Hey First name / there,

Georgi from Cobot here!

 

As you might have already noticed, I am a big fan of email newsletters (😏). They are one of the few marketing relics unaffected by scary algorithms and emotional shifts of large multinational corporations. 

 

If you have 200 good contacts on your email list, 200 of them will receive your communication. In comparison, try reaching 100% of your Instagram followers with a post. Spoiler alert: not going to happen.

 

Of course, it's not all sunshine and rainbows in email-land, and I am conveniently skipping the hard part of email marketing - building the list. 

Why? Because running a coworking space allows you to collect emails in a very easy and natural way. People will be genuinely interested in your events or offers if they have a good impression of your space already.

 

Today, we're looking at 5 tips on improving your existing newsletter or starting a new one:

- Growing (or starting) your email list

- What are you writing about? How often do you send emails?

- Choosing the right software

- Advanced TIP: Postcards by Designmodo

- Staying compliant 

 

Let's jump into it:

 

Every time someone joins your community, an event you are organizing, or even just a trial day, you have a potential contact that might be interested in receiving regular communication from your coworking space. Don't be shy and ask them if this is the case.

 

In the submission form you can give people the choice to tick a box saying “I want to receive more event ideas from X” (but be careful not to pre-check it). Another way to ask someone to include them in a mailing list is in the follow-up email you send people for the event/subscription/trial day they just had.

 

Keep it short but remember to personalize it:

 

 

Be honest about what information you will send your contacts BEFORE they sign up and stay consistent with it. You don't want to send people irrelevant information. Best of all, you don't have to reinvent the wheel: Your events and special offers should be interesting enough for your community. So you don't have to send them much more unless you really want to.

 

How often you send your newsletter really depends on how much you have to tell. A monthly newsletter is usually best. If you are organizing events more often for example you can do a weekly or bi-weekly one.

Asking what the best email software is, is like asking what the best phone is - it really depends what you are looking for and how much you are willing to spend. To keep it short: in my opinion Klaviyo and Mailchimp offer the most features (Klaviyo wins for me, but I know I am in the minority there 🙈). However, they also are the most expensive ones, especially as your list grows larger. 

 

 

A cheaper alternative I can recommend is Flodesk. You can send unlimited emails with them for just $35/mo (at the time of writing), and although their editing software does not offer so much freedom, the simplicity helps you stick to the basics and produce better content. We are actually using Flodesk for this newsletter (and it looks quite nice, doesn't it 😏).

 

If you know what you are doing and want to take your emails to the next level, check out Postcards by Designmodo. 

They offer by far the best visual email builder software I've worked with. You can export your templates and easily send them through your usual provider (they are even integrated with the most popular ones).

 

I would not recommend this premium tool unless you have a list of over 1,000 stable participants or your brand is very important for your coworking space. It is probably not worth the time and cost.

 

Here's the boring (but important) part.

Depending on your region, email compliance may have a medium to large importance for your newsletter. No matter where you are located though, it's best not to try and deceive your potential and current community members. For this we recommend always following the basics:

For full legal compliance, here's some articles about region-specific regulations:

Next week I am very excited to hear what Pauline Roussel from COWORKIES has to share with us about:

Reply to this email if you have any questions, disagree with something I said, or have a suggestion for a collaboration/future topic. I'm always happy to stay in touch.

 

Share this newsletter with someone if you think they might find it useful. Share the subscribe link with them.

Coworking Software

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