How to write a newsletter for your studio that people will read
You already know that newsletters are a powerful tool to connect with your community, share important updates and help reduce churn. If you are still working out how to set up your newsletter, what tool to use or how often to send it, our guide on how to create a newsletter for your studio is a great place to start.
But once the basics are covered, there is a deeper challenge that many studio owners face: how do you make sure your newsletter actually gets opened and read?
This guide focuses on how to write better newsletters that feel personal, relevant and engaging to your clients. It is not about platforms or formatting. It is about the message. We will walk you through the principles of good email writing so your next newsletter does not get ignored but becomes something your community looks forward to.
Why your newsletter might be getting ignored
You may have put time and effort into writing a newsletter, only to see that barely anyone opened it. That can feel discouraging, but it is not unusual. Inboxes are busy places, and most people delete or archive emails in seconds unless something grabs their attention.
Here are a few common reasons why studio newsletters go unread:
- The subject line is too vague: Titles like “Newsletter July 2025” do not tell your clients what they will get out of it.
- The email feels too generic: If it looks like a mass message with no personal touch, people are less likely to engage.
- There is too much going on: A cluttered email with five different topics and no clear focus can overwhelm readers.
- It sounds like marketing, not like you: Studio members prefer to hear from people, not from brands.
Recognising these patterns is the first step to writing better emails. The good news is that most of these issues can be fixed with a few changes to your writing approach.
The subject line is your headline
Your subject line is the first thing your members see. In many cases, it is the only thing they see before deciding whether to open your email or not. That is why it should never be an afterthought.
The best subject lines create either curiosity or a clear sense of value. They give people a reason to click because they want to know more or they do not want to miss out.
Examples that work well:
- “New class alert + a little surprise”
- “You asked, we listened: it’s back on the schedule”
- “How to stay consistent in summer (even when it's hot)”
What to avoid:
- “Monthly newsletter”
- “Studio news”
- “Updates from the team”
You can also make use of the preview text to expand on your subject. This little line under the title often gives you a second chance to convince someone to open your message.
Talk like a human, not like a flyer
One of the most common mistakes in newsletters is writing too formally or too “salesy”. But your members know your face, your voice and your team. The tone of your emails should reflect that same warmth and familiarity they experience in your studio.
Try to write your emails like you would talk to one of your regulars. Use simple, direct language. Contractions are fine. A short personal intro at the start of the email can also go a long way in making the reader feel seen.
For example:
“Hi Julia, We just wrapped up our last yoga brunch event of the season and it was such a great morning. Thank you to everyone who joined us. If you missed it, don't worry: there's another chance next month…”
It is this kind of tone that builds loyalty over time. People are much more likely to read and respond to emails that sound like a conversation, not an advertisement.
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Make it skimmable, but memorable
People rarely read newsletters from top to bottom. Most will scan the content quickly and decide in a few seconds whether to keep going or click out.
This is why layout and structure are important, even for a text-focused newsletter. Use short paragraphs, clear subheadings and bold highlights to make the most important parts stand out.
- Focus on one main message per email whenever possible.
- Keep your total word count under 400 words, unless you are telling a story or sharing something in depth.
- Use headings like “This week’s new class” or “Your invite to our next event” to help readers orient themselves.
- Break up text with spacing and bold lines for important dates or actions.
The easier you make it for people to find what matters, the more likely they are to engage.
Personalise your content to feel relevant
Even a small amount of personalisation can make your newsletter more effective. Clients are more likely to read an email when it feels like it was written for them.
Depending on your email platform, you might be able to add personal touches like their first name or mention the classes they have recently booked. But even without advanced features, you can tailor your content to different groups in your studio.
Segment your audience when possible:
- New clients can receive onboarding tips or class recommendations.
- Regulars might appreciate loyalty offers or updates on new challenges.
- Inactive clients could get a gentle reminder with a special incentive.
Example:
“We noticed you loved our Mobility class. Good news: we’ve just added a new Sunday morning slot.”
A newsletter that reflects your clients’ actual interests feels more like a service than a promotion.
Always answer: “What’s in it for them?”
Every time you write a newsletter, keep one question in mind: why should someone read this?
Your clients do not care about every new schedule detail or team update unless it affects them directly. So instead of listing what is new, focus on how it benefits your reader.
Rather than saying:
“We now offer a 10% discount on 10-class packs.”
Say:
“Ready to stay consistent this month? Save 10% on your next class pack and book your favourite spot before it fills up.”
This shift makes your message more appealing. It connects your update to a real goal, problem or feeling your client might have.
Add emotion and urgency
Strong writing speaks to emotions. A good newsletter doesn't just inform; it also excites, encourages and creates anticipation.
This can be as simple as reminding people of a deadline or letting them know that something is only available for a limited time.
Phrases that work well include:
- “Just 5 spots left for Sunday’s workshop”
- “Early access for subscribers only”
- “Book before Friday to secure your place”
Urgency helps readers take action now, instead of postponing and forgetting. But always keep it honest. If something is not limited, do not pretend it is.
One message, one call to action
If your email includes five buttons and three links, your readers will not know what to do. A good newsletter leads clearly to one main action.
That could be:
- Booking a class
- Registering for an event
- Reading your latest blog
- Replying to your email
Make your call to action clear and visible. Use a button or a bold link that stands out. The text should be direct and action-oriented. For example, it could say, “Book your spot”, “Sign up now” or “See the new class”.
Avoid giving people too many choices in one email. Simplicity increases clarity and improves click rates.
Keep learning: test, track and adjust
Writing effective newsletters is a skill, and like any skill, it improves with feedback. Take time to look at your email analytics after each send-out.
- Did people open your email? (Subject line worked)
- Did they click the link? (Message and call to action worked)
- Did they unsubscribe? (Content might have missed the mark)
Many platforms also allow A/B testing. You can try different subject lines or sending times to learn what your audience responds to. These small experiments help you refine your tone and timing over time.
Final thoughts
Your newsletter is not just a tool for announcements. It is a chance to speak directly to the people who care about your studio. It is a way to build community, reinforce your brand and bring more personality into your digital presence.
Once your newsletter is up and running, the next step is to make it worth reading. This guide will help you to move beyond polished layouts and focus on meaningful communication that makes your clients feel seen, supported, and excited to be part of your studio.
Write like a person, focus on value, and keep your reader in mind. The rest will follow.
