How to Write Newsletter Content That Sells Without Sounding Salesy
How Natural Health & Wellness Practitioners can write newsletters that connect, convert, and actually feel good to send.
Today, we’re going to not only talk about how to write an awesome newsletter, but also what to say so you’re never left staring at a blank page again!
Before I get started, I want to lay down some statistics and benchmarks you can use to make sure your emails are hitting the right spot.
42:1 — The average return on email marketing in the health and wellness industry. For every $1 spent, wellness brands earn roughly $42 back.
33–37% — Average open rates for health and wellness emails — already above most industries. (Constant Contact & Paubox, 2024)
1.87% — Average click-through rate for healthcare email marketing. The practitioners seeing the best results aren’t emailing more — they’re emailing with more intention. (Mailchimp, 2023)
Remember: These are just some benchmarks of the numbers you want to be at. These may vary depending on your content, your list size, who you’re selling to, the particular part of the health and wellness industry you’re in, and so much more. If you’re getting started, you may not be at these numbers yet, and that’s okay! We’ll build to them.
Let’s get to it…
What I hear most often from practitioners is, “I know I’m supposed to be emailing my list, but I just don’t know what to say.” Or “I feel like I’m being too pushy and annoying, and I don’t know if I’m actually connecting with my audience.”
You’re not alone! So many people sit down to write newsletters, and when they do, their mind goes blank or what they’re writing feels clunky and awkward. Here’s the thing: If it feels off to you, it’s going to feel off to your readers, too.
I’m going to show you some super simple things you can do and shifts you can make that will not only make your newsletters sound better, but also feel more like you. More aligned, more natural, and something your audience will want to read. Which will bring in more clients and more sales for you.
two sides of the spectrum
Most practitioners, when they’re writing their newsletters, fall into two categories:
The Over-Educator: All teaching and free education, but no real connection and no Call to Action
The Over-Seller: Overly pitching services, but losing trust and connection with their audience.
What we want is to hit the middle of that spectrum where your audience feels seen, understood, inspired, and knows what you’re going to do to solve their problem.
They want a practitioner that talks to them, not at them. You want your readers to walk away feeling, “She gets me!” or “I feel so seen and understood.” That’s the kind of energy we want to bring into your emails.
The Scientific Truth: Why This Works
Science shows that writing like this really works. Here’s why:
Cognitive Fluency Our brains are wired to trust what feels familiar and easy to process. So what we want to do is break down complex ideas into easy-to-understand language.
Reciprocity We’re more likely to take action when we feel like we’ve received something first. When your email helps your clients, even in a small way, they’re more likely to open the next one, click the link, or buy the thing.
Emotional Connection This drives behavior more than logic ever will. People think they make decisions based on logic, but science says otherwise: Decisions come from emotion.
When you write emails that emotionally connect with your readers—when you get that “I feel seen” from your readers—that’s what converts. They’re more likely to respond positively without you needing to sound salesy or pushy.
Okay… But How?
Now, how do we put this into practice?
Here’s the core shift I want you to make: Rather than trying to sell in every email, think of your newsletter more as a way to create those “aha” moments.
Your goal is to help your readers see something different, think differently about their problem or their next step. You have to create a shift in their thinking to create that “Aha!” moment because when your client’s thinking shifts, their behavior does, too.
And when you do this consistently? Sales happen more frequently.
Breaking this Down into 4 Simple Steps
Create a curiosity driven subject line.
First things first, your subject line has to hit. If your subject line doesn’t make your readers want to open the email, then they’ll miss all the gold inside!
What is a curiosity driven subject line? Something that opens a “loop” and makes your audience want to close that loop.
For example…
THIS is the #1 thing to get you to XYZ
Asking a non-yes/no question: How did we get here?
Using numbers, something personal, a name
Anything that will get them to stop scrolling and actually click into your email
Once inside, hook them with something real.
A story. A thought. Something human. Something that will drive that connection we talked about earlier and get them to keep reading.
Sharing your insight, your “aha” moment.
Rather than teaching them, remember, you’re giving them something that will shift their thinking. Help them see things differently.
Extend an invitation.
Share a link to a blog post, a YouTube video, a social media post. Or, if you want, your offer or program. Ask them to reply to a question. This is simply to get your readers to engage, which is exactly what we want.
Doing this will train your readers to truly engage with your content so that when you do make the pitch for your offering, they’re ready to click “yes.”
The Content of Your Email
Here’s where a lot of people get stuck. We’ve got the structure, the Call to Action, the hook… but what do we truly write about?
There are 5 content types that I rotate through that connect and convert:
Story: These create that emotional resonance, so things like client wins, personal moments, mistakes you’ve made, why you’re the practitioner they need.
Inspiration: Not everything needs to be a how-to. Sometimes your people just need hope. A quote you love, a note, a reminder.
Mindset Shifts: These really lead to those “Whoa!” moments. You’re flipping a belief on its head and guiding your reader to a new way of thinking.
Education: This is still valuable! Just not on every email. Show what you know through the lens of why it matters now.
Insights: What’s something everyone in your industry is talking about? Or something no one is talking about? And you’ve got your own perspective on it?
Want some help coming up with content for your newsletters?
