Email marketing is far from dead. In fact, email has a better reach than social media and the best ROI of the digital marketing methods available. So why don’t you send more emails to your target audience? If it’s because you’re having trouble coming up with content – a common problem among businesses – you can use these tips on how to repurpose content so that you always have something to send via email.
If you have a blog on your website, you might assume that everyone in your target audience is already aware of it and has been reading it regularly. But that’s not always the case. Many people are too busy to visit your site every day or even every week, so you have to basically bring your site to them via email.
You can do this by sending an email to subscribers with links to your blogs, videos, and upcoming events. Do this regularly once or twice a week, since sending this type of email more frequently can look spammy.
Another way to repurpose content for email marketing is to send readers links to past content that is still helpful today. You can create a theme and then pick the content that fits before you send the email. This way, your old blog posts have a new purpose, and you now have relevant content for the emails you send.
For example, your theme might be content marketing, in which case you can look through your blog and choose five posts that would help someone who needs content marketing tips. You can send these content roundups monthly, quarterly, or right before any big events that your audience might be attending.
You probably have a lot of blog posts with plenty of great information, which means you have the makings of a helpful eBook. Just decide on a purpose behind the eBook, such as tips on social media. Then gather together all of your blog posts on social media – from Facebook and Twitter to Instagram and Pinterest and more – and organize them into chapters.
Now that you have an eBook, you can let your audience know about it via email marketing. Consider sending a chapter once a week to your email subscribers, with a link back to your site where they can download it. You can also get more creative and send an illustration or infographic that summarizes the information they’ll learn from each chapter.
Some studies have shown that emails with videos have a 96 percent higher click-through rate. So it makes sense to use video in your email marketing campaign. This doesn’t mean you have to create new videos specifically to send to subscribers, though. Instead, repurpose what you already have.
For example, if you have any videos on your website or social media pages, pick one and send it through email. It could be showing a behind-the-scenes peek at your staff or office, or it could be a close look at how your products work or the services you provide. As long as you believe it has value for your audience, you can repurpose it by adding it to an email. Just be sure to include a call to action with the video, and then put the word “video” somewhere in the subject line to draw attention to it.
At the very least, you can add some images to your emails if you don’t have any good videos to send. You might even consider creating a slideshow of pictures that your subscribers will appreciate. Like videos, you can likely find some images on your social media pages and website. If you don’t have many, it’s time to encourage your social media followers to share their pictures so you can get user-generated content. Let them know that they might be chosen to have their pictures included in your next email blast! Lots of people enjoy being in the spotlight like this, which is why it works for many brands.
Have you ever repurposed content in email marketing? How?