On any given day, you probably receive a handful of emails from brands advertising their flashiest new products or urging you to buy their deeply discounted stock before a new drop.

As a business owner, it’s easy to look at these emails and understand where the sender is coming from. You might even be able to glean some ideas for your own emails from the subject lines, format, etc.

But what if you don’t sell a product? What if your business is a service provider, an intermediary for other businesses, or even a non-profit or awareness group? How can you use email marketing when your conversion isn’t a ‘Shop Now’ button?

Ways to Use Email Marketing That’s Not SELL! SELL! SELL!

When your goal isn’t to sell a product online, your focus should instead be on building brand identity, establishing trust, and informing your audience. There are a few ways you can do all three of these at the same time!

Send Out Free Stuff

It’s very hard for people to turn down freebies, even if they don’t need them. Depending on your industry, you can create resources for your audience that address their pain points and provide value.

• Daycare or Education - Create infographics with tips for preventing sickness, a list of easy and fun activities to do at home, or facts about child development for new parents.
• Contractor (roofing, HVAC, plumbing, etc.) - Create checklists for winterizing your properties, or maintenance schedules with information about warning signs for potential issues.
• Food Service - You can send out recipes that your chefs like to make while at home, drink/food pairings, or facts about health benefits or risks of certain foods.
• Fitness - Webinars or videos about current health topics, workout plans, nutrition advice, or even a calendar of events to keep people involved.

Creating free assets for your audience doesn’t have to be a chore, either. Services like Canva can help you easily whip up infographics or flyers that slot easily into your emails.

Be the First Source for Industry News

Providing value to your audience is one of the best ways to use your email marketing budget. No matter what industry you’re in, there are bound to be things you know that your audience doesn’t, and passing along that information can be super valuable.

For example, if you work in HVAC and your state just passed legislation that will make it easier for homeowners to get rebates on more efficient furnaces, water heaters, etc., you should let your audience know. You can check government energy rebate programs for updates.

Showcase Customer Stories

You can use your email platform to share customer or patient stories. Maybe you have a client whose life is much better now that they have your business to help them. Ask them for an interview!

Showing off what you can do for prospective customers is great advertising, and it helps to establish trust. But, you can also use negative experiences to your advantage too.

Do you have a customer who really didn’t like your service and even left a bad review? Take that situation and spin it into a positive. Share the experience from your perspective and show what you’ve learned.

Don’t Overthink Your Email Marketing Strategy

Leveraging the power of email doesn’t have to be complex. Once you identify your audience’s pain points and determine how you can help them, the rest just falls into place.

Providing free resources, spreading industry news, and showcasing both positive and negative customer stories are all valuable practices for any industry. So no matter if you own a software development firm or a construction business, you can take these tips and improve your email marketing.