Do Open: How a simple email newsletter can transform your business (and it can)

by David Hieatt

How do you grow your business when you don’t have a marketing budget? How do you stand out in a busy world?
And what if the answer is right in front of you.

‘For me, the newsletter is the most important tool I have in building a global denim brand. Second only to the sewing machine.’ – David Hieatt

So writes entrepreneur David Hieatt who has based his entire marketing strategy around a simple email newsletter. And it’s worked. The company has grown into a creative global jeans business with a fiercely loyal community.

Now, David shares his insight, strategy and methodology so you can do the same. In Do Open you will discover:

- Why giving is the secret to success
- How to get people’s attention when time is your biggest competitor
- Why creating takes sharing
- How a small team can win

Build community. Build your brand. Build long-term growth. Discover why the humble newsletter is pure and utter gold.

How do you grow your business when you don’t have a marketing budget? How do you stand out in a busy world?
And what if the answer is right in front of you.

‘For me, the newsletter is the most important tool I have in building a global denim brand. Second only to the sewing machine.’ – David Hieatt

So writes entrepreneur David Hieatt who has based his entire marketing strategy around a simple email newsletter. And it’s worked. The company has grown into a creative global jeans business with a fiercely loyal community.

Now, David shares his insight, strategy and methodology so you can do the same. In Do Open you will discover:

- Why giving is the secret to success
- How to get people’s attention when time is your biggest competitor
- Why creating takes sharing
- How a small team can win

Build community. Build your brand. Build long-term growth. Discover why the humble newsletter is pure and utter gold.

David Hieatt is not a theorist. He has built brands from nothing, with next to nothing, just by understanding a few basic rules. The ‘Scrapbook Chronicles’ newsletter has become a cult offering from his company, the Hiut Denim Company. Its open rate exceeds almost any standard. It is one of those rare newlsetters that people actually look forward to receiving. Hiut Denim regularly receive gifts through the post thanking them for sending it out. And it has delivered results. It has grown the company by 25 per cent each year for the last three years. And each year for the last three years, the company has turned a profit. Before starting Hiut Denim in his hometown of Cardigan in Wales, David worked at Saatchi and Saatchi, and then built howies into one of the most influential active sports brands of the last decade. After selling howies to Timberland, he co-founded The Do Lectures. Voted in the top ten ideas festivals in the world by The Guardian, it now takes place in West Wales, California and Australia. David has spoken at Apple, Google, Red Bull amongst others. In 2010 he self-published The Path of a Doer. In 2014 he published Do Purpose: Why brands with a purpose do better and matter more (Do Books).

Genres: Business, Nonfiction, Writing, Entrepreneurship

158 pages, Kindle Edition

Published May 4, 2017

Reviews

[Puella Sole · Rating 5 out of 5]

Ako pravite i volite njuzltere, ova bi vam knjiga mogla biti zanimljiva. Meni svakako jeste. Sadrži priču kompanije koja je oporavila svoj posao upravo zahvaljujući inspirativnom i pametno kreiranom njuzleteru. Knjiga nije bazirana na hrpi nekih konkretnih savjeta (realno, svaki njuzleter je priča za sebe, stvar koja zavisi od onoga što želite njima postići i prirode onoga o čemu u njemu pišete), već je zamišljenja kao prikaz iskustva koje bi moglo i drugima biti korisno. Bonus: knjiga izgleda odlično. I da, čita se veoma brzo, gotovo bez pauze.

[Colona Public Library · Rating 4 out of 5]

This is a great book for a small business or a new entrepreneur who is wanting to improve their business newsletters. David Hieatt really uses concise language that is understanding to the layman. He includes tons of tips on how to organize your newsletter and what to include in it. I also loved the cartoons that are scattered through out this book. If you are thinking about re-organizing your business or starting a new one, I would definitely read this book before you start.


~April

[Anastasiia Mozghova · Rating 4 out of 5]

short, but useful. i love hieatt`s perspective on how meaningful a newsletter can be.

[Martyna Hanna · Rating 4 out of 5]

An easy read with some timely reminders and great actionable points, it will live on my desk now.

First time learning about EMV (Emotional Marketing Value)

[Kate McGhee · Rating 5 out of 5]

I really love the way David Hieatt writes and presents his thinking. There's such a true sense of passion, without being overbearing. It's like having a 30 min chat with your most inspiring and energising colleague or mentor. This book is a must for anyone whose work or hobby touches digital and content marketing. Tons of great advice and references to resources.

While the title might seem narrow in focus, the steps used to create a successful newsletter apply to all forms of modern communication and copywriting. There is some great actionable advice and helpful checklists included, as well as generous tips on good digital resources.

I feel, just like Do Purpose, that this is a reference book that I'm going to keep handy and refer to time after time.

[Sara · Rating 3 out of 5]

Pop-Rocks and sand. I gave it three stars because 90% of it is garbage. It’s the kind of post-corporate, vapid yet emotionally engaging “content” writing that marks something as stuck in a box between 2008 and 2015. It mentions Gary Vanderchuck as someone worth thinking about. It advises that you write like people talk, rather than writing like *you* talk. The design is painful and bland (how *the fuck* do you make pencil marks on a maroon page?) and conjures twenty-somethings more concerned with facile engagement metrics on Instagram than someone who cares to find a tribe. The remaining 10% is powerfully insightful wisdom and actionable imperatives. This is the text that focuses on the tribe. If you’re at all interested in a newsletter it is worth reading. It will take you 30 minutes at most. It could’ve been a three panel pamphlet, though I suppose wading through the swamp makes the treasure more appealing.

[Steve Dimmick · Rating 5 out of 5]

A one-sitting reading that you'll keep coming back to

Really enjoyed reading this. Could, and might well, just read it all over again. Hieatt practices what he preaches in honouring his 'write like you talk' mantra. It's a page turner. And having grabbed it early this morning, I'd finished it before the school run.
That's not too say the content are lightweight: everything is robust, and my Kindle is packed with highlights and notes for me to come back to. It is just so readable.
Recommended for: founders who know why they're doing what they're doing and where they want to get to, but aren't quite convinced on how to build their community of customers.
Not recommended for: anyone looking for the silver bullet solution. This book will give you options; you'll need to decide which ones you take.

[Pepe.Pangloss · Rating 4 out of 5]

Me preguntaba que era un Newsletter y como se hacía, este libro respondió esas preguntas.

Es un libro para gente sin tiempo, oxigena la mente y pone el foco en lo práctico como todos los libros de esta colección.

La estructura es la siguiente: textos de una carrilla acompañados de esquemas para complementar e imágenes para ejemplificar y embellecer. Al final un apéndice con herramientas útiles para cada etapa del proceso.

[Tom Ewing · Rating 3 out of 5]

A how to book is only as good as its results, so expect the star rating to vary as I follow (or discard) its advice putting together the corporate newsletter I've been placed in charge of. A very quick, focused read (though it still gets repetitive in places) with a few really practical tips and checklists and a few somewhat creaky examples (1000 true fans!)

[J.Christ · Rating 4 out of 5]

This is a fun book to read. Does it really have to offer something to the proffesional? I 'd say no. But if you 're a beginner or you just have a general interest on how a newsletter can boost your business you 'll find some good advice here. It's like a TEDtalk in a book. I would normally give it 3 stars content wise, but they 've done an amazing job on the illustration, hence the 4 stars.

[MS · Rating 2 out of 5]

A fairly generic set of ideas about the fundamentals of an email newsletter. Although this may be useful if you don’t have one, there were no practical ways to improve an existing one. The main useful page was 10 top tips on email subject lines. Very short and concise read overall with the key idea stuck to throughout. Well designed graphics and book.

[André Caetano · Rating 5 out of 5]

Very easy to read, short and sweet, and beautiful designed.
The use of cartoons through out the book makes it fun and light.
David adds tons of tips on how to organise your newsletter and what to include in it.
It made me start to work on my own newsletter.
Recomended if you are thinking about starting a newsletter or want to improve.

[Shakti Chauhan · Rating 3 out of 5]

Email Newsletter is a Great Topic, Good book

I like how concise the book was. And the style of writing was clear.

There was fluff and not dense enough I suppose.

I was not dazzled. But useful stuff.

I wish there was more.

[Jarkko Laine · Rating 4 out of 5]

A good, actionable summary of the things to do to make the most of email newsletters. Inspiring read.

[Allison Ducluzeau · Rating 5 out of 5]

I found this to be an excellent guide to starting a newsletter with lots of excellent references.

[Ali · Rating 3 out of 5]

A good guide but nothing earth-shattering if you already do a lot of content marketing. However, it’s a quick read and good for getting oriented with email marketing.

[Sonal Dack · Rating 5 out of 5]

Fast, easy and useful read!

[Heather · Rating 4 out of 5]

Quick, easy read with some useful insights and reminders. I liked the design of the book which is readable in less than an hour.

[Crystal · Rating 5 out of 5]

Loved this little book! Found lots of interesting thoughts and ideas about creating great newsletters that can help create a great community.

[James · Rating 1 out of 5]

A shocking excuse for a book

[Amy · Rating 3 out of 5]

Easy and helpful guide. I gleaned a few good ideas.

[Rebecca Stevenson · Rating 4 out of 5]

I hate the whole idea of writing newsletters, so I appreciate the author's clear, concise guidelines -- and reasoning -- behind how to do one effectively.

[Karen Briscoe · Rating 4 out of 5]

Achieve a higher level of success in business with these proven strategies. Surprisingly simple, can transform your business marketing. Karen Briscoe, author and podcast host 5 Minute Success

[Marie Helene · Rating 5 out of 5]

On of the most hands-on AND inspirational business books I've read.

[Alex · Rating 5 out of 5]

Good info on email lists, how to use them, and why to use them. An easy read.

[Jennifer Gyuricska · Rating 3 out of 5]

Solid advice and easy read for those looking to start email marketing.

[Jiliac · Rating 4 out of 5]

The end has some useful tips, otherwise I'd have given 3 stars. The rest of the book is very high level concepts. You'd rather read Seth Godin This is marketing or Tribes instead.

[Jane · Rating 5 out of 5]

What an insightful book! Especially for someone who is contemplating starting a newsletter.
And the design of this book is just the cherry on top.

[Sheryl Garratt · Rating 3 out of 5]

Really great primer if you’re just starting out with an email newsletter. But I’ve had one for quite awhile, so I was hoping it would go a little deeper.

[Rachel · Rating 4 out of 5]

Really useful tips and makes you reflect on what you are currently doing. I was hoping for a few more examples from his company though.