Do You Need a Newsletter? How to Decide and Create One That Works
Let’s start with the big question: Do you actually need a newsletter?
Spoiler: not every business does. The truth is, many newsletters are ignored, left unopened, or marked as spam. Why? Because they’re often long, repetitive, or simply boring. I can count on one hand the number of newsletters I open religiously, and that’s because they’re either fun, answer an immediate question I have, or offer something I can’t find elsewhere. A good newsletter isn’t just another email—it’s an experience.
When Your Business Might Not Need a Newsletter
If you’re running a retainer-based business or one where upselling isn’t part of your model, you might not need a regular newsletter. For example, a restaurant doesn’t need to send an email every time they’re full, but sending one when there’s a menu update or a limited-time event can be valuable. If you're running a service-based business like a massage therapy studio, a regular newsletter might help remind clients of seasonal offers or introduce new services.
On the other hand, if you're a candle maker, a newsletter is a great way to engage your audience. You could share the behind-the-scenes process of choosing new scents, the making of the vessels, or run a challenge to let your audience name the next candle. For businesses like this, the key is storytelling—inviting your audience into your creative process or offering exclusive insights.
The 3 Key Questions to Ask Yourself Before Starting a Newsletter
Before deciding if you should commit to a newsletter, answer these three questions:
Do you want to build a community outside of social media? A newsletter is perfect for engaging an audience that you truly own. It’s a place where you can gather feedback, learn more about your customers, and build loyalty.
Do you need a way to connect the pieces of your services or brand? If you have multiple offerings and values that tie together, a newsletter helps you consistently share the big picture.
Do you want to process your thoughts and share them in an engaging way? Writing a newsletter can be like journaling your business journey, allowing your audience to follow along and see your growth.
If you answered “yes” to any of these, then a newsletter could be the right move for your business.
How to Write a Newsletter People Actually Want to Read
Let’s face it: inboxes are crowded. So, how do you stand out? Here's how to craft a newsletter that gets opened and engaged with:
Set a Clear Internal Goal
Know why you're writing it. My own newsletter, Digestif, is a fun space where I share interesting marketing strategies that other businesses are using. It’s not just about me—it’s about offering inspiration to my readers that connects to what I do. What’s your goal? Do you want to teach, inspire, or entertain?Less Is More
You don’t need to send a newsletter every week. In fact, posting twice a month is often better. It gives people time to miss you and appreciate the value you provide when it does land in their inbox.Treat It Like a VIP Experience
Your newsletter shouldn’t feel like just another sales pitch. Treat it like a special club or insider group. This is where you share your wisdom, your personality, and your most valuable insights, without trying to make a hard sell.Infuse It with Personality
This is where most newsletters fall flat—they feel corporate, stiff, and dull. Don’t be afraid to have fun! For example, a small eco-hotel in Costa Rica could send a quirky, handwritten-style email from “the hotel dog,” sharing updates on the latest guests, the weather, or new eco-friendly initiatives. This kind of personalization makes people smile and look forward to your emails.Make It an Experience, Not Just an Email
Your newsletter should feel like an event. Think of it as a conversation or an invitation to something exclusive. Especially in industries like hospitality, wellness, and tourism—where experience is everything—your email should reflect that. Instead of constantly updating subscribers, build anticipation. Challenge their assumptions, make them smile, and most importantly, give them a reason to care.
The key to a great newsletter is creating an experience, not just sending another email. Start by outlining your internal goal, keep it consistent, treat your readers like VIPs, and bring your personality front and center.
Your Next Step:
Start small. Write down one idea that reflects your business personality. It could be a behind-the-scenes story, a customer challenge, or even a fun fact about your services. Use that as the foundation for your first or next newsletter. Keep it simple, light, and engaging.