20 non-sale campaign ideas

I made a post about this on my social media (which you can find here: click here), but I wanted to share it here. I see a lot of the time people struggle to come up with ideas for non-sale-related email campaigns, and honestly, I struggled at the start as well. What I did over the years is really just create a library of content that my strategists can leverage when it comes to campaign ideas that most people seem to miss.

Here's a quick list I put together of what I recommend doing for the agency owners and freelancers here: creating a library of designs and copy that hosts all of these types of ideas.

1. Behind the Product

Tell the story of how a product came to life. Example angle: The original idea that sparked the product.

2. Customer Routine

Show how a real customer uses the product in their day. Example angle: A morning routine featuring the product.

3. Myth Busting

Address a misconception within the category. Example angle: The biggest myth about your product category.

4. Founder’s Note

A personal message from the founder. Example angle: Why the brand was started.

5. How It’s Made

Walk through the product creation process. Example angle: How the product is assembled.

6. Customer Spotlight

Feature a real customer story. Example angle: How one customer discovered the brand.

7. Beginner’s Guide

Educate customers who are new to the category. Example angle: Beginner’s guide to using the product.

8. Team Picks

Highlight products the internal team loves. Example angle: The founder’s favorite product.

9. Quiz or Self-Assessment

Interactive content that helps customers learn about themselves.Example angle: Find your ideal product match.

10. Unpopular Opinion

Share a contrarian take related to the category. Example angle: Why less product can sometimes be better.

11. Product Deep Dive

Break down one product in detail. Example angle: What makes this product different.

12. What We’re Reading

Share interesting content relevant to the niche. Example angle: One article the team recommends this week.

13. Customer Questions Answered

Address common customer questions. Example angle: The most common question customers ask.

14. Industry Trend

Explain a shift happening in the industry. Example angle: A new trend customers should know about.

15. What Happens After You Order

Show the fulfillment journey. Example angle: The packaging process.

16. Before and After

Demonstrate transformation or change. Example angle: A customer’s before and after experience.

17. Community Highlights

Showcase customer-generated content. Example angle: A photo shared by a customer.

18. Brand Manifesto

Communicate the philosophy behind the brand. Example angle: The core value the brand believes in most.

19. Experiments

Share ideas or innovations the brand is testing. Example angle: A new concept the team is exploring.

20. Day in the Life

Show the people behind the brand. Example angle: A day inside the warehouse.

There's a bunch you can do there, and the content ideas are endless. Give them a go, let me know what the results are!

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