A couple of months ago, one of my past mentorship clients was passing through Istanbul between two flights. We sat down for a Turkish breakfast. 

When she told me she had fully booked her retreat in the Maldives through her newsletters, I made a mental note to ask her more about it later (we literally only had an hour). 

You know how much I believe in email newsletters as a more intimate and calm space to connect - away from the noise of social media.

Before starting your newsletter, what was holding you back? And what finally made you do it anyway? 

At first, I felt like I was selling something to my readers. For about a year, I enjoyed writing about my own yoga and breathwork practices and then at the end, I would add a small note about booking a retreat.

Then, I realised I often buy things from newsletters: workshops, courses, and art classes. So, I became braver and started writing newsletters with the aim of selling retreats. I made sure they didn’t feel too salesy. It worked well, especially with special offers like bringing a friend for half price or planning New Year's goals on a January retreat.

What has your newsletter allowed you to create? 

I think my newsletters have helped build my brand. 

I believe my writing style - warm, intimate, and conversational - and the layout have been crucial in promoting the way I work. They're very minimalist, with lots of white space.

My newsletters are usually short. There's often one of my ink drawings or photos included. I want people to receive something soothing that quietens their mind and brings comfort. This reflects what my brand is about: I am sharing the idea of being well, at ease, and calm. 

Over time I've tried to stick to some simple rules: keep it short, include one photo/drawing, make the sale understated, always share a personal story, and ask my readers a question. As I edit it, I try to put myself in my readers’ place – what I am offering them? 

The best part of writing the newsletters is the responses. People have written such lovely things back to me. Many people don’t reply but they are keeping up with you, and that's where true connection lies.

What was my best newsletter result?

When it was time to launch my winter 2026 Maldives retreat, I sent out one email and sold six spots immediately. I needed six to break even, eight to make a profit, so I called someone to check if they had read the newsletter. That added two more sales, meeting my profit target.

Over the next month, I sold an additional five spots, resulting with 13 people on the retreat. A sold-out retreat in the winter sun thanks to my newsletters.

Quick newsletter tips 

• Always write in a Word document and not in the newsletter software – you’ll feel less pressured and restricted by space.
• Always address the letter to someone you know, a friend, a past client, a person with whom your story will resonate. Oh-so-much-easier to write that way. 

• Always re-read and edit as if you are a potential client. Answer the reader’s question, “What’s in it for me?” Helps you pull a story out of your own learning that benefits the reader. 

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