Writing a newsletter doesn't need to take a chunk of your week
If you’re a coach, you know that your subscribers need a reason to trust you with their concerns and inner conflicts. But you worry that you don’t have time to send newsletters. You don't know what the most effective newsletter formats are anyway.
Your mind is tricking you. Email marketing is much less time-consuming, and more effective than posting on social media 3 times a day.
When you’re working within a focused window, like my own 9 AM to 2 PM flow, having a repeatable structure is the best way to keep consistent with email. I get it. Even if your kids are moody teens now. You have to fit email in somewhere. Having structure is the only way I've found to stay consistent with marketing and avoid burnout.
Avoid reinventing the wheel every week. Work smarter not harder with structure and sequences. At least until you can invest in a custom strategy and email marketing plan.
Please don't try to do them all. If we were working on a strategy, I'd align everything with business and marketing goals, your audience and all that sweet strategic stuff. For my DIY emailers, I suggest you pick a couple, and that will work well for your brand and audience.
The (stereo) typical newsletter is hard work
Before we get into the simple newsletter types I need to cover this off. The typical newsletter we all know and (don't) love.
If you're sending a monthly or quarterly newsletter you're probably sending one of these typical newsletters.
You know this one. It's the one your accountant sends with an introduction, then a few different sections with updates like blog posts and team changes, some upcoming tax deadlines, and then some links or offers at the end.
I've mentioned it as it is the newsletter format. But, in my experience, it can be a lot of work. You often have to create multiple assets like at least one blog, then a landing page for your offer, lots of pictures...
Besides, it's also not as effective for conversion as other newsletter types. If it works for you great. Do what works but I'd be surprised.
5 simple by effective newsletter types
I've listed 5 email newsletter types and how to use them for a simple email newsletter structure. If I think of, or remember, any more I'll add them at a later date.
1. Shared wisdom (educational emails)
Perfect for the coach who acts as a steady guide. This is about sharing deep knowledge in a way that feels grounding, not overwhelming.
2. Relatable stories (connection and conversion emails)
Perfect for the coach who acts as a steady guide. This is about sharing deep knowledge in a way that feels grounding, not overwhelming.
3. Unique newsletters (show you're different or distinctive)
This will help you stand out from other coaches and 'louder' industry voices. Be, distinctively, bold in a way that feels good and intentional to you.
4. Interactive newsletters (the community building email)
Connection and trust start with conversations. By asking questions or using interactive content you're making the audience feel seen and heard in their own struggles.
5. Curated news (Low-effort high-value list of links)
The low-lift option for busy coaches, busy subscribers or busy weeks. It's great for busy mums, women in their luteal phase or anyone with limited time and energy. If you collect information, this may come naturally to you. I found out that one of my Clifton strengths is 'Input' which means I collect info. How about you?
This newsletter type will position you as a curator of knowledge and interesting tidbits saving time and entertaining in the inbox. It's also great for segmentation and feedback.
What about promotional emails
There’s nothing stopping you from selling in the above. Although newsletters aren’t typically promotional. They're usually focused on nurturing content that helps to build trust and connection. This blog is about newsletters rather than campaigns. There’s a lot of choice in newsletter formats so they aren’t as targeted as promotional emails or email campaigns. You can read more about them here.
Effective email newsletter formats
Having a library of ideas is a start, but how you format your emails and how they land in an inbox matters just as much as the words themselves. Broadcast emails sent week after week will turn off your audience and make them feel like you just want a sale. That doesn't feel good. It should feel spacious, intentional, and easy to navigate.
To keep your writing process efficient and your reader engaged, every email should follow a consistent structure. This reduces the mental load of starting from scratch each week. It also helps your audience recognise your familiar emails. That doesn't mean you never change of course.
Essential parts of a connection-led newsletter structure
To keep your writing process efficient and your reader engaged, every email should follow a consistent structure. This reduces the mental load of starting from scratch each week.
- Subject line & preheader: Grab attention and create curiosity. Keep it relevant. Aim for a subject line under 40 characters so it doesn't get cut off on mobile.
- A personal opening: Before diving into the lesson, share a short, honest and personal note. It anchors the expertise in a real human experience.
- Scannable main content: Attention is money these days. Use bullet points and short paragraphs to make your 3–5 key points easy to digest at a glance.
- A single call to action (CTA): Don’t overwhelm them with a million choices. Give them one clear, gentle next step, whether it’s a masterclass, a quiz, or a simple 'reply and tell me your thoughts'.
- The recognisable and compliant footer: Include your essential contact info and social links. An easy unsubscribe option is a requirement and a sign of respect for their boundaries and consent. It's a whole lot less damaging than a spam complaint.
Choosing your layout strategy
Not every newsletter needs to look the same. Rotate or pick 2-3 three effective formats depending on your energy levels and the specific message you’re sharing. For example:
- The personal story: A single-topic, lesson and what they can do next email.
- The spotlight format: One major feature (a deep-dive educational piece) followed by 1–2 smaller secondary updates or a quick tip. This is great for your educational newsletters.
- The curated roundup: A collection of 3–5 short summaries of things you’ve found valuable. A great example of a curated email is the MorningBrew.
Best practices for a gentle reader experience
If an email is hard to read, it’s hard to connect with. Keep these practical and proven design recommendations in mind.
- Mobile-first is a must: Assume your audience is reading while juggling a hundred other things on their phone. Keep layouts single-column and text large enough to read without squinting.
- Breathing room: Avoid overwhelmingly long paragraphs. White space is a gift to an exhausted or overwhelmed subscriber (me). It allows the big ideas to land without causing overwhelm.
- On-brand photos and designs: Use high-quality, relevant images to break up the text. A single photo of you in nature or a simple, clean graphic can do more than a dozen stock images.
- No shouting please: In my opinion, you don’t need heaps of exclamation marks. And please NO ALL-CAPS PEOPLE!!!! (sorry, that was an example) to get attention. Red text, maybe it's just me, but that just brings back flashbacks of primary school where your messy writing is covered in corrections in red pen followed by SEE ME!!! in the corner. Your authority comes from the quality of your content and the consistency of your voice. Use exclamation marks for excitement by all means. You do you. But not for telling subscribers off.
These structures will help you create a habit that honours both your time and your client’s journey.
Want some more specific email ideas?
There are at least two ways I can help if this topic interests you. We can either have a chat about a custom strategy and email marketing plan. That gives you all the thinking done.
Or you can request my 25 newsletter ideas for coaches. It’s free and a lot better than ChatGPT after all the prompts. Not to mention quicker. Your choice.
