🤔 What to Send Between Big Sales

Hey, it’s Ray.

Not every email can be a Black Friday blowout.

You can’t always lead with “20% OFF” or “Free Shipping Today Only.”

But if you go silent between promos?

You lose visibility, engagement, and future revenue.

Here’s the truth: Some of the most valuable emails we’ve ever sent didn’t sell a thing directly.

They just kept the conversation going.

Why This Matters

When you're not in a sales push, your emails still have work to do.

✅ Keep your brand top of mind
✅ Build trust and authority
✅ Educate and entertain
✅ Warm up your list for the next launch

Skip this and you risk going cold.

Worse, you only show up when you're selling something. 

That’s not a relationship. 

That’s noise.

Let’s fix that.

5 High-Value Emails to Send Between Sales

These emails drive long-term engagement and prep your list to convert later.

1. The Behind-the-Scenes Story

People love a peek behind the curtain.

✅ Share how you design your products
✅ Introduce a team member
✅ Walk through your process or mission

It makes your brand human and memorable.

2. The How-To or Tips Email

Teach them something they didn’t know. 

Think:

✅ “3 Ways to Style This Season’s Bestsellers”
✅ “How We Brew the Perfect Cup”

It adds value and subtly sells without pushing.

3. The Product Education Breakdown

If you sell anything slightly complex, this one’s gold.

✅ Feature one product.
✅ Answer common questions.
✅ Show it in action.

The more they understand it, the more likely they are to buy.

4. The Social Proof Roundup

Let your customers do the selling.

✅ Highlight 5-star reviews
✅ Share a customer photo
✅ Repost a testimonial from IG

5. The Personal Letter from the Founder

A short, sincere note from you to your customers.

Talk about:

✅ What you're working on
✅ What you're grateful for
✅ A meaningful update

No graphics. 

Just honesty. 

These emails always get replies.

What Not to Do Between Sales

❌ Don't ghost your list.
Your next promo will flop if they forget who you are.

❌ Don't force urgency where there is none.
“Only 24 hours left!”—but left for what? Save urgency for when it matters.

❌ Don’t just resend old sale emails.
If it feels lazy, it reads lazy.

When In Doubt, Serve Before You Sell

Every email doesn’t need a discount.

But every email should have value.

If you give your audience something helpful, interesting, or real, they’ll stick around. 

And when your next offer drops? They'll be ready.

Make the quiet times count.

Here’s what I suggest:

✔️ Map out your next 30 days of non-sale content
✔️ Mix in education, story, and social proof
✔️ Track which ones drive replies, clicks, or saves

Then double down on what works.

You don’t have to wait for a launch to connect with your audience.

Stay visible. Stay relevant. The sales will follow.

Let me show you how.

Talk soon,
Raymond Chen
Founder & CEO, 11 Agency

More Ways to Level Up Your Email Game

If this sounds like a lot to manage, don’t worry, I’ve got you covered.

There’s a lot that goes into building a high-converting email strategy. 

If you’re serious about optimizing your email marketing, let’s talk. 

Here’s what we can do:

✅ Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, we’ll build out a full email system that maximizes your revenue. You can book a call with me here. 

✅ Or, if you just want to grab a free resource, get a FREE 10-page KPI audit and a 128-point health scorecard to optimize your email marketing. Get it here!

Extra Tips to Boost Your Email Strategy

If you’re up for boosting your email game, I’ve got a few more gems for you:

📺 Watch My YouTube Tutorial: Create a High-Converting Welcome Sequence in 2025
Ready to turn new subscribers into loyal customers?

In this video, I’ll show you how to build a high-converting welcome sequence that boosts engagement and email deliverability. Using Klaviyo, I’ll guide you step-by-step on optimizing your flows for success. Plus, I’ll share key tips for Shopify brands to drive more sales with email!

👉 Watch it here: 

📝 5 Email Loyalty Marketing Programs That Drive Repeat Business
Many brands struggle to turn one-time buyers into loyal customers.

We’ve put together 5 proven email loyalty programs that encourage repeat purchases and build long-term relationships with your customers. Want to see the programs that actually work? 👉 Check out the full list here: 5 Email Loyalty Marketing Programs That Drive Repeat Business

💡 Let’s Connect on LinkedIn
I share daily email marketing tips, behind-the-scenes insights, and strategies that actually work. If you’re looking for extra value beyond this newsletter, let’s connect!👉  Follow me here.