Every time someone tells me, “I really need to start a newsletter,” I wince a little. Not because I don’t believe in email marketing — I absolutely do — but because that word newsletter feels so… outdated. It sounds corporate, one-way, and a bit of a chore.

What I really want to hear is: I want to connect with my audience more.
That’s where the magic happens.

So , the question isn’t “Should I have a newsletter?”
It’s “How often can I show up in a way that feels good, not overwhelming?”

There are definite benefits to having a regular rhythm.

A consistent email (say, weekly or monthly) helps your audience build trust with you. It keeps you visible, accountable, and top of mind — even when life or algorithms get in the way.

But it can also add pressure.

If you’re already juggling client work, admin, and about a hundred tabs open in your brain, a rigid schedule can quickly become another “should” on the to-do list.

That’s when email marketing stops working for you — and starts working against you.

The alternative?

The “as and when” approach.
You write when you’ve got something worth saying — a story, an insight, a new idea that feels relevant. It’s flexible and real.

But it also means you might go quiet for months, and when that happens, your audience may disengage.

Like most things in business, the sweet spot is usually somewhere in the middle.

A gentle rhythm that’s structured enough to keep you visible, but spacious enough that it doesn’t become a source of stress.

Maybe that looks like one email a month.

Maybe it’s a short note every few weeks.

Or maybe you plan one “pillar” email each quarter and send extras when inspiration strikes. The key is that it fits you — your time, energy, and headspace.

If you’re prone to burnout (hello, the Burnout-Free Business Series), it’s even more important to build flexibility in. 

Give yourself permission to do less, but do it well. One meaningful, human email will always go further than three rushed ones written on autopilot.

So instead of asking, How often should I send an email? try asking:

👉 How can I make email marketing work for me?

👉 How can it support my goals, my creativity, and my capacity — not drain them?

Once you have that answer, the rhythm will come naturally.

And if you’d like help creating a strategy that fits you and your business, get in touch — let’s make your email marketing something you actually look forward to.