I started my marketing journey in eCommerce where heavily pushing product via ALL of our marketing channels was the norm. An email without pushing a product, promotion or limited time offer? I rarely saw one.
While some companies focus on SELL, SELL, SELL! I’m a fan of the soft sell. Of course, direct sales emails have their place, but the non-sales emails help build trust, nurture relationships, and keep your company top-of-mind without being overly promotional.
Non-sales emails can be very effective for companies. Here’s why they work:
1. Builds Brand Awareness & Loyalty
Regularly sending valuable content (without a sales pitch) keeps your brand in front of your audience and strengthens their connection to your company.
2. Positions Your Company as an Industry Leader
Sharing thought leadership, industry trends, and helpful insights establishes credibility and expertise in your field.
3. Engages Your Audience Without Pressure
People are more likely to open and engage with emails that provide value rather than always pushing a product or service.
4. Keeps Customers Warm for Future Sales
By staying engaged through informative content, your audience is more receptive when you do send sales-focused emails.
5. Encourages Word-of-Mouth & Shares
Valuable content (e.g., educational articles, case studies, or company updates) is more likely to be shared, extending your reach.
6. Strengthens Customer Relationships
Providing useful information fosters trust and long-term engagement, making customers more likely to choose your company when they’re ready to buy.
Examples of Non-Sales Branded Emails That Work Well:
Educational Newsletters – Industry trends, expert tips, or how-to guides
Case Studies & Success Stories – Showcase how others have benefited from your company
Company Culture & Behind-the-Scenes – Highlight employees, company values, or community involvement
Event Invites & Recaps – Share upcoming webinars, trade shows, or key takeaways from events
Product/Service Insights (Without the Hard Sell) – Feature best practices or FAQs
User-Generated Content & Testimonials – Share customer experiences - include photos, videos, their stories and more!
A well-balanced email strategy that includes non-sales branded content helps build long-term relationships and primes your audience for when they are ready to buy. Need help brainstorming your next campaign?