Over the last few months, I’ve been asking community builders in the coworking industry how they handle email newsletters.
Before we get into it, most of you know I’ve been madly in love with emailing articles and updates for around twenty years.
Being in love does not mean I get it right every week; it is a slog.
If I had to choose one thing to keep, it would be my email list.
Email is the backbone of my communication strategy and the most valuable asset in my community-building journey.
(I like to think of them as my email communities.)
I made the kick-off question this:
“What early mistake did you make with your weekly email newsletter?”
I ended up with a page of messy and juicy notes — even at this stage of my email journey, and I was relieved to hear that mess and chaos are not just my way of posting newsletters!
Everyone has ongoing content creation pain, from new community builders working independently to established space owners with a team.
Mistake #1: Inconsistent Scheduling
Too often, community builders choose to send newsletters sporadically.
They believe they can send emails whenever they have enough content, thinking flexibility will be appreciated, only to end up confusing and frustrating people.
Instead, community builders should focus on maintaining a consistent schedule.
While that sounds grown-up and a lot of work, it is easier than you think; the more you send, the more ideas you have.
Please send your email newsletter as often as possible — I always recommend that people send it weekly.
By engaging people regularly, you build trust, increasing open rates.
Mistake #2: Lack of Personalisation
Please understand that providing information is good but far from what makes the most difference.
- A good newsletter informs and announces things and is harmless.
- A bad newsletter is simply Fu<ki@g annoying.
- But a legendary newsletter will connect, engage and build a community.
Generic emails that don’t address your community members’ needs or preferences are missed opportunities. Even if you can’t personalize every email, segmenting your audience and addressing them by their segment can significantly impact engagement.
When I send a big newsletter, I don’t put people’s names in because I don’t know if every first name is correct.
But when I send to segments, I’ll always use your first name and only talk about the segment you are in.
For example, the event you attended, the Cohort you were in, and the city you are in.
Mistake #3: Only emailing with promotions
There is a marketing quote:
“Content is king, but context is God.”
It’s too cute and cheesy, I know.
I heard it at a conference around 2013, but it is true.
Example:
When you email people every week, you can elegantly drip-feed information to build context.
Do:
Start telling people in October that they get two months free when they sign up for a whole year in January.
Don’t
But if you have not emailed all year and then emailed this deal as a ‘flash sale’ offer every week in December, it will suck.
Past horrors of my own have been emailing people a 50% off voucher for an event the day before, selling only two tickets and pissing everyone off who brought a full-priced ticket before.
(But that was before the Olympic games were in London 2012!)
Mistake #4: No Clear Call To Action (CTA)
First of all, even if you are a vegan, you must ‘get to the meat’ in the opening line.
Most people scroll through emails on their mobile phones while in a queue or the bathroom, so the first section they read must be GOLD.
The headline’s job is to get you to read the first line, and the first line’s job is to get you to read the second line. I’ll stop there — I’m sure you get it.
- Mistake: Not including clear, compelling CTAs leaves your reader unsure what to do next or think you are wasting their time (I’m sorry. Why was I reading this?)
- Solution: Include clear and actionable CTAs in every email.
- You must guide readers to the next step, whether signing up for your next event, reading a blog post, or renewing their membership.
Mistake #5: Not being yourself
Too many good people go into the ‘marketing bot mode’ and send bland, vanilla newsletters with crap stock photos to their community.
It makes me cry to see the disconnect between your community and the crap, bland emails you send.
People, especially in a community context, want ‘you’ and to connect with you!
You can be ‘scrappy and personal’ and still be welcoming and professional.
Every big company wants to look small, and every small company wants to look big.
Not for every type of email newsletter
Before we jump off, these email newsletter points are from people who run communities and coworking spaces.
If you are building a course, selling a drop-ship product, or planning the launch of a new software product, you will not have as much ‘Facetime’ with people.
While everything is about relationships, the type of connection and trust you need to build with people in your community or coworking space is personal and unique.
When you’re ready, here are three ways I can help you:
Book your 25-minute free-minute no-pitch call here.
Join The Next Coworking Community Builders Cohort
The Coworking Values Podcast is twice a week.
