What to Write in Your Email Newsletter
When I start working with wedding business owners on their marketing, they're often already posting on social media and maybe writing the occasional blog.
But the one thing they're usually ignoring is email marketing.
Think about how many sales emails you receive every day. How many do you delete without opening? How many do you skim and then forget about?
Now think about the emails you actually enjoy receiving. The ones you make a cup of tea for and sit down to read.
That's exactly how your clients, past clients and future clients should feel when your newsletter lands in their inbox.
It should be a moment in their wedding planning where they can get helpful advice, have questions answered, feel inspired and get to know you a little better. And if they're a past client, the very best thing they can do is forward it to a friend who might be planning a wedding too.
Before we talk about what to include in your newsletter, let's cover the basics.
Why Do I Need Email Marketing?
Imagine you have 1,000 followers on Instagram.
I'm willing to bet your average content reaches around 400–500 of them. That means roughly half of your audience isn't seeing what you're posting.
An email is different. It lands directly in someone's inbox.
When couples are in the middle of wedding planning and see an email from a supplier they've booked, trust me, they're opening it.
And it isn't just couples you should be emailing.
What about venues, planners and other suppliers?
I recently received an enquiry from a venue where I last performed six years ago. They've been on my mailing list ever since, and when they needed a musician for an exclusive event, I was the person they thought of first.
That's the power of staying visible.
How Do I Send an Email Newsletter?
First, you need a mailing list.
Whenever someone fills in a contact form on your website, they should have the option (and you should be GDPR compliant) to join your mailing list. Those email addresses can then be exported from your website and uploaded into your email marketing platform.
There are lots of options available, but I generally recommend MailerLite, Flodesk or Mailchimp. They're all user-friendly and offer free plans for smaller mailing lists.
Once you've chosen your platform, import your contacts and you're ready to go.
How Often Should I Send a Newsletter?
There are two approaches here: monthly or ad hoc.
If you're sending a monthly newsletter, I recommend sticking to a formula. It makes writing much quicker and means you're never starting from a blank page.
If you'd rather send emails when you have something specific to say, aim for around twice a month.
Sometimes that might be promoting a wedding fair or showcase. Other times it might be sharing a new blog, recent work or something your audience would genuinely find useful.
The important thing is that every email has a purpose.
What Do I Actually Say?
If you're sending a monthly newsletter, here's a simple structure that works well.
Introduction
Always include this.
A quick welcome and a few sentences about what's on your mind or what readers can expect from the email.
What's Been Happening?
Share recent weddings, events, wedding fairs, showcases or projects you've been working on.
People love hearing what you've been up to.
What's Coming Up?
Only include this if you genuinely have something to share.
Focus on public events, launches, showcases or opportunities people can attend.
An Educational Piece
This could be a blog you've written, a piece of content that's performed well on social media or some topical advice.
Think:
Where to position your wedding cake during a heatwave
How to choose music for your drinks reception
What happens if it rains on your wedding day
Answer the questions your clients are already asking.
Behind the Scenes
Remember, newsletters aren't just about selling.
They're also about building relationships.
Share something about yourself. In my Harriet Flather Musician newsletter, I include a Culture Corner where I talk about books I've read, places I've visited or things I've enjoyed recently.
It helps people connect with the person behind the business.
Showcase Your Work
This is the section that gets overlooked most often.
Choose one piece of work and tell the story behind it.
Perhaps it's:
A bouquet of the month
A favourite wedding cake
A beautiful stationery suite
A recent venue styling project
You could even introduce a team member or celebrate a work anniversary.
Give people a reason to remember what you do.
Sign Off
I always like to include a P.S. with a clear call to action.
Something like:
"I see you've scrolled all the way to the bottom. While you're here, click this link and read my latest blog."
Or:
"Know someone planning a wedding? Forward this email to them."
Keep it simple and make it obvious what you'd like readers to do next.
Working From a Formula Makes It Easier
The beauty of using a structure like this is that you're never starting from scratch.
You can mix and match sections depending on what's happening in your business, and over time you'll find yourself coming up with newsletter ideas just as easily as social media content ideas.
So What Now?
Copy the checklist below and set yourself up with email marketing. The whole thing should take less than an hour.
Email Marketing Checklist
Choose my software: MailerLite, Flodesk or Mailchimp
Create an account and add my branding and social links
Authenticate my domain
Export my mailing list from my website
Upload contacts into my email software
Brainstorm ideas for future newsletters using the sections above
Create a monthly reminder to write and send my newsletter
Take a deep breath. You've got this.
And if your brain goes completely blank when you're trying to think of what to write, send me an email. I'd be happy to help.