A newsletter isn’t just for big brands with huge lists—it’s one of the most powerful tools a small business can use. Why? Because it gives you a direct line to your customers that no algorithm can touch. (Read more on why we think every small business should have a newsletter)
If you’ve been wondering how to actually start one, here’s a simple, step-by-step guide to get you going.
1. Pick the newsletter tool that works for you
You don’t need to spend a fortune to get started. Platforms like Mailchimp, Klaviyo, Flodesk, or even Shopify Email make it easy to design and send newsletters. Most have free plans to get you started while your list is small.
💡 Pro tip: Choose a platform that integrates with your store (Shopify, Etsy, or WooCommerce) so you can track sales directly from your emails.
2. Build your email lists the right way
Don't buy your email list. That will only hurt your deliverability. Instead, start collecting subscribers from people who actually want to hear from you. A few easy ways:
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Add a signup form on your website
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Offer a small discount or freebie for subscribing
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Collect emails at in-person events or pop-ups
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Include a “join our list” card in your packaging
3. Decide what to send
Your newsletter doesn’t need to be long or complicated. What matters is consistency and value. A few ideas:
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New product launches or restocks
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Seasonal promotions or sales
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Behind-the-scenes updates about your shop
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Tips, tutorials, or inspiration related to your product
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Customer spotlights or user-generated content
Think of it less like “selling” and more like staying in touch.
4. Keep it simple (design + frequency)
Your emails don’t need to be flashy. Clean, mobile-friendly designs work best. Stick to your brand colors, use one or two clear images, and keep text short and scannable.
As for frequency, once a month is a good place to start. Consistency matters more than sending every week and burning out.
5. Write good subject lines
Your subject line is the first impression. A few tips:
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Keep it short (40–50 characters)
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Use curiosity or urgency (but don’t overdo it)
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Personalize when possible (“Maria, your order is ready”)
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Test what works for your audience
6. Tweak as you go!
Once you hit “send,” the real work begins. Look at your open rates, click-through rates, and sales. If a certain type of email performs well (like restock alerts), do more of that. If something falls flat, try a new angle. Over time, you’ll learn what your audience loves most.
Newsletters don’t have to be complicated to be effective. Start small, keep it simple, and focus on consistency. The earlier you begin, the faster you’ll grow a loyal customer base that wants to hear from you.
