How to Use Email Marketing to Amplify Content Marketing Efforts
In the fast-paced world of digital marketing, mastering email marketing can be a game-changer for your content strategy. Insights from an Owner and a Digital Marketing Executive reveal effective strategies to enhance your campaigns. The first expert advises segmenting your email list by user behavior, while the last emphasizes the importance of personalizing emails to boost engagement. Discover six powerful insights that can elevate your email marketing efforts to new heights.
- Segment Email List by User Behavior
- Include Latest Blogs in Newsletters
- Engage Subscribers with Informative Content
- Leverage Multi-Channel Email Marketing
- Test and Optimize Email Campaigns
- Personalize Emails to Boost Engagement
Segment Email List by User Behavior
I use email marketing to support and amplify content marketing by sharing valuable content that aligns with subscriber interests and their stage in the customer journey. One effective strategy is segmenting the email list based on user behavior, like past engagement or purchase history, and then tailoring content accordingly. For example, I send blog articles, guides, or case studies that match each segment's needs—helping to nurture leads with the right information at the right time.
Another effective approach is using content previews in emails to drive traffic to the website. I include snippets of articles or videos with a clear call to action directing readers to explore the full content on our site. This strategy increases content visibility, boosts engagement, and ultimately supports conversion goals by guiding readers deeper into the sales funnel.
Include Latest Blogs in Newsletters
Our marketing agency produces and sends out one email a month, providing insight into company news, announcements, and fresh content that has been produced online. One element that features in the newsletter every month is our latest blogs, accompanied by a direct link to allow our readers to access them. We also include content such as case studies, presenting our latest work and designs.
Engage Subscribers with Informative Content
One way to use email marketing to support content marketing efforts is by sharing valuable content directly with your audience.
If I talk about our brand, we do believe that newsletters are a great way to engage subscribers with informative bits, tips, and how-tos that address their pain points or help them succeed.
We also promote new blog posts, case studies, or whitepapers through email, offering quick summaries that entice readers to click through.
Additionally, I've found that highlighting product features or updates within these emails—while focusing on how they benefit the reader—boosts engagement. Consistency is key, but so is ensuring each email delivers value, not just promotions. This keeps our audience connected and eager to hear from us regularly.
Leverage Multi-Channel Email Marketing
At People2.0, we leverage email marketing across multiple channels to amplify our content-marketing efforts. Our strategy involves a multi-pronged approach: marketing emails for important communications and newsletters, sales-team emails to leads, and customer-service emails to current clients. We find that repackaging content in various ways and presenting it alongside other valuable items increases engagement, as it often takes multiple exposures for customers to interact with the content. Key to our success is aligning email content with our broader marketing goals through robust buyer personas and clear internal communication about our target audience and service-promotion objectives. By maintaining a clear understanding of the sender, the service, the audience, and our value proposition, we ensure a solutions-focused, customer-first approach that resonates with recipients and effectively amplifies our content-marketing initiatives.
Test and Optimize Email Campaigns
1. Segment Your Audience for Targeted Content
a. New Subscribers
b. Loyal Customers
c. Inactive File
2. Curate and Repurpose Content: Emails are a great way to give old content new life.
a. Create a Newsletter
b. Highlight Popular Content
c. Create Content Series
3. Promote high-value content offers, like e-books, guides, and whitepapers.
4. Create a consistent content journey at each stage: brand awareness, consideration, and decision.
5. Test and Optimize:
a. A/B test subject lines to see what drives higher open rates.
b. Vary content formats (e.g., text-heavy vs. image-rich) to see what resonates.
c. Track metrics like click-through rates, conversion rates, and bounce rates to refine your strategy.
6. Use automation to ensure your brand is top-of-mind with:
a. Welcome Series Emails
b. Sending recommendations based on past behaviors, like downloads, etc.
c. Re-engagement campaigns segmented to inactive customers.
Personalize Emails to Boost Engagement
Segmented marketing emails can significantly amplify your content marketing efforts. Personalized emails not only boost engagement but also drive more traffic to your website or landing page. Including educational content in your emails is crucial for building trust and showcasing your industry expertise. For instance, after incorporating personalization into one of our email campaigns, we observed a 25% increase in open rates and a 10% rise in CTA clicks. Tailoring your content to your audience's needs will help them resonate with your message and enhance your overall marketing strategy.
