Hey there,

Georgi from Cobot here!

As you might have already noticed, I am a big fan of email newsletters (😏). They are one of the few marketing relics unaffected by scary algorithms and emotional shifts of large multinational corporations.

If you have 200 good contacts on your email list, 200 of them will receive your communication. In comparison, try reaching 100% of your Instagram followers with a post. Spoiler alert: not going to happen.

Of course, it's not all sunshine and rainbows in email-land, and I am conveniently skipping the hard part of email marketing - building the list.

Why? Because running a coworking space allows you to collect emails in a very easy and natural way. People will be genuinely interested in your events or offers if they have a good impression of your space already.

Today, we're looking at 5 tips on improving your existing newsletter or starting a new one:

- Growing (or starting) your email list

- What are you writing about? How often do you send emails?

- Choosing the right software

- Advanced TIP: Postcards by Designmodo

- Staying compliant

Let's jump into it:

Growing (or starting) your email list

Every time someone joins your community, an event you are organizing, or even just a trial day, you have a potential contact that might be interested in receiving regular communication from your coworking space. Don't be shy and ask them if this is the case.

In the submission form you can give people the choice to tick a box saying “I want to receive more event ideas from X” (but be careful not to pre-check it). Another way to ask someone to include them in a mailing list is in the follow-up email you send people for the event/subscription/trial day they just had.

Here's a little email template (for your after-event emails).

Keep it short but remember to personalize it:

“Hey, we really hope you enjoyed the ”Event X"

We often do similar gatherings in our space. Last month we organized “Y”, “Z”, …

Subscribe to our newsletter to get regular updates (we promise we won't spam you 😊)."

You can even embed a subscribe form on your website (like St Oberholz did).

Write a short text about what people can expect to receive from your newsletter :)

What are you writing about and how often do you send it?

Be honest about what information you will send your contacts BEFORE they sign up and stay consistent with it. You don't want to send people irrelevant information. Best of all, you don't have to reinvent the wheel: Your events and special offers should be interesting enough for your community. So you don't have to send them much more unless you really want to.

How often you send your newsletter really depends on how much you have to tell. A monthly newsletter is usually best. If you are organizing events more often for example you can do a weekly or bi-weekly one.

Choosing the right software: My top 3

Asking what the best email software is, is like asking what the best phone is - it really depends what you are looking for and how much you are willing to spend. To keep it short: in my opinion Klaviyo and Mailchimp offer the most features (Klaviyo wins for me, but I know I am in the minority there 🙈). However, they also are the most expensive ones, especially as your list grows larger.

If you use these premium services, I advise you to regularly clean your email list (remove contacts that have bounced and not opened/interacted with your emails in the last months) to keep your costs down.

A cheaper alternative I can recommend is Flodesk. You can send unlimited emails with them for just $35/mo (at the time of writing), and although their editing software does not offer so much freedom, the simplicity helps you stick to the basics and produce better content. We are actually using Flodesk for this newsletter (and it looks quite nice, doesn't it 😏).

Advanced TIP

If you know what you are doing and want to take your emails to the next level, check out Postcards by Designmodo.

They offer by far the best visual email builder software I've worked with. You can export your templates and easily send them through your usual provider (they are even integrated with the most popular ones).

I would not recommend this premium tool unless you have a list of over 1,000 stable participants or your brand is very important for your coworking space. It is probably not worth the time and cost.

Staying compliant

Here's the boring (but important) part.

Depending on your region, email compliance may have a medium to large importance for your newsletter. No matter where you are located though, it's best not to try and deceive your potential and current community members. For this we recommend always following the basics:

Not sending emails to people that who have not subscribed to your list.
Clearly stating what a person is subscribing to.
Not being deceiving with your email titles.
Having a clear "unsubscribe" button and respecting it.
Being careful when handling your community's emails and data.

For full legal compliance, here's some articles about region-specific regulations:

Unfortunately I couldn't find articles about any other geographies. Please let me know by replying to this email if I missed some, and I will make sure to add it to the LinkedIn Newsletter.

Next week I am very excited to hear what Pauline Roussel from COWORKIES has to share with us about:

"Hiring a Marketing Employee vs Working With an Agency"

Reply to this email if you have any questions, disagree with something I said, or have a suggestion for a collaboration/future topic. I'm always happy to stay in touch.

Share this newsletter with someone if you think they might find it useful. Share the subscribe link with them.

See you next Wednesday and happy coworking! 🥳

Georgi from Cobot Coworking Software

Coworking Software

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Coworking Marketing Weekly #11 – Email Newsletter