TEMPLATE · NEWSLETTER
The newsletter
Stay in touch without padding. A structure that respects the reader’s time.
01 · THE GUIDANCE
When to use it.
On a rhythm you can keep: weekly, monthly, whenever you genuinely have something to say. The best small-business newsletters read like a note from the owner, because they are.
What it helps achieve.
Staying present between purchases. A good newsletter reminds people you exist, gives them something useful or interesting, and quietly keeps the door open for the next order, booking or visit.
What you customise.
One main story, not five. A short personal opener. One link you most want clicked. The rhythm note at the end, so readers know when to expect you again.
02 · THE EMAIL
SUBJECT — The good things from July
Sam at Northstar
TO — YOU · The month in five photographs, one recipe and a small thank you.
The good things from July
July was quiet in the best way. The studio slowed down, and we finally finished the piece we’ve been circling since spring.
This month’s story is about the linen set: where the cloth comes from, why it took two years, and the mill in Dundee that made it possible. It’s the thing we’re proudest of this year.
Read the story behind the linen set
— Sam, Northstar Studio
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ANNOTATIONS
SUBJECT
The good things from this month
OPENER
Two sentences, from the owner.
BODY
One story, told properly.
ASK
The one link that matters.
FOOTER
When to expect the next one.
Make it yours.
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