Your Subject Line Intriguing
Your primary goal is to get your audience to click on your email and read it in the first place! This means utilizing your subject line space well. Using brief, snappy phrases to draw attention to your email works best. Your subject lines should convey a sense of urgency, as if your audience could miss out on something great by skipping your email. Use phrases such as: “Our BIGGEST Sale of 2025” or “An Exclusive Offer Just For You.” These phrases feel personal and thrilling, and they make your audience want to learn more about what your email contains.
Stick To a Specific Timeline
It can be tempting to send out an email to your clients every time there is a new update about your business, but you do not need to resort to distributing impromptu messages to your audience to keep them informed and interested in your company. Your customers don’t want to feel spammed with email content from you, so it is important to develop a schedule for your newsletter. In general, many small businesses can benefit from a monthly newsletter schedule. Consider sending out your newsletter either at the beginning of the month to introduce new team members, practices, sales, products, or services, especially if you’d like to present seasonal offerings to your clients. Your newsletter should also be sent out around the same time each month – for example, if your audience is used to hearing from you around noon during the first week of the month, being consistent with that schedule can benefit you in the long run.
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