A first newsletter doesn't need a strategy deck. It needs three things: people who asked to hear from you, something worth telling them, and a sender they recognise. Here's the order that works.
1. Decide what it's for
Write one sentence: "Once a month, I'll tell my customers about ___." New products, seasonal tips, behind-the-scenes, an event. If you can't fill the gap, start with your most common customer question and answer it.
2. Gather the people who said yes
Only email people who agreed to hear from you: customers who ticked a box at checkout, visitors who signed up on your website, people who gave you their address at an event. A bought list is the fastest way into spam folders, and in the EU it's usually unlawful too.
No list yet? Put a signup form on your website first and send your first newsletter once 20–50 people have joined. Small is fine; your friendliest readers sign up first.
3. Write it like a letter
- Subject line: specific beats clever. "Our autumn opening hours and a new tea" tells people why to open.
- One main message. One story or announcement, one button. Extras go below.
- Short paragraphs of two or three sentences. Most people read on a phone.
- A clear sender name, usually your business name, so people recognise you in the inbox.
4. Test it on yourself
Send a test to your own inbox and open it on your phone. Check the links, the images and how it looks in dark mode. Read it out loud once: anything you stumble over, cut.
5. Send, then look at what happened
A day or two later, look at who clicked what. Clicks tell you what people care about far better than opens do. Use that to choose what goes first next time.
Doing it in 404 Emails
Create a campaign, fill in the details (subject and sender), design it in the email builder, choose your audience, send yourself a test and then send or schedule it. The first-campaign help article walks through each screen.