The 3-Part Email Structure That Actually Connects With People..
And why thoughtful newsletters outperform “marketing emails.”
If you’ve ever sat down to write a newsletter and thought:
What am I even supposed to say?
You’re not alone.
A lot of business owners think email marketing has to be overly strategic, sales-focused, or perfectly polished. But the newsletters that actually build connection — and keep people opening your emails — are usually much simpler.
Over the past few months, as I started writing my own newsletter (Notes from the In-Between), I noticed something interesting: the emails that felt the most natural to write were also the ones that resonated the most.
They followed a simple structure that many great creator newsletters use.
I call it the 3-Part Email Structure That Works.
It’s thoughtful, human, and surprisingly effective.
1. Start with a Human Opening
The best newsletters don’t start with announcements or promotions.
They start with a moment.
A short observation, a reflection from the week, or a small glimpse into what’s been happening behind the scenes.
This helps readers feel like they’re stepping inside your world — which is exactly the tone most modern creator brands are aiming for.
For example:
This week felt like one of those “in-between” seasons.
Not quite the beginning of something new, but definitely not where things used to be either.
Or:
I spent most of this week inside Figma working on Kinloop — and it reminded me how strange the middle of building something can feel.
This opening doesn’t need to be long.
Three to five sentences is perfect.
Think of it like opening a conversation with someone over coffee.
2. Share the Insight
This is the heart of the email — and the reason people subscribe.
After the opening moment, shift into something you’re learning, noticing, or thinking about.
For creators, founders, and entrepreneurs, this might include:
• lessons from building something new
• reflections on creativity or entrepreneurship
• personal growth moments
• insights from client work
• the realities of running a business
For example:
Something I’m realizing lately is that the middle of building something is rarely glamorous.
It’s a lot of quiet decisions, testing ideas, and trusting that the vision will eventually come together.
This is where your voice matters most.
You’re not just sharing updates — you’re sharing perspective.
And that’s what builds trust over time.
3. End with a Soft Close
Instead of ending with a hard promotion or sales pitch, the most effective newsletters close with a gentle invitation.
Think of it as leaving the door open rather than pushing someone through it.
You might end with:
• a question
• a small update
• something you’re currently working on
• something you're excited about
For example:
Right now I’m slowly shaping the first version of Kinloop and mapping out the early community.
It’s messy, exciting, and a little uncertain — which feels pretty on brand for this season of life.
Or:
If you're also in a season of building something new, I’d love to hear what it is.
This approach invites replies, which does two powerful things:
Improves email deliverability
Deepens connection with your audience
In other words, the conversation continues.
The Ideal Newsletter Length
One of the biggest mistakes people make with newsletters is overthinking the length.
The sweet spot for creator newsletters is typically:
200–350 words.
That’s:
• short enough to read quickly
• long enough to feel meaningful
• perfect for a weekly rhythm
Your audience doesn’t want a novel — they want a thoughtful note.
Subject Lines That Actually Work
Another common mistake is writing subject lines that feel too “marketing-heavy.”
For thoughtful creator newsletters, reflective subject lines tend to perform much better.
A few examples that work well:
• The middle of building something
• Things I’m learning lately
• A note from this week
• Thoughts from the in-between
• What this season is teaching me
• Something I realized this week
Quiet, curious subject lines often get opened more than flashy ones.
A Small Strategy for Growing Engagement
Right now my email list is still small — which is actually a huge advantage.
Early on, the goal isn’t scale.
It’s connection.
Occasionally ending emails with simple questions like:
What’s something you’re building right now?
or
Have you ever felt stuck in the middle of creating something?
can dramatically increase replies.
Those replies help you understand what your audience cares about — and they also signal to email providers that your emails are valuable.
The Hidden Advantage of Founder Newsletters
One of the things I’m realizing as I write my newsletter is that it’s not just content.
It’s documentation.
It captures the early chapters of building things like:
• Kinloop
• Brandy Durst Creative
• my evolving creative journey
Many founders look back years later and wish they had documented this part.
The messy middle.
The ideas forming.
The lessons unfolding in real time.
And that’s exactly what makes newsletters like this powerful.
They’re not just marketing.
They’re the story of becoming.
Enjoy this type of content?
I share weekly reflections on creativity, entrepreneurship, and building Kinloop in my newsletter Notes from the In-Between.
Subscribe here →