Does this sound familiar?
You know you should be sending regular email newsletters, but every week you stare at that blank screen, wondering what the heck to write about.
“Do people actually read these? Is it worth all the time and effort? How do I think of something to write about… AGAIN?!”
I get it. With everything else on your plate, crafting email newsletters can feel like just another task competing for your already-limited time!
But here’s what I’ve learned after years of helping businesses with their content: Email newsletters aren’t just “nice to have” – they’re your most direct line to building genuine relationships with your audience.
Even better, email marketing delivers the highest ROI of any marketing channel – for every $1 you spend, you’ll see an average return of $36.
Plus, your email list is an asset you own. When you hit “send,” you’re not hoping the algorithm will show your content to your Instagram followers. You’re speaking directly to people who’ve raised their hands and said, “Yes, I want to hear from you!”
In other words, unlike social media (where you’re at the mercy of each platform to decide whether or not to show people your content), email newsletters land directly in your subscribers’ inboxes.
These people have intentionally asked to be in your world, and you have the privilege of earning that spot, week after week! The key is knowing exactly how to make the most of that opportunity. Let’s go over some strategies to make your job easier.
The Foundation: Consistency Over Perfection
Before we dive into what to write, let’s talk about when to send. Weekly newsletters are the sweet spot for most businesses. It’s frequent enough to stay top of mind but manageable enough to maintain consistently.
Pick a day and stick to it! Most of my clients send on Tuesdays or Fridays, and research shows Tuesdays and Wednesdays tend to get the best open rates. But honestly? The best day is the day you can consistently deliver value.
Sporadic emails get forgotten or deleted. Consistent emails prove to your audience that they can trust you.
Should You Sell Offers in Your Email Newsletters?
Remember that the goal of weekly email newsletters (unlike sales sequences) is not to sell in every email. People will tune you out pretty darn quickly – worse, they’ll unsubscribe!
Your objective should be to build relationships and trust. You want to be top of mind when they need your solution, or when they’re ready to refer someone who does.
Of course, you can mention your offers, especially if you have a special going on or something new that you’ve launched, and you can weave your paid offers into your storytelling when they make sense – but don’t make “selling” the focus of every email newsletter.
Lead with VALUE.
In my own email newsletter, I recently reshared this wisdom from Ann Handley, all about keeping your purpose and audience’s needs top-of-mind when you’re writing a piece of content:
This specific [content asset] helps [1 person] move from [current state] to [better state] by [action]—so they can [aspiration].
Example:
The speech in Milan helps a marketer move from overwhelmed by AI to empowered by it by hearing when/when not to use it—so they could confidently reimagine how they connect with customers.”
Can you see how that would apply to your email newsletters? Fill in the blanks for your own business, and keep that statement top-of-mind every time you sit down to write!
6 Email Newsletter Formats That Actually Work
The beauty of email newsletters is that there’s no single “right” way to do them. I’ve outlined six formats that people typically go with, here, though you’re free to mix-and-match as you see fit!
Bonus tip: This blog provides game-changing AI prompts to help you generate content ideas for your email newsletter.
Format 1: Go Deep
Explore one topic and provide actionable advice directly in the email. This works well if you have expertise to share and want to position yourself as a thought leader.
Format 2: Go Wide
Include 3-6 short sections covering different topics your audience cares about. Think of it as a traditional newsletter with sections like a greeting, a recent piece of content you’ve created (podcast episode, blog article, YouTube video, etc.), a quick tip, and upcoming events you’re hosting.
Format 3: Resource Roundup
Just curate helpful resources from other trusted sources! This works especially well if you’re newer to your industry. You can build authority by being the go-to source for valuable information.
Format 4: Personal Journey
Share stories from your own experiences, including lessons learned and growth you’ve experienced. This format creates a deep connection and works particularly well for coaches and consultants who want to work 1:1 with people.
Format 5: Share New Content
Feature your latest podcast episode, blog post, or video with a brief introduction and clear call-to-action. If you’re new to email newsletters, this is often the easiest place to start.
Format 6: Weekly Challenge
Give subscribers one specific action to take that week with step-by-step instructions. This keeps them engaged and coming back for more!
How to Get 1:1 Feedback on Your Email Newsletter
Would you like to go deeper into each of these formats, getting real-life examples and immediate feedback on what you’re creating? I’m excited to share that I’ve co-created a digital marketing course called The Nourished Creator! My portion is all about mastering your email marketing.
The Nourished Creator transforms overwhelmed entrepreneurs into confident digital marketers through a unique, triple-pronged approach. Three industry veterans share their expertise, teaching you the exact frameworks for social media success, professional website design, and high-converting email marketing. This course delivers the exact strategies, templates, and support you need to build a profitable online presence.
Click here to get on the waitlist or join the course once it’s live.
Are You Ready to Hit Send?
Email newsletters don’t have to be overwhelming. Pick one format that resonates with you, commit to a consistent schedule, and focus on providing genuine value to your subscribers. That’s it!
Remember: Your audience signed up to hear from you. Give them a reason to look forward to your emails each week, and you’ll build the kind of relationships that translate into real business growth!