What to say in your email newsletter when you’re not launching anything

You know staying in touch with your audience matters. But what do you say to them when you’re not promoting a new service, running a sale, or launching something big?

I have good news for you. Your email newsletter doesn’t have to be sales-driven to be valuable. 

Fun fact: the emails you send when you're not selling are often the ones that build the most trust. These are the moments where you can nurture relationships, show up with value, and remind people why they love hearing from you.

If you’ve ever stared at a blank doc wondering what on earth to write about, here are some ideas to keep your email subscriber list engaged between promotions.

Use your email newsletter to share something you’ve learned lately

People love some juicy behind-the-scenes insights, especially if you position them as lessons or reflections.

Consider: 

• A business challenge you worked through

• A recent mindset shift you’ve had

• Something you’re testing or experimenting with

  
  

Even a super quick personal tidbit that relates to your audience’s experience can create connection and encourage engagement. 

Example: “Last week, I caught myself overcomplicating something that should’ve been simple…”

Use your email newsletter to answer a common question

Another great option is to think about something you’re often asked by customers, friends, or social media followers. Write a short, thoughtful response that helps your audience feel seen and supported.

Example: “A client recently asked something that really stuck with me, and I thought it might be helpful to share my response with you too.”

This builds authority and trust, without sounding like a pitch.

Use your email newsletter to revisit or reshare past content

You know I love to talk about repurposing content.

Have a blog post or podcast episode that didn’t get much love the first time around? Your email list is a fab place to give it new life, especially with a quick personal note about why it’s still relevant.

You could also create a simple roundup:

• “Three posts that’ll help you refresh your website content”

• “My top reads this month”

It doesn’t need to be new to be helpful.

Use your email newsletter to let readers in on what you’re working on

You don’t need a full launch to talk about what’s going on in your business. 

Try sharing:

• What you’re building or creating

• A challenge you’re navigating

• A peek at your process or upcoming plans

People love feeling like insiders. Bonus: it makes your next offer feel more natural when it is time to sell it.

Email marketing works best when it feels like a conversation, not a campaign. Consistent, human touchpoints keep your business top of mind and remind customers why they’re glad to hear from you.

Stuck on what to send your list? Let’s brainstorm a few ideas together. Reach out today!