How to Make an Email Newsletter: A Guide for Businesses

Introduction: The Power of Email Marketing 101- How to Actually Connect with Your Peeps

Let’s be real…

📩 Email marketing might not sound sexy, but it’s one of the most powerful tools in your business toolkit.

And nope, it’s not just for big brands or techy marketers with complicated funnels and 37 automated sequences running in the background. (Who has time for that anyway?)

If you’re a solopreneur, coach, health practitioner, or conscious entrepreneur trying to actually build real relationships with your people—email is your best friend.

Still feel a little “ugh” about writing newsletters?

👉 I get it. It can feel awkward or intimidating at first.

But here’s the truth: your emails don’t have to be perfect.

They just have to be real.

why email still matters (a lot)

In a world where social media changes every five minutes and algorithms ghost you like a bad Tinder date…

Your email list is the one place where you own your connection with your audience.

No gatekeepers.

No guessing games.

Just you talking to them.

It’s your chance to show up consistently, share your story, and offer real value—straight to someone’s inbox.

That’s intimate.

That’s powerful.

And yes, that’s where conversions happen (without being salesy).

what you’ll learn here

In this guide, I’m breaking it all down for you—simple, clear, and totally doable.

👉 How to write newsletters that people actually want to read

👉 What to say, how often to send, and how to make it feel like a conversation (not a pitch)

👉 Real tips for building trust and turning readers into raving fans and clients

Whether you’re just getting started or ready to refresh your email game, this is your sign to show up in inboxes like the pro you are (or at least the pro you’re becoming 😉).

Let’s dive in.

You’ve got this.

Introduction to the The Power of Email Marketing 101

Why Email Marketing Still Works (and why you should care)

Let’s be honest—social media gets all the glitz and glam these days. But when it comes to building a solid, sustainable relationship with your audience? Email is the unsung hero quietly doing the heavy lifting in the background.

Unlike the ever-changing algorithm drama on social platforms (where yesterday’s post is today’s digital dust), email puts you back in control. Your message lands directly in their inbox—no middleman, no guesswork.

Here’s why that matters:

💌 It keeps you visible
A smart, well-timed email keeps your name top of mind—instead of lost in the scroll.

💡 It builds trust
You’re not just selling. You’re showing up consistently with value, personality, and maybe even a little wit. That’s how relationships are built (and sales are born).

📈 It’s profitable—really profitable
We’re talking about an average return of $42 for every $1 spent. That’s not marketing fluff. That’s math.

🎯 It’s personal (in a good way)
With a little segmentation magic, you can tailor your messages to different people based on what they actually care about. Think less “Dear Subscriber” and more “Hey, I see you.”

So if you’re looking to grow your business, deepen your connection with your audience, and get real results you can count on—email’s your girl.

Your next step?

If you haven’t started building your list (or you’ve let it collect digital cobwebs), now’s the time. Keep it simple. Start small. Stay consistent.

And remember: it doesn’t have to be perfect. It just has to be you.

Why Your Email Newsletter Deserves a Little Love 💌

Let’s be honest—email newsletters don’t always get the glow-up they deserve. But a well-designed one? Ohhh baby, it’s so much more than a digital bulletin board.

Here’s the deal 👇

It’s your VIP pass to attention

Your newsletter is prime real estate for keeping your audience in the loop—new offers, juicy updates, exclusive promos… the works.

Think of it like whispering a secret into their inbox. They feel special. You stay top of mind. Win-win.

It drives traffic like a boss 🛣️

Got a new blog post? A podcast episode? A product launch?

Your email is the friendly nudge (okay, maybe a gentle shove) that gets your people clicking and exploring what you’ve got going on.

Bonus: it sends traffic where you want it—your site, your socials, your sales page.

It’s storytime (and people love stories)

This is your chance to get real.

Share your journey. Highlight a client win. Drop a tip that saved your sanity last Tuesday.

When you open up, people lean in. And suddenly, you’re not just a brand—they feel like they know you.

It builds trust (aka the secret sauce)

Over time, your newsletter becomes more than just a message—it becomes a relationship.

When you show up consistently with value, insight, and a little heart?

You become the go-to in your space.

Not to mention, you start standing out like a lighthouse in a sea of “meh.”

final thought 💭

If you’ve been treating your email newsletter like a checkbox instead of a connection tool… it’s time to flip the script.

✨ Design it well.

✨ Write it with warmth.

✨ Use it to connect, not just convert.

Your audience is out there, waiting to hear from the real you.

Getting Started: Setting Up Your Email Marketing Strategy (without the overwhelm)

Let’s be honest—email marketing sounds like a lot. But it doesn’t have to be. The trick is starting with the right tools and a simple strategy that works for you. So let’s walk through it, step by step.

Step one: Pick your email marketing platform

There are tons of options out there, (I’ve used many of them…I started with Costnt Contact, moved to MailChimp for many years, landed on Kit in the past year and a half…LOVE IT!) but you don’t need bells, whistles, or a tech degree. You need a platform that’s easy to use and fits your goals.

Look for things like:

Easy-to-use templates (no design degree required)
Automation (so you’re not glued to your laptop 24/7)
Segmentation (aka sending the right message to the right folks)
Analytics (because guessing isn’t a strategy)

I used Mailchimp for nearly a decade—it’s a solid choice if you’re just starting out. However, I now use Kit (formerly ConvertKit). And I’m hooked. It’s built for creators and small biz owners, and honestly, it just gets me.

Why I love Kit (and you might, too)

If you want an email platform that doesn’t make you want to throw your laptop out the window, Kit is it.

Here’s why:

Super simple setup (no tech headaches)
Smart automation tools (hello, free time!)
Built-in analytics to help you improve as you go
Seamless integrations with your favorite tools (think: your shop, social, etc.)

In a nutshell? Kit helps you connect with your audience in a way that feels natural, not salesy—and that’s a win in my book.

Your next step

Pick the tool that feels right and start simple. One welcome email. One audience segment. One goal.

You’ve got this. And if you need a little nudge or a walk-through, I’m just a click away.

Let’s make email fun (and profitable) again. ✨

Inspirations & Kit Reviews from Their Successful Tribe

I absolutely LOVE the true stories of creators making their dreams a reality and giving us their perspectives and reviews of ConvertKit.

ConvertKit has established itself as a powerful ally for diverse content creators. With a broad spectrum of users benefiting from its exhaustive resources, the platform has received copious positive feedback, reflected in “ConvertKit reviews” disseminated across various channels.

ConvertKit for Coaches:

Coaches, for example, consistently appreciate the ability to create automated email sequences with ConvertKit, which enables them to maintain consistent engagement with clients and prospects. This automated communication is critical for coaches who often juggle multiple clients and need to distribute content such as courses or weekly tips efficiently and personally without manual intervention.

Dan Go-Coach. Course Creator. Words by Isa Adney Photography by Danika Camba

How this creator pivoted and scaled his business after overcoming personal loss

Dan Go’s journey is filled with heartache and growth—both personal and professional. Learn how he uses ConvertKit and the Creator Network to run a successful fitness business.

[READ MORE]

Jessica Abel – Cartoonist + Author Words by Isa Adney

Taking control of your creative life

After 30 years of working in her craft, cartoonist Jessica Abel realized she’d taken a grassroots marketing approach to build a full-time business

[READ MORE]

Crafting Your Email Newsletter: How to keep it simple, smart, and scroll-worthy

Let’s be honest—no one wants more email. So if you’re going to show up in someone’s inbox, make it count. Here’s how to create newsletters your audience actually wants to open (and maybe even look forward to 😉).

Who are you writing for, really?

Before you start typing, know who you’re talking to. Think about the people already in your world—your clients, customers, and curious followers. What do they care about? What keeps them up at night (besides scrolling TikTok)?

Create a simple profile of your ideal reader. What do they need help with? What kind of tone do they appreciate—friendly, professional, playful? Bonus points if you ask them directly. A quick poll or one-line question in your emails can give you great insight—and make your readers feel included.

What should you put in your newsletter?

No one wants a digital sales pitch. But no one minds helpful, human content that makes life a little easier or more interesting. Think:

a short how-to or helpful tip
a personal story with a lesson
a new product or offer (just don’t overdo it)
curated tools or resources you genuinely love

Keep it light, valuable, and easy to scan. Use simple headlines, bullet points, and visuals to break things up. A great image or quick video can go a long way.

Remember: your goal isn’t to write a novel—it’s to connect, offer something useful, and remind people why they signed up in the first place.

the bottom line

Email newsletters don’t have to be complicated or salesy. Just be real, be relevant, and make it worth the scroll.

👉 Want to build a newsletter that actually grows your business and feels good to send? Stick around—I’ve got more tips coming your way.

Design Tips: How to make your email newsletter look chef’s kiss 👌

If your newsletter looks like a cluttered junk drawer, nobody’s gonna read it. 😬

But don’t worry, I’ve got you. Here’s how to make your emails not just readable, but irresistible (without a design degree or a meltdown).

1. Stick to your brand like peanut butter to jelly

Your colors. Your fonts. Your vibe.

Keep it consistent so people recognize you the second they open it.

If your Instagram looks one way and your email another? Confusion = unsubscribe.

2. White space is your BFF

Crowding everything together is like shouting in all caps.

Leave room for your content to breathe.

Think of white space like the pause in a good conversation—it makes your message land better.

3. Guide the eye like a wise little design wizard 🧙‍♀️

Use headers, subheaders, and short paragraphs to lead readers through the content.

No one wants to read the email equivalent of a brick wall.

4. Quality images only, please

Blurry photos? Nope.

Random stock images that scream “I’m not real”? Double nope.

Use visuals that match your message—and always add alt text so everyone can enjoy ‘em. Accessibility = thoughtful.

5. Mobile-first, baby cakes 📱

More than half your audience is reading your email on their phone—probably in bed, let’s be honest.

So make sure everything resizes beautifully.

If they have to pinch and zoom, they’re out.

TL;DR:

✔️ Stay on-brand

✔️ Embrace white space

✔️ Make it skimmable

✔️ Use high-quality visuals

✔️ Design for mobile

✨ Want your emails to feel like an easy YES instead of a hard pass?

Start with how they look.

Now go forth and make your inbox magic. 💌

Got a favorite newsletter you love to open? Drop it in the comments—I’m always collecting inspo!

Kit Reviews for Authors & Course Creators:

Authors and course creators find tremendous value in ConvertKit’s ability to segment audiences. This feature allows them to deliver targeted content to readers and students based on their interests, reading habits, or course engagement, leading to improved reader retention and course completion rates.

Furthermore, the platform’s landing pages facilitate the promotion and selling of books and courses directly to interested parties.

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Dorie Clark-Author. Coach. Course creator. Words by Isa Adney Photography by Alex Quesada

How this author used email marketing to create a passive income stream and work 50% less

Fed up with constant travel, Dorie Clark pivoted to work on her own terms, with her own audience, leading her to online course creation and Broadway.

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Best Practices for Email Marketing Newsletters (that people actually want to open)

📬 Let’s talk about emails—the kind people actually read, not the ones that go straight to the trash or get ghosted like a bad Tinder date.

How to make your email engagement skyrocket 🚀

Look, if no one’s opening your emails… what’s the point?

Here’s how to fix that:

1. Nail the subject line.

This is your first impression. If it’s boring, confusing, or clickbaity—bye.

✅ Be clear.

✅ Be clever.

✅ Maybe even a little unexpected.

(And hey, test a few options with A/B testing. Let your audience tell you what clicks.)

2. Talk like a real human.

You’re not writing a corporate memo.

Use your voice. Be conversational. Ask questions. Invite replies.

✨ Think: “Pull up a chair, let’s chat,” not “Dear Valued Subscriber…”

3. Add real stories.

Got a glowing testimonial? A client win?

Drop it in. People trust people, not brands.

Bonus: It builds community and reminds your readers they’re not alone.

4. Don’t forget the CTA.

Ask them to do something.

Click here. Hit reply. Share this. Forward to a friend.

(Just don’t ask them to do everything—keep it focused.)

When to hit send for max results ⏰

Okay, timing matters. A lot.

The truth? There’s no one-size-fits-all answer.

But here’s a good place to start:

📅 Mid-week (Tuesday–Thursday)

⏰ Mid-morning (around 10AM)

Why? People are awake, caffeinated, and not yet buried in to-do’s.

BUT—and this is important—test it. Your audience might be night owls. Or early birds. Or Friday-afternoon scrollers. Use automation tools to track what works best for your people.

Oh—and if you’re not using automation?

Please. Treat yourself. Schedule emails, save your sanity, and let tech do its thing.

Real talk 💬

Your email list is gold—but only if you treat it like a real conversation.

Respect their time. Speak from the heart. And always, always offer value.

Now go. Write that email. Schedule it. And maybe even throw in a GIF (tastefully, of course 😉).

P.S. Got a favorite email you’ve ever received? Or sent? Comment below—I’d love to see it!

Measuring Success: Analyzing Your Email Marketing Campaigns

Email marketing can feel like shouting into the void if you’re not tracking what’s actually landing (and what’s landing in spam). That’s why knowing your numbers matters.

Here are the biggies to keep an eye on:

Open rates – Think of these as your subject line score. Are people intrigued enough to click?
Click-through rates (CTR) – This one tells you if your content is actually doing its job. Are people curious enough to keep going?
Conversion rates – The money metric. Are folks taking the action you asked for?
Unsubscribe rates – Painful but helpful. If people are bailing, your message might not be meeting their expectations.

Now, don’t just look at these once and forget about them. Track them over time. Look for patterns. What’s working? What’s not? This is how you get better—by learning and tweaking as you go.

How Kit’s analytics can help

If you’re using Kit (like I do) or MailChimp too, good news—it makes this part easier. The platform breaks down your campaign performance into easy-to-read reports (no data degree required). You’ll see what’s resonating, what’s flopping, and where you might want to pivot.

Use those insights to fine-tune your content, adjust your timing, and try fresh ideas. Over time, you’ll start to build email campaigns that not only get opened, but actually convert—and that’s when things start to click.

✨ Pro tip: Email marketing is part science, part art, and a whole lot of trial and error. So give yourself grace, stay curious, and let the data be your guide.

Now tell me—what’s one thing you’ve learned from your latest email campaign?

Conclusion: Your Journey to Email Marketing Mastery

Alright, my lovely aspiring “Wonder Woman” brand—now that you’ve got the basics of email newsletters under your belt, it’s time to take that first step. Don’t overthink it. Start with one email.

Keep it simple. Hit send. Then learn, tweak, and grow from there. That’s how all great strategies begin—one imperfect but brave little email at a time.

A few parting nudges (and a wink)

Email marketing isn’t a “set it and forget it” kind of thing (I wish it were). It’s more like tending a garden (I do LOVE gardening!)—nurture it, experiment a little, and stay curious. Follow a few email pros, join a webinar here and there, maybe even take a course if it feels right.

Bottom line? Keep learning, keep sharing, and, most of all, keep showing up. Your voice matters. And your audience? They’re waiting to hear from you.

Now go. Write that email. Craft your first email newsletter based on the tips above. 💌

ConvertKit Reviews for Podcasters:

Podcasters utilize ConvertKit to grow their listener base by designing custom email campaigns to nurture relationships with their audience. The integration with podcast hosting platforms ensures a harmonious workflow that can trigger email notifications for new episodes and updates effectively.

Terry Rice – Writer. Podcaster. Freelancer. Course Creator.
Words by Isa Adney
Photography by Natiah Jones

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FAQs

1. How often should I send my email newsletter?

Frequency depends on your audience and content availability, but a monthly or bi-weekly schedule often works well for small businesses.

2. Can I automate my email newsletters?

Yes! Most email marketing platforms, including Kit, offer automation features to schedule and send newsletters automatically.

3. What kind of content should I avoid in my newsletter?

Avoid overly promotional content, lengthy articles, or anything unrelated to your audience’s interests. Keep it relevant and engaging.

4. How can I grow my email list?

Offer incentives like free resources, discounts, or exclusive content. Promote your newsletter on your website and social media to attract subscribers.

5. What should I do if my open rates are low?

Experiment with your subject lines, send times, and content. Test different strategies and analyze which approaches yield better engagement.