Your Regular Emails

📋 What you'll need: Your Email Planner (Spreadsheet 6), and your blog posts from Module 5 as source material
⏱ Time: About an hour a month
✅ Output: A simple, sustainable rhythm of emails you send on purpose — most of them repurposed from work you've already done

Your automations do the heavy lifting. They run on every subscriber, at the moment each one is paying attention, without you touching them. That frees your regular emails — the ones you send on purpose — to be simple and occasional.

This is the part most founders think email is all about, and it's the part that matters least. You don't need a weekly newsletter. You need to show up in the inbox often enough that people remember you, with something worth their time when you do.

How Often to Send

The right rhythm for a small business

Send once or twice a month, to start. That's enough to stay familiar without becoming a chore or wearing out your list. Consistency matters more than frequency — one good email a month, every month, beats four in one week and then silence for three.

You can send more once it's earning its place, but don't start there. The most common reason small businesses quit email is committing to a weekly newsletter, running out of things to say by week three, and stopping altogether. One or two a month is a pace you can actually keep.

The test for whether to send at all: would a customer be glad to get this? If the answer is no, don't send it. An inbox is a place people guard. Earn it every time.

💡 Frequency is the top reason people unsubscribe.

Nearly four in ten people delete or unsubscribe from a business simply because it emails too often. Sending less isn't playing it safe — it's how you keep the list you worked to build. When you do have something genuinely worth sending, send it. The rest of the time, don't fill space for the sake of it.

What to Send

Regular emails come from a few places. Some you've already written without knowing it; others you write when there's genuine news. All of them should pass one test: would a customer be glad to get this?

Where your regular emails come from

Your blog. The main source, and the quickest to write. You wrote two posts a month in Module 5 — take the main point of one, write it up as a short email in your own voice, and link to the full post for people who want more. One post becomes one email, and the thinking is already done.
A product launch or restock. A new product, a new variation, a sold-out item back in stock. For a visual brand, people want to see it, so show it. These are among your best-performing sends, because they're genuine news about something people already like.
An offer. A seasonal discount, early access, a reason to buy now. Keep these occasional — a list that only ever gets sold to stops opening. State a real expiry and don't manufacture urgency beyond it.
A useful tip or answer. A question you got asked this month, answered plainly. If one customer asked, others are wondering.
Business news. A change to your hours, a new service, an event, something worth knowing. Real news, not filler.

📌 Your automations and your blog already carry most of the weight.

Your welcome and post-purchase sequences build the relationship. Your blog brings people in and gives you material. Your regular emails keep you present between those moments. A couple a month is plenty.

Write Your Regular Emails

Most of your regular emails come from your blog, and those are the quickest to write. For the others — a launch, a restock, an offer, a piece of news — you're writing from scratch, but the same rules apply: one idea, one call to action, and something the reader is glad to receive. The prompt below handles all of them.

📋 Replace every [bracketed placeholder] with your own details before running.

Prompt — Write a Regular Email

You are an elite email copywriter who writes the regular emails for small businesses, in the tradition of Joanna Wiebe of Copyhackers, who proved a reader's own words convert better than anything you invent. You write short, genuinely useful emails that people are glad to receive, and you never pad or hype.

You apply all of this:

One email, one idea, one call to action.
The subject line earns the open and does not sell. Under 50 characters, useful part first.
Preview text extends the subject rather than repeating it.
The first line gets to the point. No greeting-and-warm-up.
Short paragraphs. Write about the reader, not the business. 100–200 words.
Sign off as a real person, with a P.S.
Never invent a fact, number, or claim beyond what you're given.
Plain language. None of these words: transform, unlock, elevate, leverage, game-changer, journey, delve, dive in.

Write a regular email for [business name], a [describe the business in a few words].

This email is: [A blog post written up as an email / A product launch or restock / An offer or discount / A useful tip or answer / Business news].

This business's email format is: [Visual product — image allowed / Service or non-visual — plain text].

Use these inputs:

What this email is about, in a sentence or two: [paste the blog post's main point, or describe the launch, offer, or news]
The one thing the reader should take away or do: [state it]
If it's an offer: the exact offer and its real expiry: [state it, or write "n/a"]
If it's from a blog post: the link to the full post: [paste the URL, or write "n/a"]
My buyer and the words they use: [paste from Spreadsheet 1, Messaging Brief]

Produce, clearly labelled: a subject line (under 50 characters) and preview text; the email body (100–200 words, in the buyer's language); an Images line ("None" for plain text, or the relevant image with alt text for a visual product — the product itself for a launch, restock, or offer); the one CTA (2–5 words, verb first); and a sign-off with a P.S.

If it's from a blog post, keep it a taste of the post with a link to the full thing, not the whole post. If it's an offer, state the real expiry plainly and don't manufacture urgency beyond it.

⚠️ Read it and make it yours before sending.

The prompt gives you a solid draft. Add the detail the AI couldn't know, cut anything generic, and check it reads like you wrote it, and not an AI tool.

Plan your sends in Spreadsheet 6

Keep your regular emails in the Email Calendar tab of Spreadsheet 6 — the month, the subject, what it's about, where it came from, and the one CTA. Planning a month ahead means you never sit down wondering what to send, and you can see at a glance that you're spacing sends sensibly and not stacking offers back to back.

What You've Built

✅ Your regular sends are sorted when:

You're sending once or twice a month
You know where each email comes from (your blog, a launch, an offer, or real news)
You're planning them in the Email Calendar tab
Most of what you send is useful rather than promotional.

📌 Next:

Reading your results. You'll learn which number tells you whether your email is working, and which one to ignore.

Reading Your Results