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Let’s face it: we all tend to overcomplicate things when it comes to creating an email marketing content strategy. We set these towering expectations for ourselves, and then, when life inevitably gets in the way, we’re left feeling like we’ve failed. Sound familiar?

It’s especially true at the start of a new year. There’s something about January—this burst of energy, a wave of excitement about fresh beginnings, and that "I can do anything" mindset. We start dreaming big about all the amazing things we’re going to achieve. New habits, new projects, new emails…everything feels possible. But here’s the thing: while all that enthusiasm is great, it’s also where a lot of us set ourselves up for failure.

We dive in headfirst, convinced we’re going to create all the things—brilliant campaigns, perfectly segmented audiences, stunning graphics—and then reality hits. Maybe we miss one send, or the pressure of juggling everything becomes overwhelming. And suddenly, that big, shiny plan feels impossible to keep up with.

But here’s the good news: it doesn’t have to be that way. Today, I’m sharing how to simplify your email marketing content strategy. How to strip it back to what truly matters so you actually get those emails sent—and set yourself up for success, not just for a month or two, but throughout the entire year. Let’s jump in.

Tip 1: Ditch Long-Form Content (Unless You Love It)

You don’t need epic, in-depth emails to make an impact. In fact, shorter, snappier content is often what your subscribers want. Think about the rise of TikTok and Instagram Reels—our attention spans are shorter, and we crave quick wins.

Keep it short and sweet with:

• Quick tips or hacks
• Answers to FAQs
• Inspirational messages
• New product highlights

If long-form content is your jam, go for it—but don’t feel pressured to produce it weekly. A juicy, detailed email once a month is more than enough.

Tip 2: What’s Obvious to You Isn’t Obvious to Your Audience

The things you find simple might feel groundbreaking to someone else. Don’t underestimate the value of sharing what feels obvious to you—it’s often exactly what your audience needs.

For example:

• Share quick insights or industry tips.
• Break down processes you use daily.
• Package your expertise in a way that feels fresh and accessible.

What’s easy for you to create could be hugely valuable for your audience.

Tip 3: Talk About It Again (Even If You’ve Mentioned It Before)

Your audience evolves. New subscribers join, and existing ones might forget or need reminders. Don’t hesitate to revisit old content or foundational topics.

How to reuse content:

• Pull from past emails, blogs, or podcasts.
• Update and refresh the content with new insights.
• Automate beginner-friendly content into a welcome sequence.

Pro tip: Key pieces of content can be revisited yearly—they’re classics for a reason.

Tip 4: Repurpose Content from Other Channels

Stop creating new content for every platform. Instead, repurpose what you already have. This isn’t just efficient—it’s smart strategy.

Examples of repurposing:

• Turn a podcast episode into a blog post.
• Share your blog content as a carousel on Instagram.
• Use the same message in an email with a quick intro and link.

Remember, people connect with your content differently across platforms. Repetition is good—it reinforces your message.

Tip 5: Add Simple Engagement Getters

Engagement matters for deliverability and building relationships. Scatter simple engagement campaigns throughout the year to keep things fresh and interactive.

Ideas for engagement emails:

• Ask a specific question and encourage replies.
• Include polls or clickable links to gather insights.
• Share a “best of” roundup or favourite resources.
• Highlight a viral social media post and direct subscribers to check it out.

These emails are easy to create and foster two-way communication, making them a win-win.

Tip 6: Think About Key Events and Holidays

Use seasonal moments to inspire your content. Holidays, industry events, or even quirky national days can give you a theme to work with.

Plan your emails around events like:

• Valentine’s Day: Share something heartwarming or personal.
• Back-to-school season: Offer tips or resources related to focus and productivity.
• Year-end: Reflect on accomplishments or share future goals.

These moments create natural opportunities to connect with your audience.

Tip 7: Allow Time for Magic

Sometimes, the best ideas come when you’re not forcing it. Leave room in your plan for spontaneous inspiration.

Stay open to:

• Unexpected trends.
• A story or experience you want to share.
• Feedback from your audience that sparks a new idea.

Rigid planning can stifle creativity—allow yourself the freedom to adapt.

By keeping things simple and focused…

You’ll find it easier to follow through with your email content plan. Give yourself permission to keep it short, reuse ideas, and let the magic happen. Your subscribers will thank you!

Feeling stuck on what to send next? Get inspired and take the stress out of your email content planning with my WTF Can I Send course. You'll get access to 100s of email ideas and a simple process to plan a year’s worth of content in 20 minutes or less. Click here to get started!