Last updated on December 5th, 2022 at 01:23 pm
Today, almost every brand is using digital marketing strategies. Every marketer is in search of the most profitable method that delivers the highest income. This is where email marketing and content marketing come into action.
Content is vital to the success of any brand online. It makes your audience feel that they are offered something valuable rather than compelled to buy a product. You can use content to develop a solid relationship with your audience and finally, convert them. In short, content marketing offers multiple benefits.
Over the last decade, email marketing has proved its profitability. It shows the highest ROI among other marketing channels and it has the best conversion rate.
This leads us to a simple conclusion. The benefits and income are higher when you combine email and content marketing together. This article will show you how your content marketing can benefit from email marketing.
Why Email Is Important
With a growing number of Internet users, it is imperative that you should your audience online.
Email marketing is the best choice for professionals as it shows high results. Numbers speak louder than words, so let’s have a closer look at why email marketing is worth trying:
- 293.6 billion emails were sent daily in 2019. This number is predicted to reach over 347.3 billion by 2023
- There were 3.9 billion email users in 2019 with the number of users growing. The 2023 prediction is 4.3 billion users
- Around 70% of consumers are more interested in communicating with brands through emails
- At the same time, 86% of professionals prefer emails as the main method of communication
- The open, click-through, and unsubscribe rates are 22,15%, 3.43%, and 0.2% respectively. These numbers are the best ones compared to other ways of communication between brands and their customers
- Email marketing shows a 40% higher conversion rate than social media marketing
- The average email marketing ROI is 4400%: invest $1 and will get $44 in return.
All this provides an excellent opportunity for brands to reach out to their target audience and enlarge it.
Adding email marketing to your digital strategy enhances brand visibility and recognition. It will help you engage more customers and convert both new and existing leads.
Yet, we are here to talk about how your email marketing and content marketing can benefit each other. So let me show you why and a few ways you can integrate these two digital marketing strategies together.
Why Implement Email Marketing and Content Marketing
Email marketing and content marketing are independent and profitable units of your marketing strategy. Yet, two heads are better than one and you need to know why to make email and content marketing work together.
Personalized Approach
Email has proven to be the most effective marketing channel used by 56% of marketing experts. I cannot but mention the importance of content marketing for professionals. 92% of businesspeople claim that content is a part of their whole business strategy.
In general, content marketing is a generalized way of reaching out to your audience. When publishing content, you direct it to your audience and there is no personal approach to each of your client base. Are you 100%-sure everyone will see it? Yet, your aim is.
Emails enable you to reach out to your customers on a personal level. Recognizing their pain points or search patterns creates more resonance with your audience that makes conversions easy.
Segmented Targeted Email Campaigns
Every snowflake is unique, so are your recipients!
No one loves to receive emails that are irrelevant to their desires and interests. It lowers the chances of opening further emails from you and could even make a person unsubscribe. As stated above, content marketing addresses the whole audience in general while email is personal.
This is why as a professional, you need to recognize the uniqueness of every recipient and segment your email list accordingly. This enables you to send emails according to the subscribers’ preferences, location, activities, and other data. This information altogether helps you implement a personal approach to every customer.
Segmenting your email lists can improve your marketing campaign by leaps and bounds. Segmented email campaigns show a 50% higher CTR compared to untargeted email campaigns.
Additionally, targeted emails show 18 times higher revenue compared to bulk ones. This implies that segmented emails generate more clicks, engagements, and conversions.
In-time Email Campaigns
When you publish a post on Facebook early in the morning, it may get lost in the abyss of others by the time your followers and friends wake up. They may not even see the post. Not cool, yeh?
There are two main things you need to know about email marketing: schedules and triggers. These two elements help you always be on time in the inbox.
Triggers are the elements in your email drip campaign that ensure every email is sent to each recipient individually. The scheme is easy: you send the first email, they open it or even click the link inside the email, and in some time (you define it), the next email lands in the inbox.
Scheduling guarantees that all the emails are sent automatically on time when your subscribers want to see them. Conduct a test, analyze the results, define the best time to send emails, and be on the stroke!
Summing up, email marketing is a more personalized method of communication with leads and clients. However, without content marketing, it becomes less beneficial. If you combine email marketing and content marketing and make them work together, the benefits will be not long in coming.
How to Use Email Marketing for Content Marketing
Implementing email marketing and content marketing together offers numerous benefits for marketing experts. The following tips will provide the required insights into driving traffic, converting leads, and engaging customers using emails for your content marketing strategy.
Share Content Through Email
Creating valuable content and sharing it in your email offers lots of possibilities for your audience. There are no restrictions in sharing content:
- Links to your YouTube channel or a social network sharable post
- A recent blog post
- A downloadable freebie as a part of an onboarding email campaign, etc.
Firstly, you show your subscribers that you care about them and approach each of them in person. Secondly, sharable content via emails is valuable as you get more views and shares. And finally, the sharing option in emails is easy so you have an opportunity to increase your audience.
As you see, email makes your content marketing more effective. Just create content, add it to your email campaign, and reap the fruits.
Keep Your Clients Engaged
Apart from generating lists of customers through signup forms, it is important to build relationships and ensure that they are engaged. Your objective is to make sure your customers have an enjoyable and pain-free experience with your brand.
Email is a professional method of communication with clients. Yet, the content strategy helps you onboard them, keep them engaged, improve retention, re-engage, and much more.
Whatever your goal is, implementing content and email marketing together is more profitable than just one of the two. As emails show the highest open and engagement rates and content is the best way to onboard your clients, you need to send content via emails to keep the clients engaged.
Promote a Few Articles in One Email
Including a few articles in your email campaign is a way of getting your emails open and read regularly.
Whenever you compose a new article on your blog, create an educational post on your social network page, want to get more traffic to a blog post or design a downloadable freebie, take advantage of your email list by using your marketing tool to automatically send it to your subscribers.
Have an article and a PDF? Want it to be read and downloaded? Not a problem, promote both of them in one email! Include a couple of teasers with captivating descriptions and links to your blog or social media page.
Here’s how MarketingProfs promotes their articles:
Find Which Content Works Better
The objective of every marketer is to always stay ahead and to constantly improve the campaign metrics. “A shot in the dark” method doesn’t work. You need to know exactly what works and what doesn’t.
There’s a solution for you, A/B tests. They allow you to find what in your email works best and which elements help you more. Also, A/B testing helps you uncover the type of content that evokes emotions in your subscribers.
At the same time, you cannot test what type of content performs better for your audience on social networks. This makes email marketing more beneficial and worth trying.
Send Content in Emails
Why not send content in your emails? Email and content marketing are not necessarily about sharing links to posts or blogs, it is also about sharing valuable and relevant information right in emails.
Send the entire article in the email and include a link where your subscribers can join the conversation or post a comment.
Storytelling is one of the opportunities for marketing professionals to educate customers and subscribers. Long-form content works well: storytelling emails show higher open and click-through rates.
Wrap Up
Both emails and content are the aspects of communication that drive value to your customers. Content marketing helps develop a trustworthy relationship and rapport with your audience that makes them trust you and collaborate with you. Yet, the best way of keeping in touch with your audience is through email.
Considering the impacts and the possibilities of email marketing and content marketing offer, you need to take advantage of them. United we stand, divided we fall. Work on your email and content strategies, make them work together, and may high conversions and ROI follow you!
Do you want to share any other tips on how email marketing and content marketing complement each other? Please leave them in the comment section. I’d love to know about them.
About the Author:
Helen Holovach brings you the best articles, guides, and research on marketing, incorporating the latest statistics and trends in the marketing world to make sure every campaign you run is a success. Helen is a dedicated writer for Snov.io, but in her free time, she prefers to sit by a campfire and sing songs with a guitar.
