Quick Summary
Do email newsletters work for designers? They can, when the goal is not chasing new leads but staying top of mind. This post shares how one studio uses a simple, quarterly newsletter to turn familiarity into real inquiries. With a small list, high open rates, and a repeatable structure, the strategy is more about consistency than volume. You will see why borrowing ideas from other industries matters, how referrals can be built into newsletters, and why email remains one of the most effective, low-pressure ways to market a creative business.
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Some of the most successful U.S. presidents had strong interests outside of politics.
Abraham Lincoln loved poetry. Theodore Roosevelt enjoyed boxing. Thomas Jefferson was a nerd for architecture, gardening, and music.
Research shows that leaders with creative, physical, or intellectual outlets handle stress and criticism better. They’re less reactive, less rigid, and less driven by ego.
As Brene Brown puts it, “If your entire identity is wrapped up in one role or one form of power, you lose perspective — and you lead worse.”
The Same in Business
The same idea shows up in business leaders.
Which brings me to Natasha from Common Good Studio.
She markets her studio in a way I rarely see other designers do, especially through her email newsletter.
Over a virtual coffee, she walked me through it.
1. Borrow from the Tech Industry
Natasha doesn’t see many designers or contractors using email well. But she noticed how common it is in tech.
Startups often send simple “investor updates” by email. Inspired by that, Natasha did the same.
Every quarter, she emails: current and past clients, past inquiries, trades, collaborators and people she meets at events.
2. The Goal Isn’t New People
Her goal isn’t to “get more leads.” It’s to stay top of mind with people she already knows.
She has about 450 subscribers with a 60% open rate.
Every newsletter gets 5 new project inquiries within 24 hours.
3. A Repeatable Quarterly Routine
She sends her newsletter quarterly and takes 4–6 hours to put together. Each one follows the same simple structure:
- An opening note
- A win or milestone
- A project highlight
- About the referral program
That referral program is my favourite part. Each quarter, she highlights a local business and offers a gift card if a referred project signs.
Her final advice?
“You have nothing to lose. Building leads is not passive; it takes being consistent and curious.”
