How to start a newsletter in 2024: tips, tricks and things to avoid

Let's face it: Reaching and engaging your audience has become more difficult than ever in the 2020s.

Social media platforms like Instagram have betrayed us, putting their algorithm before our interests, which means that even the people who've chosen to follow us often don't get served our content. Even Google, it seems, no longer indexes everything on the web, making it harder for potential clients and fans to discover your work that way too.

In short, you can no longer rely solely on third-party platforms to showcase your work and build your personal brand. So, it's more important than ever to build your own website and drive people to it. One of the most effective ways is to start your own newsletter.

A well-crafted newsletter may sound like work (and it is!), but it does offer numerous benefits to creatives:

Direct connection with your audience: Unlike social media posts that get lost in crowded feeds, newsletters land directly in your subscribers' inboxes.
Control over your message: You're not at the mercy of platform algorithms, shadow bans or content restrictions.
Building a loyal community: Regular communications help your audience feel deeply connected with you and your work
Traffic to your website: Including links in your newsletter can boost visits to your portfolio, website or online store.
Money-making potential: As your subscriber list grows, you may be able to offer paid subscriptions or sponsored content.

So that's the 'why'. Let's move on to the how. How can you set up a newsletter and make it successful in 2024?

Choose your platform

The first step in creating a newsletter is selecting the right platform. There are numerous options available, each with its own strengths and features. Some popular choices include:

MailChimp: Known for its user-friendly interface and robust analytics, this is a great option for beginners and experienced marketers alike.
ConvertKit: Specifically designed for creators, this platform offers advanced automation features and easy-to-use design tools.
Substack: This is the ideal platform for writers and other creatives who write – especially if you're looking to monetise your newsletter, as this platform offers a simple way to offer both free and paid subscriptions.
Flodesk: Known for its beautiful templates and intuitive design features, Flodesk is popular among visual creatives.

Yes, we know you're full of excitement and want to get started as soon as possible. But rather than diving into the first thing you find, it's worth taking some time to choose the right platform because, let's face it, you're going to be stuck with it for some time to come.

So, carefully consider factors such as ease of use, design capabilities, analytics features and pricing. Also note that many platforms offer free plans for small subscriber lists, allowing you to start without a significant upfront investment.

Craft your content strategy

Once you've chosen your platform, it's time to think about what you'll actually include in your newsletter. And bear in mind what artist agent and creative producer Bianca Bramham says about email marketing in general. "My best advice is to approach it with the expectation that you probably won't get a response."

That may sound harsh, but it is fair. Most of the time, even people genuinely interested in your newsletter probably won't get around to opening it.

Think about it: when we stare at our own inboxes each morning, there are so many urgent messages we have to deal with. It's natural to kick the can down the road with things that are not urgent. And how many of us have stuffed newsletters into "To read" folders, only for them to be ultimately forgotten about?

Once you start to think in these realistic terms, it'll help hone your mind on how to make your newsletter as appealing as possible. And that means providing real value to your subscribers while showcasing your unique voice and perspective.

In short, as designer Berenice Howard-Smith explains: "You need to write for your audience, not yourself." What might that look like? Marketing expert Nina Clere suggests you: "Give up-to-date, valuable info and offer a longer checklist or primer if they reply; no strings attached. Also, share things that show you're human, with a life outside of business."

Shopify expert Elle adds: "Give more than you take! People won't open and read your emails if you're not offering them something worthwhile that they'll benefit from. The easiest way to do this is by creating an email series you can commit to regularly sending."

And Ben Steers, co-founder of Fiasco Design, offers this note of caution. "Avoid the urge to sell," he warns. "Focus on offering something of value to your audience without asking for anything in return."

Example of a great newsletter, via Fiasco Design

If you're stuck, here are some broad content ideas to help you get started:

Behind-the-scenes looks at your creative process
Tutorials or tips related to your craft
Showcases of new work or projects
Industry news and trends
Personal stories or reflections on your creative journey
Curated resources or inspiration
Exclusive offers or early access for subscribers

And remember, consistency is key when it comes to newsletters. Career and job happiness coach Jenny Holliday found this out the hard way. "I used to post a Substack newsletter monthly, and that worked well," she recalls. "I then went sporadically, and people engaged less. Now it's weekly, and that shows in subscriptions. It also helps me stay focused and get my messages out there to potential new clients."

Designing your newsletter

Most email platforms offer customisable templates, so don't be afraid to inject your own style. As a creative, it stands to reason that as your 'shop window', your newsletter should visually reflect your aesthetic and brand identity. Things to think about here include:

Mobile responsiveness: Ensure your newsletter looks good on both desktop and mobile screens. And don't assume that if it looks good on one, it'll look good on all of them. Actually try it out on your own devices, those of friends and family, heck, even the ones in your nearest Apple Store.
Consistent branding: If you haven't already, devise your own brand colours, fonts and logo. This all helps with engagement on a subliminal level.
Clear hierarchy: Don't assume people will read everything from start to finish. They won't: 99 per cent of people will scan. So, make it easy for them to find the information they're looking for.
Engaging visuals: Include high-quality images of your work or relevant graphics. It doesn't matter how clever or engaging your words are; people like eye candy.
White space: Just as you'd do in your normal work, don't overcrowd your design; instead, give your content room to breathe.

Growing your subscriber list

Even if you already have an established social media following, building a substantial email list takes a lot of time and effort. Here are some strategies to attract and retain subscribers.

Offer a lead magnet: Create a valuable freebie, such as a downloadable guide, printable artwork or mini-course, in exchange for email sign-ups.
Promote the newsletter on your website: Place sign-up forms prominently on your site, including the homepage and blog posts. This might sound obvious, but it's surprising how few people actually do this!
Leverage social media: Regularly remind your followers about your newsletter and its benefits. Don't elevate this to the level of spam, but also, don't hide your light under a bushel. Be confident speaking about your newsletter and its benefits; that confidence will come across to others.
Collaborate with others: Partner with other creatives for cross-promotions or guest features. These situations are usually win-win for both of you, so make the most of the opportunity.
Optimise your sign-up process: Make it as easy as possible for people to subscribe. Again, this might sound obvious, but it often doesn't happen in practice.

That said, getting people to open and read your newsletter is only half the battle. To truly build a community, you need to encourage engagement. Comms expert Hannah Isted shares this advice.

"My best tip for getting more replies as engagements is to give them something they actually want to reply to," she explains. "I've asked people to vote on my book cover; reply a number 1-90 for a marketing prompt; send me your Instagram page for three ways to improve it. It helps to build a connection with your audience, start more personal conversations and gives you some great feedback to use, too. Sometimes, it needs to be more than just a question, which is actually giving them more work to do!"

Common engagement strategies include:

Asking questions or soliciting feedback
Running contests or giveaways
Encouraging readers to share your newsletter
Responding promptly to replies and feedback

Launch strategy

Once you're ready to start your newsletter, artist and curator Michelle I Gomez recommends you work to create some buzz around its launch. "When you are new in business and about to start a new newsletter, actually 'launch it'!" she urges. "Think about a marketing strategy to create anticipation for the newsletter before it actually drops. Then, when you launch it, keep promoting it regularly."

As part of this strategy, you might consider:

Teasing content on social media
Offering an exclusive launch bonus for early subscribers
Collaborating with influencers or peers to spread the word
Creating a landing page that highlights the benefits of your newsletter

Then, once your newsletter is up and running, it's important to maintain momentum. "A tip that's saved my bacon over the past few months is setting up a multi-campaign welcome series," says Aime at Studio Cotton. "I haven't been able to prioritise email marketing for a few months, but knowing that new subscribers are getting a few weeks of emails gives me breathing space whilst keeping the audience more engaged."

This approach to creating evergreen content can help you maintain consistency even during busy periods.

Finding your voice

Ultimately, the key to newsletter success is finding your unique voice. As a creative professional, your unique perspective is one of your greatest assets. So, don't be afraid to let your personality shine through in your newsletter. In fact, that's ultimately the only reason people will wish to subscribe to it.

As creative entrepreneur Reesa recommends: "Being honest and less 'professional'. I write my emails in the same tone I write my social media posts. Which is the same tone I use for my product descriptions, etc. And the best part is, it's just my personality, so it comes easy! And I think people can tell when you are being authentic."

Conclusion

Starting a newsletter in 2024 is more than just a marketing tactic; it's an investment in building a direct, meaningful connection with your audience. As search engines and social media platforms become less reliable for discovery, your newsletter will become an increasingly valuable asset.

By following these tips and staying true to your unique voice, you can create a newsletter that not only survives but thrives in the ever-changing digital landscape of 2024 and beyond. So take that first step, choose your platform, and start connecting with your audience in a more direct and meaningful way. Your future self and your creative business will thank you.