Email is one of the most widely used communication channels today by digital marketing agencies, but there are still plenty of opportunities to make it even more effective for your business.
In this article, we'll explain how a digital marketing agency can take its centralized email marketing strategy and repurpose it in new ways that can lead to additional revenue and increased engagement.
But at first, to gain new customers and communicate with existing ones through email marketing, it’s vital to identify, prevent, and deal with any security issues with email.
Enforce strict security standards like DMARC to strengthen your digital marketing reputation.
How Do I Know If My Email Content Is Working? The Right Metrics
There are two important metrics that can't be ignored in any business regarding emails. These metrics are considered part of email marketing 101: open rates and click-through rates.
By understanding these two metrics, you can choose which emails should be repurposed and which ones should not.
Let’s have a close look at each of these two metrics.
Email open rates
Open rates are one of the most important metrics you need to track, as it is the main way you measure your audience's interest in your content. It's also important to track the open rate of your emails and how it differs depending on who has received your emails.
For example, if you run a blog and publish an email newsletter that features one or two articles from your blog in each edition, then you're likely going to see higher subscription rates than when people subscribe just for the publication's main topic.
People often subscribe based on their interests, so make sure that when they subscribe to any of your email newsletters, they see relevant content.
More importantly, understanding which emails had the highest open rates leaves clues as to which content can be purposed for other media.
Email click-through rates
Another important metric is click-through rate (CTR), which lets you see how many people click on the content you share in your email messages. This takes us back to what your subscribers want to see.
If we consider social media, then consider that if you plan on sharing items from your emails on these networks, digging into the emails with a high CTR can help you find the best content to repurpose.
What happens if you use the wrong type of email content?
Using the wrong content in your email marketing messages (and, therefore, when repurposing your content) can lead to negative business results.
Low open rates often mean people don't find value in what you're sharing with them. If your CTRs are low, that means that most of the people who saw your content didn't find it interesting enough to warrant clicking on it and reading more about it.
By digging into how your subscribers interact with certain pieces of content (this can be easily accomplished using A/B testing tools), you can determine what kind of content works best for your audience and which doesn't.
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How can you repurpose email content in other ways?
- Social media posts
- Blog articles
Repurpose your email marketing content into these six forms and watch your well-crafted emails become an entirely new type of media. Let's look at each one more closely.
1. Social media posts
Going back to the idea of CTRs, you can use posts with high click-through rates in your email marketing messages and share them on social media.
You have most likely already seen this strategy used by digital marketing companies when they promote their best-performing content on various social platforms.
For example, let's say that your blog post about email marketing strategies has an incredibly high CTR in one of your email newsletters.
Your social media manager could then take that single article from your mailing software, create a short description with some images, and repost it as a Facebook update or even a Tweet.
Over 3.6 billion people use social media worldwide, and an increase to 4.41 billion is expected in a few years. Ensuring you're repurposing your email content for social media is key to reaching the biggest audience possible.
If it makes sense to repurpose an email newsletter so that it can be posted as a social media update, then do just that.
2. Blog articles
The most straightforward way to repurpose your email content is to turn it into a blog post.
If you have an extensive library of email newsletters containing useful information, you can simply select the best ones and package them up for use as blog posts.
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Building a blog from scratch can be tough work. Simply put, repurposing your email content into blog posts is more time-efficient for you as a marketer since most of the hard work has already been done for you.
This means you could have a blog post published in just a few hours, depending on how much content you need to edit.
Email marketing platforms sometimes also have built-in integration with popular blogging systems. You can take an email newsletter and easily turn it into a blog post without the need for any technical knowledge or developer support.
This way, you'll ensure you're reaching subscribers who may not be aware of what you share in your emails while also increasing the exposure of your business by sharing content on multiple channels.
Creating an infographic from your email content can be a great way to share it on different media. It is very common for blogs to share infographics because they attract a lot of attention and social shares, which helps drive traffic to a website.
Adding an infographic template to your report will demonstrate to readers that you take pride in the quality of your work. Moreover, it could even help them better understand the information you are trying to convey.
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They also tend to get a lot of views on Pinterest and Instagram - two other channels you should spend more time focusing on if you haven't already.
Turning email content into infographics can be smart since it doesn't require a complicated design process, and you can choose the best data to present to your readers.
It's been said that people remember 65% of the information they see in a visual (compared to 10% of auditory information), which means it's the perfect way to get your message across if you want it to be remembered.
If you already have the content in the form of emails, then it's pretty straightforward to turn that into a shareable infographic - either by using an online design tool or by hiring a designer.
You can use your email newsletters as a starting point for an eBook. If you have the time, go back to the beginning of your newsletter library and see if the information would be useful in writing an eBook on a given topic.
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From here, it's as simple as pulling out those articles from old emails and grouping them into one publication. You can then repurpose those newly created eBooks into multiple blog posts or social media updates - whatever works best for you and your audience.
eBooks work great when creating a lead magnet and can be a great way to establish your authority in a given field. They can also get you quite a bit of attention - provided they're well-written and useful.
The more authority you establish, the more likely you'll get people to purchase your other products or services. By using content that you know works with your target audience, you can put out something that they are sure to love.
Did you know checklists often generate significantly higher CTRs than blog posts and infographics?
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By creating a list of actions with a clear call to action, you'll likely see more people click on your content and take the desired next step. Also, checklists tend to be shared more than almost any other content on social media, so you'll likely see a lot of engagement here.
As with eBooks, the right checklist can also go a long way in building trust and authority with your readers.
As you probably know, people like to take information from experienced individuals, and this is yet another great opportunity for you to showcase your expertise.
From here, it's as simple as creating an outline and creating the items that should be included (most likely based on what you see improving conversion rates).
You could even rely on suggestions from those frequently engaging with your newsletter content to build up the list.
6. Engaging quizzes
Your email subscribers are already engaged with your content, so why not find ways to get more engagement?
One way to do this is by creating quizzes. You can then share these quizzes using different media, which will help you reach new audiences and further increase the exposure of your business.
Quizzes are great for generating more traffic and leads from social media. They're also likely to rank high in search engine results, which is always good if you want to get more people to your business website.
With a quiz builder, you can easily create interactive quizzes to engage customers and collect valuable data.
Why not try different quiz campaigns ranging from simple engagement quizzes like 'Which superhero are you?' (adapt this to your niche) to completely unique questions about topics covered in your emails? The possibilities here are endless!
If you’d like to learn more about email marketing, here’s how various strategies can help you grow your email list for an eCommerce business.
Repurposing Email Marketing Campaigns - FAQ
What is the purpose of an email marketing campaign?
The purpose of an email marketing campaign might vary. However, in most cases, two important goals are to build up personal brand loyalty or awareness and increase customer retention.
Email marketing allows businesses to establish a two-way communication channel with customers while catering to their needs and interests. Businesses can share news on new products, send special offers and event invitations, announce promotions, etc.
How do I start an email marketing campaign?
The first step in an email marketing campaign is to create a template that you can use for your different messages. You'll want to focus on creating compelling titles and adding CTA buttons to help the entire next step in the sales process.
Once you have a template ready, it's time to start mailing. The most important part of any email campaign management is a strong strategy for building an audience. You can then test different types of emails you think would be most useful to your subscribers.
Why is it important to repurpose content?
Repurposing content is important because it allows companies to maximize the impact of their content. The same content can be used on different platforms, reaching a wider audience and gaining more exposure for your business.
The cost to repurpose content is much lower than creating original materials tailored towards each platform, so you'll see an increase in ROI when you take this approach.
How do you repurpose content effectively?
There are many ways to repurpose email marketing campaigns to get the most mileage.
You can turn email newsletters into blog posts or infographics, use lists as checklists, etc., to extend the life of your emails and reach new audiences simultaneously.
How do I measure results from my email marketing campaign?
It's important to track your email marketing metrics to measure which types of emails are working best.
You'll want to pay attention to click-through rates, open rates, and any other engagement metrics to help you determine which content resonates most with your audience. In fact, here are 7 customer acquisition metrics you should be tracking.
What makes a good email newsletter?
A good email marketing newsletter should be short and concise and contain a clear call to action button. Managing your email list is made easier when the people opt-in do so because they understand the type of content they will be getting.
Giving value to each email newsletter you send out is key to standing out from the crowd (where inferior quality is the standard).
Getting the most out of email marketing campaigns is a great way to increase engagement and generate more revenue for your business.
The key is to find ways to repurpose and reuse your content so that you can get the most mileage out of it while also reaching new audiences.
As you can see, you should consider repurposing content to grow your business and expand your customer base.
It's relatively easy to create new material from existing ones, so try this tactic next time you want to get more exposure within your industry or target a new demographic.