You've built your email list, subscribers are flowing in, and you're feeling quite pleased with yourself. Then newsletter day arrives, you sit down to write, and panic sets in: "What do I actually write when I'm not selling anything?"

Most business owners fall into one of two deadly traps: sending random tips that feel like filler content, or only emailing during launches (training subscribers to expect sales pitches). Both approaches kill relationships faster than you can say "unsubscribe."

I reveal the four types of emails that consistently create value and build anticipation, how to shift from a broadcaster's mindset to genuine relationship building, and the surprising truth about what makes people actually forward your emails to colleagues. Plus, I share the subject line that generated our highest ever open rate and why it worked so brilliantly.

📚 Resources Mentioned

• Marketing Mondays: nikihutchison.com/mondays - Practical marketing sessions every Monday 9am UK time (Free until the end of September)
• The Spotlight Newsletter: nikihutchison.com/the-spotlight - Weekly marketing strategies for ambitious entrepreneurs

🤝 Connect with Niki

Social Media

• LinkedIn: @nikihutchison
• Instagram: @nikihutchison
• Facebook: /nikihutchison

Business

• Website: nikihutchison.com
• Agency: The Enjoy Marketing Agency

👩‍💼 About the Host

Niki Hutchison is a marketing strategist with 20+ years of experience helping service-based businesses go from overlooked to fully booked. With a degree in business, a Postgraduate diploma in advertising strategy, and years of agency experience as a brand strategist. Niki combines deep marketing expertise with practical, implementable strategies. She's the current Digital Creator of the Year and Runner Up Agency Owner of the Year at the Digital Women® Awards, three-time shortlisted Great British Entrepreneur of the Year (Global Entrepreneur) and hosts the weekly Marketing Mondays community where business owners learn and implement marketing strategies in real-time.

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