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Recurring
Weekly Newsletter Template
A newsletter people actually read (and buy from)
Beginner
1 hour setup, 30 min per send
Overview
Most newsletters are boring.
They're either:
- All links and no personality ("here are 10 things I found this week")
- All personality and no value ("here's my weekend recap")
- All promotion and no content ("buy my thing")
This playbook gives you a weekly newsletter structure that people actually read AND that drives revenue.
It"s not a content roundup. It's not a personal diary. It"s a revenue-generating asset that positions you as the expert and moves people toward your offers.
When to Use This
Every week.
Consistently.
Weekly is the sweet spot for most audiences - frequent enough to stay top of mind, not so frequent that you annoy people.
If you're B2B or selling high-ticket: weekly is perfect.
If you're e-commerce or B2C: you can go 2-3x per week with this structure.
Objectives
- Stay top of mind with your audience
- Demonstrate expertise without being boring
- Drive consistent traffic to your offers
- Build a relationship that makes selling natural
The Email Sequence
EMAIL 1
[Provocative opinion or question about their problem]
Preview: This is why [common belief] is wrong...
Timing
Same day/time every week
Why This Email
Consistency builds trust. Plus, people learn to expect and look for your email.
Email Template
Subject: [Provocative opinion or question] [First Name], [Open with a pattern interrupt - unexpected statement, personal story, or question that makes them think] Example: "I got into an argument about [topic] this week." Or: "Can we talk about why [common approach] is actually making your problem worse?" Or: "Quick question: are you doing [thing] because it works, or because everyone else is doing it?" [2-3 paragraphs expanding on the hook] Here's what most people get wrong: They [common mistake 1] Then they [common mistake 2] Then they wonder why [bad outcome] I see it constantly with [type of client/customer]. The fix? [Your specific approach/framework] Here's how it works: [Break down your approach in 3-4 concrete steps] 1. [Step 1 - specific action] 2. [Step 2 - specific action] 3. [Step 3 - specific action] [Optional: Quick example or case study] I used this exact approach to [your result]. [Client name] used it to [their result]. It works because [the mechanism - why this approach succeeds where others fail]. **What this means for you:** [1-2 paragraphs on how they can apply this] If you want to [achieve outcome], start with [specific first step they can take this week]. Or if you want me to handle this for you, [link to your service/product] is the fastest path. Either way, stop doing [the wrong thing]. Start doing [the right thing]. See you next week. [Your Name] P.S. [Secondary CTA - could be a question to reply to, link to free resource, or different offer] --- **Enjoyed this?** Forward it to a friend. **Didn't like it?** [Unsubscribe here] - no hard feelings.
MODULR Elements
MODULR ElementsMESSAGE: Provocative opinion or question in subject line
OPINION: Your unique take on common advice or approach
DATA: Your results, client results, or specific steps
UPSIDE: They get a clear action to take this week
LINK: Primary: your service/product | Secondary: free resource or question
REVENUE: Every newsletter includes path to paid offer
Before & After Example
Before (Boring)
Subject: Newsletter - Week of March 15 Hi Everyone, Hope you all had a great week! Here are some interesting articles I found this week: • [Link 1] • [Link 2] • [Link 3] • [Link 4] In other news, we just published a new blog post about [topic]. Check it out! Also, don't forget we have a special offer running this month. Have a great week! Best, [Name]
After (MODULR)
Subject: Your email list is not an asset Sarah, I got into an argument with a marketing consultant this week. He told a mutual client: "Your email list is your most valuable asset." I said: "No it's not." Here's why: An asset generates returns. Your email list sitting there doing nothing generates zero. It"s not an asset. It's a liability. You"re paying your ESP every month for a database of people you sometimes send content to. Here's what makes it an asset: 1. **Consistent monetization** - You have offers your list actually buys 2. **Regular engagement** - They open, click, and reply (not just sit there) 3. **Audience understanding** - You know what they want and how to position it Without those three things? You have a glorified contact database. Most people have #2 figured out (kinda). They send emails. People open them. Cool. But #1 and #3? That's where everyone falls apart. They either: - Send valuable content but never make offers (broke expert syndrome) - Make offers constantly but provide no value (sleazy marketer syndrome) - Don't actually know what their audience wants (guessing syndrome) I used to have a 12K person list that made me $0. Because I thought "building an audience" was the goal. It's not. Revenue is the goal. Now I have a 4.2K list that generates $25-40K/month. Same effort. Different approach. **What this means for you:** If you have a list but it's not generating consistent revenue, you're missing one of those three elements. Figure out which one. Then fix it. Or if you want me to fix it for you, the MODULR Method is literally designed for this → [Link] Either way, stop treating your list like a trophy. Make it work for you. See you next week. [Your Name] P.S. Reply and tell me which one you're missing: offers, engagement, or audience understanding. I'll send you something specific. --- **Enjoyed this?** Forward it to a friend. **Didn't like it?** [Unsubscribe] - no hard feelings.
The Results
52% open rate (vs. 18% industry average), 12% click rate, 3-5 sales per send, 8% reply rate, positioned paid offer without being salesy
Customization Tips
- Pick ONE topic per email - don't try to cover multiple things
- Send same day/time every week - Tuesday-Thursday mornings work best for B2B
- The P.S. asking for replies is crucial - it boosts engagement metrics and gives you content ideas
- Keep it under 500 words - people skim, not read
- Front-load value before mentioning your offer - they should learn something even if they don't buy
- Alternate between educational, opinion, and story-based emails week to week
- Track which topics get highest open/reply rates - double down on those
- For product businesses: include a "Deal of the Week" section with specific product + reason to buy now
- For service businesses: soft CTAs work better than hard sells in recurring newsletters
- Batch write 4 newsletters at once - it's more efficient and keeps voice consistent
What to Measure
- Open rate week over week (healthy newsletters maintain 35-50% opens)
- Click-through rate to offers (aim for 8-12% on primary CTA)
- Reply rate (5%+ means your content resonates)
- Unsubscribe rate (under 0.2% per send is healthy)
- Revenue per send (track sales directly attributed to each newsletter)
- Forwards/shares (ask people to forward - track with unique links)
- Time of day performance (test sending at different times)
- Subject line performance (provocative vs. informational vs. curiosity)
- List growth rate (newsletter should attract new subscribers via forwards/shares)
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