If you’re looking for a marketing tool that builds trust, establishes authority, and keeps your clients engaged, look no further than a newsletter. Done right, it’s one of the most cost-effective and powerful assets a business can create.
At SGD, we know it works. Marketing Monday just hit its 1-year anniversary, and the results have been outstanding. Not only has it helped us answer client questions and share useful insights, but it has also created a steady stream of content that we repurpose into blogs, social posts, and resources.
Here’s why running a weekly or monthly newsletter should be part of your marketing strategy:
- Position yourself as a subject matter expert: Every issue gives you a chance to educate your audience. Whether it’s SEO, website conversions, or Google Ads, sharing valuable insights positions your business as the trusted advisor in your field.
- Create a direct line to your audience: Unlike social media, where algorithms decide what gets seen, a newsletter goes straight into your subscriber’s inbox. It’s a channel you own and control.
- Fuel your content engine: Your newsletter doesn’t just live in email. Each article can be repurposed into a blog post (great for SEO), broken down into social media snippets, or used as sales enablement material for your team. One piece of content becomes many.
- Build trust and stay top of mind: By showing up consistently with useful content, you remind your audience who you are and why you matter. Over time, that trust translates into enquiries, leads, and sales.
- Get measurable results: With open rates, click-through rates, and subscriber growth, you can track performance and see exactly what’s resonating. This feedback loop helps refine your content and marketing strategy.
How to Write a Newsletter That Works
Over the past year of writing Marketing Monday, we’ve learned what makes a newsletter effective and what causes people to stop reading.
Here are a few tips we’ve learned from running Marketing Monday every week:
Make the content useful
Your newsletter should not be about you, it should be about your reader. Every issue needs to answer a question, solve a problem, or provide a resource your audience can actually use. If readers walk away having learned something valuable, they’ll look forward to the next issue.
Lead with value, not sales
No one wants to open a newsletter that’s just a sales pitch. By providing education, insights, and resources, you earn the right to occasionally promote your services. Think 80% helpful content, 20% promotional.
Use a catchy subject line
This is the gatekeeper to your content. If your subject line doesn’t make people curious or clearly communicate the benefit inside, the email won’t get opened. Think clear, not clever.
Be consistent
Weekly or fortnightly works best. Consistency builds trust.
Keep it simple
Use clear headings, short paragraphs, bullet points, and scannable layouts. Most readers skim before they commit, if your email looks dense or overwhelming, they’ll close it quickly.
Speak in your brand voice
Your newsletter is an extension of your brand. Write in a tone that reflects your business values that is approachable, professional, and helpful. For us at SGD, that means clear, direct, and jargon-free.
Always include the next step
Whether it’s visiting your site, downloading a resource, or booking a call, make it easy to take action.
Test and refine
Look at your data. Which subject lines get the most open? Which links get the most clicks? Over time, you’ll learn what resonates with your audience and you can refine your approach for even better results.
Running a newsletter is not just about sending emails. It’s about creating an asset that compounds in value over time. One year in, we can confidently say it’s been one of the most valuable parts of our marketing.
If you’re not running a newsletter yet, now’s the time to start.
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