5 kinds of marketing emails every coworking space should send

You probably already know that email can be a high-impact marketing channel for your coworking space, so we won’t waste your time trying to convince you of its value.

We will be realistic, though: email marketing can be overwhelming, and that can make it tough to get started, let alone to do it well. 

When it comes to the types of marketing emails you could be sending, the options are virtually limitless—but your time and bandwidth certainly aren’t. If you try to do too much, there’s a good chance you’ll end up doing nothing at all.

So, instead of biting off more than you can chew, your best bet is to focus on doing the fundamentals really well. This doesn’t have to be complicated. You just need to know how to prioritize your efforts.

Here are the five essential emails every coworking space should be sending.

1. Newsletters

Most coworking spaces have some kind of newsletter, but many lack any kind of strategy.

Here’s the thing with newsletters: they’re not just about selling—they’re about entertaining, educating, empowering, and connecting with your audience in a meaningful way.

When they’re done right, newsletters embody the experience of working in your space and act as an extension of your brand. 

What makes a great coworking newsletter?

The first mistake that coworking spaces often make is creating newsletters that are just about me (the space) and not about you (the audience). 

Creating a newsletter that people actually want to read starts with understanding your audience and providing content that speaks to their needs, interests, and challenges. 

Your goal should be to balance engagement with practical value and create something your audience looks forward to. 

You need to: 

• Know your audience: The first step in creating a great newsletter is understanding who your readers are. Are they existing members? Leads who have yet to join? Professionals who are interested in coworking? Local pros looking for something interesting to read? A mix of them all? Your content should be tailored to their unique interests and needs.
• Provide value: Always ask yourself, “Why would someone care about this?” Your newsletter should offer real value in the form of advice, insights, or resources.
• Mix things up: Keep your newsletters interesting by mixing up the content. Avoid sending the same type of information every time. Include stories, tips, updates, and external resources like articles or industry news that your audience would care about.
• Keep it interesting: Don’t be afraid to include engaging elements like facts, quotes, or even a humorous anecdote that can make your newsletter stand out.
• Localize (as applicable): If you operate in multiple regions, localize your content to add greater relevance to your various readers. This is where your list segments come into play. 

You can include elements like:

• Fun facts and quotes: Adding a fun fact or an inspiring quote can make your newsletter feel fresh and interesting. These small touches add personality and break up the more formal content.

• Interactive content: You can add things like polls and surveys to your newsletter.  You can even include things like job boards or other outside-the-box elements.

• Original blog content: If you write blog articles for your coworking space, your newsletter is a great place to share them. 
  
  
• Curated content: Share relevant articles, podcasts, or resources from trusted sources. Curated content keeps your readers informed and shows that you’re keeping up with industry trends.
  
  
• Local news, events, and tips: Highlighting local news or events makes your newsletter feel more connected to the community. This can also include tips for things to do in the area, recommendations for local cafes or restaurants, or insights into city happenings.
  
  
• Member recommendations: Ask members to share their favorite productivity apps, books, or tips for others in the community. This not only adds value but also helps members feel involved.
  
  
• Facts, thoughts, and fun content: Think about things like local date spots, facts of the month, quotes to consider, books to read, or shows to watch. These things will give members a reason to keep opening. 

• Member spotlights: Like attracts like, and member spotlights can help build the community within your space as well as show non-members the types of people they’d be working around if they joined. 

Member newsletters vs. non-member newsletters

It’s a good idea to send modified versions of your newsletter to members and non-members. 

With a non-member newsletter, you can include promotional, sales-oriented elements that your members might not be interested in. With a member-focused newsletter, you can share community news that might not matter that much to non-members. 

You don’t have two completely different newsletters, though. 

The core of your newsletters—the elements we listed in the previous section—can remain the same, but it’s wise to make some modifications that better align with your audience. 

Member newsletters should focus on keeping your community engaged, informed, and feeling like they’re part of something bigger. 

You can share things like:

• Community highlights: Share stories about other members, new businesses joining, or success stories that inspire.
• Event announcements: Keep members informed about upcoming events, workshops, and networking opportunities.
• Exclusive offers or perks: Share member-only perks like discounts on meeting rooms or invites to special events.
• Space updates: Let members know about new features, renovations, or policy changes.

Be strategic with your salesy content for members. There might be opportunities to upsell, but keep it more community-oriented. 

On the other hand, non-member newsletters should focus on building relationships with leads who haven’t yet committed. 

Swap out member-oriented elements and replace them with things like: 

• Success stories and testimonials: Show how your space has helped professionals grow, but keep the tone casual and informative.
• “Open houses” and events: Let leads know about upcoming open houses or networking events they can attend to get a feel for the community.
• Helpful resources: Provide valuable content that appeals to their work style or business needs, like remote work tips or tools to stay organized.

• Membership insights and specials: Feel free to include a dose of sales-oriented content here. Ultimately, you want to include a CTA that nudges your recipients to join your space without a hard sell. 

2. Promotional emails

Promotional emails are designed to encourage your audience to take a specific action, like signing up for a membership, booking a meeting room, or attending an event. 

Unlike newsletters, these messages are more concise, direct, and action-oriented, focusing on immediate conversions.

If you want to maximize the impact of your promotional emails, it’s a good idea to segment your audience based on things like the stage of their journey through your marketing funnel and the types of services they’re interested in. 

Want to dive deeper into how to write compelling emails? Check out this resource: 5 tips to make your marketing emails convert.

The types of promotional emails you can send to your audience

Promotional emails should be focused on special offers, exclusive discounts, and limited-time deals that might incentivize people to sign up, such as:

• Eliminating minimum commitment lengths
• Additional conference room time 
• Discounted monthly memberships
• Reduced deposits or start-up fees

Ultimately, your promotions will be driven by what makes sense for your coworking business, and your promotional emails will be your vessel to communicate them. 

3. Non-marketing emails

While most coworking operators focus primarily on marketing-oriented email campaigns (after all, these are incredibly powerful), non-marketing emails are equally valuable.

Rather than soliciting new member sign-ups, these non-marketing emails are focused on:

• Drumming on social proof and reviews that give your space credibility
• Ensuring members feel valued, enhancing their experience, and supporting retention

Best of all, these emails can easily be automated to put your efforts on autopilot. 

Why non-marketing emails matter

Non-marketing emails create meaningful touchpoints throughout the member lifecycle, enhancing the experience and reinforcing their connection to your coworking space. These emails can:

• Build member loyalty: They make members feel valued and supported.
• Streamline communication: Automating non-marketing emails ensures that no member slips through the cracks, no matter how busy your space gets.
• Improve retention: By maintaining a consistent, personalized relationship, members are more likely to stay long-term.

Non-marketing emails you should be sending

So, what types of non-marketing emails can help boost your business? To get you started, we’ve listed three ideas below—complete with templates you can use to get started. 

Member onboarding emails

The onboarding process is one of the most important touchpoints for a new member, and a single, well-crafted onboarding email can set the stage for a positive experience, making sure new members feel welcome and informed from day one. 

This is a one-time email that provides everything new members need to get started without overwhelming them with unnecessary details.

Your onboarding email should be a personal, welcoming message that includes all the essential information your new member needs to hit the ground running. 

This email can also provide recommendations and insights that showcase your local knowledge and help enhance your new member’s overall workday experience. 

It can include things like: 

• WiFi Instructions: Clear steps on how to connect to the internet.
• Building Access: Any keycodes, access cards, or times of availability they need to know.
• Technology and Apps: Instructions for using booking systems, community apps, or any other software specific to your space.
• Amenities Access: Information about kitchen facilities, lounges, or shared areas.
• Meeting Room Booking: How to reserve meeting rooms or conference spaces.
• Printer/Scanner Access: Steps to use printers, scanners, or other office tech.
• Hours of Operation: When the space is open or if 24/7 access is available.
• House Rules: Any guidelines for noise, guests, or shared space etiquette.
• Nearby Restaurants and Coffee Shops: Recommendations for places to grab coffee or lunch nearby.
• Parking and Transit: Information on parking options and nearby transit routes.

How to automate these emails

In your CRM or email marketing platform, you can implement this email as a sequence and then set a trigger that distributes the email as soon as the contact’s status changes (for example, from “Open Lead” to “Closed Lead,” “Converted Lead,” or “Member”). 

This will depend on how your pipeline is set up. 

Google Reviews and testimonials solicitation 

After a member has settled into your coworking space or used your services, soliciting reviews and testimonials is an effective way to build social proof that you can use in a variety of ways. 

Google Reviews, in particular, are vital for improving your local SEO and attracting new members. 

Automating review requests ensures that this important task doesn’t get lost in the shuffle.

There are a few you can incorporate into your email strategy. 

Post-onboarding review requests 

After a new member has had time to settle in—say, 30 days or so—send them a polite request for a Google Review. 

This not only helps you gather feedback but also boosts your visibility for local searches.

Post-meeting/event review requests 

For members or visitors who’ve booked a meeting room or event space, send a follow-up email to ask for a review. Ideally, this would be 24 to 48 hours after the fact. 

How to automate these emails

In your CRM or email marketing platform, you can set up simple triggers that distribute emails at the appropriate moments. 

Member feedback surveys

Automated feedback surveys help you gather insights into what’s working well and what could be improved. 

Regularly checking in with your members, whether through post-onboarding surveys or quarterly satisfaction surveys, helps ensure that you’re constantly evolving and meeting their needs.

The simplest place to start is with a quarterly satisfaction survey. 

Checking in with members periodically helps you ensure they stay satisfied with the space and allows you to address any issues early on. 

It also gives you a temperature check on what you can think about improving over time or what your members love most about your space (and that you can market to prospective members down the line.

How to automate this email 

The good news is that the automation element of this email is very easy to set up. You simply set it up as a template and schedule it to deploy every 90 days.

However, in order to make this work well, you need a bit of a system in place to:

1. Make it simple and streamlined for members so that they’ll actually do it
2. Organized and efficient so you can track, review, and utilize the data you receive

Here’s a simple process you can follow. 

Set up a Google Form that has a variety of member engagement-focused questions. Here’s a template you can use. Just make sure to select “Make a Copy” and save this form to your own Google Drive.

Under the “Responses” tab, link your form to Google Sheets so that all responses automatically populate into one centralized location.

This way, you can send out your engagement survey and it will be easy for your members and simple for you as well. 

Personalized touchpoints

These are a bit trickier to execute because they rely on you having a solid amount of information about each of your members—whether it’s information you picked up during sign-up or things your attentive community management team has noticed and flagged in your CRM.

However, if you can pull them off, automated emails with personalized touches can be massively impactful.Think about things like:

• Birthdays, anniversaries, or other milestones
• Membership anniversaries
• Seasonal well-wishes and timely notes

Non-marketing emails are the backbone of member relationships in coworking spaces. From a well-crafted onboarding email to automated feedback requests and milestone celebrations, these emails help create a positive, lasting impression on your members.

By automating these touchpoints, you ensure that every member feels supported and valued without adding to your workload.

4. Lead nurturing emails

Not every lead will be ready to book a tour or sign up for a membership right away. This is where lead nurturing sequences come into play. 

These automated email series are designed to keep potential members engaged, educate them about the benefits of coworking, and guide them through the sales funnel until they’re ready to commit.

How to create lead nurturing emails for each marketing funnel phase

Each lead enters your funnel with a different level of familiarity and intent, and their entry point often reveals which stage they’re in. Your lead nurturing emails should take this into account.

Top of the funnel (awareness stage)

At the top of the funnel, leads are just beginning to explore coworking. They may not fully understand what coworking is or how it can benefit them, but they’re curious. 

These leads are in the research phase and are looking for general information to help them decide if coworking aligns with their needs.

How they might’ve entered:

• Signed up for your newsletter to learn more about coworking
• Downloaded a beginner-focused guide like “What is Coworking?”
• Clicked on a general ad about the benefits of coworking or flexible workspaces

What it means:

These leads are seeking education, not a hard sell. They need content that builds awareness and trust while introducing coworking as a solution.

For leads in the awareness stage, focus on providing educational content that introduces coworking and highlights its benefits. Your messaging should build trust and position your coworking space as a helpful resource.

Example emails you can send:

1. “What is Coworking? Discover the Benefits of Flexible Workspaces”: Explain the concept of coworking and its advantages, such as flexibility, networking, and productivity.
2. “Why Choose [Your Coworking Space]? Here’s What Makes Us Different”: Introduce your space with a high-level overview, focusing on your unique value proposition.

Middle of the funnel (consideration stage)

Leads in the middle of the funnel are actively evaluating coworking as an option. They’ve moved past initial curiosity and are now comparing coworking spaces to find the best fit for their needs.

How they might’ve entered:

• Filled out a “Contact Us” form to inquire about pricing or amenities
• Attended a webinar or downloaded a resource like “How to Choose the Right Coworking Space.”
• Clicked on links in emails highlighting specific services or community benefits

What it means:

These leads are narrowing down their options and need content that highlights why your space stands out. They’re looking for detailed information to aid their decision-making process.

In the consideration stage, your content should help leads evaluate your coworking space and showcase what makes it stand out. Focus on features, success stories, and the value your space provides.

Example emails you can send:

• “Take a Virtual Tour: Explore Our Private Offices and Hot Desks”: Share a video or interactive virtual tour to help leads visualize your space.
• “Member Testimonials: How [Your Space] Helped [Member Name] Grow Their Business”: Highlight real success stories that demonstrate the impact of your coworking space.

Bottom of the funnel (Decision Stage)

At the bottom of the funnel, leads are ready to make a decision. They’ve likely narrowed their choices to one or two coworking spaces and need reassurance or a small nudge to commit.

How they might’ve entered:

• Booked a tour or claimed a free day pass
• Engaged with promotional emails offering discounts or incentives
• Clicked on ads or pages promoting membership tiers or exclusive offers

What it means:

These leads are highly engaged and close to converting. Your messaging should focus on removing barriers, addressing final concerns, and making the sign-up process seamless.

For leads at the decision stage, your emails should focus on driving action by removing barriers and offering incentives. Use clear, compelling calls to action to make it easy for them to commit.

Example emails you can send:

• “Limited-Time Offer: Book a Free Tour and Get 10% Off Your First Month”: Create urgency with an exclusive discount to encourage quick action.
• “Ready to Join Us? Claim Your Free Day Pass Today”: Offer a low-risk opportunity to try your space, making the decision process effortless.

5. Re-engagement emails

At some point, you’ll have leads who stop engaging with your emails. That doesn’t mean they’re a lost cause—it just means it’s time to re-engage them. 

Automated re-engagement campaigns can help bring inactive leads back into the fold, whether by offering a new incentive, sharing exciting updates about your space, or simply reminding them of the value you provide.

How to Run an Effective Re-Engagement Campaign

• Start with a friendly reminder: “We’ve missed you! Here’s what’s new at [Your Coworking Space].”
• Offer something new: “Come back and try a free day of coworking—no strings attached!”
• Highlight community and benefits: “Join a vibrant community and unlock productivity with our coworking spaces.”

The goal here is to rekindle interest by showing them what they’ve been missing and giving them a reason to re-engage.

At the end of the day, email marketing is about impact, not volume. It’s not about sending as many emails as possible—it’s about sending the ones that matter.

By focusing on these five essential types of emails, you’re covering the core areas that drive engagement, build community, and support your business. 

Whether you’re nurturing leads, keeping members informed, or strengthening retention, these emails ensure your efforts are both strategic and effective.

Start with these, refine as you go, and make every message count.

Want to learn how to do simple, results-driven, DIY email marketing for your coworking space? Download this free eBook from Talemaker.