Email Marketing: How to renew your enewsletter

3 tips for creating a not-to-be-missed enewsletter your followers want to read

Lately, the humble enewsletter is BACK (caps needed). In a big way. As some consumers disengage with social platforms and businesses lose heart in battling algorithms, organisations are returning their focus to their ever-faithful e-marketing. After all, it’s a communication channel you ‘own’. With the push of a button, you can get your message out in your own words to the customers you know. And you know they want to know you. I mean, they’ve opted in to hear from you!

As a result, consumer inboxes are hot property. Tons of EDMs can bombard the same email address. So, if you feel your subscribers are dropping off or your click-through rate is waning – you’re not alone. To gain the attention of your subscribers, lean on your brand. Focus on earning connection and delivering value. That’s how you can shine in their inbox.

Here’s my three tips to renew your enewsletter:

1.   Be interesting

First and foremost, let’s strip back the humble enewsletter to what it is. It’s a branding effort. An engagement tool. Consider each newsletter as one chapter of your story, where each one connects to the next to create an overall narrative. The goal is that when you pop into the inbox, your subscribers are eager to open it. They are emotionally invested in your news. They value it. Because it gives them knowledge or entertainment that has a positive impact on their life.

As such, it’s essential that the content of regular newsletters is written for your audience. Not your business. Put yourself in the shoes of who you are writing for and create content that gives them the knowledge or entertainment that they’ve grown to love from you. That doesn’t mean you can’t share the news that’s important to your business. It means that when you frame it in a way that is important to your customer, you meet their needs (knowledge or entertainment). And your own (business goals).

For example, you are launching a new product. Let’s say it’s a shampoo. And you want to tell your subscribers that you’ve got it so you can start selling it. Ask yourself: why is the new product important to your subscriber? What problem does it solve that makes their life easier/better/enriched?

In this example, let’s say one of the shampoo’s benefits is that it adds moisture to hair. So, the news isn’t “we’ve got a great new shampoo!”. The news is, “We have the solution to your dry hair problems this autumn. It’s this kick-ass shampoo – it’s new and we’re so proud to have it. Because solving your everyday hair challenges with easy solutions is what we’re about.”

2.   Send it strategically

If you aren’t getting the results you’d like for your newsletter, deep dive into your data dashboard. Read your click-map and investigate how and when your subscribers are opening your enewsletter. Consider:

  • Is your audience reading it on a desktop computer or mobile? How might this affect how they read your content?
  • How long after you hit send do they read your newsletter? When does it peak? Can you try adjusting your release time for a better connection?
  • What stories do they read and click-on? What common themes can inform how you share your news with your audience – is there a popular content type or theme they prefer?
  • Why do people unsubscribe? Whilst losing subscribers is a natural evolution as humans are constantly evolving, don’t discard this data. Listen to the feedback provided and consider trialling different release times, frequency and formats.

3. Be short and snappy

Writing effective and engaging newsletters is a skill. In addition to listening to your subscribers (hello dashboard data), a good and effective newsletter:

  • Is short and succinct.
  • Connects to your website. Yep, each snappy section of content should link the reader to a landing page, blog article, or product description to get the whole story.
  • Is easy to read. Be mobile-friendly and chose a user-friendly format.

Don’t have time to write a monthly enewsletter?

I can help you to create the content you need. I am a brand copywriter that loves to help businesses shine online. I write newsletters, brand broadcasts, or email sequences that are engaging and effective. Sound like you? Get in touch if you’d like to chat more.

Lindsay Salmon
Lindsay Salmon

An ex-Marketing Manager, I help small and medium businesses create digital marketing channels that talk their language. I partner with them to conquer their content: I write websites, blogs, email, and social media with words that work.

Client Story: New Website Content For Nature Play Business

Bush Knowing Forest School offers bush kindy and bush playgroup for young children and their families in Brisbane’s northern suburbs. Led by experienced kindergarten teacher Joanne Sørensen, Bush Knowing’s nature play sessions inspire children to be curious, creative and connected future stewards of the earth.

The Situation

In 2018, Bush Knowing Forest School began as the first forest school in north Brisbane. Born from Joanne’s passion for supporting child-led play in the natural environment, Bush Knowing started operating casual nature play sessions organised as ‘Facebook Events’. High demand and inconsistent attendance showed Forest School Leader Joanne Sørensen that she needed a website to help her run the business more effectively and efficiently. 

In early 2021, Joanne created a WordPress website with an incorporated third party ticketing system. This enabled better attendee confirmations, booking and group size management, and pre-session operations with the new in-built disclaimer electronic form. However, Jo wanted Bush Knowing’s website functionality, copy and imagery to better reflect the passionate and practical tone of her business. 

As a small business owner, Jo’s time is in demand. Jo balances part-time kindergarten teaching at a local community kindy, consulting and training teachers, and Bush Knowing’s sessions. In mid 2021, Jo sought professional support from a copywriter (me!) to help bring her website vision to life, whilst adhering to the latest digital marketing practices. Here’s how we tackled her website project.

The Support

The aim of Bush Knowing Forest School’s website refresh was to:

  • communicate the business’ philosophy and programs effectively
  • improve the user experience (UX) and path to purchase
  • update the look and feel of the site to match the business’ professional (but friendly!) tone

This project took place in a sequence of phases over a twelve month period. We broke the total refresh into smaller pieces. This bite-size approach enabled us to work together in a constructive and realistic way, whilst respecting Joanne’s time and availability throughout the school year.

The project required a combination of website copywriting (with search engine optimisation), line editing and WordPress publishing support.

  • Architect a new sitemap to improve user experience and search performance
  • Write a new homepage to engage users and showcase the brand’s USP, products and philosophy 
  • Write a new ‘About’ page to communicate the business’ background, and establish its credibility and key industry partners
  • Write new product pages to improve user flow, comprehension and support a path to purchase
  • Research and strategically target brand-related SEO keywords for each new webpage 
  • Provide web publishing support by enhancing page layouts, and applying approved copy decks and imagery to to the existing WordPress theme.

The Score

I am forever grateful to Lindsay for her vision to support my small business. Using her incredible skills, Lindsay provided content ideas, visual formatting and advice to ensure my site is more relevant, easy to read, simple to navigate, and find when doing internet searches. Every question or query was addressed in ways that made it easy for me to understand and going forwards manage myself.  I am very proud of what we have achieved and look forward to working with Lindsay again in the future. 

Joanne Sørensen, Owner & Teacher/Forest School Leader, Bush Knowing Forest School

About My Website Copywriting Services

Lindsay Salmon
Lindsay Salmon

An ex-Marketing Manager, I help small and medium businesses create digital marketing channels that talk their language. I partner with them to conquer their content: I write websites, blogs, email, and social media with words that work.

Social Media: Resist cross-platform reposting  to help your content connect 

TLDR: Reposting can reduce your brand experience for followers

Have you ever been scrolling your Instagram feed and hit a hyperlink that doesn’t work? It’s frustrating. Isn’t it? Or have you seen a post pop up in your Facebook feed with a stretched image and a tagged account that goes nowhere? That happens too. 

Reposting apps are becoming more and more popular as small and medium enterprise seek efficient solutions to keep up with their social media accounts. Unequivocally, reposting apps do deliver on their promise: they save you time. But, they don’t auto-adjust the content per platform and the shared result can be below par.

Here’s how you can take one content post and share it across your multiple social platforms without undermining your brand’s storytelling.

The flaws of reposting

Despite the gains you make in time, reposting the same social media caption to all of your accounts can be fraught with formatting issues. It results in reducing the impact of your content: wording may not translate, images can be cropped, and links can break. Here’s a quick rundown of what elements don’t auto-adjust when you repost:

  • Platform-appropriate language.
    Whether you’re writing for Instagram, Pinterest or another social platform – each platform carries its own phrases and vocabulary. A ‘reel’ isn’t a video sequence on Pinterest. You can’t ‘pin’ an image on Facebook. You can’t ‘click’ a link on an Instagram post (unless you ‘hit the link’ in bio or view a ‘Story’). The list goes on and on. Therefore, your words can become lost in translation when you cross-share one post across all your accounts. Instead, adapt your language for each platform – especially calls to action. This keeps your meaning crystal clear.

  • Links can break and tags can be incorrect.
    Most problematic for Facebook to Instagram (and visa versa), it’s ideal you don’t cross-share captions that include a link or tagged account. For example, if you tag an account in your Instagram post (showing as @account) – it’ll link to the right Instagram account. When you repost this Instagram post to your Facebook account it will also show as @account. On Facebook, the inclusion of the At Sign before the account name won’t auto-tag. As such, it becomes a broken tag. This can add disruption to your followers’ online journey, and can appear as factual inaccuracy. All in all, it can mar the other good brand storytelling you are doing.

  • Images can crop unexpectedly.
    When you share the same post across multiple platforms without adapting them, your chosen image can be cropped or stretched out of your control. Not only can it look odd in your followers’ feed, but it might also compromise an essential part of your image (for example, cut off copy laid into your image). Instead, resize your social image to the preferred dimensions of each platform. Check out this handy table from Hootsuite for 2021’s size guides.

One idea (not one post) to rule them all

Don’t get me wrong. If you have been cross-sharing your social media posts until now, please don’t be disheartened by your approach. It’s not wrong to do it. But, the benefits of adapting your posts per platform can elevate the brand experience for your followers on social media. It can help you create an authentic, genuine relationship with your community. If you’ve been using a reposting app until now, here’s how you can adapt your process:

  1. Generate one content idea for the post. Just as you have been.
  2. Take your original content idea and construct a killer post with a scroll-stopping image. Just as you have been.
  3. Now, this is the step where you make the switch. Instead of cross-sharing one post, draft the number of post versions you need for each of your social accounts. So, if you have two (Facebook and Instagram) – write for Facebook and then adjust that post for Instagram. If you have three, write for one and then adjust that post for the other two platforms. And so forth.
  4. Use your preferred social media platform scheduler (or Facebook Manager if you just run a Facebook and Instagram account) and add the variations of the post to run on each platform. Schedule them for your preferred day and time. 
  5. Voila!


Need help to move away from reposting?

I can help you to create the content you need. I help businesses bring their brand to life online by writing social media posts, customised to each platform, and scheduling them if required. Simply, get in touch if you’d like to chat more.

How a 10km fun run schooled me on goal setting

Small steps of progress trump a one-off to-do list tick

12 months ago, I couldn’t run to the corner. Not because I hadn’t done it before. I mean, I was fierce competitor during primary school sports days (just ask my year 5 best friend and athletics arch-rival, Lisa). I also completed Sydney’s City2Surf in 2015. But apart from chasing a toddler or two on a scooter, I hadn’t dedicated myself to routine exercise in a few years. Technically four. So, in 2020 I set myself the goal of running the 10km Bridge2Brisbane 2021.

Now, this seemed a lofty goal. But as a professional deadline-juggler for a living, I knew that having an event in the calendar would give me focus. Sure, I could’ve tried to run 10km off the bat on race day. But I knew that to do it well, I needed to start small. Practice, progress, and strengthen over time. Y’know, just like every single health professional will tell you to do. Because it works.

So, not to jump straight to the ending … but, I made it. I belted through that 10km Bridge2Brisbane on a blisteringly sunny morning. With so much time to prepare, it was relatively easy. GASP. Definitely easier than running for 2 minutes without stopping on my first day of training. That nearly broke me. But treating each jog throughout my training (or regular running) as its own chapter helped me get to the end.

And as I plodded the pavement at dusk, during lunch breaks or on weekends, it got me thinking about goal setting. Here’s what I took away from it:

1. Set the goal. Allow for faff time.

Working towards something slowly and surely is enriching. You learn more. You build strength. You collect experiences. Sure, I could’ve starting “training” for the fun run later than I did, but it was a gamechanger giving myself more time. The pressure was off. Life could happen. I didn’t have to achieve a big goal on a whim and hit it. I saw that there is so much more in goal achievement than just the outcome. Do the work.

2. Losing momentum isn’t failure.

It’s human. In fact, dogged determination is a unique trait. It’s not for everyone. So, set mini goals along the way as checkpoints to help you along. Take those little “woohoos” and use them to propel you. Sure, I had weeks where I wasn’t as active as I could be — whether through energy, time or otherwise. But losing momentum isn’t quitting. It’s just that: losing momentum. Period. It gave me the chance to test the goal. Did I really want it? Yep. And on I went.

3. Move to your own beat.

Life is messy. There’s so many things that can cross your path as you move towards your goal that are out of your control. Don’t fight it; embrace it. It’s ok to hit pause when your energy is being pulled elsewhere. Rest isn’t quitting (‘coz you got faff time right? See point 1). Take the time. Reset. But get back on the horse. Go again when your heart, brain and energy are ready to saddle up.

4. Just keep going.

Whatever barrier you might face, it’s not the end. You’ll find your way in your own time and your own speed. Always keep going.

Lindsay Salmon
Lindsay Salmon

An ex-Marketing Manager, I help small and medium businesses create digital marketing channels that talk their language. I partner with them to conquer their content: I write websites, blogs, email, and social media with words that work.

How to create an engaging blog if you’re a B2B business

Get an edge by showcasing your business’ expertise whilst growing your keyword universe 

If you’re reading this, I guess it’s because you’ve got a B2B business blog you don’t know what to do with. You know it’s essential for inbound marketing. You’re aware it’s important for healthy SEO. But you’re scratching your head as to how spending time on it will make a difference to your bottom line. Here’s how.

The truth is, adding regular blogs to your website is an essential part of your marketing mix. Not only do they demonstrate your services and answer common client questions for you; blogs can benefit your lead pipeline and your brand awareness due to their natural ability to satisfy search queries. You’ve just got to get your content on the money.

As you consider the content strategy for your B2B business blog, here’s three popular ways that you can use it to your advantage:

1. Share industry insights or market news

Regardless of your sector, clients might approach you for advice and guidance on the latest market movements. Capitalise on this interest and create regular industry insights. These blogs can educate your audience during their decision-making, whilst enabling you to showcase your knowledge and expertise. 

2. Present customer case studies

Find ways to publish evergreen content. That is, blogs that remain current and can be re-shared across social platforms year on year. Customer case studies are a great example of this. They act as a working history of your services. Plus, hosting case studies on your website means your internal team can share them with potential customers swiftly and simply. Just remember to request client approval to create content of this nature.

3. Profile your team

With the growth in digital solutions and e-commerce, it’s important to find ways to bring your team to life online as you build connection with your clients through screens. More than just a headshot on your website, create regular team member interviews, videos or fact files that are on-brand for your business.  These can be shared through your email marketing, social media and third party cooperative marketing.

Need help to get blogging?

I can help you to create the content you need. I help businesses bring their brand to life online by generating blog topic frameworks, writing SEO-optimised blogs, and publishing them on their website. Simply, get in touch if you’d like to chat more.