Editorial Newsletters: Does Your Brand Need One?

What do Rare Beauty, Tory Burch, and American Eagle have in common? They all have newsletters, not through an ecommerce platform, but through Substack, the platform traditionally used by journalists and writers. 

For years now, businesses have been experimenting with creating editorial content and sending it out via email. 

While we used to think of email newsletters as being roundups of product updates and perhaps other brand-centric blurbs, all linked to sources on a website, this new generation of newsletters is about creating a brand narrative, and providing real value, right in the email, without necessarily driving clicks. 

What brand newsletter are not

Brand newsletters do not replace promotional or transactional emails. 

You’ll still need to inform your customers when a new batch of granola drops, and a quick one-off email with a clear subject line is the best way to do that. 

Likewise, newsletters aren’t the best avenue for getting Black Friday sales. Let your promotional emails handle that life. 

Brand newsletters should likely not have an associated revenue goal. 

Because newsletters are about creating your brand ethos and strengthening your relationships with your customers and prospects, let them grow and thrive without the pressure of bringing in money. 

Brand newsletters are, for most companies, not a product.

More and more newsletters are running ads, meaning that companies are paying money just to get email subscribers. This can work well for certain business models, but for most ecommerce and B2B companies, the newsletter is a free value-add from your brand, not a direct revenue-driver, and therefore you should let it grow organically vs. paying to advertise it.

So if it doesn’t make quick money, what does a newsletter do? 

Brand newsletters build loyalty.

Your most faithful readers will likely be current customers who appreciate your time in creating useful content that goes beyond the transactional. When they get regular reminders in their inbox that you not only sell things, but represent a lifestyle and support values they share, they’re more likely to return when they do need to restock. 

Brand newsletters build trust. 

In the pre-purchase phase, brand newsletters build trust among your followers by demonstrating your expertise. If you own a skin care brand, then providing free, useful content on the best facewashing techniques demonstrates that you know what you’re talking about. This goes for any brand, whether you’re sharing the behind-the-scenes chemistry of churning the perfect frozen yogurt, or explaining different shingle styles for potential roof customers. 

Brand newsletters sell. 

Wait a second, didn’t we just discuss how brand newsletters aren’t meant to make money? Yes, we did, but that doesn’t mean that you can’t ever sell via newsletter. I created a newsletter for a DTC beauty brand that included an exclusive promo code each week. That simple weekly newsletter brought in 6-figure revenue annually, even though most of the content was strictly non-promotional. 

So, does my business need an editorial newsletter now? 

I’ll say this: it’s worth testing!! Don’t assume your audience is too busy, or too technical, or too non-technical to love a newsletter. And don’t sleep on the direct and indirect profit opportunities that come with having a great newsletter.

First, think about what unique expertise your team has, whether it’s how to style a great capsule wardrobe, how to get a lump-free manicure, how-to make 50 desserts with five ingredients or less, or how to set up a restaurant menu for greater profits. Note that this expertise should relate to your products, but more importantly, to your customers needs and interests. 

Next, create a testing plan and stick with it. Consistency is important, so don’t send haphazard emails. Create a schedule and run it for at least a month, if not a quarter, to see what the results are. And no, you don’t have to sign up on Substack… you can use any reliable email provider to get started. 

If you’re getting positive engagement rates and/or seeing a revenue increase, then focus on how to grow and optimize your newsletter to make it even better. 

And yes, if you’re interested, this is a writing service we can help you with!