by Sarah & Kevin Arrow

The Ultimate Content Marketing Guide: Email Marketing with Key Content

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In the bustling world of content marketing, there's an area that's often overlooked but holds significant value: Email Marketing with Key Content. It's not merely about sending out bulk emails. It's about strategising, segmenting, nurturing, and building relationships. Welcome to the final phase of our content marketing journey, where we delve deep into how you can enhance your email marketing strategies with key content. Buckle up, because this is going to be quite the ride!

The Journey So Far

We've traversed the broad landscape of content marketing, touching upon strategy, distribution, planning, formats, headlines, and publishing approaches. We've also explored the avenues of syndication, repurposing, setting goals, upgrades, funnel mapping, promotion, repromoting, creating epic content, and evergreen refresh.

Now, we're taking a detour into the world of email marketing, where content meets personalisation.

Leveraging Your Best Content in Email Marketing

The art of integrating your most prized content into email marketing isn't just a task; it's a strategy. It encompasses both promotion and segmentation tactics. Let's look at these important elements.

The essence of Email Marketing with Key Content lies in understanding your audience, being strategic, and adding a personal touch. We've already embarked on the first phase of this journey. Now, let's dive deeper and explore the real-world applications and examples of these strategies across different industries.

Dedicated Promotional Emails

Sending a dedicated email to your subscribers is like handing them an exclusive invite. Here's how you can do it:

Steps to Achieve:

  1. Identify the Content: Choose the piece you want to promote, whether it's a blog post, a product, or an event.
  2. Craft the Email: Write a compelling subject line and body text that highlights the key aspects of the content.
  3. Include a Clear Call to Action: Guide readers on what to do next.
  4. Monitor Engagement: Track opens, clicks, and interactions.

Example from the Fashion Industry:

Imagine launching a new clothing line. You can send an email to your subscribers featuring exclusive photos, with links to purchase the items before they're available to the general public.

Targeted Segmentation

Being choosy with your audience isn't a bad thing; it's smart marketing.

Steps to Achieve:

  1. Identify Your Segments: Break your audience down into specific groups.
  2. Create Tailored Content: Write emails that resonate with each segment.
  3. Send at the Right Time: Timing can be everything; find the sweet spot.
  4. Measure Success: Monitor engagement within each segment to refine future efforts.

Example from the Healthcare Industry:

For healthcare professionals, sending targeted emails about specific medical equipment to surgeons and general health tips to general practitioners ensures relevance.

List Sign-Up Confirmation Emails

A simple automated message can be the beginning of a beautiful relationship.

Steps to Achieve:

  1. Choose the Right Content: Include links to popular or introductory content.
  2. Add a Personal Touch: Use friendly language.
  3. Provide Clear Next Steps: What should they do after reading?
  4. Test and Refine: Regularly update the content to keep it fresh.

Example from the Publishing Industry:

A publishing house can include links to best-sellers or a special discount on the next purchase as part of the sign-up confirmation email.

Lead Nurturing Emails

Cultivate relationships over time. It's like gardening, but with words.

Steps to Achieve:

  1. Identify the Lead's Stage: Are they new or closer to making a decision?
  2. Select Content Accordingly: Share information that will move them to the next stage.
  3. Time Your Emails Thoughtfully: Don't rush; let the relationship blossom.
  4. Track Engagement: See what resonates and refine as needed.

Example from the Educational Sector:

A university can send a series of nurturing emails to prospective students, starting with campus life, followed by program details, and culminating in enrolment procedures.

Content Upgrades in Emails

It's like serving dessert after a fine meal; content upgrades offer additional value.

Steps to Achieve:

  1. Identify Related Content: What complements the primary content?
  2. Create Attractive Upgrades: Checklists, templates, or exclusive videos.
  3. Promote Clearly: Position it where it's noticeable but not overwhelming.
  4. Monitor Engagement: See who's biting and what they're biting on.

Example from the Cooking Industry:

A culinary blog can promote a content upgrade of printable recipe cards at the end of a newsletter featuring new recipes.

Recurring Newsletter Content

Keep things sprightly with recurring fresh content.

Steps to Achieve:

  1. Plan Ahead: Have a content calendar.
  2. Maintain Consistency: Keep the tone and style uniform.
  3. Include Diverse Content: Mix it up with articles, offers, and news.
  4. Measure Engagement: What do your readers love?

Example from the Technology Sector:

A tech company can feature new software updates, industry news, and exclusive interviews in a weekly newsletter.

Leverage Automations

Use technology to trigger specific content based on actions.

Steps to Achieve:

  1. Set Clear Triggers: Identify actions that will trigger emails.
  2. Craft Targeted Content: Tailor content to the specific action.
  3. Automate Thoughtfully: Make sure it feels personal, not robotic.
  4. Monitor and Refine: Keep an eye on performance and tweak as needed.

Example from the Travel Industry:

A travel agency can set up an email to be sent with recommended destinations when a subscriber browses a particular region on their site.

Examples of Email and Content Pairings

The magic often lies in the pairing. You have your main ingredient, but it's the side dishes and the presentation that make the meal unforgettable. In our context, it's about pairing the right content with the right kind of email. Let's explore some detailed examples and, for good measure, toss in a case study that will make this pairing feel almost like a fine dining experience.

New Ebook – A Dedicated Email with an Irresistible Offer Banner

Example: Finance Industry

Imagine launching an ebook on “Investment Strategies for the Modern Age.”

  1. Craft a Compelling Email: Write a gripping subject line, something like “Unlock the Secrets of Successful Investment!”
  2. Create a Banner: Design an attractive banner that promises exclusive insights.
  3. Personalise the Invitation: Add the subscriber's name, make them feel special.
  4. Include a Time-Limited Offer: Something like “First 100 downloads get a free consultation.”

The Result

Increased engagement, download rates, and possibly a queue for those free consultations.

Evergreen Case Study – Targeted Campaign to Customer Success Segment

Example: E-commerce Industry

Suppose you've documented a success story where a small retailer saw tremendous growth using your platform.

  1. Identify the Target Segment: Pinpoint subscribers who can relate to this success story.
  2. Craft a Tailored Email: Write a subject line that teases the success, like “How John's Store Tripled Revenue in 6 Months.”
  3. Share the Story: Break down the journey, the strategy, and the result.
  4. Include a Call to Action: Maybe a free trial of the service that led to the success.

The Result

Potential customers see tangible proof, leading to more trial sign-ups.

Fresh Blog Post – Signup Confirmation Email, Paired with a Social Sharing Call-to-Action

Example: Fitness Industry

You've just written a blog post about “10 Morning Exercises for a Fresh Start.”

  1. Embed in Signup Confirmation: Include a snippet in a welcome email for new subscribers.
  2. Add Social Sharing Buttons: Encourage sharing with user-friendly buttons.
  3. Personalise: Thank them by name for joining your community.
  4. Provide an Incentive: Offer a small discount on a product for sharing the post.

The Result

New subscribers feel valued, and social shares increase.

Popular Tool List – A Nurturing Sequence over Six Thoughtful Touches

Example: Digital Marketing Industry

You have a list of “Top 10 SEO Tools for 2023.”

  1. Create a Nurturing Sequence: Break down the list over six emails, providing in-depth insights.
  2. Personalise: Address subscribers by name, asking for their thoughts on each tool.
  3. Include Additional Resources: Offer related blog posts or tutorials.
  4. Engage: Ask questions and invite them to a community discussion.

The Result

Subscribers feel involved and gain a deeper understanding of the tools.

Webinar Recording – Content Upgrade Promotion in a Relevant Newsletter

Example: Education Industry

You've hosted a webinar on “Innovative Teaching Methods.”

  1. Segment Your Audience: Target educators, administrators, and education enthusiasts.
  2. Craft a Captivating Newsletter: Include a snippet of the webinar with a viewing link.
  3. Offer a Content Upgrade: Promote additional materials like a downloadable PDF of the presentation or an exclusive Q&A session with the presenter.
  4. Make It Easy: Include clear instructions on how to access the upgrade.

The Result

Increased views of the webinar and engagement with the content upgrade.

Case Study: A Seamless Integration of Content Pairing in the Automotive Industry

In a successful content pairing strategy, an automotive company launched a new car model.

  1. Targeted Emails: Sent to existing customers with personal invitations to view the car in showrooms.
  2. Segmentation for Prospects: Emails with virtual tours of the car for potential customers.
  3. Content Upgrades: Offering exclusive video interviews with the designers for those signing up for test drives.
  4. Social Media Integration: Encouraging sharing for exclusive behind-the-scenes content.

The Results

Increased showroom visits, test drives, social media buzz, and ultimately, car sales.

Coordinating Email and Content Boosts Exposure

As you've seen, intertwining email and content doesn't just boost exposure; it creates a harmonious relationship with your audience. If you have any other examples or questions, I'm here for you, ready for Day 23.

Remember, in the world of Email Marketing with Key Content, it's about being strategic, thoughtful, and yes, a little bit clever. Isn't it thrilling to be on this journey together?

About the author, Sarah & Kevin Arrow

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Sarah and Kevin Arrow have been in the thick of the online marketing world since 2006, and they're buzzing to share their know-how right here with you! If you're keen to get noticed, they're the experts you'll want to talk to. Why not schedule a call or send them a quick message? They're all ears and can't wait to hear from you!

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