Wesley Verhoeve is the photographer behind the popular newsletter Process which “aims to inspire people to use photography to tell the stories that matter most to them.” And what started with just 750 subscribers (who signed up from social media) has grown to an impressive 13,000+. Along with many initiatives with the newsletter (everything from weekly giveaways to his newest release, the Process Work Book, filled with assignments and prompts), Verhoeve also hosts popular in-person photo walks all over Europe. We asked him about strategies for growing his audience and engaging his community and the invaluable advice he has for photographers looking to create impactful newsletters.  

When did you start your newsletter, and what inspired you to begin?

‘I started Process in early 2020. The inspiration came from a few different directions. First off, I wanted to be less reliant on social media to share my work with people who wanted to see it. Secondly, I wanted to do my part in demystifying the creative journey and share what I’ve learned through years of practice. Thirdly, I wanted to share work in a quieter and calmer way, and in a space that was more welcoming to work I was making that didn’t really work well on social media.’

What can subscribers expect from your newsletter, both regular and paid subs?

‘For regular subscribers, I focus on sharing insights about photography, photo book making, creativity, and the human stories behind the craft. It’s about finding your voice and telling stories that matter. I show the behind-the-scenes of everything, the good and the bad, and share the lessons learned.

‘Paid subscribers get additional perks—access to out-of-print books, major discounts on new books, workshops, mentor sessions, and sometimes early access to workshops, events or exhibitions I’m involved in.’

How has your newsletter evolved since its inception?

‘It started as a straightforward way to share work, the thinking behind the work, and my process, but it’s grown into something bigger with Process Photo Walks across Europe and now a paid memberships that brings people in even more closely. There’s even an ongoing exhibition series now.

‘I have also started making some video and audio pieces and most recently published the first volume of the Process Work Book, an ebook full of prompts and challenges. Paying members received this book for free, and others can buy it from my webshop.’

How did you initially build your audience?

‘I started by leveraging my existing network—friends, colleagues, and social media followers. At first I published at a bit of a random clip, but eventually I settled into a weekly issue, every Sunday afternoon. My audience grew slowly but surely, with a few bumps based on my book NOTICE being released, or most recently the Process Work Book. These projects tend to bring more folks to the newsletter, and vice versa. Collaborations with other creatives and features in various publications also helped get the word out. The key was consistency.’

I think a lot of photographers are nervous to start a newsletter because they might not have a big following on social media. How did you bring people over to the newsletter initially?

‘It’s all relative. I had 50k or so followers on Instagram and 6k on Twitter, so nothing crazy. My initial sign-ups from social media was 750 people, and I have grown it from there and after the initial share when I launched. I have not optimized my social media for pushing people to the newsletter. I prefer focusing on making the newsletter useful and great, rather than promoting it on social media.’

How do you continue to grow your audience now that you have a large following?

‘I focus on staying true to my voice and making work I really believe in. I can then share the process warts and all for other people to learn from. Word of mouth has been a powerful tool—when people find something meaningful, they naturally share it. I also collaborate with other creators and engage with my audience regularly. The goal is to build relationships, not just numbers.’

What strategies do you use to keep your subscribers engaged?

‘I think it’s all based on trust. I’m honest and transparent with my audience, and I make sure to deliver on the promise of interesting insights behind various aspects of being a photographer. I also make sure to respond to every comment and email, and I hold an annual survey to learn more about the readers and their curiosity.’

What types of content are the most popular among your subscribers?

‘Personal stories and behind-the-scenes stories tend to resonate the most, especially those that break down the process behind a specific project. People appreciate the candidness and the insights into the creative process. Practical advice on photography and creativity also does well—anything that helps people improve their craft or think differently about their work.’

Beyond subscription revenue, what other benefits has the newsletter brought you? Paying gigs, relationships, etc.?

‘First and foremost, the tremendous satisfaction from hearing the newsletter has inspired and encouraged individual readers to start a project, make a zine, approach their first strangers on the street for a portraits. That is the mission after all, to demystify, encourage, inspire, and educate more people to use photography to tell stories that matter to them.

‘Everything else comes second. That being said, the newsletter has opened up a lot of opportunities—new client work, collaborations, opportunities to travel, and even speaking engagements. But most importantly, it’s deepened my relationships with people in the creative community. It’s a platform that’s allowed me to connect with like-minded individuals and build a network of support and inspiration.’

What advice would you give to a photographer starting their own newsletter?

‘Start with a clear purpose—know why you’re doing it and who you’re doing it for. Don’t worry about perfection; focus on consistency and authenticity. Do it for yourself first and foremost, and hopefully people will find it interesting and follow along.’

Looking to start a newsletter? We recommend Beehiiv (it’s what we use for Feature Shoot). Click here to get a free 30 day free trial plus 20% off a paid plan for three months if/when you are ready to purchase.

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