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In this post we will look at how effective an email-driven content marketing strategy can be for you. A recent survey asked 224 marketing professionals about email marketing and content marketing.
Email is the Most Effective Channel
Email is the most effective channel for marketing content to prospective customers according to 82% of marketing professionals. The other two most effective channels are social media and a company’s website or blog for 54% and 51% of professionals.
Defining Content and Email Priorities
One of the top email-driven content marketing priorities is improving lead quality. The quality of your leads defines how successful your sales funnel is going to be. Increasing conversion rates and the number of leads or subscribers generated are priorities for 49%
When considering content, email subject lines and email priorities to examine your content.
- To improve the quality of your leads and conversions, you need better quality content.
- Your content needs to be focused on your audience. Determine the different segments you want to reach. Just like you segment your list, segment and personalize your content.
- Understand what content types you can create? Here’s what the research revealed on what works best for marketing.
Digital Content Types That Are Most Effective for Email
Videos or motion graphics are considered the most effective types of How to combine email and content marketing for maximum effect
When joined inside a single strategy, content marketing and email marketing pair well with each other. They contribute to the success of your digital marketing campaigns. For example you can live stream virtual events and then share the recordings through your email. You can send emails to collect customer feedback with the help of customer feedback tools.
Let’s understand how to promote these types of marketing:
Use Email to Promote your Content Sources
When creating content, you probably already have produced quality content through YouTube, a blog, or a publishing platform like Medium. That’s only half of the job.You need to show your audience where to follow you for content updates. This is true for any kind of content you create, be it for a finance blog; be it for topics like loans or mortgages. Want to tell your audience about a new savings plan? Write a post and then email your audience about it.
Have your email marketing plan set up and active. With this, you can attract more attention to your content. The best way is to include references to your content in every email you send out.
If content plays a key role for your business, it’s more likely that you have several people working on different content types, so it’s a good idea to use Monday.com alternatives to communicate with other team members and discuss all important elements about content source promotion when working on email marketing campaigns.
Plus, a good practice is to build links on your blog and video channel with social media icons. They are present at the bottom of the message and email recipients know where to look at should they want to subscribe.
Include Social Media Sharing Options in Email Messages
While touching on the subject of social media, that’s another place to share your content. To reach your media reach and bring in followers, use email channels to promote your social networks as well.
Add links to your different social media profiles in the email footer template. This way they don’t distract the reader from the main message you want to deliver and still stays visible for the user if they want to follow you.
Produce different types of content to include in your emails
Inside your content marketing campaigns, you should produce content of different types and formats for different channels and to seek out different audiences.
You can publish content in and as:
- Create general information and education oriented blog posts
- Whitepapers for communicating with B2B customers
- Infographics for visual learners
- Videos for quick audiovisual information sharing
- Longform videos for even more advanced education
Your blog can be a window to provide regular business and product updates while the rest of the website serves to provide a knowledge base to support existing customers.
You can repurpose content between multiple channels for efficiency and consistency.
Don’t forget to include different types of content in your email messages and newsletters.
You can embed content directly or simply add previews with links to other resources. And you can always learn more content marketing tips and tricks when attending email conferences that gather email marketing experts who share their best practices.
For example, when you subscribe to the houzz magazine you can see in their email newsletters plenty of interior design ideas and whether Houzz has a new video or article for you. You can play the video right from the email message.
Use Email Segmentation to Send Personalized Content
Email segmentation can appear to be a bit tricky at first but segmenting provides you with rich dividends later on. Segmentation helps you create and send curated content based on the recipient’s broader interests. Such an approach boosts e-deliverability, increases the odds of your messages being opened and read by people than being blocked for spam.
What if someone is interested in APM project management qualification? You are going to email them tutorials, training videos and snippets of your content and once you have sent those you can sell them your courses.
How to segment your emails to deliver content that’s apt for the recipient?
You need to research your recipient first and determine what they could be interested in and the formats that are engaging to them. Second, you need lots of different content to cater to these personas.
It’s worth the effort.
You add curated pieces and general content to give your audience both sides of content. The hardest thing to do is determine what to send to who.
The task can become easy if you use AI based marketing tools.
The tool helps you create unique newsletters tailored to the recipient’s profile.
Furthermore pair segmentation with catchy subject lines as well for even more personalized messages.
Newsletters serve Different Purposes
- They inform customers of events, promotions or new products.
- Communicate important news and updates
- Prove yourself to be a valuable resource
- Maintain contact with customers to increase brand awareness.
Use newsletters to draw attention to your content resources and drive traffic to these resources. For example, Jobber’s Illinois Plumbing License guide could be repurposed as a newsletter piece or an infographic within a newsletter, linking to the source material to drive website traffic for readers who want to learn more. Include references in your content newsletter.
We included four articles in this particular edition. The first is from our YouTube channel, the next two are our blog posts, and the last article was chosen by our AI as the best choice for that particular recipient (based on their previous clicks in past newsletters).
Content + email marketing is success
In a truly successful marketing strategy, all areas and components integrate with and complement each other smoothly and seamlessly creating a single efficient system. When you join content and email marketing, you are making the most of both strategies by fusing the reach of your email base with the engagement powers of your unique content.
Surely, it takes a lot of effort to build a successful marketing campaign involving both email and content. However, at the end of the day, you will enjoy the increase in your organization’s conversions – whatever that means to you – sales, membership renewals, webinar registrations, email list sign-ups. At the end of the day, it doesn’t matter what your conversions are, combining email and content will help you boost them! and customer engagement metrics and, ultimately, sales.
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