Everyone’s heard that ‘Content Is King’, but there’s no point spending hours writing incredible content for no one to read. You also need to spend hours marketing it and promoting the efforts you’ve made. Today I’m going to be focusing on how to get people to read your email newsletter and buy from you.

Bear in mind, we’ve only recently begun email marketing ourselves and are therefore still learning, but here’s some great tips we’ve received over recent weeks. I asked Social Media Marketing Guru Stacey Harris for her insights into this topic, and her answer is below.

I hope you find this useful, and if you have any more tips for us, send them to meg@indiespring.com (believe me, I’ll be reading them all).


Get The Right Audience

Obviously there’s a huge debate over Buy vs Build, but the answer is; you should always be building.

Buying Newsletter lists isn't the best idea

Thanks Hubspot for this image.


Not only will buying email lists be pretty tricky soon, building your lists should ensure an audience that actually cares about your content and wants to read your newsletter.

Building a list can be a rather large feat, but providing clear Calls To Action throughout other sources of your content (such as your blog or social media) is a great way to get started.

A tip that’s worked for Indiespring is adding the people our business development manager Dave Thorpe meets at Networking groups to our lists. These people have heard of our business from meet-ups and like to hear about our insights, whether they’re interested in our services or they’re a competitor.


Offer Your Readers Some Value


“The biggest thing for me was getting consistent with my content marketing because I felt much better about sending emails with value. And once I was consistently sending valuable emails it was easier for me to send more marketing focused sales emails. Even today I focus on being consistent, not just with value, but also with the sales messages. Especially with weekly emails, it’s important I remind my subscribers there is a purchase option where they can take the next steps when they’re ready.”

–  Stacey Harris  

I love this tip from Stacey because it’s so true. You can’t just send emails with a link to your shop, because no one will care. You have to give your readers some valuable information and insights. This shows them that you are an expert in your field, and the rest of your content is worth their money.


A/B Testing your Newsletter Subject Lines

It’s difficult to decide what sort of tone to use in your subject lines: do you go for a clickbaity “I made £100 in an hour doing this!”; or a genuine “I can help you get more money from your website” ?

Send one to one half of your mailing list, and the other to the other half – and find out which works better for you.

A/B testing doesn’t have to be reserved for subject lines.

Some times are better to send your newsletter at

Graphic from mail chimp

You can also A/B test the best time to send, the best person to send from, and even more.

This leads on to my next point…


Make sure you can quantify your data


Using a bulk email system such as Mail Chimp will give you insights into how your newsletters are doing each week. Make sure you’re reading this data and understanding it – has this week done as well as last week? Why?

Mailchimp also provides details on the average data of your industry, so you can see how your competitors are doing.

email newsletter open rates

Indiespring’s newsletter open rates.

Using this data to edit your subject lines and content to better suit your readers is obviously a huge step in getting better engagement for your newsletter.

Mobile First

Always ensure that your layout is optimised for mobile – we all check our email (although we might not admit it) first thing in the morning, or last thing at night, from our mobile phones. If your text is far too small or your images are all over the place, you’re going to lose a huge percentage of those ‘casual’ readers, who could have eventually become customers if they liked what they saw.


Email marketing is a great way to sell your product, and it’s definitely on the rise. I hope that anyone starting to add email marketing to their strategy has found these tips useful.

Thank you for reading! Let us know what you thought.