Why newsletters still work for small businesses (even now)
For a long time, newsletters have had a bit of an image problem. They aren’t flashy. They don’t trend or go viral. And they’re often the thing that sits quietly on a to-do list while everything else in your business wins your attention.
But despite all that, newsletters are still one of the most effective ways for small businesses to stay visible and build trust.
Newsletters give people time.
Photo by Unsplash
Social media moves so fast. Posts disappear, stories expire and it’s easy for important information to be missed.
A newsletter is different. It arrives directly in someone’s inbox and waits for them. People read it when they’re ready - not when an algorithm decides.
That’s often why newsletters work so well when it comes to enquiries and sales. They give people space to decide, rather than pushing them to act quickly. Because, let’s face it - nobody likes to be told when to do something!
They are where a “maybe” turns into “yes”.
Most customers don’t buy the first time they see you. I read somewhere that it takes, on average, 3 times for people to see something before they act on it.
In the meantime, they’re watching you. (in a non creepy way, hopefully). They’re reading what you do. They’re getting a feel for your business.
The good thing with newsletters are that they allow you to explain what you do without that pressure of performing. You can share your updates, stories, offers or useful information without trying to squeeze everything into a caption or a graphic.
Over time, that familiarity builds trust - and trust is usually what leads someone to get in touch.
Social media and newsletters do different jobs.
This isn’t about choosing one or the other. They both have a really important role to play in marketing your business.
Social media is brilliant for visibility and connection. Newsletters are great for consistency and conversion. When used together, they support each other.
Many businesses find that social media helps people discover them, while newsletters help people decide.
One good email beats four crap ones.
One of the biggest misconceptions about newsletters is that they need to be frequent or complicated. No-one running a business has time for this!
For most small businesses, even one well-written newsletter a month can make a big difference. It keeps your business visible without adding too much pressure or being a pain in your customer’s backside.
The quiet stuff often works best.
If newsletters have been something you know you should be doing but haven’t quite got around to, then it’s time to stop prioritising everything else and start creating a direct line to the people who are going to buy from you.
They may be quiet, but they’re incredibly effective. In a recent poll I conducted with business owners, I found that nearly 40% said that emails/newsletters were the most effective way of reaching their customers - that is, getting them to the checkout and over the finish line.
So don’t worry if you’re all about the reels and the trending audios - you can find a much more sustainable, steady way to communicate with customers by going old school and sending them an email newsletter. Trust me.
IF YOU’RE THINKING “I REALLY SHOULD EMAIL MY LIST…”
If you’re reading this thinking:
“I know newsletters matter, but I never get round to them”
“I don’t know what’s worth sending”
“This is another thing sitting on my to-do list”
Then let me help!
I write newsletters for business owners who want to stay visible and get enquiries without adding more noise or pressure.
You don’t need more content. You need something consistent that works quietly in the background.
If you’d like support with newsletters that feel manageable and effective, you can explore my newsletter writing service or book a free, no-pressure chat.
