Why You Should Have a Newsletter and How to Start One����

LISA WOODRUFF

RDN, LD

Do you really need a newsletter? The short answer is YES! Disregard the naysayers because there are so many reasons why you should still have a newsletter� Email newsletters help you:

y Share your latest blog post or podcast y Boost social media followers and website traffic y Promote your brand and expertise y Provide analytics and marketing insights y Highlight upcoming events or promotions� Whether you are a beginner or seasoned entrepreneur, a newsletter can be a huge business asset� So, what are some small steps to get started?

1 Identify your purpose

The purpose of your newsletter should drive both your content and audience growth� When I was in corporate wellness, our monthly newsletter needed to 1) inform our audience of any upcoming wellness opportunities and 2) promote the services and expertise of healthcare providers working for our hospitals and clinics�

2 Start building a mailing list

Why focus on building a mailing list so soon? Simple – it is never too early to work on audience growth� So how do you build an email list? Start by placing a call to action on your website to encourage visitors to join your virtual community� Create a lead magnet or freebie to offer in exchange for an email address�

You can also add a newsletter opt-in to your intake forms� Also, don’t forget in-person events� When

I worked in corporate wellness, I brought a sign-up sheet to every health fair, wellness screening and worksite wellness event� 3 Choose a platform

There are dozens of platforms to choose from: ActiveCampaign,

Constant Contact, GetResponse,

MailerLite, MailChimp, Sendinblue, etc� Pick one that is easy to use and provides a basic reporting feature for statistics like open and clickthrough rates� You may also want an auto response or automation feature� When I started my private practice, cost was especially important, so I chose a platform with a free version that had the potential to grow with my audience�

4 Create a catchy newsletter header

A newsletter header is the image at the top of the email that includes your name, logo, picture, graphic or combination of these elements�

Consider your brand standards, color scheme and style when designing a newsletter header� You can work with a freelance graphic designer, your employer’s creative services team or create your own�

Canva�com is a helpful website that offers a free version to design and download your own graphics�

5 Streamline with a template

Look at other newsletters for inspiration and ideas, then sketch out a draft of what you want yours to look like� Do you have access to an intern or student volunteer?

Ask that person to help you build a template in your platform�

Remember to incorporate your brand standards, color scheme and design style into the template�

6 Develop engaging content

A newsletter allows you to share links to new and relevant content from your blog, podcast or social media� The first year I had a newsletter, I made the mistake of including full articles within the email� Now I include a catchy title and short description for each piece of content followed by a clear call to action that links back to the original blog post or recipe� 7 Learn with trial and error

Regardless of which platform you choose, there will be tons of detailed how-to articles and videos�

Avoid that rabbit hole of neverending tutorials by establishing a timeframe to learn the basics of your platform� After that, start building your newsletter through trial and error� Your template can always be updated, revamped or improved – just get started and send!

Lisa Woodruff, RDN, LD, is the owner of Lisa Woodruff Nutrition, a private nutrition practice in the Omaha, Nebraska, area that specializes in weight-inclusive food allergy and family nutrition� In addition to her virtual practice, she spends most of her time chasing after toddlers and attempting preschool at home� Lisa is also a food allergy mom and shares her experiences and recipes on her blog�