Writing Newsletters That Don't Induce Stress For You
Week 19 - Email Newsletters & Automation: Haff Notes 52-Week Business in Plain English Challenge
Welcome to Week 19 of our 52-Week Business in Plain English Challenge! Last week, we tackled professional email addresses and why they've become essential for your business communications to actually reach people's inboxes.
This week, we're diving into something that makes many small business owners break out in a cold sweat (including me!): writing newsletters that people genuinely look forward to reading.
💡 Here's the secret: it's not about being the perfect writer or having groundbreaking news every week. It's about creating simple, helpful content that makes your readers' lives a little bit better, and makes it easier for you to create.
I can admit - setting up automated email newsletters is one of the most daunting business actions for me - right behind showing up on social media. I feel a bit of paralysis until I finally understand our brand tone, copy, and our unique value statements. If you’d like to follow along as Amanda and I launch our email automation for our rebranded Wanderlux Candles - sign up here (at the bottom of the Wanderlux page) and see this all roll out in real time: https://www.wanderluxcandles.com. 💌
New to the Haff Notes Business in Plain English series? You can catch up on all previous articles in the archive at haffnotes.substack.com where each article builds on the last to help you create your comprehensive business plan.
The Newsletter Fear is Real
Let me guess—when you think about writing a newsletter, your brain immediately goes to: "But what would I even say? I don't want to spam people's inboxes. What if nobody reads it? What if I run out of things to talk about?"
I hear you. When I started my first newsletter for our bookstore, I stared at a blank email template for what felt like hours. I kept thinking, "Who am I to fill up someone's inbox?" But here's what I've learned after years of writing newsletters for multiple businesses: people actually appreciate regular, helpful communication from businesses they care about.
The Magic of Email Automation
Before we dive into newsletter content, let's talk about something that can make your life so much easier: email automation. This might sound super technical, but I promise it's not.
Whatever email platform you're using—whether it's Mailchimp, ConvertKit, or Constant Contact—most likely has something called "automation" built right in. Think of automation as your helpful assistant that sends perfectly timed emails without you having to remember to hit "send."
Here's how it works: When someone signs up for your newsletter, instead of just adding them to your list and hoping they remember who you are by the time your next newsletter arrives, automation sends them a warm welcome sequence.
For example, a candle business might set up a simple three-email welcome sequence:
Day 1: "Welcome! Here's what makes our candles special (and a 10% off code for your first order)"
Day 3: "Behind the scenes: How we source our eco-friendly wax and why it matters"
Day 7: "Your guide to making any candle last longer—plus our customer favorites"
Each email is short, helpful, and spaced out over a week. By the time someone receives your regular newsletter, they already feel connected to your business and understand what you're all about.
Newsletter Frequency: Less is Often More
One of the biggest questions I get is: "How often should I send newsletters?" The good news is that research consistently shows people prefer quality over quantity.
This will be a relief I’m sure - according to recent email marketing studies, most subscribers prefer receiving newsletters once or twice a month rather than weekly. In fact, 35% of people say they want monthly newsletters, while only 15% want weekly emails from businesses.
Here's what works for most small businesses:
Monthly newsletters: Perfect for sharing seasonal products, upcoming events, or helpful tips. This gives you time to create quality content without feeling overwhelmed.
Bi-weekly (every two weeks): Great if you have regular new products or services to share. Frequent enough to stay top-of-mind without feeling pushy.
Weekly: Only if you have genuinely valuable content to share each week. Think carefully about whether you can sustain this long-term.
For my bookstore, monthly works perfectly because we focus on sales, upcoming events, and local author spotlights.
Writing Copy That Actually Serves Your Readers
Here's the shift that changed everything for my newsletter writing: instead of thinking "What's happening with my business?" I started asking "What's in this for my readers?"
Instead of: "We just launched three new fall scents!"
Try: "Create the perfect cozy evening routine with these new autumn fragrances (plus the science behind why certain scents help you relax)"
Instead of: "I spent all weekend working on new jewelry designs."
Try: "The story behind this week's featured earrings—and why handmade jewelry makes the perfect gift for someone who has everything"
Instead of: "Our nutrition coaching program is now open for enrollment."
Try: "Ready to stop the 3 PM energy crash for good? My 8-week nutrition program shows you exactly how (enrollment closes Friday)"
Notice how the second versions focus on what the reader gains—relaxation, gift ideas, more energy—rather than just business updates.
Making Your Emails Scannable (Because That's How People Read)
Here's something most people don't realize: people don't read emails—they scan them. Studies show that people spend an average of just 13.4 seconds reading an email. That means you need to make your most important information easy to spot quickly.
This is where formatting becomes your best friend:
Use clear headings: Break up your content with descriptive headings like "This Week's Featured Product" or "Quick Tip for Better Sleep"
Bold the important stuff: Make key benefits, dates, or calls-to-action stand out with bold text
Keep paragraphs short: Aim for 2-3 sentences max. White space is your friend.
Use bullet points: For lists, tips, or multiple pieces of information
Add strategic italics: Great for emphasizing feeling words or creating a conversational tone
Here's a before and after example:
Before (Wall of Text): "We wanted to let you know that we have three new candle scents available this month and they're all inspired by different seasons, and we think you'll really love them because they're made with our signature soy wax blend and they burn for over 40 hours each and they're perfect for gift giving or treating yourself and you can order them on our website with free shipping on orders over $50."
After (Scannable): New This Month: Three Seasonal Scents You'll Love
We just released three new candles inspired by the changing seasons:
Autumn Spice - warm cinnamon and apple
Winter Woods - pine and cedar
Spring Fresh - lavender and mint
Why you'll love them:
✓ 40+ hour burn time with our signature soy blend
✓ Perfect for gifts (or treating yourself!)
✓ Free shipping on orders over $50
The second version delivers the same information but respects how people actually read emails.
Your Action Steps This Week:
Plan your newsletter frequency: Decide whether monthly, bi-weekly, or weekly makes sense for your business and schedule.
Write one newsletter focusing on your readers: Ask yourself "What's in this for them?" for every sentence. Focus on benefits, tips, or stories that improve their lives.
Practice scannable formatting: Use headings, bold text, and short paragraphs. Read your draft out loud—if you run out of breath, your paragraph is too long!
Advanced: Set up a simple welcome sequence: If you're using an email platform, explore their automation features. Create just 2-3 welcome emails to introduce new subscribers to your business.
Remember, your newsletter doesn't need to be perfect. It just needs to be helpful. Your customers want to hear from you—they signed up for your newsletter because they're interested in what you do. Give them small glimpses into your world while always focusing on how it benefits theirs.
Next week, we'll explore customer relationship management (CRM) systems and how to keep track of your growing customer relationships without drowning in spreadsheets.
Here's to building a business you love to own,
