4 Intentional Emails You Should Be Sending Your List Every Month
If you’ve ever opened up your email platform and thought: “What should I even send this month?” You’re not the only one.
For many indie founders, email marketing feels like another overwhelming task on an endless list. I want to reassure you that you don’t need to be sending emails on a daily basis or set up complicated funnels to see results.
What you do need is a simple, intentional plan that keeps you consistent, connects with your audience, and gently drives sales.
That’s why I recommend starting with these 4 core emails every purpose-led brand can send each month:
1. A Newsletter Style Email
A newsletter is the perfect way for you to stay connected to your audience by sharing your story, your values, and your vision.
What to send:
A personal update (behind-the-scenes, seasonal shift, lessons learned).
A peek at what you’re working on (new collection, studio prep, creative process).
A reflection that ties back to your brand values.
This is a space for you to share your thoughts with your audience and build that authentic connection with them.
It doesn’t have to be a long email. Sometimes you might have more to say and sometimes it will be a quick update. Experiment with what works for you. Having a newsletter is a way to keep subscribers connected even when you’re not running a promotion.
2. A Value Add Email
Even if you sell products or have services, your subscribers still want value from you. Giving them practical tips or inspiration builds trust and positions you as the guide.
What to send:
Quick “how-to” tips related to your product or service.
Seasonal insights (eco tips for fall, self-care rituals for winter, etc)
Resource roundups (blog posts, YouTube videos, community guides).
You can use the seasons to drive inspo for these emails like if you’re a skincare brand, you can send an email with tips on how to transition your routine for colder weather (even soft selling here).
Providing value is what’s going to get them to keep opening your emails, even when you’re not selling.
3. A Product in Action Email
People love visualization. They want to see how your product or service fits into thier lives and how it will benefit them. You want to show them tangible transformations and make it relatable.
What to send:
UGC (customer photo using your product).
Testimonial or review.
Seasonal use cases
This is probably the most important email out of the four because you are showing them the transformation (which quietly sells). And best of all, by using UGC you are inviting your customers and creating an even tighter community with them.
4. A Gentle Promo Email
There is no need to complicate selling. Your subscribers are on your list for a reason, they want to hear from you and your offers.
What to send:
One clear offer (new product, seasonal bundle, workshop, service).
Limited collection (“Here until October 15th”).
Reminder (“We have a cozy sale happening at the moment.”).
Remember: Keep it invitational and not pushy. Slow marketing is not about using urgency tactics to get people to buy. It’s about showing up consistency so the right people say yes when they are ready.
How This Looks Like in Practice
Here’s a simple monthly rhythm you could follow:
Week 1 → Newsletter
Week 2 → Value Add
Week 3 → Product in Action
Week 4 → Gentle Promo
That’s it. Four emails. One each week. No daily grind and no stress— just an intentional plan that builds connection and creates steady, reliable sales.
The best part is, you can knock these out in one day and schedule them to go out throughout the month. Don’t make email complicated. Make it work for your and your brand.
Ready to Make This Simple for Your Brand?
The #1 struggle I hear from indie founders is: “I never know what to send, and email just feels overwhelming.”
That’s exactly why I created the Email Clarity Hour — a focused 60-minute session where we look at your list together and create a personalized plan you can actually stick with.
With a simple, intentional strategy, email stops feeling like another thing on your plate and starts becoming one of the most reliable tools in your business.