Email marketing is inevitably one of the most effective and efficient mediums for content promotion. The combination of reach, engagement, and impact which emails offer is hard to beat. Hence, it is no brainer that emails are the preferred choice to promote content for both B2B and B2C marketers. Email newsletters are one of the best bets to engage the audience and generate more leads.
To create a loyal fanbase for a brand and promote the content amongst those loyalists, it is imperative to leverage email marketing to a T. Here’s all you need to know for upping your content promotion strategy with the help of email marketing.
Add shareable content
Let’s first address the elephant in the room, the content. It’s obvious to create high-quality and relevant content while drafting your content promotion strategy. Remember, the relevancy of your content determines its shareability. The better it hits the chord with your audience, the more impact it will create.
If you are a digital marketing agency, then sending food recipes to your audience would definitely lead them smashing the unsubscribe button. Hence, it is incredibly crucial to analyze the sentiment and expectations of your subscribers and adapt accordingly. To further escalate your CTR and engagement, you can segregate your audience across different demographics and create personalized content for them.
You can take professional assistance from Mailchimp email experts and Marketo certified experts to make things easier for you.
Update your Newsletter design
As per a recent report, around 47% of people use smartphones to access their emails on an average basis. So, the design of your campaign’s newsletters should be mobile friendly. The seamless user experience would strengthen your content promotion efforts. Along with that, here are a few tips that need to be incorporated to give your newsletters a distinctive appeal. Have a look:
- The subject line of the email should generate curiosity to boost clickthrough rates.
- Keep the email copies short for enhanced engagement and generate a recurring value for your content.
- Leverage graphics to attract the audience’s attention.
- Do not forget to feature links to the blog posts or landing pages where you intend to direct the traffic.
- Make sure to weave the content and the design in such a way that your CTA and copy stand out.
- Integrate social media buttons for increased ease of sharing the content on social media.
You can use customized Mailchimp email templates and Pardot email templates to ooze the appeal of your newsletter.
Segregate the subscribers
A brilliant way to increase the efficiency of your content promotion plan is by identifying and focusing on the subscribers who are genuinely interested in your brand, its offerings, and the content you create around it.
Adding a CTA button saying “Subscribe to my blog” on your website and featuring pop-ups to lure visitors to sign up for more updates would help you immensely in identifying your right target audience which you should actually send emails to. The subscribers’ database should be in line with your audience’s demographics to increase the impact of your content promotion strategy.
Play with the Subject
A report from Campaign Monitor suggests that “Emails with personalized subject lines are 26% more likely to be opened.” According to another report, the average open rate of an email campaign is 17.80%.
The two clear takeaways from the above statistics are: First, personalized subject lines are a big deal when it comes to getting your message delivered. Second, not all the people to whom you send your email would open it.
Do you see the connection? Well, let me explain. The more creative and experimental you get with your email subject lines, the higher chance they have to stand out from a sea of bland and brackish emails.
As far as the other subscribers are concerned, they can be retargeted with the same newsletter content. Only the subject lines need to be customized. This practice would have a substantial impact on your CTR and eventual engagement and traffic.
You can leverage tools like Mailchimp templates that would ease the job of creating lucrative subject lines and streamlining your entire content promotion campaign.
Schedule it sincerely
One of the most common mistakes most email marketers make is sending their emails randomly. Having an email marketing schedule in place would make more people open your emails and take action on them. It would be a pull factor, and your audience would wait and anticipate your emails and their content.
The practice of scheduling your emails would give you more insights into your subscriber’s behavior and eventual reaction to your content. You can then leverage these insights to tweak your content accordingly to drive better results.
These were some of the most effective techniques about how emails can make an impact on your content promotion strategy. Include these while crafting your next plan and remember to revolve your entire content around CTA and copy. Create your plan today, and we will wait for a killer email from your end. You’re welcome!
Kevin George is Head of Marketing at Email Uplers, one of the fastest growing custom email design and coding companies that specializes in professional email template creation and PSD to HTML email conversion; they are Salesforce experts. Kevin loves gadgets, bikes, jazz and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.