A newsletter gone wrong

Chances are, your yoga studio has a “newsletter”.

If you do, it probably takes you quite a bit of time to write it. And any time you spend a lot of time on something, there must be a good reason for that. So let me ask you:

What’s the goal of your newsletter?

How will you measure whether your newsletter has a positive return on your (time) investment?

You almost certainly want plenty of students in your studio. So maybe that’s your main goal. And you might have some ancillary goals like building a supportive community or upselling workshops, retreats, and teacher trainings.

Does your newsletter measurably contribute to reaching any of your goals? For many studios, the answer is no.

An example of a newsletter gone wrong

Let’s look at a hypothetical scenario.

  1. Alex, who is new to the studio, signs up for a workshop.
  2. Alex’s email address gets added to a list.
  3. The studio’s CRM system sends Alex a plain registration confirmation email.
  4. A month later, the studio owner convinces herself that it’s been too long since she sent out a newsletter, so she reluctantly writes one and sends it to her email list.
  5. In the newsletter, she promotes that same workshop.
  6. Alex wonders why the studio is asking her to register for a workshop she already signed up for.
  7. A few weeks later, the workshop is coming up, but there are still a few spots left. So the studio owner sends all her email list subscribers a “last-minute registration opportunity” email, with a 20% discount on the workshop.
  8. Alex is annoyed, because she has now received two emails from the studio promoting the workshop she already signed up for—and she sees that the studio has lowered the price after she registered!
  9. Alex unsubscribes from the studio’s marketing emails.

Alex should not receive emails promoting a workshop that she already signed up for. But by their nature, newsletters are one-size-fits-all.

In other words:

Newsletters are not targeted and not personalized

The best communication is targeted and personalized. Think about it: would you rather receiving a mass email, or one that sounds as if it was written just to you?

You can even tell from the way newsletters look, visually speaking, that they are generic and not targeted:

Newsletters are the online equivalent of you standing in front of your yoga studio with a megaphone and talking about whatever you happen to think of.

They are simply not effective.

That’s why I say: no more newsletters!

Learn what to do instead


— Peter