One of the most common questions I get from clients is: “Do I really need an email newsletter for my business?” With all the marketing channels out there—Instagram, Pinterest, blogs, SEO, TikTok—it can feel overwhelming to add yet another thing to your to-do list.

The truth? You don’t need to do everything.

The Key to Smart Marketing: Pick What Works for Your Audience

Not every business needs every marketing platform. The most effective marketing strategy is one that focuses on where your ideal client spends time and how long they typically take to make a purchasing decision.

When deciding if a newsletter or email list is right for your business, ask yourself:

“Is my ideal client someone I can build a relationship with over time?”

If the answer is yes, then a newsletter could be a powerful tool for staying top of mind.

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When a Newsletter Makes Sense

As a brand and website designer, I know that some of my potential clients are still dreaming up their business ideas. They may not be ready to hire me now—but in 6 months or even 5 years? Absolutely.

Because my sales window is long, a newsletter makes sense. I can send weekly or monthly emails with design tips, resources, or case studies that build trust and slowly guide my audience toward working with me.

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When It Might Not Be Necessary

Let’s talk about wedding professionals—photographers, planners, florists. Most wedding clients are working on a short timeline. If you’re a wedding planner and someone gets engaged in January, chances are they’ll book their vendors within a few months. In that case, your marketing efforts might be better focused on Pinterest, SEO, and Instagram, where couples are actively searching for services.

But—there’s a twist.

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Exceptions: When Wedding Pros Should Use Newsletters

Let’s say you’re a wedding planner who also sells an online course, like How to DIY Your Wedding. That course has longer shelf life and can be sold to multiple people over time.

In this case, an email newsletter is a great fit. You can use it to:

• Nurture your audience
• Send planning tips
• Promote your course or products
• Build your authority

So again—it comes back to your sales cycle and the type of offers you’re promoting.

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How to Decide if a Newsletter Is Right for You

Here are a few questions to help guide your decision:

• Do I sell something that requires nurturing over time?
• Can I create ongoing value in emails (tips, stories, resources)?
• Is my audience likely to want regular updates from me?
• Do I enjoy writing and sharing content regularly?

If most of your answers are yes, then starting a newsletter could be a smart move.

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Final Thoughts: Choose What Works for YOU

You don’t need to have a newsletter just because someone told you to. But if your audience benefits from long-term nurturing—and you have something to say—a newsletter can be one of the most powerful tools in your marketing toolbox.

Start small. Send one email a month. Share behind-the-scenes content, useful tips, or client stories. You might be surprised at how impactful it becomes. Check out my Flodesk email templates here to start!

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