A weekly newsletter can be one of the cheapest ways to turn browsers into customers, if it is planned. This guide shows how to run one that raises conversions: the right platform, a list you can segment, a simple calendar and a template you can reuse. I wrote it for a B2B supplier selling through WordPress and WooCommerce, but the method works for most small businesses.
1. Choose the right email platform
Pick a tool that connects to your website and store:
- Mailchimp: easy drag-and-drop builder, WooCommerce integration and segmentation.
- Brevo (formerly Sendinblue): strong for automation and transactional email.
- MailerLite: budget-friendly with good automation for small businesses.
- Klaviyo: suits larger product catalogues and advanced segmentation.
2. Build and segment your list
Sending the same email to everyone lowers results. Segment by:
- industry or customer type, such as hospitality, healthcare or education
- past buyers versus leads
- products viewed or bought
- how they signed up: blog, landing page or quote form
Collect emails with simple forms, a useful download, a quote request or a well-timed popup. Always get clear permission.
3. Plan a monthly newsletter calendar
| Week | Theme | Call to action |
|---|---|---|
| 1 | Project or customer story of the month | Read the case study |
| 2 | Featured product or service | Visit the product page |
| 3 | Industry insight or blog post | Read the post |
| 4 | Limited-time offer | Use the offer or request a quote |
Add seasonal themes, such as back-to-school or year-end projects, where they fit your market.
4. Use a simple newsletter template
- Subject line: clear and specific, for example “Upgrade your facility: what is new this week”.
- Header: one strong image of a product or project.
- Greeting: personalise where possible, such as “Hi John, planning an upgrade?”
- Main section: one product, offer or story with one clear button.
- Secondary links: two or three extras such as a blog post or new arrival.
- Footer: contact details, social links and an easy unsubscribe link.
Button examples: “Request a quote”, “Shop now”, “Download the spec sheet”, “Talk to a specialist”.
5. Timing, frequency and testing
- Day: mid-week (Tuesday to Thursday) often works well for B2B, but test your own audience.
- Time: during local business hours, for example mid-morning to early afternoon.
- Testing: A/B test subject lines, buttons and layouts, changing one thing at a time.
6. Automate for conversion
Automation does the follow-up work for you:
- a welcome series after sign-up
- abandoned cart recovery
- a reminder after someone views a product
- a re-engagement email for inactive subscribers
7. Track what matters
| Metric | Rough target |
|---|---|
| Open rate | 20 to 30 percent (B2B) |
| Click-through rate | 2 to 5 percent |
| Conversion rate | 1 to 3 percent (lead, quote or purchase) |
| Unsubscribe rate | Under 0.5 percent |
These are rough planning figures, not guarantees, and open rates are less reliable now that some email apps pre-load messages. Pay most attention to clicks and conversions. Use UTM links and track results in Google Analytics 4 and WooCommerce.
8. Ideas for newsletter topics that convert
- “Top products for [your customer group]: order before [deadline]”
- A before-and-after story from a real customer
- A short how-to or checklist your audience can use immediately
- A behind-the-scenes look at how you work
Frequently asked questions
How often should I send a newsletter?
Weekly works for many businesses if you have enough useful content. If not, send every two weeks and stay consistent.
How long should it be?
Short. One main message, one button and a few extra links.
Do I need permission to email people?
Yes. Use clear opt-in, include an unsubscribe link and follow anti-spam rules such as CAN-SPAM in the US.
Can you set this up for me?
Yes. I help with strategy and set-up. Book a free 20-minute call.
Keep learning
Read next: CRM solutions for modern business needs and social media for beginners.