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We’ve all been there. It’s Tuesday morning, you want to send out your weekly email, and you’re staring at a completely blank template, wondering what the hell you’re going to say to your subscribers.

Your product team hasn’t shipped anything exciting in weeks. There’s no big sale to announce. Your latest blog post was about API documentation (riveting stuff). But your audience expects to hear from you, and you know that staying consistent with your email cadence is crucial for maintaining engagement.

Here’s the thing: not every email needs to be a product announcement or sales pitch. In fact, some of your most engaging emails will be the ones that have absolutely nothing to do with what you’re selling.

But here’s my litmus test for any email content: Would I want to receive this email? If I’m being honest with myself and the answer is no, then the content probably isn’t good enough. Your subscribers’ inboxes are sacred real estate, and they’re trusting you with their attention. Don’t waste it on emails that even you wouldn’t want to read.

I’ve worked on email strategies for years, and the brands that build the strongest relationships with their subscribers are the ones that show up regularly with genuinely interesting content, whether they have “news” or not. They understand that every email is an opportunity to reinforce their brand, provide value, and stay top of mind for when their audience is ready to buy.

So if you’re stuck in content creation purgatory, here are 10 proven email content types that work beautifully when you have nothing obvious to announce. And yes, these are all emails I’d actually want to receive.

1. Behind-the-Scenes Stories

People love seeing how the sausage gets made, especially the parts they’d never otherwise see.

This isn’t about random office moments – it’s about giving your audience genuine insight into your process, your people, or your product creation. Show them how your products are actually made, take them inside your founder’s decision-making process, or walk them through your company values in action.

Why it works: These stories create transparency and build trust by showing the real work and thought that goes into what you do. They make your brand feel authentic and give people a reason to care about your company beyond just your product.

Examples in action: Patagonia’s environmental storytelling showcases their commitment to sustainability through real action, not just marketing speak. Made In’s craftsmanship emails take you inside their manufacturing process, showing the precision and care that goes into their cookware. Sightglass Coffee shares the story behind their sourcing and roasting process, making you feel connected to every cup.

How to execute: Think about the most interesting parts of your business that customers never see. Document your manufacturing process, interview your founder about key decisions, or follow a product from conception to launch. The key is showing genuine substance, not just surface-level office culture.

2. Customer Spotlight/Success Stories

This one’s particularly powerful for SaaS companies, but B2C brands can absolutely make it work too.

Feature how your customers are winning with your product. But here’s the crucial part: make it about them, not about you. Focus on their journey, their challenges, and their specific outcomes. Include real metrics when possible, because numbers make stories credible.

Why it works: Social proof is marketing gold, but it’s even better when it comes with a compelling narrative. These stories also give your other customers ideas for how they might use your product differently.

Examples in action: HeyGen showcases how teams are using AI video creation to solve real business problems, focusing on customer outcomes rather than product features. Brooks Running celebrates their community by highlighting real runners and their stories, making it about the people, not just the shoes.

How to execute: Reach out to customers who’ve had notable wins and ask if they’d be willing to share their story. Most people love being featured, and you’ll be surprised how willing they are to participate. Just make sure you’re telling their story, not using them as a thinly veiled product demo.

3. Industry Trend Commentary

Position yourself as the smart person in the room who has thoughtful opinions about what’s happening in your industry.

This isn’t about regurgitating the latest TechCrunch article. It’s about offering your unique perspective on trends, changes, or developments that affect your audience. What do you think about the latest iOS update? How is AI actually impacting your industry? What’s your take on the newest marketing fad everyone’s talking about?

Why it works: Thought leadership builds trust and positions you as an expert worth listening to. When people see you as a credible voice in your space, they’re more likely to consider your product when they’re ready to buy.

Examples in action: Rootless explores the future of plant-based living by commenting on trends in sustainable lifestyle choices, positioning themselves as thought leaders in the space.

How to execute: Stay plugged into industry news and developments, but always add your own angle. What’s your hot take? What are you seeing in your own data? How does this trend actually impact your customers’ day-to-day work?

4. “How We Use Our Own Product”

Nothing builds credibility like authentic dogfooding.

Share how your own team uses your product in ways that might surprise people. What internal processes have you built? What unexpected use cases have you discovered? How has your own relationship with your product evolved?

Why it works: It shows genuine belief in what you’ve built, and it often reveals creative applications that your customers hadn’t considered.

Examples in action: Content-powered onboarding examples show how SaaS companies use their own tools to create better user experiences, demonstrating authentic product usage.

How to execute: Survey your team about how they actually use your product. You’ll probably discover some creative implementations you hadn’t thought to highlight. The key is being genuinely helpful, not just showing off features.

5. Seasonal/Timely Content

Connect your brand to what people are actually experiencing in their lives right now.

This works especially well for B2C brands, but SaaS companies can absolutely nail this too. Think beyond obvious holidays – consider back-to-school season, tax time, summer vacation planning, or even cultural moments like award shows or sporting events.

Why it works: Timely content feels relevant and shows you’re tuned into your audience’s world beyond just their relationship with your product.

Examples in action: Mate the Label creates seasonal lifestyle content that connects their sustainable fashion to what customers are actually experiencing in their lives. Fast Growing Trees perfectly times their content around planting seasons and garden planning. Headspace delivers mindfulness content that aligns with stressful times or seasonal mental health needs.

How to execute: Plan seasonal content at least a quarter in advance. Think about what your audience is dealing with during different times of year and how you can be genuinely helpful (not just promotional).

6. Educational Mini-Lessons

Teach your audience something useful that’s related to your industry but not directly about your product.

These emails position you as a helpful expert rather than someone who’s always trying to sell. The key is making the education genuinely valuable – something people could actually apply immediately.

Why it works: Educational content builds trust and keeps you top of mind as a helpful resource. When people think of you as someone who provides value, they’re more likely to consider your product later.

Examples in action: Team Create’s “Myths vs Facts” email uses engaging content segmentation to educate while keeping readers scrolling. Huel provides nutrition education that helps people make better dietary choices, whether they use Huel or not. Ketone IQ shares performance insights that benefit anyone interested in optimization, not just their customers.

How to execute: Think about the broader challenges your audience faces that relate to your space. What knowledge do you have that could make their lives easier? Package it into bite-sized, actionable lessons.

7. “Things That Inspired Us This Week”

Curate interesting content, ideas, or examples from other brands and industries.

This shows you’re plugged into what’s happening in your space and beyond. Share articles you found thought-provoking, campaigns that impressed you, or design work that caught your eye. Always add your own commentary about why it’s noteworthy.

Why it works: Curation is a valuable service, and it positions you as someone with good taste and broad awareness. Plus, it’s often easier than creating original content from scratch.

Examples in action: Sonos creates tech and lifestyle inspiration that goes beyond just audio equipment, curating content around design, innovation, and creativity that appeals to their design-conscious audience.

How to execute: Keep a running list of interesting things you encounter throughout the week. The key is adding genuine insight about why each item is worth your audience’s attention.

8. Problem/Solution Without the Product Pitch

Address a real pain point your audience faces, but solve it with general advice rather than pushing your product.

This is particularly powerful for SaaS companies. Take a problem you know your audience struggles with and provide genuinely helpful guidance – even if it means recommending solutions that aren’t yours.

Why it works: It builds massive trust and positions you as someone who cares more about helping than selling. When people see you as genuinely helpful, they’re much more likely to consider your product when they’re ready.

Examples in action: Blueland addresses environmental concerns by providing actionable sustainability tips that benefit everyone, not just people who buy their cleaning products.

How to execute: Think about the problems your product solves, then step back and address those problems more broadly. What general principles or strategies could help, regardless of which tools someone uses?

9. Community/User-Generated Content

Showcase how real people use and love your product, but make it about them, not you.

This works especially well for B2C brands, but SaaS companies can absolutely make it work too. Feature customer photos, creative use cases, or community highlights. The key is celebrating your users rather than your product.

Why it works: User-generated content creates social proof and FOMO while making your community feel valued and recognized.

Examples in action: Brightland showcases customer creativity by featuring how people use their olive oils and vinegars in unexpected recipes and beautiful food photography, making customers the stars of the show.

How to execute: Encourage your users to share how they use your product, then feature the most interesting examples. Always get permission and give proper credit. Make it about celebrating them, not showing off your features.

10. “Ask Me Anything” or Direct Questions

Flip the script and make your audience the star by asking them thoughtful questions—or better yet, invite them to ask you anything.

This could be industry-related polls, feedback requests, product questions, or just genuine curiosity about their experiences. The key is creating genuine opportunities for two-way conversation that you actually want to engage with.

Why it works: It creates genuine engagement and gives you tons of material for future emails. Plus, people love feeling heard and valued. When you make it easy for customers to reach out, you build stronger relationships and often discover insights you wouldn’t have found otherwise.

Examples in action: Orbit Baby’s “Have Questions?” email is brilliantly simple – the entire email is built around encouraging customers to ask questions about their products. With clear CTAs like “ASK US ABOUT THIS PRODUCT” and “ASK A QUESTION,” they’re proactively inviting engagement rather than waiting for customers to reach out. It positions them as approachable experts who genuinely want to help.

How to execute: Make it ridiculously easy for people to ask questions. Create dedicated emails that invite feedback on specific topics, ask for input on potential new features, or simply ask what challenges they’re facing. The key is following up on responses and showing that you’re actually listening. Consider featuring interesting questions and answers in future emails to show others that you’re genuinely engaged with your community.

Putting It All Together

The secret to making these content types work is authenticity and consistency. Don’t try to force your brand into formats that don’t feel natural. If you’re a serious B2B SaaS company, focus on industry insights and customer success stories. If you’re a fun consumer brand, lean into the behind-the-scenes moments and community content.

Here’s how I’d recommend balancing these content types:

For SaaS companies: Mix customer spotlights (30%), educational content (25%), industry commentary (20%), behind-the-scenes (15%), and questions/polls (10%).

For B2C brands: Focus on community content (25%), seasonal/timely content (25%), behind-the-scenes (20%), educational mini-lessons (15%), and curated inspiration (15%).

The most important thing? Plan ahead. Keep a running list of content ideas so you’re never starting from scratch. When inspiration strikes, capture it immediately. Future you will be grateful when you’re staring at that blank email template on Tuesday morning.

Remember: your audience subscribed because they want to hear from you, not just when you have something to sell. Give them a reason to stay subscribed by being genuinely interesting, helpful, and human.

Now stop overthinking it and go write something interesting.

Much love,
Andy

Email: [email protected]
Twitter: @emaillove