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Why should I offer a monthly newsletter through my website?

Why should I offer a monthly newsletter through my website?

An email newsletter is one of the most reliable ways to stay in touch with people who are already interested in your business. Unlike social media, where algorithms decide who sees your posts, a newsletter goes straight to your subscribers' inboxes. And because you own your email list, you're not dependent on any platform.

Why a newsletter works

  • Your audience has opted in. Subscribers asked to hear from you, so they're more likely to read and act on your emails.
  • It keeps you top of mind. Regular, helpful emails keep your firm front and center for when prospects are ready to act.
  • It builds trust. Sharing useful insights month after month positions you as the expert people turn to.
  • It's cost-effective. Compared to paid ads, email is inexpensive to send, especially if you already use a platform like HubSpot.
  • It drives traffic. Each newsletter can send readers back to your website, blog, events and services.

How to offer a newsletter on your website

  1. Add a sign-up form in places visitors will see it, such as your website footer, blog pages and a dedicated newsletter page. Keep it simple: an email field, and a first name at most.
  2. Tell people what they'll get. For example: "Get monthly market insights and planning tips. No spam, unsubscribe anytime."
  3. Protect the form from spam. Add reCAPTCHA so bots can't flood your list with fake sign-ups.
  4. Send a welcome email automatically when someone subscribes. Thank them, remind them what to expect, and link to a few of your best resources.

If you use HubSpot, you can build the sign-up form and welcome email there. See How do I create and edit forms in HubSpot?

Follow the rules

  • Only email people who opted in. Never buy or rent email lists.
  • Include an unsubscribe link and your physical mailing address in every newsletter. These are required under US law (CAN-SPAM).
  • Authenticate your sending domain. Gmail, Yahoo and Microsoft now reject or filter emails from senders that aren't set up correctly. See What is the best way to design my marketing emails?

For financial firms: newsletters, market commentary, testimonials and special offers may need compliance review and recordkeeping. Build review time into your schedule.

Elements of a great newsletter

  • A clear subject line that tells readers what's inside, plus preview text that adds detail.
  • Short, scannable content. For each topic, use a headline, a short summary paragraph and a link to read more on your website.
  • Personalization, such as the subscriber's first name, or content tailored to their interests or industry.
  • Your branding: logo, colors and fonts that match your website.
  • A strong image or two, with alt text, and never important text only inside an image.
  • One clear call to action per item, such as "Read the full article," "Register for the webinar" or "Book a consultation."

Newsletter content ideas

  • Your latest blog posts, videos or podcast episodes.
  • Tips and common mistakes, for example "5 Mistakes New Investors Make."
  • How-to guides and checklists.
  • Seasonal reminders, such as tax deadlines, year-end planning and open enrollment.
  • Company news: new services, team members, awards and media coverage.
  • Events and webinars.
  • Client success stories or case studies, with permission and compliance approval where required.
  • Polls and surveys to learn what your audience cares about.
  • Behind the scenes: team spotlights or community involvement that show your firm's personality.

Not every issue needs to sell. Content that's helpful, interesting or personal keeps readers opening your emails, so they're ready to act when you do share an offer.

How often to send

Monthly works well for most businesses. It's often enough to stay top of mind without overwhelming subscribers. Whatever schedule you choose, be consistent, so subscribers know when to expect you.

Measure what's working

  • Click rate: how many readers click a link. This is the best sign of engagement.
  • Unsubscribes and spam complaints: keep an eye on these to make sure your content and frequency are right.
  • Website visits, leads and conversions from your newsletter links.

Open rates are no longer reliable, because some email apps open messages automatically for privacy reasons, so treat them as a rough guide only.

Need help starting or improving your newsletter? Contact the Gate 39 team through the Customer portal.

 References
[1] Statista / The Radicati Group – Number of e-mail users worldwide, 2018–2028 (Jan 2, 2025)