What to Send Your List When You Have ‘Nothing to Sell
In the world of digital marketing, the ebb and flow of a sales cycle can leave even the most proactive marketers wondering what to do next. Imagine this: after an intense product launch or promotional spree, you find yourself in a lull with seemingly ‘nothing to sell.’
Yet, your email list, cultivated with care and brimming with potential, sits waiting for your next move. Rather than letting this pause become a period of stagnation, it’s the perfect opportunity to engage, nurture, and strengthen your connection with your audience.
The art of communication goes beyond just selling products—it’s about building relationships and providing value. When you have ‘nothing to sell,’ you can use this time to captivate your subscribers with captivating stories, insightful industry updates, or exclusive content that resonates with their interests.
Such thoughtful engagement not only maintains but enhances your brand’s presence in your subscribers’ minds, ensuring that when the next sales window opens, you’re at the forefront of their consideration.
In this blog post, we’ll explore exactly what to send your list when you have “nothing to sell” and how this strategy can turn a quiet period into a fruitful endeavor.
Crafting Engaging Storytelling Emails
When you’re wondering What to Send Your List When You Have “Nothing to Sell”, storytelling emails can be your secret weapon. Rather than pitching a product, immerse subscribers in a narrative that resonates with their experiences or aspirations.
Start by identifying a relatable theme—perhaps a founder’s journey, a behind-the-scenes peek at your process, or a customer’s personal transformation. Use vivid descriptions, authentic emotion, and a clear narrative arc to keep readers hooked from subject line to sign-off.
Break your story into digestible chunks. Introduce characters (real or branded), establish context, build tension, and finally resolve with a takeaway or lesson.
This structure not only keeps engagement high but predisposes your audience to view your brand as personable and trustworthy.
End each email with a simple call-to-action: invite replies, prompt social shares, or link to related blog articles. Over time, these narrative threads weave a deeper connection, making subscribers eager for your next installment—no sales pitch required.
Sharing Industry Insights and Updates
Even when you have ‘nothing to sell’, your expertise can be a valuable commodity. Curating and sharing the latest trends, reports, or research findings positions your brand as a thought leader and keeps your audience informed.
Start by summarizing key news items in your sector—new technologies, regulatory changes, or emerging best practices. Provide context: why these developments matter, how they could impact your subscribers, and actionable steps they can take in response.
To maintain reader interest, present insights in a concise format: bullet points, infographics, or short video embeds. Link to authoritative sources so subscribers can dig deeper if they wish.
You can also include a monthly or quarterly “industry round-up” where you highlight top stories, forecast upcoming shifts, and answer frequently asked questions.
By regularly delivering curated, high-quality insights, you build trust and keep your email list engaged, even in the absence of product promotions.
Providing Exclusive Content for Subscribers
When you have ‘nothing to sell’, give your email list something to savor: exclusive content available only to subscribers. This can take many forms—early access to new blog posts, downloadable resources like templates or checklists, or even members-only video tutorials.
The exclusivity factor makes subscribers feel valued and incentivizes them to remain on your list. Promote this gated content through compelling teasers in your email subject lines and preview snippets.
Explain the benefits clearly: “Unlock our insider’s guide to productivity hacks” or “Get first dibs on our upcoming whitepaper.” Use simple landing pages that require just an email to access.
Track engagement metrics like open rates, click-throughs, and downloads to refine your offerings over time. By rewarding your audience with premium content during downtime, you keep the relationship dynamic and anticipation high for your next big launch.
Conducting Surveys and Polls for Audience Feedback
Gathering feedback is a win-win when you have ‘nothing to sell’. Surveys and polls not only demonstrate that you value subscriber opinions but also supply you with data to inform future offerings.
Start with a short, focused survey—no more than 5–7 questions—asking about subscriber challenges, content preferences, or interest in potential new products.
Incentivize participation by offering a small reward: a downloadable tip sheet, entry into a giveaway, or a discount on your next launch. Share the results with your audience in a follow-up email; transparency fosters trust.
Then, highlight how you’ll use their feedback to improve your service or develop new resources. This interactive approach turns a quiet sales period into an opportunity for deeper customer insight and positions your brand as responsive and customer-centric.
Showcasing User-Generated Content
User-generated content (UGC) breathes authenticity into your email communications. When you have ‘nothing to sell’, tap into the stories, photos, and testimonials your customers already share.
Curate the best examples—customer photos using your product, success stories, or creative tips—and feature them in your emails. This not only highlights real-world value but also motivates other subscribers to contribute their experiences.
Create a dedicated hashtag for social sharing and run periodic “feature of the month” contests. Encourage subscribers to submit images, video clips, or written feedback.
Then assemble your favorites into a newsletter, complete with shout-outs and, if appropriate, small rewards like vouchers or recognition badges.
By spotlighting your community, you foster a sense of belonging and keep engagement high until your next promotional phase.
Offering Educational Resources and How-To Guides
Educational content is a powerful tool when you have ‘nothing to sell’. By offering step-by-step guides, tutorials, or deep-dive articles, you position your brand as an indispensable resource.
Identify topics that align with your audience’s interests—whether it’s a beginner’s handbook, an advanced strategy playbook, or a set of pro-tips to solve common challenges.
Structure your guides for readability: clear headings, numbered steps, screenshots or diagrams, and concise summaries. Embed links to related blog posts, videos, or downloadable worksheets for further exploration.
You might also break a longer tutorial into a multi-part email series, turning subscribers back into active readers day after day. This continuous drip of valuable content keeps your list engaged and eager for whatever you launch next.
Hosting Webinars or Virtual Events
Hosting live webinars or virtual events is an interactive way to engage your list when you have ‘nothing to sell’. Choose timely topics based on subscriber interests—new industry developments, hands-on workshops, or Q&A panels with experts.
Promote the event through a series of email reminders, highlight key takeaways, and share speaker bios to build anticipation. During the event, encourage active participation: live polls, chat questions, or breakout sessions.
Record the session and share the replay exclusively with your email list afterward. This approach not only keeps subscribers engaged in real time but also builds a library of valuable recordings you can repurpose later.
Virtual events foster community, strengthen relationships, and keep your brand top-of-mind until your next sale.
Collaborating with Influencers or Partners
Collaborations inject fresh perspectives when you have ‘nothing to sell’. Partner with influencers, thought leaders, or complementary brands to co-create content—guest blog posts, joint webinars, or co-branded resources.
This cross-pollination exposes your list to new voices and provides diverse value without a sales pitch. Choose partners whose audience aligns with yours and outline mutual benefits: increased reach, shared expertise, or free promotional materials.
Announce the collaboration through teaser emails, spotlight your guest’s insights, and link to collaborative deliverables. By pooling credibility and resources, you enrich your content offering and keep subscriber engagement levels high between product launches.
Highlighting Customer Testimonials and Success Stories
Nothing reinforces trust more than genuine customer testimonials and success stories. When you have ‘nothing to sell’, curate case studies that showcase real results achieved by your clients.
Outline the initial challenge, the solution implemented (even if it’s best practices or free resources you provided), and the measurable outcome. Include direct quotes, metrics, and before-and-after visuals where possible.
Frame each story as a mini-narrative: introduce the customer, set the scene, and walk readers through the transformation. End with a brief reflection or lesson learned that your broader audience can apply.
By spotlighting authentic achievements, you demonstrate your expertise and keep your audience inspired—without ever pushing a sale.
Maximizing Engagement During Downtimes
Periods with “nothing to sell” aren’t dead zones—they’re golden opportunities to deepen your relationship with subscribers. By deploying storytelling, exclusive content, educational resources, and interactive formats, you maintain momentum and foster loyalty.
Whether through user-generated showcases, expert collaborations, or data-driven surveys, every email can deliver genuine value. Keep your audience engaged, informed, and inspired—and when your next promotion arrives, you’ll have a more receptive, enthusiastic list than ever before.
