Issue #195 All About Email

Creating Consistent Content

AuthorAuthor

Simon Harper & Vicky Smith
June 23, 2025

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Hi, friend. 👋

Welcome to Issue #195 of All About Email!

Last week, we briefly strayed from the topic and got a bit personal at the start, before moving on to the weekly topic, which was revisiting the “AI inbox”- a big hit!

This week, we begin our summer series of guest authors, focusing on “creating consistent content.”

Let’s go! 👇

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🏝️ I’m thrilled to kick off the summer guest series with a good friend of mine as we explore ”creating consistent content”.

In October 2024, I covered this subject in Issue 162 from a slightly different perspective, as we examined my content and newsletter framework.

However, this week’s guest author adds some fresh perspective and new tips I didn’t cover.

Take it away, Vicky! 👇

Vicky Smith profile image

Vicky Smith

Guest Author - Vicky Smith

Vicky Smith is an email strategist and founder of Flic Email.

She works with established entrepreneurs who are launching or scaling ecommerce brands, helping them build smart, customer-focused email strategies that drive sales on autopilot.

Consistency is everything vs. Only hit send when you’ve got something to say

As an email strategist, I often see people swing between these two mindsets.

For months, they have been sending newsletters like clockwork. Then suddenly…silence. The list gets ghosted while they wait for “inspiration to strike.”

I get it.

Writing emails when you’re in a funk is like pushing a shopping trolley with a wonky wheel. It technically works, but it’s exhausting and wildly inefficient.

🫠 So when things feel “off” creatively, energetically, or just time-wise, most people stop sending. They hope the perfect idea will eventually appear and they’ll magically be back on track.

🚨 However, disappearing from your subscribers' inboxes isn’t great for business. And while sending good content consistently is hard, there are ways to make it feel a whole lot easier.

Illustration of a woman using a laptop surrounded by colorful email icons and checkmarks, symbolizing consistent email content creation.

Here are five ideas, from someone who has to come up with a lot of content, to help get you out of the funk and back in the flow. 👇

1) Create a Swipe File

💡 I’ve a separate email address that I use solely for signing up for newsletters.

I spend 5–10 minutes a day flicking through what lands there, archiving anything that stands out and binning the rest.

One of my clients does something similar: she forwards me emails she loves with a quick note like “I like the GIFs here.” Even a few screenshots saved to a desktop folder will do the trick.

🧠 The point is to build a bank of inspiration that you can dip into when you need it.

2) Ask Your Audience

💬 Every January, I run a survey asking:

  • What content did people enjoy?

  • What do they want more of?

  • What questions do they have about email marketing?

It works so well.

This year’s feedback led me to completely overhaul my own strategy.

A few people said they loved the videos I shared, which showed real-time email teardowns, so I started a whole YouTube channel dedicated to that.

Your audience will tell you what they want…if you ask.

3) Use Inspiration Sites

I like browsing sites like Really Good Emails or Milled to see what other brands or industries are sending and to get ideas flowing.

4) Think Outside the Box

Creative boundaries can shake you out of a rut surprisingly fast.

💡 For example:

  • Pick a random word and challenge yourself to write an email around it.

  • Or set a weird constraint: only three colours, or a 100-word limit.

5) Walk Away

📢 Seriously…Step away from the screen and go live your actual life:

  • Take a walk.

  • Eavesdrop on a conversation in your local coffee shop.

When you return, use what you did, saw, or heard as your starting point.

🙌 “Every day stuff” makes for excellent emails.

There’s no magic fix for an email funk - but doing something, even a tiny thing, usually beats sitting around waiting for motivation to show up.

My (Simon’s) Thoughts

❤️ I don’t know about you friend, but I love Vicky’s raw and honest style.

I’ve talked about writer’s block before in Issue 160; however, Vicky’s suggestion of “walking away” really resonated with me.

A “swipe file” is something I should also really create! 🤔

This is the third year in a row that Vicky has guested on my newsletter, and the whole concept of this summer series was a suggestion she made to me all those years ago.

Guest authors are a great way to bring fresh perspective and “content” to your newsletter.

All About Email - Playlist 🎧

I listen to lots of music, particularly when I’m writing newsletters.

Each week, when I hit the publish button, I’ll share the track I am currently listening to and create the most eclectic playlist you’ve probably ever heard.

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That’s It For This Week 👋

A big thank you to Vicky for contributing to this week’s newsletter. This is the second time 🙌

Next week’s newsletter will be coming from yours truly.

I’m excited to announce that I have lined up additional guest authors for the next few months. In no particular order:

And more to be announced! 🥳

See you next week!

Email Marketing News & Tips

This week's excellent and insightful email news & tips:

If you have a question about this email or email marketing, reply, and I will answer you as soon as possible.

I hope you have a great week! 👋

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