9 Non-Sales Emails You Can Use to Engage Your Audience (With Examples)

Small business owners are often wary of email marketing because they think it’s all selling, all the time.

It's true that many companies (especially big ones) use emails like that. But the truth is that you should include multiple types of emails in your marketing strategy to help engage and connect with your subscribers and get sales.

In this post, I’m sharing nine non-sales emails you can try sending to your list this month. Get out a pen and paper- you’re going to be inspired.

Testimonials or reviews

Best For: Social proof

Everyone loves getting a glowing 5-star review on their product. So why not round up your recent favorites and share them in an email? Bonus points if you include reviews with pictures!

This type of email is called user-generated content, or UGC. It can be used for emails, social media posts, and even ad campaigns, showing your audience how much actual customers like your products. It feels more genuine than you just saying, "People love our products!".

New blog posts or videos

Best For: Education/sharing value

If you have a blog or YouTube channel for your business, you can share your newest content in an email. It has a double benefit of sharing value with your subscribers and getting more views on your content.

I especially love this kind of email because it's easy to put together. All you need is a few lines of copy and a link to your blog post or video. And maybe a graphic if you're feeling fancy.

Monthly newsletter

Best For: Connecting with subscribers

As the name suggests, newsletters are where you can share news and updates with your subscribers. You commonly see solopreneurs, like authors or coaches, use this format, but it also works for some regular businesses.

The biggest thing to remember is to keep it focused on your audience. Yes, it's about you, but you need to make it feel valuable for them to read. This could include monthly resources, sharing new posts, or doing a link round-up.

Oh hey, is that my newsletter? 👀

Thank yous

Best For: Customer appreciation

Have you hit a big milestone? Made a lot of sales? Just sold a product? Got a new subscriber? Send out a thank-you note.

Thank yous are a great way to turn the focus of your email toward your subscribers and make them feel special for just being there. You could set them up to send automatically to certain people, like new customers, or thank your entire audience for things like selling out a product.

Holiday celebrations

Best For: Engaging with subscribers

Holiday-themed emails are fun to send and an easy way to engage subscribers without selling. It could be for big calendar holidays, like Christmas, or niche ones, such as National Cheese Ball Day.

This is a great opportunity to showcase your brand voice, too. Even a generic "Merry Christmas" can be tweaked to sound like you. Combined with a fun graphic and maybe a few holiday tips, you have the perfect celebration email.

Freebies and resources

Best For: Sharing value

Humans love free things. Sending out a freebie once in a while can be a great way to make your customers feel positive about your business.

Just remember to make your freebies as valuable as possible. You want people to wonder why you’re giving something this valuable away for free.   That positive emotion will make them more likely to consider buying from you later.

Tips

Best For: Education

Educational content is a great non-sales email you can send to your subscribers. Think of these emails as a mini blog post, sharing a few helpful tips or tricks your audience can use today.

I love this type of email to showcase your brand and build connections with your customers. Anyone can send out a “top outfits for spring” email. But how many people send out a “three ways to style a button-up blouse” or "3 unusual ways to tie a tie" email?

How to use your product

Best For: Sharing value

This kind of email works for people who have already bought your products and those who are still considering them. If they've already purchased, sharing a getting-started guide can be a big help and show your excellent customer service.

If they haven't bought yet, showcasing top benefits or ways to use your product can help get them off the fence and into the shopping cart. Don't forget to add a button to shop in the email, even if you aren't explicitly trying to sell the product.

Behind-the-scenes

Best For: Connecting with subscribers

People love behind-the-scenes content. Getting a glimpse of what goes into a business can make us feel more connected to it. You could share your product creation, photoshoots, business meetings, or anything else your audience would enjoy.

I find these especially effective after launching a new product. Show your customers how much work you put into it. Share the value you hope it brings them. And if you want, you can end with a button to buy the product.

Email marketing isn't, and shouldn’t be, all about sales. Try adding one of these ideas to your email marketing strategy in the next month and see what happens.

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