How to Write a Newsletter

Newsletters sent out by email are a fabulous way of building your practice.  They allow you to keep in touch with your clients and remind them you are there, to build relationships with potential clients and share your knowledge.

Many practitioners and therapists find the idea of doing their newsletter daunting, so this post will help you through this exercise in easy steps.

how to write a client newsletter

Use an email provider

Don’t try and do this from your work email account, create your newsletter with an email provider.  If you are just starting out creating a newsletter, Mailchimp is a great solution and has a free of charge option, perfect for newsletters.  See this article about setting up your simple email list.


Think about the timing of your newsletter.  Work out what is achievable for you, within your current schedule.  They need to be sent out at regular intervals so your clients know when to expect them, rather than on, an as and when, basis.

I send out monthly newsletters to my clients as a practitioner.  This frequency is easily manageable for me to write, and doesn’t overwhelm my clients with lots of emails.


Keep the content of your newsletter simple, and create a basic structure that you can replicate month in, month out (or whatever your chosen frequency).  It doesn’t have to be flashy or very long, it’s about providing value to your client

There are three key elements a good newsletter has:

Personal info: this is where you share something of yourself (within reason) with your reader.  It is about helping your reader to identify with you, and showing your human side.

Main article: include useful tips and information that will be of interest to your client.  This is where you are generous with your information and demonstrate your expertise in the area.

Call to action/promotion: this is either making an offer to your client, or providing them with the next step to take.  Remember you are in business and you need to let your clients know how you can solve their problem.

Make sure your newsletter includes the key elements but you can also include some of these to add interest and make it reflect you, and your practice:

Writing your newsletter

Make your newsletter chatty and write using the same language you would use, when speaking.  The introduction is where your reader can get to know you and you can share stories or updates.  Depending on your chosen topic, write in a style to reflect the content in a suitable way but avoid any jargon, keep your language simple.

Write the first draft in a Word or Google document, and double check it for spelling and grammar.  This way you can keep a copy of it on your computer for future reference.

Layout and design

Decide if you want to reflect your brand in your newsletter, or keep it looking like a simple email.  Mailchimp have a number of pre-designed templates that you can utilise or you can create your own.

Make sure you keep the number of columns you use to a maximum of two, as many people read emails on their phones or tablets and it keeps them legible.  Professional marketers are moving away from heavily templated and coloured emails in favour of simple ones, just like one you would send to a friend.

Once you have set up one newsletter, you can copy it and edit in the new text for the next issue.

Build a schedule and commit to sending out your newsletter regularly.  Make sure you book it in your diary, with both the time you are going to write it, and the date you want it to send it.

Then take the main article from your newsletter and add it to your blog.  You may need to slightly re-word the introduction and take out any elements that are specifically for your newsletter.   It will give you additional useful article that can sit on your website, and help that grow.

A newsletter is one of the main activities that has helped me to grow my practice.  I get clients contacting me for appointments as a result of reading my newsletter.  It is a great way to keep clients engaged and get lots of feedback from them.

In comparison to many other marketing activities, this is one thing you can do that has no financial outlay other than your time, but the rewards can be great for your practice.

If you need help putting together your newsletter, contact me to find out how I can help you.