Let me start by telling you what this post is NOT. I don’t want to waste your time, but I DO hope you keep reading if your goal is to start a newsletter. There were some technical and even legal things I didn’t know before I launched my own newsletter — and I want to make sure you do know.
I want to set you up for success.
FIRST — this is NOT a step-by-step tutorial on how to start a newsletter.
SECOND — it’s not a guide that promises proven, high-converting ways or simple strategies to grow your email list in record time. Nope.
If you’re looking for either of the above, you’ll find countless resources online with a quick search. But here, you’ll learn the essentials — things you need to know and do before you draft and send your first newsletter.
1. You Need to Choose the Right Email Service Provider (ESP)
You might be asking, what is an email service provider?
Great question! An email service provider (aka. ESP) is a platform that assists businesses, organizations, or individuals with sending mass emails in an efficient, effective, and easy-to-manage way.
ESPs help with:
- List management
- List segmentation
- Email templates
- Analytics
- Delivery optimization
- Automations (like welcome sequences and reminders)
ESPs also provide necessary legal measures. For example, a one-click unsubscribe option keeps your newsletter compliant with the FTC and its rules, like the CAN-SPAM Act, that protect recipients of commercial messages and emails from potential spam, with the option to opt-out. Basically, sending mass emails through your personal Gmail account could lead to hefty fines — and I don’t want that for you.
Finding the Right ESP
If you google “email service provider,” you’ll find plenty to choose from. However, not all ESPs are created equal, so here are a few things to consider:
- BUDGET — ESPs aren’t free so be sure to check out the pricing page for any you’re considering. Some may offer the option to pay an annual rate upfront vs. paying month-to-month, which could save you money long-term.
- LIST SIZE — Most ESPs offer tiered plans, based on the number of subscribers you have. As your list grows, you can expect to pay more. That is, unless you use Flodesk, which is the only ESP that offers a flat-rate no matter how big your list gets!
- PURPOSE — Your budget and potential list size could be impacted by the purpose of your newsletter. Are you selling or promoting something that will bring in revenue? Are you charging for exclusive access to your newsletter? If yes (to either of the above), paying more for a higher subscriber tier or premium plan could be worth the investment.
Why I Use Flodesk for My Newsletter
After researching various options and seeking recommendations from friends, I chose Flodesk as my email service provider. Why?
- Flodesk’s flat-rate pricing model sold me. No matter how many subscribers I gain, I am locked in at the same rate and not punished for growing my list.
- Flodesk doesn’t require you to be a marketing tech wizard. Tutorials are available to get you started, and much of the platform is pretty intutive!
- The Flodesk templates are beautiful and easily customizable. With numerous options to choose from, you can find an option that fits your personal or brand aesthetic. I was even able to add my customized arrow logo (see below) to the header of each newsletter I send.
- Flodesk is always innovating. I receive regular emails about new features and updates.
*Yup, this is an affiliate link! I only share what I love.
2. You Need to Use a “Domain Email” for Your Newsletter
This was news to me. Initially, I thought I could use my personal Gmail email. But nope.
As of February 2021, Google and Yahoo began requiring bulk email senders to use a domain email to comply with new requirements for authentication and spam reporting.
The consequences if you don’t use a domain email? Your email will likely be rejected and your sender reputation will be damaged. Yikes!
What Is a Domain Email Address?
Put simply, a domain email is an email address that is tied to a website domain. For example, the email I use for my newsletter is tied to this website, adventureandthegirl.com. The domain is the portion of the email listed after the @ symbol.
How to Get a Domain Email Address
If you have a website, great! You may already have an email set up under that domain. Or, check to see if your plan includes that option.
Another option — if you have a website but no domain email set up — is to create one using a Google Workspace plan. There is a monthly fee to use Google Workspace, but it may be cheaper than upgrading your website plan, if your current plan doesn’t include a domain email.
LEARN MORE about Google Workspace.
Once you choose an email service provider, you’ll then need to authenticate your domain email as part of the onboarding process with your ESP to prove its legitimacy.
Don’t have a website yet? That’s the first step. I’ve personally used WordPress as a hosting platform since 2017. It’s an excellent option whether you have zero web design experience or you’re a tech savvy expert.
3. You Need a Physical Address for Your Newsletter
You might’ve noticed an address or P.O. Box at the bottom of every business email you receive. That’s not just a professional courtesy. It’s a legal requirement.
Senders of bulk emails MUST include a legitimate physical address in every email sent to comply with those anti-spam laws like CAN-SPAM mentioned above. Failure to comply could result in serious fines as well as having your emails marked as spam.
But what if your business or ministry doesn’t have a physical address? Maybe you use your home address for your LLC or business address — and you don’t want to share that in your newsletter.
You have options — they’re just not free.
Alternatives for Your Physical Address
- P.O. Box —This is the option I chose. PRO TIP: Use the USPS website to check the prices of nearby towns. Your city or town may not be the cheapest. Mine wasn’t, so I rented a box in a town 30-ish minutes away.
- UPS or FedEx — Similar to a P.O. Box, you can rent a box at your local UPS or FedEx location. Pricing is likely to vary. In my area, this option was more expensive than a P.O. Box, but could be different for you. It’s worth checking!
- Commercial Mailing Service — Through this service, a private, legal business receives mail on your behalf and allows you to use their address. Mail forwarding is also available for an extra fee. Google “commercial mailing service” for options in your area.
4. You Need to Know Your Why or the Purpose of Your Newsletter
As you can see, starting a newsletter is a commitment that requires technical tools, legal compliance, and, of course, money. For these reasons, I recommend knowing your why.
Why do you want to start a newsletter? What is its purpose?
Naturally, your goals may evolve as you grow your list or your business — or ministry — but beginning with intention helps to confirm if launching a newsletter is right for you.
Do you own a business? Run a ministry? Are you already selling something, like a product, course, or service? Do you plan to start selling something?
If you answered YES to any of the above, building a list that you own (vs. relying on a social media platform that you can’t fully control) can be a wise next step to create a new channel for growth.
Are you promoting a book or podcast or other project?
A newsletter is an excellent tool to create awareness and build a loyal community.
But what if you aren’t selling or promoting something? Is a newsletter worthwhile?
It depends. If you’re not bringing in revenue, starting and maintaining a newsletter will cost you. Only you can decide whether that cost is both feasible and worth it.
While I haven’t personally used Substack, it is a free option that I recommend looking into if you simply want to write content for others to read without paying any money. Substack also offers a subscription model in which you can put your content behind a firewall and charge a fee for readers. This option is still free for you; however, Substack takes a percentage of what you charge.
Bonus: You Need a Lead Magnet for Your Newsletter
No, this is not a tutorial or guide on how to create a lead magnet. I simply feel the need to mention that creating at least one lead magnet is an effective strategy to grow your list — and one that you can integrate into your ESP automations.
What Is a Lead Magnet?
A lead magnet is a free resource or offer that people receive in exchange for sharing their email address — which then subscribes them to your email list. Of course, you do need to disclose that folks who submit an email to receive the freebie are automatically added to your list.
Free lead magnet examples include:
- Book excerpt
- Mini book or devotional
- How-to guide
- Research or a report
- List of resources
- Video tutorial
- Phone background
- Screensaver
- Discount code
Google ideas or use your imagination to dream up a resource or offer that your audience would find valuable. And, it’s okay to have more than one, especially if you plan to segment your email list into more than one group to customize the content that each group receives from you.
Because lead magnets are distributed digitally, you will need to set up an automation workflow in your ESP of choice. However, once it’s set up, you don’t need to touch it again unless you want to change something about the lead magnet or the onboarding messaging your news subscribers receive.
Ready to start your newsletter?
adventure and the girl 