We’ve all been there.
You know you should be emailing your list. You even carved out the time. You’ve got a cup of coffee, a blank screen, and exactly... zero ideas. (Ugh, the worst!)
And so, the spiral begins:
I don’t want to bug them.
What if I don’t have anything useful to say?
I’ll just wait until I have a really important announcement or offer…
Cut to three months later, and the next time your list hears from you is when you’re desperate to fill a webinar or chasing Q2 numbers. Oops.
Here’s the truth: silence is louder than you think.
When you don’t show up, people forget you. When you only show up to sell, they unsubscribe.
But when you show up consistently—even when you’re not “selling” anything—you build trust. Familiarity. Relationship.
So if you’re staring down your email platform wondering what the heck to send…
Here are a few go-to email content ideas to break through the mental block:
1. Share a Win (and the Story Behind It)
Solved a sticky IT problem recently? Got a great testimonial? Make it known. But don’t just celebrate it—tell the tale.
Walk your audience through what happened, what the challenge was, and how you solved it. Bonus points if you frame it as a “what this means for you” takeaway.
Even better: show off a customer success that others can relate to. These are subtle case studies that don’t feel like case studies. They’re stories.
And stories (unlike numbers and data) resonate and linger long past the moment.
2. Show Them Behind the Curtain
People love a peek behind the scenes. What’s changing in your business? What new tools or processes are you testing? What’s your team up to?
Whether you just switched PSA tools, redesigned your onboarding workflow, or discovered a keyboard shortcut that changed your life—tell your list.
It humanizes you. It builds trust. And it reminds your audience that you’re not just a faceless service provider—you’re a real team doing real things.
You’re someone with a point of view, constantly learning and improving, with tips to share to boot. And in this increasingly technologically-reliant world, people still want to do business with people.
So let them see you.
3. Answer One of Your FAQs
Think about the questions prospects or clients ask you all the time. Then answer one. In an email.
You, your techs, or your sales team likely already do this every day. It’s just a matter of typing it out. (If you’re the marketing person within your MSP or someone who doesn’t have that direct one-to-one contact with clients, talk to your team about issues that have been coming up lately—lean on them as your boots on the ground.)
No need for a novel as you write this. Just pick one common, slightly misunderstood topic:
Why can’t you fix my printer remotely? If my phone system runs through the internet, what happens when the internet goes down? Now that I’ve got everything on the cloud, can I really work from anywhere?
Then give your expert take in language they can easily digest.
Simple. Useful. Authority-building.
4. Rant (Just a Little)
No, not an unhinged “get off my lawn” sort of rant. But a savvy hot take on something happening within the MSP space or a vertical you work with closely? OK, now I'm listening.
Maybe it’s an overhyped tool you think is trash. Maybe it’s a bad habit you see prospects making all the time. Maybe it’s your take on that big news story in tech that everyone else is panicking over.
This is your chance to have an opinion. People remember opinions. They share opinions. They trust the people who take a stand—even if they don’t agree 100%. When you stand for nothing, you resonate with no one.
But here’s the catch: be sure to end with a helpful takeaway. Entertain and educate.
5. Round Up Something Useful
Could be tools, articles, stats, memes, podcasts—anything you’ve found genuinely helpful or interesting recently. Make a quick roundup.
This is gold for busy readers. You become a trusted filter for all the stuff out there that they don’t have time to sift through.
And no, you don’t have to author all this yourself. Just gather a few things that stand out to you and add a quick comment on why you liked it or how it applies to them.
Found a particular business podcast episode insightful? Reading a personal development book that is really challenging you? Any relevant tech or security news grab your attention?
It all might be of interest to your audience. The key is in how you frame it.
6. Give Away Something That Helps
A checklist. A one-page case study. A quick video tip. A simple template. Anything that makes your reader’s job easier.
You don’t need to invest hours and hours writing and designing a 12-page eBook. Think breadcrumbs, not entire loaves here. Even a 3-step “How to prep for a QBR” checklist or “Things to ask before switching providers” guide can feel like a gift in the inbox.
Ask yourself: What’s something I can crank out quickly, leveraging design templates online, that my prospects would find useful?
A free resource always piques curiosity. And when you give more than you ask? People remember that.
TL;DR: It’s Not About Being Perfect—It’s About Showing Up
The best email isn’t the one with the prettiest design or the most perfectly crafted CTA.
It’s the one that actually reaches your people.
If you only email when inspiration strikes, you’re leaving connection—and money—on the table. When it comes to marketing your MSP, consistency is everything.
(Pro tip: Keep a spreadsheet or a note in your phone for email ideas as they come to mind…just enough to jog your memory so that you can come back to it and remember the details like it was yesterday.)
If you start treating email like the conversation it is, you’ll always have something to say. And your audience will actually want to hear it.
Want to turn those email ideas into automated lead-gen magic?
Join us this May for the Sales & Marketing Workshop happening alongside CharTec Academy. We'll help you build real-world email campaigns, fine-tune your list strategy, and finally hit “send” with confidence.
Your marketing-to-sales pipeline is one workshop away.
