If you aren’t already sending email newsletters for your food blog, you’re missing a real opportunity — one to create a more meaningful connection with your readers and grow your site traffic.
Sure, it might seem like extra work upfront. But newsletters give you a chance to keep your followers in the know, as well as foster a personal relationship with them conducive to building a bigger, better community.
Bonus? Unlike other forms of social media, newsletters are a platform you actually have control over. You don’t have to worry about changing algorithms or shadow bans or any other unforeseen shake-ups that could dramatically affect the outcome of your effort.
So, when you’re ready (the sooner the better!), here’s what food bloggers should include in email newsletters.
Although you can technically just create an email newsletter that dives straight into your most recent blog post, an intro really drives home the more authentic connection readers crave. You wouldn’t create a blog post without queuing it up with an intro, right? It doesn’t have to be long or complicated — keep it simple and speak to your readers as though they’re your friends.
Details about your latest post or recipe
You can do this a few ways, and we’ll talk here about two.
In the first option, you can create your email newsletter around each new blog post or recipe. That way, whenever you hit publish, your subscribers receive the newsletter letting them know you’ve published the post. This would likely include the title of your post and a teaser paragraph or two with a “read more” click-through link.
This works best if you don’t publish super-frequently, because you don’t want readers to get burned out from receiving a constant stream of emails from you.
A second option is to make your newsletter a roundup of your recent blog posts and/or recipes. So, if you’ve published five recipes during the week and you send out a weekly newsletter, that newsletter would include hyperlinks for all five of the recipes. If you post monthly, same deal — you want to round up links to your recent posts and put them in one easy-to-click-through list. This format works fantastic if you’re a more frequent food blogger.
Hear us out on this one because, yes, it adds a bit more onto your already-full plate. But if you create content for your newsletter that subscribers can’t get anywhere else (your blog included), they’ll feel special. And, let’s be real, people like to feel special — and they really like to feel like they’re getting something for free.
When a subscriber opens your newsletter and finds content they can read without having to click anything or go anywhere else, they appreciate the effort you put into giving them an easy experience. You’re adding value.
As for what sort of unique content you can include, the sky’s the limit. You can include something you found in your research for a blog post that didn’t quite fit into the post. You can share a food story you found on the internet that week, or suggest other food bloggers to follow. It could even be a straightforward update on what’s been happening in your life that week.
The gist is to give your readers something they can’t get anywhere else.
At least one amazing photo (but not too many)
As a food blogger, you have a powerful tool at your disposal: mouthwatering photos of your recipes. If you send an email newsletter without one of these photos to tantalize your subscribers, it’s a marketing fail.
Just make sure the images you use are on-brand, the right size, the right file type and responsive to different displays.
Any big announcements or exclusive deals
Getting ready to launch a partnership with a major appliance brand? Are you going to be part of a TV segment on food bloggers? Share the news with your newsletter subscribers first. Did you move and shake your way to a great deal on Le Creuset cookware for your readers? Drop a few announcements or deals in your newsletter that are exclusive to those readers. In doing so, you’re continuing to cultivate that oh-so-desirable sense of added value in your community.
A product or ingredient spotlight
Per Research Now, an impressive 84 percent of people polled had bought products solely based on the recommendation from or content of a blog. Your readers consider you a trusted source, so share the things you love with them! Whether it’s your favorite cookware, an apron-making company from Etsy, or the ingredient you can’t live without this week, they’ll want to know.
And since your readers will want to see what all the hype is about, you could possibly even earn a few bucks through affiliate linking (as long as you’re upfront about it).
The nuts and bolts
While you certainly want to make sure you include plenty of fun and interesting content in your email newsletter, you also need to include a few more practical necessities.
For starters, double-check that there is a clear, easy-to-follow link to your site in the newsletter. This seems obvious, but you’d be surprised how often it’s overlooked. It’s imperative, though, since the main goal of your newsletter is to get people to read your blog (or keep reading it).
Along those lines, you’ll want to consider including clickable social links. If someone subscribes to your newsletter based on a recipe from your blog, they may not have had a chance to check out what you’ve got happening on your socials yet. The icons will serve as a quick reminder.
Finally, and it’s no fun to think about, you’ll want to include an opt-out link. If your email newsletter is as amazing as we suspect it will be, your subscribers likely won’t ever have a need for it. However, you still want to make sure people feel like they have the option.