When Olivia started her yoga retreat business, she envisioned creating peaceful, transformative experiences for people seeking a break from their busy lives. Her retreats were well-received by those who attended, but she struggled to reach new clients consistently. Word-of-mouth referrals helped, but Olivia needed a way to stay connected with potential clients and build lasting relationships. That’s when she decided to try something new—an engaging business newsletter.
At first, Olivia wasn’t sure if a newsletter was the right approach. Would people really want to read about yoga retreats in their inbox? Would she have enough to say? Despite her doubts, she knew that staying in touch with potential customers regularly was important for growth. So, she began crafting her first newsletter with the goal of not just promoting retreats, but creating value and connection with her audience.
Understanding What Customers Want to Hear
Olivia realised early on that her newsletter couldn’t just be about selling spots for her retreats. Her readers would expect more—something they could relate to, that resonated with their lifestyle and made them feel a part of her community, even if they hadn’t attended a retreat yet. She wanted her subscribers to feel like they had earned a special place in her world of yoga, relaxation, and mindfulness.
So, instead of making the newsletter all about promoting upcoming events, Olivia decided to focus on sharing insights into the benefits of yoga, mindfulness tips, and stories from past retreat participants. She included simple practices her readers could incorporate into their daily lives, like breathing exercises and easy yoga stretches for stress relief. This not only gave readers something valuable to take away but also built trust, showing that Olivia cared about their wellbeing beyond just selling her retreats.
Building Interest with Personal Stories and Transparency
Olivia’s next step was to add a personal touch to her newsletter. She shared her own journey—how she had first fallen in love with yoga and what inspired her to create retreats that helped others find peace and balance. She talked about the challenges of running a small business and the lessons she learned along the way, making her audience feel like they were part of her story. By being transparent about her experiences, Olivia built a deeper connection with her readers.
In one edition, she shared a behind-the-scenes look at what goes into planning a retreat. She described how she selected the locations, why she chose specific activities, and how she ensured every guest felt cared for. This transparency helped potential customers understand the level of care and attention that went into each retreat, making them more likely to trust Olivia with their own self-care journey.
Offering Value Without Overwhelming Readers
One of Olivia’s biggest concerns was that her newsletter would feel like just another email clogging up people’s inboxes. She knew she needed to strike a balance—offering value without overwhelming her readers.
To do this, Olivia kept her newsletters concise and to the point. She didn’t try to cram in too much information at once. Instead, she offered bite-sized content that was easy to digest, like a short yoga tip, a mindful living idea, or a personal story. Each newsletter had a focus, and Olivia made sure every piece of content provided something useful or inspiring.
For example, in one newsletter, she shared a simple morning routine that could help her readers start the day with more calm and focus. In another, she offered a recipe for a nutritious, easy-to-make meal that could complement a mindful lifestyle. These small but practical tips gave readers a reason to open the newsletter each month—they knew they’d find something that could improve their day-to-day lives.
Creating Curiosity and Encouraging Engagement
Olivia also found ways to create curiosity and encourage engagement in her newsletters. She included sections that teased upcoming retreats, but rather than just listing dates and prices, she painted a picture of what attendees could expect. She described the peaceful settings, the rejuvenating yoga sessions, and the personal growth guests often experienced. She asked her readers questions, like “What would you like to gain from your next retreat?” or “Which aspect of your wellbeing are you focusing on this month?”
These simple questions made her readers feel involved and encouraged them to reply or reach out for more information. By asking for their input, Olivia made them feel valued, like their thoughts and needs mattered.
How the Newsletter Transformed Olivia’s Business
What Olivia hadn’t expected was how quickly the newsletter began to transform her business. People who had subscribed but never booked a retreat started reaching out, saying how much they loved her tips and were now considering attending. Past retreat attendees, who might have forgotten to come back for a future event, were now reminded each month and returned to book again.
But beyond driving bookings, Olivia’s newsletter helped her build a loyal community of people who looked forward to hearing from her. They weren’t just customers—they were part of a growing group that shared the same values of mindfulness, balance, and self-care. Olivia’s newsletter gave them a reason to stay connected, and that connection translated into business growth.
Why a Business Newsletter Can Work for You
Olivia’s experience shows how powerful a well-crafted newsletter can be for any small business. It’s not just about promoting your products or services—it’s about building a relationship with your customers, offering them real value, and making them feel like they belong.
For small business owners, creating an engaging newsletter doesn’t require fancy marketing skills or big budgets. It’s about being authentic, offering useful content, and consistently staying in touch with your audience. Whether you run a yoga retreat business like Olivia or a different type of small enterprise, a well-crafted newsletter can help you attract new customers and keep your existing ones coming back.
Ready to Build Stronger Customer Relationships?
If Olivia’s story resonates with you and you’re ready to start creating engaging newsletters that attract customers and build lasting relationships, now is the time to take action. Mark A Preston, THE Customer Growth Coach & Speaker, can help you develop a newsletter strategy that works for your unique business. His coaching and training will show you how to offer value, build trust, and grow your customer base through personalised, consistent engagement. Contact Mark today and start creating newsletters that inspire, connect, and drive your business forward.
