Email Marketing Content: What Do You Even Say?

5 Ways to Generate Content Ideas for Your Email Newsletter

Getting started with content ideas for your business begins with understanding your audience and what they need and find valuable. 

Here are a few ways to generate content ideas:

1. Answer Common Questions

We all get asked questions, right? Chances are, if one customer is asking, many others are wondering the same thing. Use these frequently asked questions as inspiration for your email content. Providing helpful answers builds trust and keeps your audience informed.

For example, I’m often asked, “What exactly do you do as a virtual assistant?” This single question has given me several content ideas since my work covers many areas. I can break services down into individual emails, each highlighting a different service I offer, stretching one question into multiple valuable pieces of content.

A retail store, for instance, might frequently get asked about its return policy. Instead of answering it one-on-one all the time, why not include it in an email? Maybe even as a quick note at the bottom of every message. It’s a simple way to provide useful information while reinforcing your policies.

Think about the common questions in your business because chances are they’re great content waiting to be shared.

2. Share Success Stories

Sharing success stories is a powerful way to engage your audience and build trust. By showcasing how your product or service has made a positive impact, you can inspire and connect with your readers.

One of the most effective ways to do this is through customer testimonials. Sharing the connection you had with a customer, along with their testimonial, is providing real connection and feedback directly from satisfied clients, offering valuable insights into how your business has helped others. 

Audiences really look to reviews before buying products or booking services, so asking for reviews and feedback regularly can give you a steady stream of positive content to share. You could even share a testimonial at the bottom of each email you send.

3. Behind the Scenes Content

Behind-the-scenes content is a fun way to connect with your audience, giving them a ‘sneak peek’ into your business and showcasing a more personal side. This type of content is popular on social media, so why not extend it to your email marketing as well? (because not everyone is on social media, and using the same content across multiple platforms is a win-win)

For example, if you’re a retail store owner, you can share how you stock your shelves and create eye-catching displays. Using words and photos in your emails helps your audience see another side of your business, making them feel more connected and engaged with your store.

Celebrating your business’s achievements is also important. Whether it’s a company milestone, an award, or a significant business win, sharing these moments with your audience reinforces their connection to your success. You can also highlight how their support helped you reach those achievements.

If your business is involved in charity work, events, or anything outside the usual business routine, let your audience know. Sharing these activities helps personalize your brand and shows that you’re engaged in your community.

This kind of content does more than just inform, it builds social proof, makes your emails more relatable, and inspires trust. When your audience sees others succeed with your help, they’re more likely to engage with your business and become loyal customers

4. Promote Special Offers

Promoting special offers through email marketing is a great way to engage your audience and encourage action. Whether you’re offering a limited-time discount, a seasonal promotion, or hosting a special event, email provides a direct way to reach your audience with personalized and exclusive offers and invites. 

An email that highlights a special offer can create urgency and excitement. For instance, if you're offering a limited-time discount, you can emphasize the deadline, reminding your audience that they need to act fast to take advantage of the deal. You might also add a countdown timer to visually reinforce the sense of urgency. Additionally , you can send follow-up reminder emails as the deadline approaches. 

Offering exclusive deals to your email subscribers can make them feel valued and special. Remember, your email audience is like your "VIP" list, so make sure they get access to specials and deals before you share them on social media and be sure to let them know they’re getting exclusive access. Make them your #1.

Seasonal promotions are also a great opportunity to connect with your audience. Whether it’s a back-to-school sale, holiday discounts, or summer clearance, aligning your offers with the time of year can make them feel timely and relevant. These seasonal promotions can drive traffic and sales while showing your audience you’re tuned in to what matters most at that time.

Here’s an important note though: I’ve noticed that many small retail businesses only send emails when they have a new product launch, which often happens weekly. While I’m all for promoting new product releases when they go live, I encourage you not to limit your emails to just showcasing products when they are new. Your products are available year-round, so it’s important to highlight them periodically throughout the year, not just the new arrivals.

Additionally, don’t restrict your emails to product promotions alone. Share valuable insights about your business using the five ideas outlined in this blog post.

By connecting with your audience beyond just sales, you’ll foster stronger loyalty and keep them engaged with your brand.

Don't forget to use engaging visuals in these emails. Creating images that showcase the offer can grab attention and make the email stand out in the crowded inboxes. You can also use these images on your social media after sending the VIP email. (another win-win for content in multiple platforms)

Overall, promoting special offers is all about creating value and urgency. These emails reward your loyal subscribers and attract new customers who are excited to take advantage of a great deal.

5. Repurpose Existing Content

As I mentioned earlier, if you have a website or post on social media, you’ve already created content that can easily be repurposed for emails. Blog posts also make excellent content for your emails, providing information to your audience without extra effort.

One of the simplest and easiest ways I found to repurpose content is by turning my blog posts into email content. This is a concept I learned in The Writer's Room and has made my email content so much easier. When I was just starting, I would take my blog posts and turn them directly into emails, using sections of what I already wrote and linking to the full post for my audience to read. It was a great starting point to help me get consistent with my email marketing, and one I continue to do. 

Social media content is another area to look at for email marketing content. If you've posted tips, updates, or other information about your business, you can bring it to your emails. 

Additionally, if you’re feeling stuck on content ideas, don’t forget that you recycle old email content as well. I was in a co-writing group where our leader talked about reading what you previously sent out in your emails for content ideas. If you find you have previously sent out an email with useful information, revisit it and make some updates or tweak the offer you had. You are then saving time for content and keeping your emails consistent and valuable. 

Overall, repurposing existing content for email marketing is a smart and efficient way to keep your emails fresh and engaging without always starting from scratch. Whether it’s blog posts, website content, or social media posts, you likely have a good collection of content that can be used for your email audience.

Not quite at the content stage yet? Click here to read my blog post, Getting Started with Email Marketing. This post will help you lay the groundwork before jumping into what to say.

Email Marketing Content Should Not Feel Overwhelming 

Creating engaging email content doesn’t have to be overwhelming. 

By exploring the five content ideas shared, you can discover what works best for you. 

From my own experience with email marketing, the more emails you write, the easier it becomes. Instead of stressing over what content to create, you’ll find yourself excited to share what you already have. 

Consistency not only makes content creation easier but it also helps you write messages that truly connect with your audience, where they are looking forward to opening your email and ‘seeing’ what you have to offer. 

Still stuck on what to say? Let’s brainstorm together and find the content for your brand. Click HERE to connect with me. 🖤

Looking for more content ideas?  Click below for a FREE content list with 21 prompts to help you keep the content flowing.